The Business of VDP Getting Started with Selling VDP Services
Hans Sep Product Line Manager EFI
Giselle de la Moriniere Product Marketing Manager EFI
Dan Foster President DataPrint Initiatives, LLC
The World of Fiery VDP Series
Two part series covering …
The Business of VDP: How to get started and grow your profits
10 Ways Fiery Tools Make VDP Easy
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Agenda
• The Business of VDP
• Customer profile: DataPrint Initiatives
• Key takeaways
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VDP has never been so…
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VDP
Relevant
Connected
Affordable Available
Challenging
VDP is relevant to your business
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VDP is relevant – really?
• Consumers trust print above television and online media Source: VTT March 2013
• 2 out of 3 consumers want customization Source: Consumer Media Trends Survey Q2, InfoTrends 2013
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VDP is relevant – ideal marketing mix
10%
12%
14%
16%
18%
20%
4% 5% 6% 7% 8% 9% 10% Response Rate
Co
nve
rsio
n R
ate
Print only
Print and e-mail
Print and PURL
Print, e-mail, and PURL
Print, e-mail, PURL and mobile
Source: InfoTrends – Understanding Vertical Markets: Enterprise Communication Requirements, 2012
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VDP is relevant for growth
“How much did your digital print volume increase by offering cross-media marketing services?”
• In-Plant: for 60%, volume grew by 10-39%
• Print for Pay: – For 62%, volume grew by 10-39%
– For 10%, volume grew by more than 50%
Source: Trends in Cross-Media, Emerging Trends, InfoTrends 2013
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VDP is relevant for profitability
0 1 2 3 4 5
email only
email and web/mobile
print only
print and web/mobile
print and email
print, email and web/mobile
print, email, web/mobile and mobile …
Source: Trends in Cross-Media, Emerging Trends, InfoTrends 2013
“How profitable are the campaigns that use the following combinations of media channels?”
Profitability
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VDP must be connected
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VDP must be connected
• Quick Response (QR) Code
• Personalized URLs (PURLs)
• Augmented Reality
• Near-Field Communication (NFC)
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Getting to know QR codes
• Can be used for:
– Link to online content
– Phone number
– Business cards
– Event reminders
– Personalized URLs (PURL)
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QR code usage
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18
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21
23
30
47
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Make a purchase
Download mobile app
Contact info
Download music
Enter Sweepstakes
Test a code
Coupon/deal/discount
Additional info
Source: Mobile technology, making print interactive (2011) and Consumer Media Trends Survey (2013) Infotrend
Why interact with mobile barcodes?
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Creating and reading QR codes
• Online solutions – goqr.me
– qrcode.kayma.com
• Adobe InDesign!
• QR reader apps
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How to use QR codes – best practices
• Explain why one should scan a QR code
• Put QR codes in a logical place
• QR are scanned on mobile devices so point to a mobile site
• Shortened URL’s increase scan reliability.
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QR codes in the wild – example 1
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QR codes in the wild – example 2
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QR codes in the wild – example 3
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QR codes in the wild – example 4
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Get to know Personalized URLs (PURLs)
• A link to a personalized landing page, sign-up form, etc
• A PURL contains info that uniquely identifies the recipient
– bit.ly/hanssep
• When PURL is opened personalized content is shown for that recipient
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PURLs – best practices
• Tip: Shorten PURLs and make them readable – https://hanssep.typeform.com/to/k34xhq?first=Hans&last=Sep
– http://bit.ly/1er3i4O
– http://bit.ly/hanssep
• Tip: if a PURL points to a sign-up form, prefill the form
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Augmented Reality (AR)
Printed output augmented (supplemented) with computer generated 3D images, video, etc
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Getting to know AR
• Technology has become much, much easier to implement.
• Generic AR apps now available – Layar, String, DigiMarc
Discover, Blippar – Little or no programming skills
required.
• Warning! Know your target audience
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Getting started with AR - example
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Getting started with AR - example
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Getting to know NFC
• NFC stands for “Near Field Communication”
• Biggest advantage? No app required!
• But… mostly Android phones support NFC
• Requires additional equipment and finishing
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Getting started with NFC
• To get started – 10 NFC tags $10-$20
– Android device
– App like NXP TagWriter
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NFC in the wild - example
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VDP is affordable
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VDP is affordable
• Online – Freemium solutions
• Native apps – What programs do you have now?
• Plugins – Add VDP to existing applications
• Suites – All-in-one solutions
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Getting started –Freemium
• There are some great online solutions for: – Shorten and create PURL’s – bit.ly
– Manage email campaigns – Mailchimp
– Create feedback forms – Wufoo, TypeForm
– Create surveys – SurveyMonkey
• Key to selecting a service: access to data analytics (ie. click-through rates)
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What programs do you have now?
