Printing Arts Press Blog: Word on the Street: Marketing

Showing posts with label Marketing. Show all posts

Monday, December 4, 2023

Effectively Engaging With Customers Using Direct Mail

In today’s tech-savvy world, it might be easy to assume that the best way to catch the attention of your potential customers is through digital ads. In reality, according to Marketing Sherpa, 76% of consumers said they would trust printed ads they received in the mail when making a purchase, while only 25% said they would trust online pop-ups.

The advertisements you’re sending out through the mail can significantly impact customers. Here are seven ways to design direct mail to make your company stand out!

7 Tips to Refresh Your Direct Mail Strategy

1. For direct mail, BIGGER IS BETTER!

Research has found that using a larger envelope increases the response rate from customers by 53% when compared with the same content being sent in a standard-sized envelope.

Try something new by sending out your mail in larger, oversized envelopes to intrigue your recipients to read what’s inside!

2. Use POSTCARDS instead of letters for your direct mail.

In addition to being a cost-effective choice for your company (no envelopes necessary!), using postcards can be a unique way to switch up your mailing strategy.

Postcards are eye-catching, concisely deliver your message, and are often more interesting for readers than a traditional letter.

3. Make your direct mail SEASONAL.

Putting extra effort into the visual appeal of your direct mail could have a significant impact.

The Data & Marketing Association found that 27% of direct mail is still present within the household after 28 days. Incorporate a seasonally festive design into your mail- it’ll give your recipients a reason to keep it around, making them more likely to take a second look at it.

4. Include COUPONS in your direct mail!

People love getting discounts!

Include a sale code or a coupon brochure along with your company’s information to give your recipients a reason to purchase immediately. They won’t be able to resist checking out your website so they can score that deal!

5. Make your direct mail PERSONAL.

Personalization in your communication is key to keeping customers interested in your brand.

For life milestones like birthdays, send out cards! When your company has an anniversary, let your customers know. If you have a loyal, high-value customer, send them a thank-you! This practice will keep your customers feeling valued and connected to your company.

6. Combine your direct mail with DIGITAL TOOLS.

While direct mail can significantly impact your customers, it’s no secret that sometimes online options are more attractive for today’s customers.

Include the information on your printed mail for your company’s website or social media accounts. Allow customers to redeem coupons online rather than filling them out by hand and mailing them back.

7. Re-evaluate your company’s MAILING LIST.

If your current direct mail strategy is falling short, try shifting some things around with who is receiving your mail.

Instead of using a mass-marketing tactic, try a targeted mailing list to focus your efforts on your best leads. To get the most responses, you’ll need to ensure you send your information out to your target customers.

Direct mail can be a great way to create interest in your company among a vast pool of recipients. That said, the printing quality for your company’s mail matters and our printing firm has got you covered with high-quality printing for any of your direct mailing needs. For more information, visit our website!

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals

Monday, November 20, 2023

7 Print Marketing Ideas to Boost Holiday Sales

The holidays are a busy time of year for you and your customers, but print marketing has the power to get you noticed and boost sales.

How do you accomplish this? Here are seven ways to use print marketing to boost your sales this holiday season!

7 Print Marketing Ideas to Boost Holiday Sales

1. Creative Packaging

Use beautiful boxes, papers, and images when you send out items to customers.

They are more likely to hang onto them and remember you in the future. Plus, it creates a warm fuzzy feeling when customers receive such packages.

2. Door Hangers

Create fun, whimsical door hangers to put on customers’ doors.

These will receive a lot of attention and will solicit a response.

3. Coupons

Send coupons to customers on fun, holiday-centered postcards.

Include fun images, pictures, and sayings that will grab their attention during the holiday hustle and bustle.

4. Holiday Newsletter

Time and attention span may be limited this time of year, but a compelling and short holiday newsletter will get your reader to stop, read, and respond.

Put some fun quotes, tips, recipes, fun facts, a happy holiday message, and maybe even a coupon to help them save money during this time of year.

5. Subscription Package

A subscription package will keep them coming back throughout the year.

Offer special pricing, fun packaging, and items that will dazzle them. They can subscribe to your subscription box and receive great gifts throughout the year.

6. Gift Cards

A gift-card campaign allows customers to share your business.

It’s also an excellent way to offer deals. They can get something free if they buy a certain amount of money in gift cards. This is a popular way of helping people with last-minute and corporate gifts.

Make sure your gift card displays are front and center near your store’s entrance, checkout, and other high-traffic areas.

7. Loyalty Rewards

Mail special discounts to loyal customers during this time of year.

Research what most customers are buying this time of year, then send them a letter or postcard offering to discount it for them. Remember, it usually costs you a lot more to acquire brand-new customers than to retain the ones you have.

Whatever you decide to do to thank your customers during this time of year, we can help execute it with quality printing and papers. Contact us to get started today!

Monday, November 6, 2023

4 Top Reasons to Use Direct Mail to Help Build Your Brand

It would be best to build brand awareness when you start a business or revamp its image. So what's the best way to do this?

Direct mail!

Not only is it what your customers want, but it's also incredibly effective. Research shows that 73% of customers prefer direct mail over other marketing channels! And according to the Data & Marketing Association, in 2019, the average response rate for direct mail campaigns was 9%, and consumers engaged with 96% of direct mail.

So, why not take the plunge into direct mail?

4 Top Reasons to Use Direct Mail to Help Build Your Brand

Direct Mail is Terrifically Tangible

Unlike digital marketing and social media, direct mail requires you to touch it.

You may think digital is the way to go because people are always online. But the reality is that they are bombarded with online ads that they tend to ignore.

Direct mail, on the other hand, requires the viewer to pick it up and read it to take action, whether it's throwing it away or hanging it on the fridge.

Furthermore, this tangible experience is significant in trust-building. It acts as social proof of your brand authenticity, which is excellent for your awareness-building marketing efforts.

Displays Your Expertise

Delivering whitepapers, reports, guides, newsletters, etc., to customers, without a call to action can help you grow awareness and develop trust.

