How to Saturate Your Market with Direct Mail
Your marketing mix includes a variety of medium that enables you to reach potential customers often and via different avenues. When it comes to direct mail, the traditional benefit is to send your mailers to a targeted list of consumers who closely fit your target market. From a marketing perspective, it makes perfect sense. But the US Postal Service has a different idea for direct mail. It’s Every Door Direct Mail program is based upon none other than saturation.
The premise is that businesses can target consumers based on locale rather than a variety of demographic characteristics that can closely predict buying habits. It uses the idea that sheer locality is a winning driver between business and consumer. So if you’re a local physician, dentist, restaurant, auto dealer or retailer that relies on local consumers, an Every Door Direct Mail campaign may just be your profit ticket.
If you intend to reach between 200 – 5,000 households and your piece meets size and weight requirements, the program could work well for you. You will not be required to get postage permits or pay an annual fee either. The Postal Service is also offering free classes nationwide that will show you the benefits of the program and how you can use it to build revenue and increase traffic.
For more information on the program, click the Every Door Direct Mail link below. And Greenway Print Solutions can help print that perfect piece that’s cost-effective for your campaign.
How to Make Your Brochure Work for You
Designing, printing and using your company brochure takes a little more planning than many might think. Yet, the right brochure can help promote your business, product or service while connecting new customers and increasing sales. In order to craft the right brochure that wins over customers, keep the following tips in mind:
Use a Template
There are many publishing software applications and even online templates that you can use to design your brochure. The use of a template is necessary if you want your design to remain within the folds and be print-ready. It’s easy for your brochure to get misaligned during the printing process, especially if you are printing them yourself.
Print at Home
It may entice you to save a few dollars by printing your brochure yourself, but you’re bound to run into some trouble. Most personal printers have paper weight restrictions and if you think you’ll wow your customers with a brochure printed on 20-pound paper, think again. Color is another hindrance as most do not print true colors – the design that shows up on your monitor may not look the same once it’s fed from your printer. And if you’re looking to bleed your design, you’ll have issues with that, too. If you’re serious about using your brochure as an effective marketing piece, consider having it professionally printed. It won’t cost you an arm and a leg while providing you with return on your investment.
It’s All About Copy
Even if you’re an avid online marketer, you know that content sells. Your brochures’ copy should carefully communicate the benefits and features of your product or service and what it can do to make your customer’s life better. While you may think your widget is cool and your employees fabulous, your customers don’t care. They want to spend their money on things that solve their problems so clearly articulate those benefits.
Design it Right
Layout design is key to your brochure. If your brochure is bogged down with too much copy, your customer is likely to skip reading what you believe is pertinent to the message. Adding too many graphics will detract from the verbal message. Your goal is to mix content and images in balance and relay the important messages you’re trying to convey without overwhelming your reader. And carefully add white space to help draw attention to the text and images. Remember, your customer has a limited attention span, so if you cannot communicate how your product or service will benefit them quickly, your brochure will likely be a flub.
Distribute, Distribute, Distribute
Brochures are usually given out to prospects in more of a passive manner. However, your brochure is more of a powerful advertising piece than simply a handout to only those who are interested. If Jane isn’t interested in your widget, her friend John may be and she’s got something to give him. Be more aggressive when handing out your brochures and consider it to be a valuable advertising piece rather than extra marketing collateral. Your brochure could bring in customers you never thought would buy.
Having your brochures professionally designed and printed can mean all the difference especially in terms of sales. If your brochure is not giving you a return on your investment, no matter the expense, contact Greenway Print Solutions today. They can help you create brochures that work.
How to Choose the Right Type of Printing
There’s more to printing than meets the eye. It’s actually a complex process whereby text or images are reproduced on paper. For the layperson, understanding the printing process can help bring the “wow” to your pieces.
Digital Printing
Digital printing is a relatively new printing process that reproduces images on some sort of tangible surface, such as clothing, paper and plastic. The ink used in digital printing does not absorb into the surface, rather it forms a layer. Every impression has the propensity to be different, so digital printing is often times used for short print runs (less than 5,000 pieces.) With the use of new technology, digital images and text can be sent via a computer to your printer for a speedy turnaround.
