Print 4A Purpose

Finding the Right Printer

Finding the right printer for your project is determined by:

• What are your job specifications or requirements?
• Is your job "print-ready"? Or do you need any pre-press services?
• Is the printer experienced in your industry or project type?
• Do you trust them?

What type of printing press does the job require?

Printing is a hugely complex industry with endless combinations of equipment, skills, and levels of quality results. For the purposes of this discussion, processes will be limited to printing of only black or color inks on paper.

At the most basic level – if you are printing black and white alone – a high-quality, highspeed DIGITAL PHOTOCOPIER may provide you with perfectly adequate results. Systems such as Xerox 4112 print at 600 dpi (dots per inch) on two sides of paper up to 11 x 17 inches and paper stocks up to 110# index.

If in need full-color project, a high speed DIGITAL PRINTING PRESS like the Xerox 700 Digital Press can deliver very high "photo" quality full-color results on two sides of paper up to 13 x 19 and a wide range of paper stocks. The digital process is perfect for smaller projects of less than 1000 and sometimes up to 5000 – 10,000. The digital process requires very little set up and there are not the offset "plate" costs. However, unlike offset jobs, it costs just as much to print the first copy as it does the 10,000^th. Due to a fixed "click" charge from Xerox, for example, the job costs are the same throughout the job.

If you are printing one or two "spot" colors only (and black is considered a color), your piece includes high resolution (1200 dpi and up) output, you are printing on heavy or rough paper stock, and/or you need quantities of 1000 or more – you should consider moving to SHEET-FED OFFSET PRESS (DUPLICATOR). The offset press can handle sheet sizes up to 11 x 17 and some print one color at a time while others print four or more colors. The number of prints is important because of the time it takes to set up each printing job and the printing "plate" required for each color and side. Therefore, the cost to print the first copy is very high while the cost to print the 10,000^th is very small. All the costs are incurred on the front-end.

If you are printing more than four colors, quantities greater than 10,000 and sheet sizes over 11 x 17, search for large SHEET-FED PRESS or WEB PRESS.

Therefore, price depends on the process, the equipment used, the number of colors and the speed in which the job can be printed. Generally, the more colors involved and the longer it takes to print, the more the job will cost. More specifically, a special order color, high-quality paper, perfect registration, a printer must charge more to run the job.

What other services does the printer offer?

Graphic Design / Prepress - If your files are "print-ready," you may not need the services of a graphic designer on the staff. But if you need some help with your design or any unforeseen technical problems arise, you will need help in the prepress department. Without support in this area, it is totally your responsibility to have the file ready to go to press. If the file is not ready, the printer will not accept it. And when the file is accepted, it will be printed exactly as presented. So you had better be confident that you file is just as your want it.

Bindery / Finishing – Some projects are simply printed and ready for delivery. Others need to be cut to the desired finished size, folded, or bound together in some type of "book" format. Many of these additional services require specialized equipment that not all printers have in-house. If a printer has to send out your printing project to have it finished, it might cost you time and money. Generally speaking, a printer can do the job cheaper and faster in-house with the proper equipment.

Does your printing require a specialist?

Would it make a difference if your printer knew your industry? You bet it would. Don't be worried if your printer prints for your competition, it's to your advantage. If the printer is familiar with inner workings of your industry or project type, they can save you money, time and perhaps give you insights you might not have considered. Ask for samples of projects similar to yours.

It all boils down to TRUST?

You can find a printer with the exact equipment to print your project. They can have all the support staff you need for design tweaks or technical glitches. You've checked the samples and they have industry experience. One final question: Do you trust the printer?

• Trust is something that you can't put a price on or fit neatly into a timeline.
• Trust in your printer can relieve anxiety about deadlines.
• Trust in your printer can give you confidence to push the envelope on future projects.
• Trust in your printer will help you serve your members, clients, customers in new and different ways.

Advantage Printing is a commercial print and marketing service provider serving churches, nonprofits and small to mid-sized businesses.

Follow me on Twitter: www.twitter.com/davidamoore or www.twitter.com/churchprinter

 

Capturing Customers’ Lifetime Value through Emotions

I have written recently on the importance of focusing marketing efforts not only on customer acquisition, but on customer retention as well. The comments below were forwarded to me by one of my Xerox representatives, Tami Kolb. The comments are from one of the speakers at a Xerox "Thought Leadership Workshop".

