GRAPH EXPO: Variable-data Print Done Right - Print Shop Talk

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Mark Vruno

GRAPH EXPO: Variable-data Print Done Right
September 17, 2008

Yesterday, I received 5.5x8.5" full-color postcard promoting digital print at next month's Graph Expo show. The personalized mailer's bold text addresses me by first name, and an image of a race car has my company name on the hood. While it's a nice touch, it's really no big deal these days.

printing trade show mailing offset printing digital printing printing workflow

The cool part is how the printed piece is integrated with an offer for a free gasoline card via personalized URL (PURL)—my very own web landing page: www.GraphExpoFreeGas.com/[Insert name/code here].
Kudos to the Graphic Arts Show Co. They did this one right!
As the postcard reads, "more than one-third of all 2007 attendees ... had sales of under $3 million and 58% under $10 million, [so] even smaller commercial printers will find plenty of peers with whom to rub elbows and network." And who knows? If you make the trip to Chicago in late October, you just might win $1,000 in free gas!

Posted by Mark Vruno on September 17, 2008 | Comments (1)

Industries: Digital Printing, Graph Expo®, New Products

September 22, 2008
In response to: GRAPH EXPO: Variable-data Print Done Right
Chris Price, GASC VP commented:

Over the past two years, our team here at Graphic Arts Show Company (GASC) has changed a great amount. We shifted the culture and improved the level of customer service for exhibitors and attendees alike. We have added more tools and benefits to all to increase everyone’s ROI. Also, we dove into attendee segment marketing. The Personalized URL post card you received is one of seven versions. Each version has a specific message and copy relative to the attendee segment which the recipient is in.