Make a Stronger Impression with Print

Marketers should be paying attention to today’s trends in education. The same tools that help young readers learn and absorb information help the target audiences for your marketing campaigns learn and retain marketing information, too. One of these tools is paper.  In a new report, “Third Annual Back to School Annual Report,” the Paper and Packaging Board has gathered a vast number of statistics that show just how vital print remains to learning.

Take a look at this data:

•      96% of parents think that paper is an essential part of their children achieving their educational goals.  This includes 95% of Millennial parents.

•      86% of parents say their children learn better when they write things down on paper.

•      56% of Millennial parents feel “most comfortable” helping their children when they are working with textbooks and worksheets.

•      72% of parents overall say they use paper to help their children focus.

•      95% agree they often see their child do well on homework when they complete it on paper.

In a world dominated by electronic communication, paper continues to show its muscle. Studies consistently show that paper aids the absorption and retention of information, which are the characteristics that help your prospects absorb and retain your marketing message, too.

Paper remains a mainstay of marketing for a reason!

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Are Recipients Getting the Message?

How often have you seen a slick direct mail piece—well written, with great graphics and a compelling call to action—but wondered, “What does this company want me to take action on?” Sometimes the simplest components of great marketing pieces are overlooked. One of these can be the actual goal of the piece.

Take a recent marketing effort from a well-known university. It was mailed to upscale professionals within a targeted geographic area. The headline read, “The Power of Discovery Starts Here.” The graphic was a rolling ball maze with the university’s logo in the center. Inside were more printed brain games. On the main page were printed the name and dates of the program in bold reverse type on a bright red background.

The piece was eye-catching, and the graphics and headlines made you want to take action. But on what, specifically? Based on the headlines, one might think it was to encourage recipients to further their education through a post-graduate or continuing education program. In reality, the piece was promoting a college prep program for middle-school aged children.  The target audience was the parents of middle schoolers, but that wasn’t clear until well down into the body of the text.

This was a mistake that could have been easily fixed. Instead of “The Power of Discovery Starts Here,” the university might have said something like, “Give Your Middle Schooler an Edge!”  

How to avoid this mistake in your own marketing?

• Clearly define the goal of the piece upfront. What do you want people to do? Buy a product? Sign up for a program? 
• Clearly define your target audience. Ensure that the audience not only has the need for the product or service, but that they have the ability to take the desired action. (For example, that they have the authority to make the purchase.)
• Get a second or third set of eyes on the piece. Does the reader understand the goal? Is the CTA clear? Is the value well presented?

Some simple steps upfront can ensure that your mailing is its best. Need help? Contact one of our business development experts today!

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


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5 Considerations for Creating Standout Mail Pieces

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

1.  Trim size.  If you want the lowest possible postage cost, go with a standard 3.5 x 5” postcard. Choosing a nonstandard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?

2. Weight. Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. 

3. Texture. In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from. 

4. Personalization.  Even the use of someone’s name on the front of a card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes, that is all you need.

5. Color. Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If you carry in a sea of white envelopes and one bright red one, which one would you pick out first?

There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before?  You just might love the results!

Please give us a call at 440-946-0606
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3 Tips for Better Email Marketing

Want to improve your email marketing for 2018? Here are three tips you want to keep in mind.

1. Know (we mean really know) your audience.

We’re not just talking about knowing what they buy. We’re talking about how they like you to communicate.

For example, younger audiences don’t like the hard sell. It’s important to communicate your value, but the hard sell will turn them off.  Younger audiences also tend to be more responsive to user-generated images than to professional photo shoots. They also tend to be more responsive to peer comments and reviews than to company-generated content.

2. Create campaign-specific landing pages.

When your audience clicks through the email, don’t send them to your main website. Send them to a landing page created specifically for that product, that campaign, and that promotion. 

Ensure that the content on the landing page matches the content in the email. As your audience clicks through the email to the landing page, you want it to be a smooth, seamless transition.

3. Don’t, don’t forget the CTA.

Although many audiences don’t like the hard sell, they still need to understand what you want them to do. If you focus exclusively on content, they may simply see your email as an information campaign. Include a clear call to action so they know the end goal — to purchase a product, sign up for a webinar, or come to your event.

There is lots of content out there being used for branding purposes. If you are selling something, make sure your promotions aren’t confused as being among them.

