SELLING DIGITAL VS. OFFSET -- Making the Right Impression

"We've learned that it is essential to sell variable data technology to account executives, creatives and strategists who can integrate this new method into their marketing plans in the beginning," Higgins says. "It's a tough sell. Printing sales reps have to learn how to think like marketing executives, and marketing executives need to learn that print sales reps can be a source for new ideas that will help optimize not just their print dollars, but their marketing effectiveness and operating efficiencies as well."