5 Reasons Why Print Marketing Still Pops

With all the buzz around social media marketing, leveraging influencers, and digital retargeting ads, has print marketing lost its luster?

Smart marketers know that just as there are millions of individuals in the U.S., there are hundreds of ways to reach them. As more people flock to the internet to shop, do their taxes, and connect with friends and relatives, you may be surprised to know that the digital proliferation of messages has brought consumers’ attention back to a tried-and-true favorite: print marketing.

Here are five reasons why print marketing still pops for your next promotion.

1. Print is Surprising

Think about it. You may receive dozens or even hundreds of emails each day. How much time do you devote to considering each one?

An unexpected advertisement may receive a brief glance, or it may go directly to your spam folder if it is poorly written. Contrast that with the number of pieces of printed mail that you receive on a daily basis. If you’re like most people, you probably get less than ten pieces of written correspondence each day. That gives your message that much more of an opportunity to make an impact with a well-designed and colorful print piece.

2. Print is Memorable

Reading a newspaper or other longer-form printed media is considered “lean forward” reading — while skimming emails is something you’re likely to be multi-tasking and “leaning back,” or being less engaged.

Studies show that people are up to 70% more likely to recall businesses when they see their information in print versus online.

3. Print is Easy

The same study that tested customer recall also explored the effort required to process print materials versus digital materials.

The findings are unexpected: direct mail requires significantly less mental effort to process, by over 15 percentage points! Printed ads in newspapers or delivered via direct mail are more memorable because they’re often mostly visual instead of packed with words. According to a Temple University study, physical media wins out over print in nearly every category, including engagement, memory accuracy and speed, and desirability.

4. Print is Trusted

The recent outbreaks of viruses make online advertising a dicey proposition — at least in the mind of many Americans.

You don’t hear the news media touting the number of people who lost their personal information to a newspaper, right? This familiarity with printed media helps give messages received in this format a more comfortable and trusted feel than advertising that arrives in a digital package. This is especially true for demographics of a certain age, where printed mailers were the way to receive valuable information.

5. Print is Creative

Sure you can argue that digital advertising is incredibly creative and interactive.

However, print media allows you to effectively cross genres with your messaging, switching between print and digital with ease as long as you have an effective strategy in place for messaging. A truly cohesive experience from print to digital makes consumers feel unique and valued, but that conversation begins in the print space.

These are only a few of the many reasons why print marketing and advertising is still at the top of the heap. The additional mental space and recall, opportunities for creating a cohesive brand feel, and the ability to cross platforms from print to digital make postcards and other mailers a compelling proposition for businesses.

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These Two Things are the Keys to a Successful Business

The physical and emotional abuse began when she was five years old.

By the time she was 13, she was homeless and relying on the kindness of strangers to feed and house her. At 14, she gave birth to a son who died in infancy. Shortly afterward, she was sent to live with an uncle in whom she later referred to as her “father.” Even though this teenager had suffered years of poverty and abuse, something fierce and fiery within her would not give up. She attended a Milwaukee high school and earned grades good enough to get her into the Upward Bound program, a federally funded program to help gifted students achieve academic success.

This determined, courageous young woman was later transferred to a suburban high school where she was picked on by her more affluent peers. After being caught stealing money to keep up with the lifestyle of her peers, she was once again sent to live with another relative in Nashville, TN. Here, she became an honors student and joined a speech/debate team that eventually took second place in a nation-wide dramatic interpretation contest.

After winning a college scholarship, working as a news reporter, and ultimately, landing her own TV show, Oprah Winfrey is now one of the world’s most famous, most beloved, and most successful women in history.

Attitude is Motivation and Motivation is Attitude

Imagine you are the owner of a bakery that was handed down to you by your parents and grandparents.

One of the traditions you continue to keep as the owner is wearing a large pin on your uniform that says “Business is Awesome!” While all business have down times, the idea behind the pin is that, no matter how the business is doing, your attitude remains the same.

What do you tell customers who ask you what’s so great about business? In most cases, people asking you this question are going through a rough time in their lives or may be coping with business problems themselves. You might tell them business is awesome because you love meeting new people every day or that business is great because you can work in an environment where everybody gets along and enjoys each other’s company.

At the heart of this story lies the power of embracing a positive attitude. When you anticipate the good things and refuse to become a victim of negative thinking, the motivation to continue naturally emerges, sustained by your sense of renewal, hope and expectations.

Falling Down 10 Times Means You Have to Get Up 10 Times

“I have missed more than 9000 shots in my career. I have lost almost 300 games. Many times I have been trusted to take the game winning shot and missed. I am not afraid to say that I have failed over and over and over again in my life. And that is why I succeed.” — Michael Jordan

You have to keep “getting up” (as Oprah Winfrey did) to take those next steps toward meeting or exceeding your goals.

