5-Point Checklist for Top-Notch Folds

First impressions matter. When a recipient reaches into his or her mailbox or picks up a piece of marketing collateral, what impression are they getting from your company? The quality of the folds you use is one of those details that matters more than you might think.  Here is a five-point checklist to make sure your piece looks its best.

1. Create a mock-up.

Before finalizing the design, create a mock-up to make sure everything looks right. For example, check that folds don't run awkwardly through visual elements and that everything lines up correctly. You don't want to be making last-minute corrections because something got missed.  

2. Double-check the folding sequence. 

When the piece is run through the folding machine, the folding sequence is often different from how the panels appear on the printed sheet. Make sure that the panels are in the correct order even after the piece gets folded.

3. Allow for creep.

If you are doing multiple folds, adjust for creep. Especially with thicker paper, every time the sheet is folded, it moves over a little each time. If you are doing roll folds, each consecutive panel must be slightly narrower.

4. Don't assume it's machine foldable.

Don't assume that every piece is machine foldable. With more complex constructions, pieces may need to be hand folded.  You don't want to be redesigning the piece right before the deadline to avoid an unexpected expense. 

5. Consider the paper grain.

Ensure that the folds go with the grain of the paper, not against it. This will minimize the potential for cracking across those fold lines. If you have heavy ink coverage, you may want to pre-score the folds to keep them crisp.

These are five simple steps that can make for a piece that stands out in its professionalism and stays within the budget. Before creating any complex folds, talk to us first!

Please give us a call at 440-946-0606
Or visit our website here for more information.



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Showcasing Print in an Omnichannel World

Print remains the bedrock of great marketing. However, marketing still needs to be multi-channel. As put so well by Lazar Dzamic of Kitcatt Nohr Digitas, a London-based creative agency, “People don’t think ‘offline’ and ‘online.’ They just see a brand in all its touch points.” In other words, there isn’t print marketing and digital marketing. It’s all just marketing. So how does print fit into this larger, omnichannel world?

Regardless of channel, marketing success starts with data. You want to gather as much data about your target audience as possible to make the message richer and more effective. You also want to present a consistent brand and marketing message across channels.

Here are some best practices to get you started:

•    Verify and correct existing customer data.

•    Update and expand on that data to learn as much as possible about each customer.

•    Segment messages based on full customer profiles.

•    Layer on personalization.

•    Be consistent in your branding and messaging across all touch points.

When you develop the print portion of your campaigns, focus on those aspects that are unique to print or that are particularly suited for it:

•    Invest in exceptional design that leaps off the page. 

•    Capture the richness and depth of printed color to create a lasting impression that digital cannot match.

•    Add special effects such as coating, die-cuts, or embossing.

•    Integrate tactile media such as textured surfaces, unusual coatings, or memorable stocks.

•    Use dimension, folds, pulls, and other interactive elements to create a physical 3D experience.

Print offers unique benefits that cannot be replicated on a screen. Take advantage of them!

Please give us a call at 440-946-0606
Or visit our website here for more information.


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Does Your Multichannel Strategy Need an Update?

When was the last time your print marketing strategy was freshened up? When was the last time you looked at your creative approach, value proposition, and media mix with fresh eyes? If it’s been a while, maybe now is the time.  Here are three areas to consider.

1. Does each tactic prove its worth?

Technology is cool, but don't throw new things into the mix just for the sake of doing it. Test, evaluate, and incorporate new components in ways that create results.

Say you make your first contact with a customized postcard, direct mail letter, or self-mailer that drives the reader to a personalized URL.  Offer the option of connecting to the site by either entering a web address or scanning a QR Code.  Track your metrics to see which channel recipients do and do not respond to.

No matter which response mechanisms you use, be sure to look at more than top-line numbers. You might think that a response rate is “low” until you discover that it gets the most responses from a segment of your target audience that is particularly important to you.

2. Demographics are important — go further.  It may be tempting to base your marketing efforts on the most readily available information, such as gender, age, and income. For the best results, however, take it a step further. Seek to understand what your prospects care about.  Today’s consumer wants to be an individual, not a segment. 

3. Track and measure your results. Which elements of the campaign do you track? How do you determine a “response rate”? Is it a click or a scan? Is it the completion of a form or a purchase? Connect your marketing goals with clear metrics, so you know which of your marketing efforts are working and which are not.

Marketing is about results, and consumers often respond to different tools and tactics at different times. Track, test, and measure so you can keep up.

Please give us a call at 440-946-0606
Or visit our website here for more information.



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