Print 4A Purpose

Personalize Direct Mail with Variable Data Printing (VDP)

 

 

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

Perfect Your Proofing

This is a subject that bites me every now and then. And it's not unusual for me to "eat" a re-print once in a while. It never fails that we send a proof back to a customer via email. They return an email saying everything is "OK". Then, once the project is complete, an error is spotted and we are asked to reprint at "NO CHARGE". On small projects and good, loyal customers I don't mind doing a re-print at all. In fact, it's an opportunity to make the relationship even stronger. Because a good customer usually realizes it was their mistake and the re-print is an appreciated favor.

So here are some thoughts from our most recent newsletter:

It may seem like there is never time to proof something thoroughly the first time, but when it is not done, you may end up making time to do the entire job a second time. Just what are some of the things that should be checked during the proofing process? Here is a list to perfect your proofing strategy:

Proof the text.

The first place to start is the text. Review all text for spelling and grammatical correctness, check punctuation, and most importantly, accuracy of content. Making changes to text later in the production process will only slow things down, so make sure that everything is perfect before moving on to the next step.

Proof the images.

Viewing the images on your computer is a great place to start, as long as your screen is calibrated properly, but keep in mind that the colors on-screen will not be a perfect match to the colors that are printed. Be sure to check the size and resolution of the image. For high-level image quality jobs, it may be wise to have a physical proof rather than just an on-screen proof of the images done on professional proofing equipment—you will get a better idea of the true color of the piece.

Proof the pages.

Checking an entire page of an original can be done on screen, but it is also a good idea to print out the pages. Look over the typography, placement of images, illustrations and text, as well as hyphenation and line arrangement, page format, and bleeds.

The difference between a thorough proof and no proof at all is the time you may spend having to redo a job. Taking the time at the beginning will save you time and money in the long run.

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

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

Does personalization pay off?

A study from GI Direct, reported in the Talon Newsletter (3/09), found that over 70% of adults surveyed said they are 5X more likely to respond to properly personalized direct marketing offers vs. non-personalized mailings.

Bob Bly says that personalization almost always increases response rates. In B2B direct marketing, the larger the company and the higher up on the corporate ladder your prospect, the more likely personalization is to pay off. Conversely, middle managers, support staff and sales people respond well to non-personalized mail.

For B2C direct mail, personalization often pays off in mortgage mailings, insurance, banking, and other financial service promotions…and also in mailings to existing customers.

FREE Business Cards for LIFE!

As the saying goes, "Nothing in life is free." And you may agree here as well. But here's the deal:

FREE Business Cards for LIFE program

• You must purchase the first 500 cards
• They may be full-color or one-color
• No bleeds and front-side only
• We don't put our logo/email/name on the back of your card
• Reprints with information changes are charged $5.00 / change and then printing is free
  • For example: You change your email and cell # = $10.00
• Must have valid email and opt-in to our email marketing list

I can't disclose all the details to my competition, but shoot me an email: david@advantageprint24.com and we can discuss your situation.

Advantage Printing - The Church Printing HQ

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6 Super-Duper Marketing Blogs you’ve got to read everyday

I have to admit it, I'm hooked. Hooked on blogs mostly. They have helped me so much and yet they might be the end of me. I learn so much from other bloggers that I just can't get enough and then I can't find the time to put into practice the valuable things I just learned. Does that make sense? Does anybody else find the same thing happening to them?

The addiction started slowing and quietly. I would slip in a quick read here and there during the day. Then I would block out some time for some serious "extended" reading. I said I was doing some "research". Then I started staying late after work and reading blog after blog after everyone one else had left. That's when I admitted I had a problem.

I am David Moore and I am addicted to blogs. All kidding aside, I am not addicted to the reading of blogs. I hate reading and, unfortunately, so does my 16 year old son. But I am addicted to the wealth of knowledge that can be gained by reading blogs. It's limitless. There is always something new and powerful. It sounds like a drug doesn't it. But it can be good for you.