• Need to exceed mail merge capabilities of MS Word?
• Adobe CS Suite! – Allows for creation of variable elements in
InDesign, Illustrator and Photoshop
– Allows for creation of QR codes
– Use of PURLs
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Plugins - enhance existing applications
• Plugin based applications available from – PTI Fusion Pro
– XMPie, A Xerox Company
• Allows user-defined differentiation based on data
• Very affordable
• No need to learn new layout applications
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Suites – all-in-one solutions
• VDP suites provide complete solution to – Manage data
– Manage and track PURLs
– Automated workflows
– Dashboards to track effectiveness
• Considerable investment
• Available from EFI OPS, PTI, XMPie, PageFlex, GMC, etc.
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Leveraging VDP on your Fiery DFE
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Fiery FreeForm: standard feature
Fiery FreeForm™
• Powerful entry-level VDP solution
• Unique VDP solution driven by powerful Fiery architecture
• Standard with every Fiery production server
• No 3rd party application investment needed
• Based on page overlay concept
• Easy to use and support
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Fiery supports leading standards
Fiery supports leading VDP standards today
– PPML
– Xerox VIPP™
– Creo VPS™
– Adobe PDF/VT
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Dan Foster President DataPrint Initiatives, LLC.
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Print is King!
Company overview
• Sole focus on digital printing coupled with the enhancement of new technologies
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Humble beginnings
• Founded in 2005
• Basic equipment setup in a garage!
• First customers
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Growing our business
• Economy created opportunity to fill void with digital services
• Bid on a large VDP job (millions of clicks, hundreds of books) – won the bid!
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• Moved into bigger facility and purchased more equipment to handle volume
Expanding VDP into cross-media
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Helping our customers succeed
• The consultative approach
• Listen to the customer
• The earlier the MSP is engaged, the better!
• Ask the right questions – What outcome are you looking for from this event
campaign?
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The business case for cross-media
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• Campaign management is 100% value added
• Printing is 60-70% value added
• PURLs are postage!
• Additional revenue generation
Our “toolkit”
• EFI OPS
• VDP programs
• Printing
• However, there is no magic solution!
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Online Print Solutions (OPS)
Ricoh C901
Presstek DI
Case study - Mission: Possible
• Event: product showcase on the USS Intrepid in New York City
• Challenge: create a fun and impactful way to promote attendance at event
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Case study - Mission: Possible
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Case study - Mission: Possible
• 800+ attendees
• Results – print & email campaign – PURLs viewed by 60% on first email
– Of the 40% who didn’t respond to first email, 35% open rate on second email
– Most used the PURL from the printed piece to respond
• Results –email only campaign – PURLs viewed by 50% on first email
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Mission: Possible – takeaways
• Print is still extremely important!
• Creativity was the key to catching people’s attention
• Multiple touches increased response rate
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• End result was a wildly successful event for the customer
Final thoughts
• Print is king!
• Engage your customer
• Know your niche
• Know the right questions to ask your customers
• Understand your tools
• There is no magic bullet
• Be creative!
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Final words on getting started
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Where to begin
39.5
42.1
42.1
55.3
68.4
68.4
73.7
78.9
Mapped out a strategic plan
Partnered with a vendor
Hired Staff
Offered Services to select exisiting customers
Invested in Digital Technology
Invested in Software
Self Promotion Campaign
Trained staff
Actions taken to support cross-media marketing effort – print for pay
Source: Trends in Cross-Media, Emerging Trends, InfoTrends 2013 52
Take it step by step
• Have a plan
• Set goals
• Know your audience
• Measure performance. Prove the added value of VDP!
• Do we have the skills? Where do we need to invest?
• Eat your own dog food!
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Additional resources
• ABCs of VDP
• Fiery FreeForm Kit
• Fiery VDP solutions presentation
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Next VDP Webinar: June 18
• Ten ways Fiery tools make VDP easy
• Special guest speaker: Jeremy Diamond
Research and Development
Manager
• Next OPS webinar: July 24 – EFI OPS: Introduction & Overview
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eLearning bundle
• Free 3-course bundle for all registrants 1. VDP Basics
2. Fiery VDP Tools
3. Advanced VDP and Imposition
• How does it work? Look for email with details
Must sign up and begin courses by August 31, 2014
• Go to https://training.efi.com
• User name: WOF.VDP
• Password: Fiery.1
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Exclusive offer
• Attend both VDP sessions, get 10% off Fiery Professional Certification – If you haven’t already, register for
the 2nd session • June 18: Ten Ways that Fiery
Tools Make VDP Easy
– Details will be sent via email following the June 18th Webinar
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Fiery Resources
• resources.efi.com/fiery
• One-stop shop for everything users need to get the most out of their Fiery server
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