Sending this type of content to customers sets you up as the expert. They will create an image of your business that causes customers to turn to you when they need your expertise.

Shows Your Audience You Know Them

Direct mail can pinpoint the right people at the right time.

Brand awareness means you know your target audience and get suitable marketing materials in front of them at the right time.

Direct mail is perfect for this as you can mail it out at the right time and send it to a targeted audience.

Improves Recall and Builds Trust

A growing body of evidence suggests that consumers trust direct mail because of the unique way that paper-based advertising connects with the parts of the brain that control how we feel and remember things.

A 2015 study by Canada Post showed that direct mail marketing "requires 21% less cognitive effort to process and elicits a much higher brand recall" than digital media. This helps build trust and recall.

Direct mail also involves more emotional processing than other channels, which is essential for memory and brand associations. As a result, your customers will remember your efforts more when you send direct mail.

When you use direct mail, you boost your image and build brand awareness. And when it's time to create something new, you know where to go. Contact us today!

Monday, October 2, 2023

6 Ways to Combine Print and Email Marketing

What does your marketing plan look like?

Does it include print marketing? What about email marketing?

An approach that combines print and digital marketing, like email, is best to get optimal results for any marketing campaign. Don't forget to include these critical elements in your marketing lineup!

Here are six ways to utilize this multi-channel approach to make your marketing dollars go further.

6 Ways to Combine Print and Email Marketing

1. Reiterate Your Message

Use email to reiterate what you say in your printed pieces.

That way, you will catch their attention no matter their preferred medium.

2. Try Teasers

Send teasers through email, promoting your direct mail that is coming.

Use this technique to announce a big sale or event. Then when your direct mail is delivered, they can get more information about what you are offering them.

Provide a digital coupon on your direct mailer or give direct mail recipients a unique promo code to redeem an online offer.

3. Get More Subscribers

If someone is on your direct mail list but not on your email list, inform them about your email newsletter by print and ask them to join it.

Encourage this action by offering a special deal, e.g., free shipping, or a freebie, e.g., a digital download, if they subscribe.

4. Consider QR Codes

You can use QR codes in print marketing to send the customer to a landing page.

For example, one where they can subscribe to your email newsletter. Link QR codes in your print marketing to make sign-up easy. QR codes can also direct customers to make a phone call, watch a video, or download an app.

5. Make Communications Personal Across Channels

Technology allows you to personalize both print and email marketing efforts, and doing it across marketing channels shows your consumers that you know them.

You can use Variable Data Printing to create variations in text, colors, graphics, and images of printed materials based on the recipient.

Many email newsletter platforms also allow you to personalize communications using first names and other information stored in your database.

You can further tie the two together using personalized URLs (PURLs). When added to print pieces and emails, PURLs direct customers to landing pages that are highly targeted and customized to them.

6. Create a Print Newsletter

Use email communication to promote short tidbits of what you will discuss in your printed piece. Get their juices flowing and pique their curiosity.

When you combine technology with proven direct mail, your efforts are doubled, and you are more likely to reach your target audience and capture their attention.

You will reach them where they are—either online or through the mail. Tangible mail is overlooked today, but it's important because people like to hold things in their hands. Direct mail provides a physical object more likely to be read than a mass email ad.

No matter what, we will help your printed piece get noticed. Check us out today!

Monday, September 11, 2023

3 Top Specialty Papers for Your Print Marketing

Metallic, matte, recycled.

If you want to create direct mail marketing that stands out from the crowd, these three types of paper are the ones you want to know about.

While it might sound simple, there are implications to using each type. So let's take a closer look.

3 Top Specialty Papers for Your Print Marketing

1. Memorable Metallic

This paper is shiny, durable, and oh, so sophisticated.

The metallic finish almost creates a 3D effect and gives your designs a warmth and depth that no other paper can.

Metallic tones add a bold and elegant touch to your designs, from projects as simple as homemade cards to more sophisticated endeavors like business cards, stationery, or even your wedding paper suite.

Use metallic papers to create a line of business marketing materials that pop. Try pairing metallic envelopes with non-metallic paper printed with metallic ink for a subtler look.

2. Earthy Matte

Why choose matte? It's chic and earthy.

Matte can make your materials look modern, and it's very on-trend. This paper is associated with a warm, soft, glowing effect.

Matte surfaces will reflect the light in different directions, diffusing light so there is less glare.

Matte paper is regular paper covered with a thin layer of inkjet receiving coating. This coating allows every drop of ink from the inkjet printer to be appropriately received, making for an exceptional, professional finish. It also dries quickly and resists fingerprints.

Matte paper uses less coating and undergoes less polishing than glossy paper. However, it is not the best paper for printing many pictures on, so if your project is photo intensive, you might opt for something different.

3. Renew with Recycled

Recycled paper is perfect for a company that promotes environmental awareness, as recycling causes 35% less water pollution and 74% less air pollution than making new paper.

This paper is made from a raw, fibrous material called pulp, typically made from the breakdown of wood chips or paper recovered for recycling. The latter is how we get recycled, eco-friendly paper.

While it is great for the environment, be aware that it does cost a bit more.

Whichever type of paper you choose, we're here to help you succeed and make the most out of your printing.

Monday, August 7, 2023

5 Ways to Use Personalization in Print Marketing to Get Noticed by Your Customers

Using print marketing is a great way to get your company’s name out there and let customers know what services you offer.

But what if there was a way to increase the effectiveness of your printed ads, creating a better experience for your existing customers and drawing in new ones?

According to a study by Accenture, 91% of customers are more likely to purchase from companies who recognize and remember them, providing them with relevant offers or recommendations.

Here are five easy ways to add personalization to your print marketing plan!

5 Ways to Personalize Your Company’s Print Marketing

1. Use Variable Data Printing

Customer Relationship Management (CRM) databases are an easy way for your company to accumulate and sort information about your customers.