Electrostatic Printing
Electrostatic printing is similar to photocopying in that the toner is thermally fused to the paper. Toner is used instead of ink and pressure and images are reproduced using electrostatic charges. This type of printing is typically used for very short runs.
Offset Lithography Printing
Printers typically use offset printing for newspapers, magazines and brochures because the use of ink is rather economical, it can be used to print on textured surfaces and the set-up process is minimal.
Offset printing involves the use of a flexible plate that is coated with photosensitive chemical, allowing light to produce an image area. The plate doesn’t actually come into contact with the paper; a rubber blanket receives the ink and then transfers the image area to the paper – one ink color at a time. (Hence, costs differences for multiple colors used.)
Flexography
Flexography is typically used for packaging, such as plastic bags, business forms, cellophane and bottle labels. The process uses a flexible relief plate that sticks to a printing cylinder and is great for non-porous substrates.
Thermography
Thermography uses a process whereby power is dusted over a printed image in which the ink has yet to dry to give it a raised effect. The thermal powder is heated so that it melts on the ink and raises it above the surface. Thermography is similar to engraving except it’s less expensive and faster. It’s commonly used for business cards, letterhead, invitations and greeting cards.
Screen Printing
With Screen printing, inks is forced through a screen in which an image or pattern is formed. Compared to other printing processes, screen printing is relatively slower to produce products. Common screen printing uses include wearables, mugs, paper, plastic, wood and metal. If the final product needs printing that encompasses a wrap-around or is oddly shaped, screen printing is a viable option.
Gravure Printing
Gravure printing uses an etched copper plate that that comes in direct contact with paper. Though expensive, gravure printing produces high quality printed images and is used for long runs, such as magazines, brochures and catalogs. Wall paper, plastic laminates and even upholstery and vinyl flooring come out looking great using the gravure printing process.
Knowing the different types of printing processes will not only allow you to get the best quality for your particular piece, but it will save you money by not using a process that’s unnecessary. Professionals, such as Greenway Print Solutions, can help you travel through the printing maze with ease in order to achieve your desired outcomes.
Proof That Exceptional Customer Service Still Exists
Businesses are always touting they have great customer service and if we were to put all of those touts in a basket, it would be quite a large basket. Yet, proving that a business truly values its customers is another story indeed.
It’s not often that a business or even a business owner receives a whole lot of recognition from a customer, let alone be presented with an award. But in this case, the “proof is in the pudding.”
Alan Chait, owner of Greenway Print Solutions, has always prided himself on customer service and it was the primary reason he left the printing corporate world as an employee to start his own business. He believed he could offer his customers a lot more, not just with a vast array of affordable, quality products, but with superior customer service. To prove it, the story goes:
” Last week I had an appointment with my largest customer, a $200 million company, to review some business forms we are working on. The meeting was supposed to be in their North conference room, but when I arrived nobody was there. Suddenly one of the managers showed up to tell me they had moved the meeting to a conference room in the back and he took me there. In the room were about 200 people, seated and listening to two of the top executives talk about how to use some of the forms I designed for them. In the back was the CEO who, when he saw me, told me to sit down. I told him I’d just wait outside until they were done, but he insisted that I sit and watch the class.”
“The CEO suddenly got up, stopped the meeting and told everyone that they had decided to award their Vendor Partners who have been responsible for their success. Of the 10 or so vendors, they voted on who should get the first award, which was me. I had to get up in front of all these people and listen to all the wonderful things that I’ve done for them, my dedication and hard work. Being a little bit of an introvert the “ambush” was an overwhelming surprise and I am very proud to get the award. (Ironically, I was working on pricing out acrylic awards for them to give to their employees, or so I thought. It turns out I’ll be printing my own award.)”
The award shows that the foundations that I built Greenway Print Solutions on 30 years ago is alive and well.
