By Frank Romano

Variable-data printing can be an effective direct-marketing tool through the mailstream-but it has other applications as well.

Recently, I was in Toronto and went to a wonderful play called "Cookin in the Cookery." I purchased the tickets at the box office a day prior to the event.

When I entered the theatre and approached my seat, there was some material on my seat. I also saw material on other seats. My first thought was that the previous audience had left their refuse.

Participation, Sponsorships and Donations
As I picked up the material, I saw a postcard-sized sheet that had my name on it. I was intrigued. The theatre was supported by sponsors and donations. It asked me to participate and listed the upcoming theatrical schedule. Most of the other sheets were pre-printed, but the postcard was personalized to me.

They had my name from the credit card that I used. No other information about me was used, except for the fact that they knew I was paying to attend a theatrical performance. "Dear Frank" was the only personalization on the card.

Playing on the Imagination
As the play played on, these thoughts went through my mind: How could you use this approach in other events? What type of events?

Here is the short list of events that you could consider for this application:

1. Theatrical
2. Sports
3. Special cinema performances
4. Concerts
5. Opera
6. Ballet
7. Lectures

How It Could Be Done
All of these events have one thing in common: you have to buy tickets and, in most cases, you are assigned a seat. Thus the venue knows, more or less, who is located where.

For multiple seats acquired at one time, only one seat of the group could be used.

The printed material could be produced in such a way that it could be positioned on the seat or seat back in an interesting manner. Most seats spring to an up position and do not lend themselves to a stack of papers.

But I could see interesting possibilities, like "Welcome Frank" or even "Welcome back, Frank."

Not all variable-data printing needs to be mailed.

Frank Romano is the author of 39 books and numerous articles, co-author of the "International Paper Pocket Pal" and chairman of RIT School of Printing Management and Sciences.

Reprinted with permission from the Digital Printing Council, PIA/GATF, U.S.A. For information about the Digital Printing Council, please go to www.gain.net.

8/22/07