Then, to use the data that your CRM has gathered and incorporate it into your print marketing, use Variable Data Printing (VDP) to create a variety of personalized print ads that will better suit the customers to whom you’re sending them. VDP uses more than just the customer’s name: it can also alter your ad’s layout, images, and promotions shown.

Using VDP for print ads results in 3-10 times higher response rates than non-personalized direct mail.

2. Use QR Codes on Your Print Marketing

QR codes are a modern and easy way to quickly send interested customers from your printed materials to your company’s website or social media accounts.

QR codes have many different capabilities, but one of the best ways you can use them to create personalized experiences for your customers is by tracking the links they clicked after the QR code has been scanned. Then you can use that information to determine which services or products are most attractive to your customers and personalize your advertising.

3. Respond to Constructive Feedback

Some customers can find some targeted marketing methods to be invasive or unhelpful.

However, research has shown that 45% of customers appreciate one kind of personalization: personal apologies from companies after negative experiences in-store or online.

So if customers leave a dissatisfied review or experience difficulties while shopping in your store, take note of their information and send them a letter apologizing for the inconvenience. They will appreciate your efforts to make things right with them and will be more likely to purchase from your company again!

4. Personalized Print Inserts

Although completely customized catalogs might be the most personalized route you can take with your direct mail, compiling a unique catalog for each customer would be quite cost prohibitive.

An alternative is to use VDP or another method to create customized inserts for your mail.

You could also consider including customized coupons to draw customers to your store by offering discounts on the products they’d likely be interested in.

5. Choose Personalized Images

Visuals are essential- they catch your customers’ attention and can determine whether or not they open your mail.

Focusing your personalization on the images in your print marketing could have a significant impact. Using the data you’ve gathered about a customer’s demographic, include images that cater to their preferences and interests.

Personalization is the strategy to push your company’s print marketing the extra mile- engaging your customers and standing out from others in your field. Contact us today to get personal on your next print marketing campaign!

Monday, July 10, 2023

The Ultimate Guide to Running a Print + Email Campaign

Print and email campaigns are not an either-or situation. Instead, they work best when paired together, thanks to their unique, complimentary characteristics.

Why print?

Print marketing has stuck around thanks to its many benefits. Print stands out from the crowd, is tangible, sticks around, and is easier to recall.

Why email?

Email helps build customer relationships, boost brand awareness, and promote content.

Email marketing has an extensive reach since there are about 4 billion email users worldwide. Due to its many benefits, 79% of marketers list email marketing in their top 3 most effective marketing channels.

A multi-channel approach to marketing is the most effective, perhaps because 72% of customers would like to connect with brands through multiple channels.

Here's what you need to know about crafting a winning print + email marketing campaign.

The Print Campaign

A properly executed print campaign will drive sales.

1. Choose Your Audience

Create a list of people to send printed material to.

Ensure you're sending your print to the right customers for maximum impact. Often the most receptive clients are those who have already bought from you.

2. Design the Print Marketing Piece

Ideal print marketing materials to pair with email include postcards, stickers, posters, flyers, and booklets.

3. Increase Engagement & Brand Recognition

Be sure to include…

A call to action. Get the customer to act with a compelling call to action that gives them an offer they can't refuse.
Personalization. The greater the personalization, the more receptive the customer will be. Include their name and other points of personalization.
Design. Stick to your branding guide and let someone with design experience put it together. The design can make a big difference in capturing the customer's attention.

4. Send out a Test Run of Your Print Campaign First

Print campaigns cost money, so you want to ensure your campaign will have a high return on investment.

Do a test run by sending the printed marketing piece to a smaller section of your target market. Monitor the results, and see what went well and what you could have done better. Apply this to the primary print marketing campaign.

5. Be Patient

It can take time for results to come in.

This is in part because of the staying power of print. This means people will often set the printed piece aside on their fridge or table, which they'll get around to later.

The Email Campaign

Email campaigns can look different ways, but below are some strategies that should help boost sales.

Putting Together Your Email List

When putting together an email list, it's less important to worry about only sending it to the right customer because emails cost nothing.

Email's low cost is the main reason their return on investment is $36 for every $1 spent.

Instead, the focus should be on creating email segmentation for optimal personalization. Segment the email lists based on location, buyer stage, previous purchases, occupation, hobbies, etc.

The hardest part of emails is acquiring the email list because, often, people do not want to share their personal information. Try giving them something valuable in return for their email (like an ebook, whitepaper, infographic, report, study, or template).

General Email Marketing Tips

Below are some more general email tips:

Because 55% of emails are opened on phones, make sure the email is optimized for mobile
Certain times lead to more opened emails than others. Research and test to find the time that works best for you.
Craft a winning subject line. Draw the prospect in but don't mislead them.
Follow proven, tested templates to save time and create the optimal email design.
Comply with email regulation laws.

Follow these tips for your optimal email campaign.

The Winning Strategy

Send a couple of emails, follow up with direct mail, and then send more emails.

The first set of emails will get your company in the customers' minds. This way, they'll recognize your brand when they receive the printed piece in the mail. Then, follow up with more emails to remind the customer to act.

Email allows you to reach the customer multiple times at a low cost. This is important because it usually takes about eight points of contact to make a sale.

Contact us today if you want to take your print marketing strategy to the next level by combining it with email (or vice versa)! We are here to help!

Monday, June 5, 2023

7 Powerful Postcard Direct Mail Ideas We Love

Postcards are a practical, versatile medium to send in your direct mail campaign. According to the Data & Marketing Association, postcards get a response rate of up to 4.25%, one of the highest in direct mail marketing.

Take advantage of this marketing method with seven postcard direct mail ideas we love!

1. Switch up the norm

Although standard postcards are 4.25” by 5.5”, usually in a horizontal position, not all postcards are designed this way.

Try switching it up with a larger postcard format with dimensions of 5.5” by 8.5” or change the orientation by sending a vertical postcard. These designs that deviate from the norm will stand out from the crowd and make the recipient take a second look.

