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Using the latest developments in digital and variable data printing Payne is able to provide new and exciting web and text based promotions that are designed to reinforce and enhance your brand image.
With a proven track record with companies such as Wrigley’s, Payne can successfully help you implement a variable data promotion please click here for our Wrigley’s case study.
Frequently Asked Questions
What do we mean by variable data?
An unlimited amount of data codes up to 16 characters in length that can be sequentially or randomly placed on a tear tape, filmic substrate or label and ideal for use as lottery or tombola style promotions.
What’s different to simply ink-jetting a unique number onto each pack?
Using state of the art technology we can print some of the highest quality designs. We’re not limited to a single colour and can integrate designs with your packaging and branding to maximise the impact to the consumer. Double sided communication is also possible with a wallpaper design maintaining a promotion or corporate message on the front with the hidden code or message on the reverse.
Why is a variable data promotion valuable to me?
Uniquely identifying each pack can be a primary focus from which to base a relationship marketing campaign. Consumers are encouraged to interact with your brand through SMS or website activity and the unique data set enables you to monitor product sales by region, pack size or brand as well as capturing a profile of your customer for future direct marketing and promotional activity.
Is this just a promotional tool?
Variable data can be used for much more than a promotion. For example consumers can validate the authenticity of the product through SMS or website interaction by typing in the unique data code.
How is the variable data applied to the pack?
The choice is yours – we can apply the variable data to a wide range of substrates from tear tapes to labels to primary and secondary packaging substrates. This offers a wide range of possibilities to ensure the solution is valid for your packaging application.
How many numbers or data characters can I have?
In theory there is an infinite number of possibilities enabling unique pack level communication with your consumers. We will work with you to customise the data codes within your campaign be it 100 or 100 million!
Will you provide the database or data set?
Yes. We can provide customised data solutions based on the number of packs, prizes and promotion style you wish to operate. Alternatively we can work with your existing agencies to combine the data codes as part of the overall marketing communications project.
What will this cost me?
This is far more cost effective than you may think! The variable data opens a world of possibilities enabling you to profile your consumers, capture data and increase market share. The final cost will depend on the substrate, database size and design and will be individual to each project.
How many codes can I apply to a pack?
This will depend on the size of the product pack however it is possible to apply multiple codes to each pack, giving your customer more opportunities to win. Most campaigns will run with one data set per pack.
