VDP: Debunking Urban Legends

The result: an 81 percent increase in sales over the previous year’s promotion. “It accomplished what I was trying to do better than anything I’ve done in the past,” says Doris Brown, vice president of marketing at Pantone.

Similarly, Lorraine Press worked with H Theory, both of Salt Lake City, to create its first variable information piece to invite customers and prospects to an open house showcasing its new digital color press. The invitation incorporated a flipbook animation of a magician conjuring up the recipient’s name. Fifty percent of the invitees attended (150 out of 300), and the piece also won industry awards.