Once the marketer’s conception of the campaign is complete, LAGO is still at work, automating the catalog production process. For example, the production designer is automatically provided each product’s PIM and DAM data as a “block” of related info. They, in turn, use a LAGO-generated Adobe InDesign template to exercise their creative talent – not wasting time manually searching for and placing bits of separate SKU-related data.
One advertising medium – many variants. LAGO Whiteboard also supports planning, even for many regional or market-specific variants. Even at this production stage, the system displays whether individual variants have already been fully loaded. This way, regional exchangers can be efficiently planned in a controlled manner without losing the overview. This dramatically reduces costly errors. In addition, LAGO maintains a live link between the PIM and DAM data sources and the InDesign layout. So, changes in the data – such as a price change or updating the product image – automatically updates the catalog layout, right up until printing.
However, the marketing production managers’ ultimate benefits LAGO’s ability to handle complex versioning. This can range from region-specific catalog versions to detailed customization based on demographic data or purchase behavior. As a result, what would otherwise be an enormous expense of time and money (and greater risk of error) becomes a highly manageable, data-driven process.
The LAGO Version Optimization module makes it possible to reduce the generation of print variants to the number of variants that have to run through a production and reconciliation process. It does not matter at which level you produce a variant. The entire range of country-specific, regional/market-specific, and customer-specific variants is covered.
Lastly, even though the benefits of well-designed, data-customized catalogs cannot be overestimated, LAGO also facilitates the non-print side of the marketing equation. For example, complex product SKUs and special offers contained in a catalog campaign can be automatically exported for use in web and mobile applications.
LAGO Digital Output is an advanced module for managing and outputting content for publishing online interactive digital brochures and digital catalogs. The module creates JPEGs or PDFs from LAGO InDesign pages and an associated XML file with overlay coordinate data, plus data about the project, project variants, and product details. Digital Output can be configured to automate the creation of overlay coordinates fully. It is also possible to handle the assignment of gallery content automatically.