2. Make bold designs

With bright colors and attention-grabbing images, your postcard will speak for itself.

Be bold in your design choices. The design significantly influences how long a piece stays in a home. Of course, adhere to your branding guide so the final design still looks like your company and produces the image you want to share.

3. Include a compelling Call to Action (CTA)

Put yourself in your customers’ shoes and brainstorm what message would compel you to act.

Whatever you decide, ensure the action you’re requesting is easy and will yield high rewards. For example, fill out this short questionnaire to receive a $10 gift card. Or perhaps visit our website by following this QR code to receive 50% off your next purchase.

4. Provide testimonials

Center your postcard design around a couple of happy customers and their testimonials.

Testimonials are powerful because they can increase overall conversions by 34%. Perhaps this is because 88% of consumers trust user reviews as much as recommendations from someone they know. Whatever the reason, providing testimonials boosts sales.

Make sure to include short but impactful quotes. There’s not much room on a postcard, and you don’t want to oversaturate it.

5. Send multiple postcards

Sometimes marketers make the mistake of contacting a prospect once and then leaving it at that.

But clients often need multiple points of contact before the conversion. Therefore, make it part of your strategy to send several postcards to the same person over time. It’ll keep your business on their mind and give them the nudge they need to act.

6. Personalize the postcard

The more personalized, the better.

Some 84% of customers say being treated like a person instead of a number is very important to winning their business. Therefore, try to personalize your communications as much as possible. Identify all possible points of personalization and use what you know about the customer, such as demographics and past purchasing history.

Treat your customers as people, not numbers.

7. Narrow your focus

Postcards don’t have a lot of surface area.

Therefore, narrow your focus on one key message to not overwhelm the client. Tie in this vital message with an attention-grabbing headline that is true to the intent of the postcard.

We love postcards thanks to their unique benefits and versatility. Send the best postcard by following the above postcard ideas.

Monday, May 1, 2023

5 Key Factors for Planning a Profitable Direct Mail Piece

Direct mail can be a fantastic way to spread the word about your company and promote new interest!

Regardless of the size of your budget, there are many cost-effective ways that a company can create engaging direct mail.

Here are five budget-friendly tips to craft effective direct mail for your company!

5 Key Factors for Planning a Profitable Direct Mail Piece

1. Use Every Door Direct Mail® (EDDM®)

Purchasing a mailing list can be pricey.

But using EDDM® makes it possible for companies to send their direct mail to one specific mail route or multiple routes without investing in a mailing list.

To save your company money, consider sending your direct mail out through EDDM® rather than a mailing list- it will be far more profitable regarding production costs and postage.

2. Go Bold With Colors

If your company’s printing supplier does their printing digitally, don’t shy away from using lots of colors!

This won’t increase the cost of printing, but it WILL catch your customers’ attention and boost your reply rates! 85% of consumers share that color and visual appearance are the most critical factor when considering whether or not to buy a product, compared to text, which only has 6% influence.

3. Try a 2-Way Match Concept

If you design multiple components for your direct mail piece, such as a letter, reply card, and envelope, it will be processed as a 3-way match during manufacturing.

Instead, consider a different concept: create a single component with multiple pieces. You could use a perforated line to create a tear-off reply section, which will then be processed as a 2-way match of the letter and its envelope.

This will cut down the manufacturing cost of printing your direct mail.

4. Keep it Light

Keeping your mail’s weight in mind will serve your company’s budget well!

If you were hoping to include a small premium or token for customers with the mail, you don’t have to rule it out completely.

There are many options for flat items that you can include without raising the cost of postage or requiring unique packaging. Coupon cards and discount codes, decals or stickers, magnets, bookmarks, and other small goodies can provide that engagement for customers without adding extra weight to your mail.

5. Choose Paper and Envelopes Wisely

Getting creative with your direct mail designs is a great idea and can showcase your company’s personality to potential customers.

However, don’t underestimate the importance of the basics!

One way to keep paper costs down is using text paper, cover stock, and neutral-colored papers since these are typical types we have on hand. Using these will save you time and money!

When choosing envelopes, consider the same thing. Standard-sized envelopes with standard windows will likely be the most available and, therefore, the most cost-effective option.

Whatever the size of your budget, we are here to make your next print marketing campaign successful. Contact us today to learn more!

Wednesday, April 19, 2023

8 Common Design Mistakes To Avoid in Print Marketing

There is much room for creativity in graphic design for print marketing.

However, if you aren't a graphic designer, there are some definite no-nos you want to avoid in order to create a visually compelling design.

Here are a few to keep in mind.

8 Common Design Mistakes To Avoid in Print Marketing

1. Centering Everything

A beginner design mistake is to center everything: Large chunks of text and more.

This approach makes it harder to read because the left and right margins are ragged.

2. Imbalanced Elements

Balance is one of the fundamental principles of design.

It refers to how elements are distributed throughout a layout, providing a sense of order and stability. But too much symmetry can get boring so try adding asymmetry to create visual interest.

3. Not Leaving White Space

Make sure you don't pack everything into your design.

You may have great design ideas, but you don't need to use them all in one place. Instead, save some for future projects.

4. Inconsistent Branding

Whether it's fonts, colors, or images, make sure you're consistent.

Keep it similar throughout the piece and with your other branded materials, whether using specific colors or designs. Don't use random fonts, thinking it will make it more interesting. This practice helps tie your design into one visually appealing look.

5. No Repetition

If you don't repeat a few visual elements throughout your projects — for instance, specific colors, layouts, or spatial relationships — your design could lack continuity, and your reader can't "tie it all together."

6. Improper Use of Colors

Understanding color theory and psychology can help you use colors at their optimal best.

Colors can set the tone, mood, and style of your design. Don't go crazy picking various colors; be consistent with them and keep the colors in the same family.

7. Not Enough Space Between Letters

You will want to ensure the spacing of your letters is just right, not too close or far away.

