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Article: Variable Data's 'It' Factor.(variable-data print marketing)(Viewpoint essay)
- Article from:
- Graphic Arts Monthly
- Article date:
- August 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Brad Lena
To sell variable data, you've got to have It. As someone who sold traditional print for many years before migrating to digital products, I think the main difference is that traditional print salespeople are at the very end of the decision-making process-who's going to print the job for us. Their world revolves around manufacturing: quality of print, delivery, cost-competitiveness, understanding of prepress/production issues, paper stock, etc.
A digital salesperson who gets It has to have a different business model. They really help to create the products they're selling-almost like a detective, uncovering the key issues of their client's ...
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...True variable-data color, most observers of the digital ... commonly around 2%. As such, variable-data color can be very different from ... SPECIALIZED PROCESS Thus defined, variable-data color is a specialized, high ...
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