Are You Short-Sighted? Or Long-Sighted?

 

When you are calculating the ROI of your print, email, or multi-channel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer?

Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success. Customers gained through personalized printing campaigns, in particular, tend not just to purchase more, but to be more loyal than customers acquired through traditional methods. Thus, real ROI should include recurring revenue as well as the immediate revenue generated.

How do you determine LCV? There are a […]

By |March 22nd, 2018|Digital, Marketing, Printing, Training|0 Comments

Inventory Management Driving You Crazy?

Struggling with your inventory of printed collateral and other documents? How about fulfillment items for your marketing kits? If so, you’re not alone, and if you’re not careful, it could hurt your bottom line.

According to Capterra, inventory numbers for most businesses are profit killers. In fact, Capterra finds that businesses keep $1.43 of inventory on hand for every $1 of sales. To make matters worse, the average inventory on hand for businesses of all sizes rose 8.3% between 2000 and 2015.

What’s a marketer to do? Unless you have a highly efficient inventory management system, you might be better off moving […]

By |May 23rd, 2017|Digital, Marketing, Offset, Printing, Training, Uncategorized|0 Comments

Preparing for Next Year’s Customers Today

The time to prepare for next year’s marketing campaigns is now. As we look forward to the New Year, smart marketers are getting their ducks in a row. Here is a short checklist to help you get started:

Wrap up your important, but not urgent projects. Finish a white paper, update your website copy, or implement a new customer relationship management tool. Clean the slate so you can start next year with gusto.
Strategize. Read a book or attend a conference. Research what your competitors are doing (and not doing) so you can position your messages more favorably. […]

By |January 25th, 2017|Marketing, Resources, Training|0 Comments

Printing Terms – Exporting your document with bleeds

So now you have your InDesign document with your bleeds built in, the next step is to make sure your “Print-Ready PDF” includes them.

The easiest way to create an PDF from InDesign is to Export the file.

You will notice that you have several presets, I would suggest either getting a preset from your printing, or if they don’t have one I would either use “High Quality Print” or “Press Quality” which will open a dialog box to export your file to a PDF. First you must Name your file and decide where you want it stored, and then you must […]

By |September 4th, 2013|Graphic Design, PrePress, Training|0 Comments