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Variable Data CD, DVD Imprinting & Package Printing

FAST FACT: Customized imprinting or packaging on marketing collateral increases response rate by up to 22% among those receiving such collateral.

CD or DVD Variable data printing is a form of printing in which the elements of a piece such as text, graphics and/or images may be changed from one CD or DVD to the next without stopping or slowing down the printing process. Often referred to as data driven printing, the variability is driven by information in a database or by information provided by a print on demand end user. For example, 500 CDs, each with the same basic branding, can be printed with a different name and address on each disc. Variable data printing is mainly used for direct marketing and customer relationship management.

There are several levels of variable printing. The most basic level involves changing the salutation or name on each copy. More complicated variable data printing uses 'versioning', where there may be differing amounts of customization for different markets, with text and images changing for groups of recipients based upon which market segment is being addressed. Finally there is full variability printing, where the text and images can be altered for each individual recipient. All three types of variable data printing begin with a basic design that indicates which sections can be altered and a database of information that fills in the changeable fields on the CD or DVD.

Variable data projects range from simple plans that add a bit of personalization to a disc label to very elaborate promotions that include full personalized packaging on fields in detailed client databases. Some of the most popular are designed to build traffic at a retail store, generate leads for a product or service, or generate direct purchases for a mail order business.

For example, you're an indie band that wants to send your demo out to 200 terrestrial radio stations across the country. You have your demo CD master from which you're ready to duplicate. But instead of putting your same band branding on every disc, you leave room for the name of the station who will be receiving your demo. Instead of your label just reading “Joe's Band”, it could say:

“Joe's Band for WKXW airplay”.

WOW! What a first impression you'll leave on the music director.

Variable Data CD, DVD Imprinting can also include customization and personalization of its packaging.

Variable data can be used for fulfillment applications that create documents that fulfill a request for information from a salesperson or a consumer, or that print personalized literature or order forms. A commercial printer, for example, might set up an application that prints customized color pitch books for a client based on new prospect data.

In many cases, it may be a simple matter of adding variable data to an existing static promotion. One popular technique, for example, is to use maps that target the closest stores or branch locations based on zip code, or to include a picture of salesperson associated with a particular client. Other possible promotions include new customer thank you letters or customized newsletters with content based on the customer's past purchases.

Custom Media Packaging

As you begin your due diligence process, looking for a replication or duplication service, you have likely been asked many questions concerning your project and the type of media you need...

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Variable Data CD, DVD Imprinting & Package Printing

CD or DVD Variable data printing is a form of printing in which the elements of a piece such as text, graphics and/or images may be changed from one CD or DVD to...

Read more