If you’re looking for a printer with exceptional customer service, contact Greenway Print Solutions today!
How to Choose the Right Image File Format?
We’ve all experienced the “save as” dilemma and wondered which file format is best to save an image. Do we really know the difference between a GIF and a PNG? Do we care as long as it looks good?
In printing and web design, the file formats of your images do make a difference. Jason Kaller here at Greenway Print Solutions came upon a customer who didn’t quite know the subtleness of image format and quality:
“I recently had a client who wanted to print some new marketing materials. They wanted brochures, pens, emery boards and candy jars. The only thing they had for art was a jpeg file. I suggested they let us re-create their logo using a vector based program. I would provide them multiple versions of their logo and fonts which would be useful in any place their logo is used (in print, online, signage, etc.) After being turned back from several print proofs due to poor quality and lack of consistency in their logo’d items, they asked me to redo their logo. From here on out, there will be one logo and one font set that will help them look consistent in everything they print.”
Image File Format Differences
If you’re still wondering which format to save those images in, the following will provide you with a brief, layman’s version to help you muster through the saving process:
1.EPS (vector based) PREFERRED. These are encapsulated Postscript files. If they are “vector” files, made in Adobe Illustrator, they can be reduced or enlarged to any proportion with no loss of quality. This is because they are not bitmapped (dots) but computer coordinates. For many applications, this is the best art to provide us.
There are also bitmapped eps files but they have the problem of distortion when reduced or enlarged.
2. JPEG/JPG (Joint Photographic Experts Group): JPEGs are small files that are compressed at 8-bits per color for a 24-bit total. When compressed, the image does not necessarily lose quality, but degradation can occur when the image is saved and edited repetitively. It also has a “lossy” compression meaning as the file is compressed, some of the data is lost. If you’re using images in a PDF file, the JPEG file format is a great bet.
3. TIFF (Tagged Image File Format): A TIFF format saves an image as an 8-bit or 16-bit per color file for a total of 24 to 48-bits. TIFF images are not largely supported by web browsers so if you’re designing a website, there’s another format (like PNG) that will be more suited for the application. TIFF’s are good as a photograph standard file and can handle specific color spaces like CMYK.
4. GIF (Graphics Interchange Format): GIFs are limited to 256 colors, which is great for shapes or logos that have relatively few colors. GIFs use lossless (doesn’t lose data when compressed) compression, but because of the color limitations, GIF formats are best used when there’s a large, single-colored area in the image.
5. PNG (Portable Network Graphic): The PNG format is the successor of GIF and supports true color (16 million to be exact.) PNGs are lossless and tend to be large files that can be slow to download. Despite their size, PNG files are great for online use.
6. BMP (Windows Bitmap): BMPs are graphic files that work within Microsoft Windows OS. They are large, uncompressed files, and work well within Windows programs.
Keep in mind that the above file formats are Raster formats and not Vector formats. Raster graphics are stored as bitmaps (pixmaps) while Vector graphics contain geometric descriptions. Vector formats allow for images to come out smooth at any size.
If you’re considering having your logo or any graphic image on a variety of offline or online pieces, keep in mind the type of formatting you need to get the highest quality picture.
For more information about Raster and Vector images click here.
Quality, Price, Service: What Do You Really Want From Your Printer?
We’re living in an innovation age, surrounded by existing and emerging technology that allows us to app and cyberspace our way through productivity. So with the ease of web-to-print (aka remote publishing), are we still getting all that we need from our printer?
It’s hard to argue that uploading a picture file to an online printer to make those fabulous business cards won’t get you the quality you’re looking for, especially with the accuracy of modern print equipment. It most likely will. And in a competitive industry, such as printing, the right online shopper can scour the internet for that one guy who will do it on the cheap. He’ll sacrifice margins just to bring in much needed revenue.
That leaves us service. Of course we’d love to be highly appreciated by any business that values any job we bring him, large or small. Yet, even in lieu of great pricing, we’ll oftentimes sacrifice a little adoration for the bottom dollar.