This process is known as kerning to graphic designers, and it ensures each character fits well with its neighboring letters.

When you are designing marketing materials, you have so many creative options. These tips will help guide you through the process.

When it's time to print your project, please remember us. We're here to help guide you, answer your questions, and publish your project in the best light possible. Contact us today!

Monday, April 3, 2023

5 Graphic Design Trends to Look Out for in 2023

2023 is just around the corner, and a new year comes with new graphic design trends.

Graphic design matters because it captures the attention of your audience, aids in memory, and influences the consumer's first impressions. This is why the global graphic design industry was worth $45.8 billion in 2021.

Make sure your business stays up-to-date with the latest graphic design trends.

5 Graphic Design Trends to Look Out for in 2023

1. Science Fiction-Inspired Designs

Many businesses are aiming to look futuristic with science fiction-inspired graphic designs.

Certain elements are common within science fiction designs.

Color. Shades of blue- like cyan- and neon colors are prevalent. There's often a contrast between light and dark.
Shapes. Sharp lines, circles, and geometric shapes give off science-fiction vibes.
Fonts. Science fiction fonts are an entire genre, often showing distorted letters that look stretched, chopped, or duplicated with inconsistent lettering size.
3-D images. Although graphic design usually cannot physically be 3-D, many science fiction designs give off the illusion of 3-D.

If you want your business to appear modern, go with a science-fiction-inspired design.

2. Font Trends

There are four main 2023 font trends for which to look out.

Distorted fonts twist, stretch, and fade. For example, refer to the Cobya font, inspired by the ocean's waves.
Condensed fonts are great at packing a lot of words into a small space. However, they can sometimes appear aggressive.
Sans-serif fonts consist of neat, clean lines. Serif fonts, or those with decorative lines or tapers, have saturated the graphic design industry over the years. However, sans-serif fonts are expected to make a comeback due to their minimalistic nature and reader accessibility.
Flared fonts are a combination of serif and sans-serif fonts. They appear friendly and optimistic, making them great for family or children-oriented materials.

Experiment with different types of fonts, and don't be hesitant to make some unique choices.

3. Liquid Gradients

Liquid gradients are a unique twist on the popular gradient trend. However, this one looks like glossy, colorful marble.

Add it as a background or an accent!

4. Rich Colors

Neutral colors have been all the rage. Perhaps it was to compensate for the recent chaos.

However, bold, rich colors are expected to come back, and it's time to let a little color back into the world.

5. Memes

Memes consist of funny pictures with witty captions.

Although especially popular on social media, memes are expected to travel into the graphic design world. Memes are memorable because they're funny, and this comedic aspect makes them more likely to be shared among friends and colleagues.

Graphic design trends are constantly changing. Know the projected 2023 trends so your business can remain up-to-date.

Whether you try a trend or go with the tried and true, we are here to get your graphic designs printed! Feel free to reach out to us today!

Monday, March 6, 2023

Paper Shortage: What You Need to Know

Paper is a critical resource and an essential part of our daily lives.

If you didn't know, a paper shortage started last year and will likely continue in the coming year. In times of uncertainty, it helps to have all the information, so let's talk about it!

Understanding and Planning for the Paper Shortage

The Paper Shortage Issue

In recent years, a few North American paper mills closed their doors as aging infrastructure and rising labor costs, combined with strict environmental regulations, made it increasingly difficult to keep up with the competition.

Many mills have switched from paper production to packaging to replace this lost capacity. This shift to a focus on packaging resulted in nearly 20% less paper production from 2019's supply. Many companies are stockpiling more paper in anticipation of a continued shortage expected in the coming year.

In the past few years, we also experienced a pandemic-induced shortfall in supply. This has led to reliance on overseas sources, which comes with its own set of obstacles. Recently, there have not been enough containers or ships to transfer materials made and acquired by US markets in the Pacific.

The shortage has highlighted the need for increased global collaboration to ensure that international trade and supply chains are as resilient as possible.

Paper Shortage Implications

We will do everything we can to keep you on time and budget throughout the shortage.

But we do want to acknowledge that it is possible, at some point, you could experience an increase in price as we, too, are experiencing an overall marginal rise in prices across the industry.

It is also possible that some print materials, such as specialty paper stock, will be harder to obtain. So, if you have a particular project in mind that requires a specialty paper, the sooner you can let us know, the more time we have to obtain the materials.

If you are working on a project with a tight timeline, we will happily offer you suggestions based on what we already have in stock to speed up the process.

Paper Shortage Solutions

These excellent opportunities can help you stay on track with your business objectives during this time of paper shortage:

Proactive planning with lead times
Maintaining an open line of communication throughout the entire printing process
Considering sustainable sources of paper, such as recycled paper and alternative materials

And here's what we are doing as a business and an industry:

Advocating for increased reforestation efforts to help replenish the world's forests
Staying informed about changes in the supply chain that could impact our business operations
Monitoring pricing trends to anticipate potential cost increases due to shortages and advise you in the process

While this is a real challenge, it doesn't mean that print materials have lost their place in marketing and advertising strategies!

In fact, with many businesses relying on digital media, a well-designed printed item can stand out from the crowd and make a big impression.

Print advertising has never been more valuable than it is today!

Whatever your print needs, we've got you covered. Contact our team today to get started on your next print project.

Wednesday, February 15, 2023

How to Do a Direct Mail Marketing Campaign on a Budget

Even with a tight budget, you can still run a direct mail marketing campaign with a great return on investment (ROI).

If you focus your campaign, design the mail well, and perfect your mailing list, investing in direct mail can be a wise choice for your company's budget.

Here are five steps to ensure your direct mail is effective while sticking to an affordable budget.

Step 1: Choose the right product or promotion to market

It's best to start crafting your marketing campaign with a specific goal.

Your company can use direct mail marketing for advertising a new product, a popular service, or even an update or improvement that you've made.

Promoting something specific that will interest most of the public is wisest. Considering this will help your marketing dollars further increase the likelihood of people taking action after seeing your print marketing materials.