Understanding the emotions behind purchasing behavior is critical to any business, whether in the B2B or B2C space. Once you understand emotional influences, you can then create highly relevant, meaningful messages, graphic presentations and promotions that will draw customers to your brand and capture their lifetime value.

Capturing lifetime value is one of the most important goals of any marketing program.

Research shows that it typically costs $20 on average to gain a new customer and only $4 to retain a customer.

Regardless whether you work in the B2B or B2C space, you must understand the emotions associated with purchasing decisions for your products or services. You must understand those emotions in order to connect with customers, draw them to your brand and build personal value and equity that lasts a lifetime.

Capturing customers' lifetime value is essential to staying competitive and profitable in today's highly competitive and clutter markets.

What's interesting is that the comments apply across all business types but in this particular case very tangible for me. We are in the process of taking delivery of a couple of new Xerox digital presses. We have had Xerox in the printshop for many years, but a comparison analysis is always done in a purchase or lease of this size. But during the whole decision making process, I could "feel" my loyalty to Xerox. The competitors were going to have to beat Xerox. It wasn't even a level playing field because of the loyalty and bond I felt with Xerox from the beginning. And the bond isn't necessarily with a machine of course, it's the people. I have a relationship with the Xerox rep, Tami Kolb; the local distributor, Scott Williams; and the service technicians have been phenomenal.

Combine the relationships with a track record of performance; they have captured lifetime value.

Advantage Printing is a commercial print & marketing services provider serving small and mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

 

110 Logo Designs

There are a bazillion "lists" and posts of logo designs. Here's one I came recently came across and a few hints from a printer's perspective.

Logo Hints

1. Keep it simple
2. Limit 2 colors
3. Be memorable
4. Readable

110 Fresh Logo Designs for Design Inspiration

Marketing with Personalized Notepads

In this dog-eat-dog competitive environment, not only is new business harder to get, but you have to watch the cut-throat competition stealing your best customers. While most businesses focus marketing efforts on new customer acquisition, customer retention has become an art and science in its own right. One idea I mentioned in the past, is NOTEPAD marketing.

Being a printer, suggesting NOTEPAD marketing is completely self-serving but it's a great way to keep your name and company in front of your customers and prospects. I like to go the extra mile and personalize the pads not only with the customer's logo, but with the person's name as well. I like to use "From the desk of….". You can provide generic notepads with just your company logo and information for prospects, but I like the idea of personalizing the pads for your best customers and retention marketing.

NOTEPADS are a very useful and handy tool that customers will keep within easy reach on their desk or counter. This means your name and company are always present. I like to think of it as "subliminal" marketing in a way. Your customers have a useful notepad and remember your nice gesture each time it's used.

Notepad Printing Tips

One of the biggest mistakes is trying to put too much of YOUR information on the notepad. Remember, first and foremost, this is a gift. Approach it with that attitude. Let the NOTEPAD do the rest. Include your minimal contact information. Name, number, website. Keep your logo small. Don't go overboard or your customer may not use them and the gesture could have a negative effect. They're not stupid. They know why you are giving them a NOTEPAD. You want more of their business, that's no secret. Keep the pad clean and simple.

Sizes? I like to use 4.25" x 5.5". They are just the right size to leave out on the desk without getting in the way. It's also enough space for logos and other information. But my favorite part is that they will be used more frequently for quick notes. With the larger pads 5.5" x 8.5", you get a feeling of "guilt" or "being wasteful" for jotting a few words down. While the smaller pads can handle anything from one word or phone number to a complete note.

Color or Black only? Color is great. I'm in the business of printing color and full color doesn't cost that much more. Color is guaranteed to pop off the desk of your customer. But…a NOTEPAD in black only ink works also. You can print a ton of them and blanket your targeted customers and keep them stocked and depending on YOU for NOTEPADS.

How many and how often? A great idea is to provide just enough NOTEPADS to last for about 2-3 months. It's an excellent excuse for your customer to call you or for you to drop in to provide more NOTEPADS and offer your services.

