VDP Drives Cross-Media

Grichmanoff says their real entry into color variable data marketing programs came in 2005 when they installed the iGen3 press. The 5000 followed in 2006. “The key thing for success is to gather the right resources and the right people,” he says. Market research the company did at the time also led to stepped-up customer contact. “With all the work we had done with our customers and our slick digital infrastructure, we thought they would identify us in our survey as leaders in the digital marketing space” Grichmanoff recalls. “Instead, we discovered that people viewed us as a trade printer. It was a rude awakening and led us to a path of re-inventing our marketing approach.”