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Want to energize your print campaign?

TIPS

Combine print with other media to amplify its effect.


The most common channel pairing with print these days is email, but you might also want to consider text messaging, banner ads, social media (such as Facebook), and search engine advertising, as well. Each channel has different benefits depending on your marketing goals and the target audience you are trying to reach. 

No matter which channels you choose, here are some basic guidelines to keep in mind:

1. Maintain consistent branding across all channels. Different media have different requirements, so you can’t maintain 100% cross-channel consistency all the time. But whenever possible, use the same images, color schemes, primary messaging, and offers to maintain a consistent brand image and a consistent brand message. 

2. Think strategically. Know what role each channel is supposed to play. If you are going to combine email with print, what are you trying to accomplish? Are you trying to create awareness and anticipation of the print piece? Are you using email as a reminder to respond? If you’re driving traffic to a campaign-specific website, you might want to consider banner advertising in demographic hot spots. 

3. Create appropriate channel-audience pairings. Ensure that you are selecting the best combination of channels to communicate with your target audience. You’re not going to reach as many retirees with text marketing as you are Millennials, for example, and social media preferences vary, as well. Sixty-five percent of GenXers and Baby Boomers say their favorite social media network is Facebook. While Millennials overall prefer Facebook, too, the younger Millennials (ages 18-24) favor Instagram.

There is a learning curve associated with multichannel marketing, but the ability to amplify and reinforce your marketing message can be invaluable. Need help matching your channels to your marketing goals? Just call us! 

Is Your Direct Mail Trustworthy?

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Is Your Direct Mail Trustworthy?

People don’t just buy from companies they like. They buy from companies they trust. When you send out direct mail campaigns, it’s important to keep this in mind. Let’s look at five ways you can establish trust with your customers.

1. Use solid, believable content. Leave the extravagant claims and cheesy superlatives to the late night infomercials. Make your headlines and body copy factual and believable. Back up your claims. Be specific so people know that you are representing the product accurately.

2. Write for your audience. If your marketing copy sounds generic, recipients might not feel that your claims are genuine. It’s hard to trust a company that is willing to sell anything to anybody whether they really need it or not. Target your offers, marketing copy, and calls to action to each target audience specifically so they recognize your claims as true.

3. Credible design. Marketing copy can be superficial and cheesy, and so can design. If you use five different fonts and clutter the design area with tons of images and an impenetrable sea of text, your piece will look unprofessional. If your design looks unprofessional, your company will too. Avoid super tiny fonts because they make it look as if you are trying to hide something.

4.  Use real people. Customer testimonials are great for establishing credibility, but they have to be from real life people. Use names, locations, and pictures of smiling faces when possible. Assure readers that these are actual people, not customers you made up.

5. Proofread your text. Spelling and grammar errors don’t make for a professional image. Check your copy to ensure that there are no mistakes.

When it comes to direct mail, there are no shortcuts.  Be sincere. Be credible. Present not just a great product, but a company that people can trust.

5 Ways to Trim Your Print Budget Without Compromising Results

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5 Ways to Trim Your Print Budget Without Compromising Results 

Want to get better results with a smaller investment? Try these simple tricks.

1. Plan smart. Simple mistakes often can be avoided with a little planning. Take time to communicate with us about your budget and deadlines, but also the more interpretive elements of the project so we can discuss any challenges we foresee.

2. Gang your runs. By placing many projects on the same sheet, or piggybacking on an unused portion of a sheet, we can reduce manpower, paper, and prep time.

3. Think “down the line.” Changes become more expensive the further along you are in the print process. Everyone who needs to approve your files should do so before you submit them for printing. Proofread your copy multiple times. Confirm that you’ve prepared your digital files properly.

4. Tweak your paper. Paper can account for 30%–50% of your printing costs. There are a number of cost-saving measures you can take without adversely affecting your results.

  • Reduce the size and number of pages. By targeting and segmenting your mailings and information packets, you can often save a lot of money over time.
  • Use thinner paper. Changing the weight can save 10%–15% of your paper costs.
  • Make subtle changes to brightness. Generally speaking, the brighter the paper, the higher the cost. But few people will notice a slight change in the brightness of your paper, so this is often somewhere you can tighten the belt.
  • Consider colored papers instead of bleeds. You may be able to create the effect you want less expensively with colored paper instead of ink.
  • Opt for the house paper. Paper prices fluctuate often, but you can save time and money by using papers we purchase in high volume. Ask us for samples.

5. Remember that boring is your friend. When it comes to print production, you want your print job to be uneventful once it hits the pressroom. To make this happen, talk to us early and often!

Need more money-saving ideas? Give us a call!