Categories: Direct Mail ProductionLebron James isn’t the only one looking to build the best team. As a direct marketing manager, you also need to surround yourself with few key players to ensure the best results for your variable data print (VDP) campaign. Too many try the “go-it-alone approach” only to be frustrated, in the end, by results that didn’t quite match their expectations. So, when you're ready to take the court with a new approach to your direct mail campaign, make sure you have the following key co-workers prepped and ready to jump in the game. As the chief marketing strategist, you will investigate the potential benefits in a VDP project, envision the campaign, involve the expert team players, consult and coordinate with the production partner, keep the project on schedule, evaluate the results, and report back to the CEO. You are the first key player. You'll need to include:
- The IT expert who will know what data is currently available in your database and suggest what may need to be acquired through outside list acquisition or through modeling and appending.
- The creative staff (copywriter, designer, art director, etc.) that can look at available data and begin to imagine possibilities. For example, suppose you want to add the intrigue of a variable image to a development brochure, how would that option work best with the data you have?
- Finally, do involve your print supplier as soon as possible. A VDP production expert can help you budget, estimate, plan, and execute a professional campaign that will greatly increase your chance of success!