Heidelberg To Demonstrate Benefits Of Variable Data Printing At DMA Annual Conference
Thursday, October 09, 2003
KENNESAW, Ga., October 9, 2003 – Heidelberg, the world’s largest printing press manufacturer, is exhibiting for the second year in a row at the Direct Marketing Association’s annual conference and will highlight the power of one-to-one marketing and how variable data printing is a powerful tool that can help customers of all types generate higher business results. The DMA Annual Conference & Exhibition is the marketing industry’s largest show in the U.S. and takes place this year in Orlando, Fla., at the Orange County Convention Center October 11-15. Located in booth #480, Heidelberg’s Business Development Services, which uses training, consulting, sales and marketing assistance to help customers integrate digital printing with traditional offset printing solutions, will help marketers see the significance of using variable data printing as powerful marketing tool. Experts will be on hand to discuss Heidelberg’s “Seven Levels of Variable Data Printing,” and show examples of applications using variable data and short run color. Ranging from the simplest to the most complex, the Seven Levels of VDP begin with the learning process of short-run printing and work up to extending a company’s capabilities by tightly integrating the Internet into an automated fulfillment system. The company also will conduct hourly customer panels and expert spots – comprised of three U.S.-based printers, Heidelberg's Business Development Team, Heidelberg's senior vice president of marketing and a marketing expert from Leo Burnett. Panelists will discuss how they have been able to successfully merge database information with digital-imaging technology to produce unique marketing campaigns that generated significantly higher business results for their clients as well as themselves. “The DMA conference is a tremendous opportunity for Heidelberg to educate the marketing industry about the many uses for variable data printing,” said Richard Sand, director of Heidelberg’s Business Development Services. “We’re pleased that some marketers are turning toward VDP and we’re hopeful that Heidelberg will continue to lead the way in creating future demand for variable data printing.” Heidelberg’s theme for the show - “How Sweet It Is” – illustrates the allure of variable data printing and how it improves the effectiveness of print communications by tailoring the message to the individual. Heidelberg will showcase its NexPress 2100 digital color press to print personalized posters depicting chocolates that spell out the person's first name using unique fonts. In addition, a pre-show direct mail piece went out carrying the tagline: “Some like chocolates with peanuts, some like chocolates with caramel, others like chocolates with cherries. Do you know what kind of chocolate your customers like?” Visitors to the Heidelberg booth, who provide some basic information at one of our kiosks will receive a complementary personalized poster and a box of chocolates. Sheri Martin, a business development specialist for Heidelberg, also will lead a seminar on the value proposition of digital printing and how one-to-one marketing can exponentially improve response rates. Entitled "Direct Mail – A New Revolution – Print Less and Double Your Response Rates," Martin’s discussion is scheduled to take place Saturday, October 11 at 4 p.m. at the convention center.