The Xplor Document University’s educational road show came to Philadelphia this week, bringing sessions on variable data and inkjet printing. IPG went over to check out the one-day seminar. Though rain and traffic took a toll on attendance levels, the five speakers gave some interesting and thought-provoking presentations during the informal and interactive meeting.
Pat McGrew, Kodak’s “evangelist for data-driven communication,” delved into one variable data dilemma in a session called “You Have Data. Now What?” She noted that, to create relevant communications materials, you have to interpret and analyze the data you have, and even augment it by buying additional data. Otherwise you can get an inaccurate picture of the person you’re marketing to.
She also noted that using people’s personal information can backfire when your message verges into “creepiness,” making it apparent that you know too much about them. When your mailing says “We noticed this about you and want to offer you this product,” the consumer will likely be put off. Instead, she said, aim for serendipitous offers that seem like they just happen to fit your interests.
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