Step 2: Refine your target audience

80% of consumers are more likely to purchase after seeing an advertisement that they feel is relevant.

Thus, advertising to only a specific subgroup of potential customers can help keep your direct marketing budget low while getting you the best possible ROI.

Understand the demographic of most of your customers so that you can seek out and target more prospective customers with your direct mail marketing.

Step 3: Use mailing promotions to keep costs down

Direct mail postage doesn't have to drain your company's budget!

Make sure to research different options available to you since your mail is part of a marketing campaign.

Multiple mailing services like USPS offer discounts for companies sending out ads in bulk. Take advantage of these deals; they could help you save up to 4% of your company's direct mail cost.

Step 4: Create a straightforward message

If you want your company's direct mail marketing to be effective and cost-efficient, it needs to elicit a response from the consumer.

The best way to do this is to include a clear call to action (CTA) within your ads. Time-sensitive offers and coupons are a great way to hook prospective customers. Make sure to include contact details so the customer can connect immediately.

Your CTA could be anything- asking the customer to send a reply, use a coupon, buy a product, or visit a website. As long as it's simple and engaging, it has a bigger chance of increasing your ROI.

Step 5: Track your responses.

If you're spending your company's budget on a direct mail campaign, you want to see what works and what you could do differently next time to improve results.

Include a unique QR code or personalized URL on your print ads that will send customers to a designated webpage and allow you to track responses. Then look at the sales made and the number of coupons used to adjust your campaign so that your money is only being spent on the most effective ads.

Contact us today to help you craft the perfect message, design the most compelling visuals, and make the most of your print marketing dollars!

Wednesday, January 18, 2023

7 Special Day-Themed Direct Mail Campaign Ideas for Winter and Spring

Research shows customers are more likely to buy when you get creative with ‘special’ day-themed promotions.

Winter and spring are full of international and national holidays, like the seven detailed below, providing plenty of room and creativity for direct mail campaigns.

7 Special Day-Themed Direct Mail Campaign Ideas for Winter and Spring

1. Black History Month: February

Black History Month is intended to celebrate the achievements of African Americans in the history of the United States.

Do some research to find influential Black figures who shaped your business. Share their hard work and contributions in a flier or brochure.

2. Valentine’s Day: February 14

A day meant for romance, with romantic partners sharing their appreciation for each other with gifts.

Many also use this day to share their love and appreciation for their friends.

Remind your customers about the upcoming holiday and suggest gifts to make a partner’s day. Recipients will be grateful you reminded them and provided them with a quick, easy gift idea.

3. Pi Day: March 14

3.14 are the first digits of Pi, which is why it is celebrated on March 14.

A day for both mathematicians and pie lovers, Pi Day is the time for mathematicians to recite the endless digits of Pi, which is the ratio of a circle’s circumference to its diameter.

Show your business’s appreciation for Pi and pie by sending direct mail to customers on this special day. If your company sells pie, even better. If not, perhaps share products or services your business provides that could make Pi Day all the more special.

4. Saint Patrick’s Day: March 17

This day originally commemorated St. Patrick with religious services and feasts; today, it is mainly a secular holiday meant to celebrate all things Irish.

Get ready to send out lots of green: green paper that advertises everything you sell that is green. If your business has any Irish roots, now’s the time to share that information.

5. Easter: April 9

Easter was initially meant for Christians to celebrate the resurrection of Jesus.

Today, many traditions surround the holiday, and religious and non-religious people celebrate it.

Try sending out mail with easter eggs and bunny imagery. On the back of easter egg-shaped cutouts, provide coupons or vouchers for free samples. If you have easter themed products, be sure to advertise them.

6. Star Wars Day: May 4

Star Wars lovers can be pretty enthusiastic. The day comes from a play on words: “May the fourth be with you.”

Celebrate Star Wars Day with your customers by sending Star Wars-themed direct mail and sharing any Star Wars-related products or services.

7. Mother’s Day: May 14

Mother’s day is a lovely holiday meant to celebrate and show appreciation for mothers.

Have your business show its appreciation for mothers by sending out a mother’s day card with free samples and coupons. Help make mothers feel special.

With hundreds of holidays, some more well-known than others, your business has plenty of opportunities to create special day-themed direct mail.

Check out a more exhaustive list of holidays to find one that would be the perfect fit for your business. Contact us today to get started on your next spring or winter campaign!

Friday, January 6, 2023

4 Tips for Getting More People to See Your Direct Mail

Direct mail is naturally advantageous when getting people to notice your business.

85% of consumers open their direct mail, and 62% act after receiving direct mail, according to a recent report. However, your business can take action to increase further the number of people opening your direct mail.

1. Use a Call to Action in Your Direct Mail

The best call to action, or CTA, follows the format “Do something simple, get something great.”

In this scenario:

Do something simple = open the envelope.
Get something great = receive a credit card, special discount, or a gift or sample.

Creating a sense of scarcity works exceptionally well when prompting people to act. For example, try advertising a limited-time offer or a special discount while supplies last. Fear of missing out or not being enough gets the customer to act soon. However, don’t create a false sense of scarcity.

2. Send Your Direct Mail in a Unique Envelope

The envelope is the first thing people see when they take the mail out of the mailbox.

Whether to open your mail or not relies heavily on the impression the envelope provides.

Get your envelope to stand out and generate curiosity by switching up the characteristics of the envelope like…

Size. Larger envelopes stand out but can be more costly. Smaller envelopes create a sense of casual and friendly correspondence.
Style. Use a color that catches the target audience’s attention, such as silver, gold, neon, or bold colors. Try changing the texture by using a matte or a glossy finish.
Font. Using a handwritten style font will make your envelope seem more personal.
Format. Including a see-through window lets your business prominently display products or enticing offers.

Switching up the standard white 4 ⅛” by 9 ½” envelope will make potential customers more likely to open the envelope.