So, I listed 6 marketing blogs to help you get started on your habit:

1. Unfair Advantage – I know that was a cheap shot and shameless self-promotion. I would love to be listed on a super-duper list one day. Most of the lists that I get myself on these days are lists that start with a "b" like "black list" or an "s" like " ___t" list. But that's another blog post.
2. Seth Godin – If you could just read one blog a day for the rest of your life, this blog just might be it. Insightful, thought-provoking, and kick-in-the-butt moving.
3. Hubspot – Hubspot is actually an internet marketing software vendor. Please don't let that stop you from visiting. Packed, packed, packed with info every day. It will lead you down many valuable paths to feed your own blogging addiction.
4. Duct Tape Marketing – Duct tape? Yes, duct tape can solve everything, including your marketing problems. John Jantsch is wonderful. I have sat in on some webinars and podcasts and for the small business owner; he speaks directly to your needs, issues and challenges. Tons of resources as well.
5. Groundswell – These guys don't post every day, but when they do, it's worth it. Josh Bernoff is the writer and it's really practical stuff. Also, get the book Groundswell to read or listen to the audiobook.
6. Mike Volpe – I really hesitated on this one because I don't want it taken the wrong way. But Mike is VP Inbound Marketing @ Hubspot. I have already listed the Hubspot blog. I am not on the payroll at Hubspot, but Mike just gives very personal, practical touch to the marketing advice. Just say he puts a face on the strategies.

Are these the top six marketing blogs of all time? Certainly not. And everyone on that list could list 5-6 blogs off the top of their head and never think of putting their own blog on the list (like I did). These are just some of my favorites. They are widely read and a great start for any wanna be junkie.

If you want to help my blogging habit pay off so I can justify my time online…please visit my websites OBX Advantage and Advantage Printing. (That's my "Call to Action" in marketing terms. I learned that reading a blog.)

Landing Pages – What is a Purl?

Purls are Personalized URL's. Purls allow you to combine direct mail with an interactive website or landing page. You give each and every mail recipient a customer webpage. Sound confusing? Then watch this brief video: Introduction to Purls

The Goal: Increased response rates from direct mail.

1. Get their attention. When someone receives a postcard with www.vip.com/YourName; you have their attention. We create a unique URL (webpage or landing page) for each person on your list. We do this using digital variable data printing. At the very minimum, the curious check out the website to see what it's all about.
2. Gather visitor data. When someone visits their purl, personalized URL, it's a customized landing page which has the same look and feel of the postcard they received. Registration forms are pre-populated and make it easier for respondent to complete any additional information. Once on the landing page, your prospect and learn more, request more, or exit. And the benefit of a personalized landing page, is even if the prospect decides not to give any additional information, you know he at least had enough interest to visit in the first place. This is valuable information you can use in a later campaign.

You can also check out a couple of our case studies.

For more print and marketing advice. Contact David at OBX Advantage or Advantage Printing

6 Ways to Improve your links to Landing Pages

A landing page has a form where you capture the critical info. It's the starting point of "monetizing" the lead. But you have to get them there first with a Call to Action. So here's a quick list of suggestions:

1. Always Underline. Do you want pretty or do you want results.
2. Use Color. Everybody knows a blue link is hot!
3. Please NOT "Click Here". I won't click there just to prove a point.
4. Bold Links. Hubspot says a 20% higher clickthrough rate when bold.
5. Use Pictures. If relevant could be worth "1000 words".
6. Stay Above the Fold. Nobody wants to work to find your link.

For more visit Hubspot's blog post 9 Ways to Optimize Your Links and Draw Attention to Your Calls to Action

For more on landing pages, visit OBX Advantage. Email

4 Ways to Save Money on your Brochures

Brochures are key piece of marketing collateral and should be a part of your corporate branding strategy. Brochures give you tons of space to promote your business, nonprofit cause, product or service. But with that much space comes an added cost to design and print.

But let's face it, times are tight. So if you are watching how you spend your marketing dollars, here are couple of quick tips to help with brochure design and printing costs.

1. Get more mileage out of your images. Unless this is one of your very first pieces of marketing collateral, you have some artwork and images that you have already used in newsletters or direct mail. Put them to work. Not only will it save you a few dollars, it will add consistency to your brand. Also, your printer will already have the artwork in stock and this may save you some time as well.
2. Don't use for some quirky size or design. With more money to spend, I wouldn't suggest this because the uniqueness can differentiate you and your products. But, when times are tight, design around standard sizes and shapes to reduce printing costs. And depending on whether or not you will be mailing your brochure, it may reduce postage and envelope costs.
3. Fold like a normal person. Standard folded brochures will save on the finishing costs of your brochure. It takes less time = less money. Your basic tri-fold brochure is done everyday and every printshop is set-up to knock these out by the thousands. But check with your printer to see just how much extra on "oddball" fold will cost to see if it's worth it.
4. But KEEP THE COLOR. When you're trying to save a buck, you may consider going the black-and-white route or just using one or two colors. Don't do it. Research has proven many times over, that color is much more effective than black-and-white. It's well worth the extra dollar. If you must go with limited color, make sure your design in first class.

That's it. As always, put your money in design and color first. Then consider the other bells and whistles.

For more ideas on print visit Advantage Printing or 1:1 cross-media marketing visit OBX Advantage.