Corporate Press -- Vested in Added Value

Variable printing is still somewhat of an unknown to many clients and prospects, according to Edgar. "They don't know how to use it. Those who haven't explored it also think it's too costly. But variable printing is a growing segment of the industry."

Drilling Deeper at Clients

"We find that you've got to go upstream to sell this type of service," he adds. "You don't do it at the print buyer's level; you have to educate the heads of marketing, finance—even the CEOs of companies. We sent our convention exhibitors 5,000 brochures with completely personalized covers. Not just names and addresses; we completely filled in their applications and checked off boxes based on previous years. Right off the bat, the internal people in the organization saved a lot of time, just because it's filled out properly. That's the kind of capabilities we need to show customers—how variable printing can work for them."