The motivation for getting up and getting back on track is more powerful and rewarding if it is for personal rather than material gain. Keep reminding yourself that the most significant accomplishments in world history all started because someone fell down and got right back up again without even giving it a second thought.

Why Your Brand is The Most Important Asset in Your Business

Your brand may not be as recognizable as Coke, Pepsi or Walmart, but it speaks volumes about your business.

Your brand is much more than a simple logo or tagline; it is the sum of all the different interactions that your prospects and customers have with your organization. This could include printed correspondence, your website, phone conversations with your sales reps, and more. It’s an intangible asset that is captured on your balance sheet in case you are selling your business, and it should be treated as your most valuable asset. Creating a cohesive brand experience for your customer begins with expressing your brand consistently across your various channels of communication.

Digital Presence

Your website is your digital front door, and when your brand isn’t well represented on your website, then you can cause significant confusion among your core audience.

When you work closely with a designer to translate your brand from printed pieces to the web, you’re ensuring that customers and prospects are comfortable with interacting with your brand on any channel. If you are using social media channels to promote your brand, you may want to audit the design look and feel for consistency. Many brand managers find it easiest to define a brand across all channels during a refresh of the look and feel of your digital presence. Everything down to the color that you choose for your logo mark will help tightly define your brand.

Brand “Voice”

Is your brand a little smart and sassy, or cool and classy? Slightly high-brow or ready for some fun?

The brand “voice” that you define is essentially the personality for your brand. It’s unlikely that a well-established bank would want to suddenly start using emojis in their brand communication, for instance. Alternatively, a fun and feisty new design firm would want to use different messaging than a financial institution! Your voice should be made up not only of the way you want your brand to appear, but also allow you to communicate effectively with your core audience. Based on demographics, your brand may have a slightly different voice when speaking to various audience segments.

Marketing Collateral

Each piece of marketing collateral that you create — from letterhead to your website to your latest printed sales brochure — should all have a cohesive design that sticks close to your brand guidelines.

That doesn’t mean that everything has to look the same, but when someone looks at a piece of your marketing materials, they should have that “Aha! I recognize this brand!” feeling immediately. In today’s fast-paced digital world, it can be easy to create a new look for your website or emails and forget that your printed materials, such as business cards and letterhead, need to be refreshed to match an updated look.

Finding Your Identity

Each interaction, each step of each process, and each conversation that happens between customers and prospects is yet another piece of your brand identity! You can see why this makes your brand one of the most critical assets in your business.

While all of these pieces work together to create this mystical thing that we call “brand identity,” there are some definite hallmarks that help set the tone.

Ready to freshen up the look of your business cards, letterhead, envelopes and other identity materials? These items are often the initial introduction to your brand, and you want them to make a great first impression!

Labels Are a Promotion that “Sticks” With Your Customers

Customers can be a difficult and fickle lot.

They’re always shopping around for the “Next Big Thing,” surfing your competitor’s websites, and price-checking on their phones. With all the different business options available today, it can be tough to keep your business in their mind without spending thousands of dollars on local and digital advertising.

There’s a smarter way to keep your customers engaged with your brand’s identity without breaking the bank — labels!

Labels are the ideal way to turn a basic and ho-hum bag or box into a full-color masterpiece that is interesting and fun. See how you can leverage labels to create a promotion that truly sticks with your customers.

Adding Excitement to Your Packaging

Basic white or kraft boxes and bags are simple, inexpensive packaging for your products, but they don’t do anything for your brand identity.

When Maggie, a bakery owner, recently visited her local print shop, she was looking for a logo that could be printed on her various sizes of packaging. What she learned was that each size of packaging would require different setups to print the logo, and full-color printing on non-standard size items could get add up. After speaking with the sales team at the print shop, Maggie realized that there was a better option that would reduce the overall costs of using different packaging for her products.

Full-Color Labels in Any Size or Shape

Part of the challenge of running a bakery is that you’re selling all different sizes and shapes of goods.

You may need a small bag for a donut or bagel, a nearly-square box for layer cakes, and a large rectangle for sheet cakes or a dozen baked goods. Creating a single logo for packaging that would look good on all of these sizes and shapes would be difficult. However, labels are so easy to create that you can utilize a variety of labels to make a custom-printed look that features a stunning full-color image.

Add Promotions When You Need Them

Labels are an incredibly versatile promotional tool.

You can add them to a package or leave them off to create a different mood or message for your customers. If you’d like to offer a coupon on a particular type of order — for instance, a dozen donuts — then you can utilize a label to attach a printed coupon to draw added attention to the offer. The label itself could become the offer, too. You could have a batch of labels printed offering “10% Off, Tomorrow Only” and then be able to pull out this promotion anytime sales are experiencing a bit of a slump.

