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Are Recipients Getting the Message?

How often have you seen a slick direct mail piece—well written, with great graphics and a compelling call to action—but wondered, “What does this company want me to take action on?” Sometimes the simplest components of great marketing pieces are overlooked. One of these can be the actual goal of the piece.
Take a recent marketing effort from a well-known university. It was mailed to upscale professionals within a targeted geographic area. The headline read, “The Power of Discovery Starts Here.” The graphic was a rolling ball maze with the university’s logo in the center. Inside were more printed brain games. […]

By |August 24th, 2018|Graphic Design, Mailing, Marketing, Uncategorized|0 Comments

Paper 101: What Different Terms Actually Mean

When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process.
Basis weight:
is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, so a ream weighing 70 pounds would […]

Digital Print: It’s Not Technology—It’s Marketing

Do you think of digital printing as an output technology or a marketing model? The reality is, it’s both. If you don’­t think of digital printing this way, maybe you need to think more broadly about digital print.

Traditionally, marketers have used digital presses to save money and “right size” their print volumes. Print on demand and just in time document management save companies tons of money every year. Marketers who are thinking only in terms of production, however, are missing opportunities to think from a strategic marketing perspective, as well.

Say you take a booth at four industry trade shows per […]

By |June 27th, 2018|Digital, Marketing, Printing, Uncategorized|0 Comments

Personalization Works—But You Have to Get It Right

Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on.

This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S. shoppers said they have disengaged with a company because of “poor personalization and lack of trust.”

The cost to U.S. retailers is staggering: $756 billion in lost retail and brand sales.

Fortunately for print marketers, “poor personalization” tends to be associated with digital marketing rather than direct mail. Digital marketing can seem like a stalker — […]

By |April 5th, 2018|Uncategorized|0 Comments

Want More Reasons to Add Color? Here It Is!

When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols such as starbursts and arrows.

Why think about more places to add color? According to Shoshana Burger, director of corporate strategy and customer insights for X-Rite Pantone, there are some powerful reasons:

People are 78% more likely to remember words and phrases in color.
Time spent reading a document is 80% higher in color.
Basic understanding of content is 80% higher […]

By |February 21st, 2018|Graphic Design, Marketing, Resources, Uncategorized|0 Comments

3 Tips for Maximizing Your Print Investment

Are you tired of hearing people talk about the benefits of going entirely paperless? We are! Especially when it comes to marketing, that’s just not a smart move. When our inboxes are clogged with spam and any company can look big and successful online, print carries weight and inspires confidence in a way that digital channels do not.  People just trust print more.

While digital channels have their place, now is not the time to give up print. But smart marketers are making their print contacts even more powerful.  Let’s take a look at three strategies that can help you make […]

By |January 22nd, 2018|Digital, Marketing, Offset, Printing, Resources, Uncategorized|0 Comments

Stretching the Budget with Smart Paper Choices

One of the biggest expenses in any direct mail campaign is paper, so planning wisely can help you stretch the dollars in your marketing budget. Here are some simple ideas for specing paper that can reap huge dividends in both creativity and cost.

When we think about paper, the first thing that often comes to mind is aesthetics: brightness, texture, and decorative elements. Watermarked linens convey gravitas. Less bright stocks with imperfections reflect environmental responsibility. Super bright whites and smooth textures convey a professional image.

Designers use these characteristics to elicit an emotional reaction from their audiences. However, many of these stocks […]

By |January 9th, 2018|Finishing, Graphic Design, Mailing, Printing, Uncategorized|0 Comments

3 Reasons Print Matters After All

Maybe it’s the thinning volume in the mailbox. Maybe it’s marketers’ drooping results after focusing on e-marketing as a replacement for print. Whatever it is, we’re seeing it more and more. Marketing experts are talking about the benefits of keeping print in the mix.

Most recently, Marketing Profs published an article titled “7 Reasons to Use Print to Win More Business.” Here are three of them. If you want more, you can click through to the rest.

1. Print still has authority. Digital marketing is cheap, and people know it. There is something about putting a brochure, a physical coupon, or a […]

By |December 29th, 2017|Uncategorized|0 Comments

Want More Trees? Buy Paper!

Did you know? In North America, it takes less than two seconds to grow the fiber for a standard #10 envelope. Surprised? You shouldn’t be. According to Two Sides North America, here are some little known facts about paper and trees.

The time required to grow the fiber needed for a #10 envelope is 0.3 to 1.9 seconds.

The time required to grow the fiber needed for a ream of 500-sheet office paper is 0.3 to 2.2 hours.

Growth rates are based on 100 acres of managed forest in North America.*

The fastest growth rates are for Loblolly Pine and Hybrid Aspen. […]

Create Sales Literature That Sells

Looking to freshen up your sales literature? Think carefully and create a plan. Sales literature stands in for you when you’re not around, carrying your brand identity and reputation to the marketplace. It plays a critical role in your business and needs to be planned out carefully.

Start by investing in good design. Eye-catching layouts grab attention, and provocative headlines and compelling text convince the reader to hear you out. Keep your production cutting edge and the marketing content fresh. If you cut corners on printing or circulate out-of-date information, your prospects might subconsciously conclude that you produce cheap, outdated products […]

By |November 3rd, 2017|Uncategorized|0 Comments