Whatever you need, Advantage Printing is your NOTEPAD printing headquarters. If you want more ideas, call my team or check out our Idea page.

Advantage Printing is a commercial print and marketing service provider serving small to mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

 

Uniquely Sized Flyers Stand Apart from the Competition

Flyers are a popular means of marketing for many companies. They are often mailed to prospects, given out with purchases, used during sales pitches, created as leave-behinds, etc. Given their popularity, prospects are often bombarded with them. Here are a few tips on how to ensure your next order of flyers stands apart from the competition.

• Over-sized brochures and flyers get noticed first, get picked up more, and get read longer, also increasing their return on investment (ROI) over their standard-sized counterparts. Standard flyers are often 8.5"x11", but an 8.5"x14" or 11"x17" flyer will stand out in a sea of competition and will be hard for your prospects to ignore.
• Flyers can also have impact at smaller, unique sizes, such as small cards that fit in your shirt pocket or wallet, or narrow flyers that can be used as bookmarks, etc. Other odd sizes like 10"x5" can also draw attention and ensure your flyers receive the attention they deserve.

Want to create a flyer with a lasting impression? Create a perforated tear-away with your contact information, coupon, or special offer.

Want prospects to keep it? Attach a magnet so it can easily be attached to a fridge, filing cabinet, etc.

If you'd like help brainstorming more ideas on how to ensure your promotional flyers get noticed and increase your sales, stop by today. Our team of design experts would love to help you create marketing materials that will leave your competition in the dust.

Advantage Printing is a commercial print & marketing services provider serving small and mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

4 Hints for Do-It-Yourself Letterhead

Letterhead is one of the key elements to your corporate identity. It is ground zero from a design standpoint. The layout, choice of fonts, and colors you establish here dictate the design of all the pieces that follow --- from your business cards and envelopes to your website brochure.

Why the letterhead? Because it is typically used to present the most important one-on-one personal communications – introductions, proposals, requests, personal messages, and the like – the items in writing that require you to look your best.

Creating a striking design will create a favorable impression for your organization.

Here are a few helpful hints for designing a great letterhead:

1. Choose smooth paper for your letterhead. It will print more evenly in your office's laser printers.
2. A strong logo, placed in a prominent position, creates a focal point for your letterhead.
3. Using a bleed in the letterhead design looks fantastic, but it will add significantly to the cost of the completed project, because it must be printed on and oversize sheet of paper and then trimmed down to the 8.5 x 11.
4. Another point on choosing paper for your letterhead, it is a good idea to check with us to see if matching envelopes are available. You might also want to ask about the folding characteristics of the paper. In this case, let the mistakes of others be useful wisdom for you.

So with a little bit of talent and extra effort, you can design your own letterhead and just print as needed. If you would like other suggestions and ideas, visit our Creative Ideas page.

Advantage Printing is a commercial print & marketing company serving churches, nonprofits and small businesses and has chosen not to participate in the current economic downturn.

Follow me at: www.twitter.com/davidamoore

Creative, Low-Budget Design Tips

The low-budget project can be the bane of a designer's existence, or it can be an exciting challenge. With a low-budget project, the client usually has everything to lose. This letterhead project is probably all he or she can afford, perhaps for months or even years. He has to do the job right, or there may never be a second chance.

You will find that it is possible to do a lot with a little. Pick one item and do it well instead of trying to incorporate multiple design concepts. For example:

• Spend the bulk of a client's budget on one expensive but attention-getting element: a heavy paper, a die cut, engraving, or embossing.
• Rely on a strong design in one or two colors, with ordinary offset printing on common paper stocks.

Producing nice layouts and stunning graphics is only half the battle. Solving your client's design problems is the other half. As a designer, you must try to create practical and aesthetic designs targeted to your client (and your client's clients). Here are a few tips for achieving those goals:

Printing

Most letterhead is printed offset, which offers more options than most people use. Die cuts, foil-stamping (a specialty printing service), varnishes, and a variety of other printing tricks can help make a piece stand out.

Logos

Most established companies have corporate logos that must be included in their printed products. While corporate identity design goes far beyond the scope of this post, even an outdated or downright ugly logo can, if used creatively, be part of a fresh, new design.

