Selling Digital Printing--Making Money, Digitally

What makes personalization so powerful? Suppose a car dealer has a list of key clients whose leases are about to expire. Variable data imaging can help this dealer create direct marketing pieces almost impossible to ignore.

"Let's say...John Smith came in and leased a red Firebird with black leather interior and a convertible top in 1995," Marrale says. "In 1998, he has to turn the car in, buy a new car or whatever. And in 1995, he qualified for 9.6-percent financing.