What You Really Want From Your Printer
You’re likely having materials printed for a reason. That business card is the first connecting piece between you and your customer. That brochure is your gateway to that profitable sale. And your flyer is supposed to do more than line a waste basket. What you should really want from your printer is a marketing piece that actually works and provides you with the ROI you need.
Quality, price and service have equal importance and are the vital ingredients to creating an effective piece. Your printer does more than acquire specs and watch sheets of paper run at nano speed through their printing equipment. He should be looking at your end goal, what your pieces are trying to achieve and your branding. And he’s got an arsenal of effective products you you most likely haven’t even thought of using.
So the next time you’re getting ready to upload your art work to that mysterious printer in cyberspace for your $5 business cards, consider what you’re really trying to accomplish for your business. Not all printers are created equal; and neither are your marketing goals.
For more information on how the experts at Greenway Print Solutions use their 30 years of industry and product knowledge to produce printed materials that work, check out our Case Studies section.
US Postal Service Encourages Customers to Use QR Codes
That’s right, even the postal service wants you to use QR Codes on your letters and flats. They will even give you a discount this summer on your postage if you use them.
The promotion includes a three percent discount on First Class Mail and Standard Class Mail throughout the months of July and August. The USPS is encouraging consumers to use QR Codes and highlight the value that they bring to “market, promote and educate” mail recipients and increase customer usage of direct mail campaigns. To qualify, customers must display their QR Codes on the outside or in their mailings.
The three percent discount could be significant, especially for those whose marketing campaigns not only include direct mail, but want to increase their market range. And if you’re not using direct mail currently, you can take full advantage of the lower mailing rates to test out new campaigns and target markets.
QR Codes (Quick Response) are an emerging technology used to connect consumers offline with businesses, products and services online. By scanning in a QR Code on a smart phone, consumers can be strategically directed to valuable information online without the limitations of using a computer. Links associated with barcodes can be shared with others via text, email and other applications with a click from any smart phone.
For more information on the use of direct mail, QR Codes and Microsoft Tags, check out the following links:
Things to Know About Using QR Codes
Barcode Technology and Microsoft Tags
Writing the Perfect Direct Mail Letter
Why Your DIY Printing is Costing You Money
In a perfect world, DIY printing would not only look like it was professionally crafted, but you would be able to do it on the cheap. Whether you’re printing your business cards, flyers or brochures, if it looks unprofessional, your pieces can actually cost you money in the end. The question to really ask yourself isn’t how you can print affordable, professional looking pieces on your own, but why those pieces look like they came from “loving hands at home.”
Professional Printing vs. Home Printing
There are several reasons why printing on your inkjet or even laser printer won’t yield the same results as a professionally printed piece:
1. What you see is what you get. Home printers, even quality ones, just can’t produce the sharp images that professional printers can achieve. They are also limited in the color spectrum. While you may be okay with settling for a maroon or teal that’s not quite the hue you intended because your inkjet just couldn’t produce it, you’re doing so at a sacrifice. (See our post about the Psychology of Color.) Also, the quality of the ink in those little cartridges don’t keep their brilliance as long as what your printer will use. If you’re looking to produce something that catches your consumer’s eye and have some longevity, printing via your home printer is probably not the way to go.
2. It’s marginalized. Let’s face it, your printer simply cannot print a piece without having that annoying white border around your content. And it’s a dead giveaway that your printing press is likely sitting on the corner of your desk. Professional printers have the machinery and capability to print full bleeds (where the ink goes to the far edges of the paper) and your home printer does not.
3. Size matters. Want to print a marketing piece on anything larger than an 8.5×11 piece of paper? How about glossy? Thick card stock? Even more, ever try printing multiple pieces and seeing the consistency of the ink vary or smudge? Professional printers can print on virtually any kind and any size of paper or material and without all of the flaws that are inherent with home printers.