3. Personalize Your Direct Mail Marketing

If the direct mail recipient feels that the mail is truly meant for them, they will be more likely to open it.

Research your target audience so you can better personalize your direct mail. Create target market subgroups based on their interests, potential questions, geographic area, and products or services most interesting to them.

Often, businesses will have better luck advertising to their local target market because there’s a greater desire among consumers to support local businesses as opposed to non-local ones. 70% of consumers support local businesses because they want to keep money local, connect with the community, support local creators, and have better service.

4. Track Direct Mail Statistics

Finding out what methods work for you and what don’t will help you generate a higher return on investment or ROI.

Track cost per 1000 impressions (CPM), open rates, response rates, and conversions. Impressions are the number of people who see your direct mail, and conversions are the number of recipients who follow your call to action.

Remember that those who have interacted with your business are more likely to engage again. Also, sometimes it takes multiple direct mail deliveries before the customer acts.

Once you find a high ROI strategy, scale up your marketing.

We’re here to help you stand out to potential customers through direct mail. From the design to the mailing itself, we’ve got you covered!

Wednesday, December 14, 2022

6 Steps to Find Your Print Marketing Target Audience

When you advertise, you need to know your target audience. And the same is true in print marketing.

A target market is the set of consumers that a company plans to sell to or reach with marketing activities.

A target audience is a group or segment within that target market that is being served in advertisements. The target audience, therefore, is a more specific subset of a target market.

Your target audience is united by common characteristics like demographics, e.g., men, women, teenagers, or children, and interests, like reading, running, or soccer.

To get your marketing message to reach this specific group of people, you need to know the decision maker and who supports them. Therefore, it's vital to examine your target audience, so messages are exciting to the reader.

This exercise will help define who to target in your marketing efforts.

6 Steps to Find Your Print Marketing Target Audience

1. Determine who already buys your product.

Look at the demographics and patterns of your current consumers.

What age are they? Are they men or women or both? The better you understand the individuals already buying your products, the better you can reach new individuals who follow similar patterns.

2. Watch the competition.

Look at who buys your competition's products and services.

What are they focusing on right now? It could provide insight into what you should be focusing on at the moment too.

3. Develop personas.

Try to create 3-5 different types of personas—people who would typically buy your product or service.

Figure out what makes them tick. What do they watch on TV? Who do they vote for? What type of food do they eat? Build an entire personality profile of the person who would use your services.

4. Conduct surveys.

Ask for information from those who buy your product.

You can do this with more formal methods like a paper or online survey, and you can even offer an incentive for participation. You can also take a more informal approach by simply talking to customers about their desires and preferences for your products and services.

5. Be flexible in who you reach.

Your target audience can change depending on the offer you are making.

That is why it is so important to get specific about who you want to see it. Don't generalize!

6. Use marketing metrics.

Metrics help you take the guesswork out of knowing if your marketing is reaching the intended audience.

Over 75% of businesses are already using marketing metrics to report how their campaigns directly influence revenue.

When focusing on your target audience, be specific. And make sure your marketing materials are fulfilling the goals of your customers.

We can help you create engaging print marketing pieces that will catch your customers' eyes and help them take notice of you. Contact us today!

Tuesday, December 6, 2022

How to Use Color to Impact Holiday Campaigns

When you think of the holidays, what colors come to mind?

Red, green, white, or maybe even blue and gold. These festive colors can evoke emotions from consumers by drawing them to colors they might not naturally be drawn to outside of the holiday season.

Using color theory, the study of how color impacts perceptions and behaviors, we can help get customers in the mood for the holidays and, hopefully, buy your products. Here's what the experts say about the holiday colors we love.

Using Color to Impact Holiday Campaigns

Red

We know red as a warning: fire, stop signs, danger, and so forth.

But it is also a powerful color representing love, passion, importance, and hunger.

Red can raise blood pressure and respiration rates and enhance human metabolism. We think of things like red berries, Santa, and more. Use this color as an accent, and you'll be doing well. However, if used in abundance, it tends to get overwhelming.

Green

Green has both the calming attributes of blue and the excitement of yellow.

When used in a design, it is known to have a balancing and harmonizing effect. It also helps balance out red, which is used often this time of year.

Christmas trees can go back to medieval times to symbolize the Garden of Eden. Today, we tend to think of Christmas trees and mistletoe.

White

Of course, we associate white with snow this time of year.

But it also is an excellent backdrop for design. Since it is the polar opposite of black, it goes with just about every color and is perfect for minimalist design. In addition, it can soften the often bright colors of the season.

Blue

While blue is sometimes acquainted with sadness, calmness, and responsibility, it is also known for its dependability, peace, and religion.

Especially this time of year, we see that blue represents these last attributes. In times past, blue was connected to royalty as the pigments to produce the die were expensive.

Gold

Success! Achievement! Luxury! Elegance!

These are what gold represents, and many individuals associate this time of year with gifts.

Yellow, or gold, is a warm color and represents passion, happiness, enthusiasm, and energy. It's a powerful color, not used in abundance.

When thinking about designing your holiday marketing materials, these colors are tried-and-true, and people instantly associate them with the holidays.

There are always beachy themes and tropical photos, but that typically doesn't represent the classic feel of the holiday season. Tapping into those warm emotions is easier when you keep with tradition.

The time to start thinking about holiday print materials is now! We can help you pick the right hues and colors for your marketing efforts. Visit our website today!

Tuesday, November 29, 2022

9 Solid Ways to Combine Digital and Print to Boost Your Campaign

Today, you can't rely solely on digital ads to increase customer traffic. Likewise, you can't just rely on old-school advertising to do the job.

Print remains an integral part of marketing and advertising. It also more engaging for readers than an email or a pop-up. Once it's your customers' hands, you have the advantage of grasping their attention.

Digital helps expand on the conversation you started with the customer. It allows for more information to be shared, and it's interactive in that the customer can click for more information on your website.

So, if you take the best aspects of each marketing tool, you will see the difference of a multiple media campaign compared to running a solely digital or print campaign.

