DIRECT CHOICE: Baulch Group

Maybe it’s because I’ve got kids, or maybe it’s because the

printing was totally customised. Whatever.

There was definitely something that made me steal this pack about

Digital Variable Data from a neighbouring desk.

Now, I don’t have a clue what Digital Variable Data is, I’d never even

heard of it, and it sounds so complicated that I certainly wasn’t hooked

by the captivating subject matter.

But, having opened the box to reveal a little pack of fridge magnets and

a pile of little leaflets all customised with the recipient’s name, I

couldn’t understand who would go to the incredible cost of such a

piece.

Surely the Henley Centre or Claritas. But no, the Baulch Group.

Who?

On closer inspection it turns out Digital Variable Data allows you to

produce highly specific, highly tailored (small run) printed material,

either for mailings, documents, boxes, name badges for conferences and

so on.

The mailing contained the broad information, an opportunity to tell them

to go away and stop bothering me, an invitation to see more and, of

course, the reply-paid envelope and the magnets for the kids if all else

fails.

So it’s not huge cost and it’s not from one of the really big boys, but

I now know what Digital Variable Data is and, in my role as new business

director, it might well come in handy.

Does this sound like an ad for Baulch Group?

So, it worked.

This article was first published on Marketing