Need help getting your email messaging out there? Let us help you integrate your direct mail, email, and other multichannel content in an integrated, effective campaign. 

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



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Print in 5 Dimensions

One of the great things about direct mail is the many ways it engages the senses. This is something that cannot be replicated in the digital world and continues to make print an indispensible piece of the marketing puzzle. Here are 5 “dimensions” of print that you can use to engage and delight your audiences.

1. Texture. Paper stock comes in many textures—from sleek coated stocks; to classic cottons, linens, and laids; to the raw, earthy feel of uncoated, unbleached stocks. Use texture to help tell your marketing story.

2. Scent. Scent marketing is a growing industry that uses aroma as a subtle but highly effective marketing tool. Scents like coffee, cinnamon, and pine can be used to trigger emotion. When included inside the mailing envelope or direct mail piece, it can trigger positive associations and increase sales.

3. Color. The use of color goes beyond ink on paper. Consider how colored envelopes and stocks can be used to make your message pop.  Want to create a particularly dramatic effect? Consider the impact of white text and graphics on black stock. POW!

4. Video. There are many ways to send recipients to video in a printed piece. You can use augmented reality (AR), QR Codes to mobile video, even embedded video screens in the piece itself.  Print and video go great together.

5. Dimension. Nothing stands out in the mailbox like a piece of dimensional mail. Whether it is a thick envelope, a beautifully printed box, or a pop-up cube, anything beyond the typical flat mailer draws immediate attention and shouts “OPEN ME!” Recipients can’t wait to see what’s inside.

Print isn’t just four-color ink on plain stock anymore. It offers a multi-sensory experience that excites and engages your audience. Which one of these sensory experiences would benefit your next marketing campaign?  

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



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Tapping Your Envelope’s Most Powerful Real Estate

What is the most important real estate on your mailing envelope? It is the upper left-hand corner, the location of the return address. It is here that your prospect will often decide to open your envelope... or not. 

Here are three reasons this space helps recipients decide to open your envelope:

Existing customer relationship: If the mailer is from a company the recipient already does business with, studies show that they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for the product or service, they will often open it because it is you.  If you are mailing to existing customers, play up that relationship and make sure your company is clearly identified.

Brand recognition: If it is from a well-known brand that the recipient does not do business with but they respect, they will often open the envelope as long as it is a product they are interested in. Here is where positive, established brand identity and smart targeting play an important role.

Attention-getters: To get people to open an envelope from a company or organization they may not know, use attention-getting techniques such as images, colorful brand logos, and other techniques. Some even use the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. Identification with a well-known figure can have a powerful effect. Just make sure that you have the correct permissions and that the images relate to the product or service you are marketing.

Take advantage of this powerful real estate. Use it to create a powerful emotional connection and tell a story, even before the envelope is opened. 

Source: Taken from the video “Engaging Envelopes: The Corner Card,” sponsored by Tension Corp. and hosted by Target Marketing

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Get More for Your Money

Consumers love to hear how they can get the most out of their money. It is a great marketing tactic, and it is no different when it comes to your marketing budget. Here are a few ways get the most bang for your buck.

1. Use our "house" paper. Paper prices fluctuate often, so if you have not standardized on a specific paper, ask about less expensive options. If your piece does not demand a specialty paper, opt to use our house paper. We purchase this paper in high volume, so it is almost always the least expensive option.

2. Print four-color in gang runs. The most expensive way to print four-color is for us to run the job by itself on the press. However, with a “gang run,” we run multiple jobs at the same time, then trim them down to size. This can be a great way to get excellent results for less money.

3. Avoid bleeds. If color needs to go to the edge of the page, you can often get a similar effect less expensively by printing on colored paper. Without bleeds, your project might also require less paper or be able to be run on a smaller press.

4. Clean and de-dupe. It is not the most exciting job, but cleaning and de-duping your mailing list can drop your costs dramatically. With a clean list, you are only printing pieces that end up at their intended destinations. Thus, you are not sending multiple pieces to the same home or business.

5. Try new formats. Just because you have always done a brochure for a particular promotion does not mean it is the only option. Experiment with a postcard or other format and see whether you get a better response rate. A little creativity can go a long way toward saving money.

Need more ideas? Let us brainstorm ways to help you get great results and the most from your budget. 

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

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