9 Solid Ways to Combine Digital and Print to Boost Your Campaign

1. QR Code

Use a QR code to link to your digital platform.

This is a quick and easy way to get the most out of your advertising.

2. Include Your Web Address

Add your website to the printed pieces.

This way, the customer instantly knows how to get more information or contact you. You can even create a specific landing page for the campaign.

3. Exclusive content

Advertise exclusive content within your print pieces to gain new followers on a specific social platform.

4. Social Media

Use your social media to obtain customer information so you can send on-target materials to them.

5. Giveaway

Advertise a giveaway on your printed piece and include a QR code or URL that takes the consumer to a page where they can redeem the gift.

6. Colors

When combining print and digital efforts, give them a cohesive look by using the same colors and fonts.

7. Campaign Tracking

Add a UTM or Urchin Tracking Module to the web address or QR code that you put on your print campaign.

A UTM is a simple text code that can be added to any URL or webpage to generate Google Analytics data.

8. Hashtags

Printing specific hashtags on materials is yet another way to funnel all marketing channels toward a single campaign.

Indiana University used this approach with newly-admitted college students by including the hashtag #IUSaidYes on their acceptance letter packages.

9. Augmented Reality

Use an augmented reality code in your print advertising to stand out more.

This high-tech tactic tracks the results through the code and can also boost your online presence. These two together are unstoppable.

When it comes to marketing, combining digital and print will help boost your campaign and reach the right audience.

When it comes to print marketing, we are here to help your marketing dollars go further! Contact us today.

Monday, November 14, 2022

4 Things Your Direct Mail Piece Needs to Convert

Direct mail is a simple, cost-efficient way to reach your target market.

The response rates for direct mail are about five to nine times higher than other advertising channels. However, five to nine times is quite a range. Getting your direct mail to reach the nine times higher statistic requires certain elements.

Here are four things your direct mail piece needs to convert direct mail into sales.

1. Personalization

Recipients respond well to personalized advertisements.

The more personalization, the better your target market can say, "Wow! This is for me!" One study showed that 93% of businesses that incorporated an advanced personalization strategy experienced revenue growth.

Personalization starts with data. The more customer data you have, the more personalized your direct mail can be. Gather data regarding geographic, demographic, and behavioral characteristics so you can…

Include the recipient's name in all outgoing marketing materials.
Reference the client's past buying history.
Suggest products the customer might be interested in.

To simplify your marketing, try to divide your overall target market into niche audiences with specific pain points. This will allow the mail to be more personalized while still being manageable for your business to execute.

2. Special offers

Tell the recipient what's in it for them.

By including special offers in your direct mail, people will be more likely to act. Make your direct mail more effective by triggering fear of missing out by making the offer for a limited time only or while supplies last.

If your company struggles to acquire data from your customers, you could have customers fill out a form before they can access the special offer.

Examples of special offers include:

Discounts
Exclusive events
Free samples

Example: "Scan this QR code, tell us about yourself, and get 25% off your next purchase! For a limited time only."

3. Strong writing

The content within direct mail heavily influences readers.

Create a confident, friendly, accessible piece with direct mail by focusing on the writing. Tips to achieve this include:

Make it accessible to all by using simple language and short sentences.
Make it easy to skim by adding headings and bullet points.
Tell readers what's important by making certain words and phrases pop.
Include stories readers will enjoy and connect with.
Make your first and last sentences count because they are the most frequently read.

By making the content of your direct mail enjoyable to read, recipients will be more likely to act.

4. Follow up after sending direct mail

People are busy, and they need reminders.

Therefore, follow up with your customers after sending direct mail. You can follow up with another direct mail piece, email, or phone call. When doing so, remind the customer about the special deals and your previous point of contact.

Direct mail is a powerful tool in marketing. But you're going to want the most conversions for your money. Help convert by including these four strategies in your direct mail campaign.

We're here to help you convert when you're ready to print! Reach out today!

Wednesday, October 19, 2022

Top Tips for Print and Email Newsletter Marketing

Try a newsletter when you need to get the word out fast, professionally, and efficiently.

Not only will you have more space for getting your point out, but it also reminds people regularly that you're ready to do business.

Newsletters are a customizable, affordable, and accessible type of marketing communication.

There are many ways to make your newsletters effective. And it's time to realize that newsletters are essential to effective email marketing and branding.

Ignoring them can restrict brands from growth.

7 Top Tips for Print and Email Newsletter Marketing

1. Logo placement

Ensure your logo is front and center on the newsletter's first page or header so that recipients don't have to guess (or hunt) for that information.

2. White space

Make sure you don't cram all your great ideas into one newsletter.

Instead, use white space frequently so that it doesn't look crowded.

3. Keep it simple

Don't try to tackle too much detail in your articles.

Keep it reader-friendly. This makes the reader want more and allows you to follow up on the article in future newsletters.

It also leaves the reader interested and possibly wanting to contact you to discuss the issues further.

4. Use bullet points

When you have multiple topics, use bullet points rather than writing a lot of paragraphs.

This allows the reader to scan for information quickly.

In addition, embedding helpful links in your email newsletters and giving visual descriptions can attract more readers.

5. Feature pull-out quotes

When someone has something important to say in the article, and it is a great point, pull it aside in the design.

Make it more significant than the regular text by using it as a graphic, not in the article itself.

Pull quotes provide a teaser that entices the reader into the story.

6. Have someone edit your articles

Don't rely on your own wits here.

You will need to have another person edit your articles and layout. It's hard to catch your own mistakes all the time.

And sometimes, you need another set of eyes on an article in case something needs to be clarified. You might know what you mean, but someone else might not. This is just good practice.

7. Make sure there's a call to action (CTA)

There needs to be a place (or places) where you encourage the reader to take an action that moves them through your sales funnel.

Call-to-action examples include visiting your store, contacting you for a consultation, signing up for your email list, or making a purchase today.

The point of doing a newsletter is to build the business.