Artwork

Artwork gives a piece personality. It communicates without words and targets the emotions. Using scanners and laser printers, even clients with small budgets can reproduce personal photos and copyright-free images for their printed pieces.

Use these tips, and represent your client, not as you think they ought to be, but as they are. Your work is sure to do its job. Then you will, indeed, be a great designer.

As always, if we can help CALL, EMAIL, or visit our WEBSITE @ www.AdvantagePrint24.com .

SIZE MATTERS (on How to lay out your printing job to save you money.)

For starters, a much more interesting title that my last post on Picking Paper with Wisdom. But a deceptive title because we all know size really doesn't matter (ahem).

During this economic squeeze, we are all looking for ways to spend our limited resources more wisely. Many are cutting back or cutting out many marketing projects. But whether it's a marketing project or something simple like an invoice, work order or product sheet…SIZE MATTERS.

As a printer, I can pass along my cost savings to YOU, if I can more than one piece at a time. What does that mean? For example, suppose you use a 3-part NCR (carbonless white/pink/yellow) form for one of your service technicians in the field. Instead of the form being laid out on standard 8 ½ x 11, could you possibly use something smaller? Say 5 ½ x 8 1/2.? That way, I could print two of your forms on the same page. This means ½ the printing time on the press = $$$ savings to you.

Apply this design theory to forms, tickets, tags or cards. Can it be designed to fit four or six or more on a page? Pull out a blank sheet of paper and play with it. The standard sizes are 8 ½ x 11, of course, but also use 11 x 17 and even 12 x 18. See if a few tweaks would allow you to fit multiple per page.

Obviously, you just can't shrink many items that you use. But going forward, it's something to think about. And while you're at it, take into account the quality of paper you REALLY need, black-and-white vs. color, and do as much of the basic design yourself or have a real good idea of what you want.

Size matters. Time is money. Clichés, but in the printing business they ring true and can save you big bucks.

For more ideas, visit Advantage Printing and our creative ideas page.

Follow me on Twitter @davidamoore (www.twitter.com/davidamoore)

Using Wisdom in Picking a Paper

I can't believe you even clicked on this link. I'm even yawning. But paper is often taken for granted. Even by designers. But recently, a very good customer and very good friend was re-printing an item for his practice and we made some changes in paper based on wisdom. I thought I'd share it, because as a small business, it's those wise decisions that will make a difference in whether you survive or thrive in this economy.

This is just one example of a gazillion ways your choice of paper can make a difference in the pricing of your printing projects. In this particular case, my customer is a doctor and uses a very stiff, 8.5 x 11, card-like paper for one of the documents he uses with every patient every day. He hand writes notes, checks off blocks, fills in blanks, etc on this card so it needs to be very sturdy and durable. But due to constantly changing insurance regulations, this item is being revised repeatedly. So we tend to print smaller quantities to avoid obsolescence. As you can imagine, the smaller quantity meant a higher cost per piece.

Well after this last revision, the doctor only wanted to print an unusually small quantity this time. Based on that, the time to set-up and the high cost of this very stiff paper, I called a "time out." I hated to see my customer and friend throw money away and I offered an alternative solution.

1. Let's print these cards digitally since it's a very small amount. The benefits of digital printing are many, but in a quick short-run like this it can't be beat. Big savings here. But that's another post.
2. Let's try 110# INDEX on this vs. the 200# specialty stock. The savings here was huge. Is it the same quality? NO. But I think with a few minor adjustments, the staff will find these cards will work just fine. Besides, it won't take long to run out, revise and print again.

So that's what we did. The difference was astonishing. With the heavier specialty paper, the digital printing wasn't even an option. It was just too thick to run through the digital press. So my buddy saved tons of cash. And even though it killed my gross revenue on that item (maybe forever!) and hurt my own cash flow…it was the right thing to do.

We are all hurting out here in small biz land. Some more than others. But if I can help some others along the way, isn't that SUCCESS?

Advantage Printing is a commercial print & marketing company serving churches, nonprofits and small businesses. For additional information, check out Creative Ideas or email david@AdvantagePrint24.com.