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June 10, 2016
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Americas: Four Fantastically Creative (and Budget Friendly!) Ways to Elevate Your Collateral


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How can meeting planners create the kind of top-notch collateral that attendees have grown accustomed to while keeping a lid on ever-tighter budgets? In the past, complex and expensive four-color off-set printing was reserved for only the biggest events, but digital printing has dramatically improved over the years and offers all sorts of new capabilities, especially for smaller runs, at affordable prices. Combined with savvy vendors that specialize in unique products and promotional items, there is now an astounding array of new printing and production methods to transform your ordinary event materials into eye-grabbing attention-getters. Here are a few of the favorite bells and whistles that I like to offer my clients:

collateralVariable Data. Printers that have “variable data” capability allow you to personalize each and every piece of collateral. Imagine being able to make your welcome packet envelope and leave-behind card just as personal as your in-room gift card. Imprinting a single attendee’s name directly onto a piece was virtually impossible with traditional off-set printing—and certainly out of reach for all but the biggest budgets. Now, with variable data becoming increasingly affordable, this type of one-of-a-kind experience costs a fraction of what you’d expect.

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