The Cost of Home Printing
Sure, it seems like you would save a bundle by purchasing a ream of paper at Office Max and a couple of ink cartridges to print off a few hundred pieces, but the fact is professional printing won’t cost you an arm and leg. Quantity is a price reducer when it comes professional printing; whereas it’s not necessarily the case when you use your personal printer because you aren’t buying your supplies in bulk. You’ll get far more bang for your buck when you have a professional printer print your pieces, both in price and quality.
Professional Printers Are Professionals
Printers aren’t in business to do a job you can do yourself. They have expertise that goes far beyond the average printing press. They can see little bits of detail you can’t and based on experience, they can tell you what works and what can work better. (See our latest case study where we actually saved Xona Resort Suites money on their collateral while producing high quality, durable pieces.) While I am adept at repairing a small patch in my wall, I’m certainly not going to get out a ladder and replace my roof. Printing may seem like an easy DIY project, but there’s a lot more to it that slapping some ink on a piece of paper - it’s your marketing piece and something that helps connect your business and your brand to your consumer and ultimately entices them to buy.
Isn’t that worth the paper it’s printed on?
For more information on how Greenway Print Solutions can transform your ordinary collateral into something extraordinary, contact us today.
Case Study: How to Brand Your Marketing Pieces
Several years ago, Xona Resort Suites of Scottsdale came to us looking to spruce up their Guest Check-in Packet. The resort had just completed a multi-million dollar facelift, including the redesign of their logo.
Xona’s initial thought when they came to us was to have the Guest Check-in Packet placed within a three-ring binder (turned and sewn leather/leatherette), a similar look that many hotels and resorts leave for their guests in their rooms. Though this approach is oftentimes bland to the guest, it can also be a costly endeavor.
Jason Kaller at Greenway Print Solutions had another idea for the resort that would not only include a packet that was appealing to the resort’s guests but would compliment and reinforce their brand. Instead of the boring three-ring binder, Jason suggested they create a mini two-pocket folder using Silk Laminated cover stocks, four-color process printing and Spot UV coating. Plastic hotel key cards, property maps and guest identification tags for luggage were all created to go with this package.
The Guest Check-in Packet now included separate silk laminated pieces with a multi-function that emphasized the resorts’ brand.
The Xona key card holder.
Each piece was strategically designed and crafted to compliment the new corporate brand as well as to improve appeal and functionality of the piece. With this new look and innovative display, Jason was actually able to save them money over their original idea using the binder. And the quality of pieces were much higher because we used better paper, more color and upgraded the finishes. Xona was able to implement brand cohesion and because the pieces were of a higher quality, they were extremely durable and could be reused over and over again.
Have an idea for a branded corporate piece? Let Greenway Print Solutions help you develop the right pieces and the best price possible.
Does Direct Mail Work? Ask Google
If direct mail is ineffective, how come Google still uses it as part of their marketing strategy?
So much of the time we hear about how online strategies are the tickets to business prosperity and while online marketing is a necessary component of our marketing plan, offline strategies still play a vital role in winning over customers. While we tweet, Facebook, LinkedIn and blog our way through our customers’ monitors, we cannot forgo the importance of relationships that develop offline.
The fact remains that 2/3 of the population didn’t grow up with a mouse in hand. Sure, some of us were tinkering with computers long before others and understand many of the ins and outs of cyberspace, but truth be told, we’re still a population of hand-shakers who enjoy face-to-face time in a brick and mortar.
And that’s part of the reason why we use the internet for so many things and part of the reason why we don’t. For the average person, the majority of his/her day is not spent online, but in a world that’s real and interactive.
Direct mail works because it’s designed to reach potential customers during their time not spent online. It’s a controlled message that’s delivered right into the hands of your targeted market. Best of all, it works because your direct mail piece isn’t fighting or competing with pages of websites links or keywords; just your utility bills or mortgage payment. And who wants to read those?
Ironically, Google, masters of cyberspace, also believes in the power of direct mail. You should too.
Considering a direct mail campaign or just want to know how you can win over more customers with a great ROI? Contact Greenway Print Solutions today.
