VDP: Debunking Urban Legends

And simple personalization has proven effective outside the lab, as well. For example, Pantone Inc. recently promoted its Spyder2 color monitor calibration device with the company’s first personalized direct marketing campaign, using data points for name, title, company, address and industry served. The hook: photographs of extravagantly tattooed models under a headline, “Nobody touches my color but the pros,” and PANTONE Matching System chips positioned as if for a live job. Greetings were personalized, copy was customized for photographers or creatives and, when multiple pieces were sent to the same company, three different layouts were rotated to generate interest.