VDP Doesn’t Have to be Complex

KeyPoint Intelligence estimates that between 2019 and 2021, Variable Data Printing (VDP) will grow at a rate of 10% a year and by 2021, 31% of print volume produced will be variable[i]. That’s a significant number! That kind of growth means sooner or later you’ll need to discuss the benefits of VDP with your in-plant clients.

While research conducted by In-Plant Graphics reveals that 72% of in-plants offer VDP for marketing, transactional, and direct mail projects, that doesn’t mean they are knocking it out of the park. According to In-Plant Graphics, VDP is responsible for an average of 21% of an in-plant’s digital printing jobs, indicating there’s plenty of room for growth.

Don’t believe for a second that VDP is outside your sphere of knowledge. If you’re selling software such as RSA’s WebCRD Web to print, a little knowledge of VDP is helpful, particularly if you employ a sales specialist with an aptitude for selling to in-plants. If the questions become too technical—a possibility—there’s always the resources of your software provider, such as RSA. 

SOURCE Rochester Software Associates

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