Everyone knows VDP is hot right now because of it’s high ROI and potential for building a more personal relationship with customers. However, according to Printing Impressions magazine, the use of this application is often not repeated by clients and they list some reasons that printers might want to be aware of.

Many clients are not tracking which campaigns their sales are coming from, and so don’t know the specific results of a VDP campaign. 

Response rates are great for case studies, but in order to identify the value in VDP, clients need to know the revenue generated from their campaign.

Clients are too quick to make a decision about a campaign’s success 

“Too few sales people are following up on too many leads, and some leads get lost or flushed without a concerted sale effort.” Management often looks at a campaign’s short term results, without understanding the reasons for small sales numbers.

It is too easy to go back to traditional marketing, especially if a marketing team’s compensation is not performance based. Managers tend to accept things “the way they are.” 

Printers don’t know why their clients don’t repeat VDP for the simple reason that they don’t ask them. The printers need to do follow up as well. 

So as a printer, if you are serious about making VDP a profitable service that you offer, you might want to think about how you can combat some of these issues in your own market.