Operational Labels

You can also use labels within your business to classify items at a glance.

For instance, a tiny sticker that denotes which day of the week a particular item was baked, or showing a ‘Sell by’ date. Write-on labels and waterproof labels are available based on your particular needs and are a great way to keep your business organized and running smoothly.

In this particular instance, Maggie was inspired to create a series of labels for each day of the week to indicate freshness to her customers. She also worked with a designer to envision a new look for her packaging that included a single-color package and full-color labels that added a pop of color and plenty of personality to her baked goods. Since people “eat with their eyes” it made good business sense for the packaging to be as appealing as possible!

Ready to revamp the look of your products or rev up your organizational skills?

Printed Banners Work Wonders for Upcoming Events

Promoting your event in your community without a large budget can feel like an overwhelming task.

While there are plenty of things that you can do with unlimited budgets such as billboards, printed mailings or even postcards, the larger items can be costly and mailings take a bit longer than you may have to publicize your upcoming event.

As a community events coordinator for the local YMCA, Danny L. knew that he needed suggestions for his frequent activities that would bring in additional funds for local groups without breaking the bank.

Raising Awareness (and Dollars!)

From fundraisers for local families experiencing medical challenges to Daddy/Daughter dances at the “Y”, there is no end to the number of events in the community on a monthly basis.

The YMCA has a long history of supporting the community by offering reduced-cost monthly fees and other support mechanisms. However, they are not able to financially support the needs of these worthy groups for promotion in any meaningful way. Instead, any promotional dollars would need to come from the group — and they are generally running on an incredibly tight budget that makes advertising difficult. The tremendous good that is done on a daily and weekly basis through community walks or 5k runs, pancake breakfasts and other fundraisers is significant, but without publicity, the scope of these events is very limited.

Go Where the People Are

Danny realized while looking at a yard sale sign on a busy corner one day that there was a better way to get out the word on upcoming events — banners!

He tested his theory and had an inexpensive banner printed for an upcoming event. He then asked people who attended the event how they learned about it. Surprisingly, quite a few mentioned that the banner prompted them to drop in for a few moments and make a donation! Ever since that time, Danny has been using large printed banners placed in strategic locations throughout the city to drive traffic and interest in upcoming events. He found that placing them approximately two weeks before the event worked best, as people were able to plan ahead to visit, and then also were reminded to come closer to the event.

Creating the banner was very straightforward, and involved Danny sketching out the times and dates as well as a quick call to action that described the event. He found that there was only a little information that could be placed on the banner without it becoming overwhelming for people to read. Let us help you create a banner for your upcoming event today!

Four Savvy Strategies for Crafting Unforgettable Content (Part 3)

In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But no matter how glamorous the graphics, they simply cannot stand alone. (Even the Lone Ranger had Tonto, right?) Today, we’re looking at part three of this question: How do you write exceptional copy? Content that commands attention, arouses interest, or compels people to action? Last week, we discussed slogans and sensory appeal. Today we’ll consider one final, fun technique.

4. Jaw-Dropping Surprises

Remember the “no way!” stunner at the end of The Usual Suspects? Kevin Spacey shakes off his signature limp and strides to freedom as his police interrogator gradually realizes Spacey is a mastermind killer who lied brilliantly for hours. Or remember how your jaw dropped when Darth Vader revealed he was Luke’s father? While these movie plots were phenomenal, the surprise factor was what drove them home.

That same principle applies in writing. As Chip and Dan Heath discuss in their book “Made to Stick,” our brains filter out consistency to focus on differences. Marketing “surprises” may include splashy headlines, shocking graphics that bring your message to life, or a story that encapsulates a core message.

In 2009, copywriter James Chartrand of a prominent website design company “Men with Pens,” dropped a bombshell on the writing world with this plot twist:

“Why James Chartrand Wears Women’s Underpants.”

Chartrand went on to reveal that SHE was actually a (literal) woman, a woman who had previously struggled as a freelance writer and single mom. As she labored to gain credibility, she decided to experiment with a male pseudonym, and quickly found her blog in Micheal Stelzner’s list of the Top Ten Blogs for Writers. Chartrand’s biography post was brilliant, authentic, and fun. But the surprise factor (that “he” was really a “she”) was the kicker that kept people talking about the company for years.

While you may not be able to drop a bombshell in all your copy, you can upend reader expectations in three other ways:

First, break the norm whenever you can. Offer unconventional advice, provide simple techniques or little-known shortcuts, or use angles you would normally avoid (like blatant typos in upscale literary magazines like we mentioned in part one). In life, and especially in art, people crave the unexpected. Surprise people consistently and you will be rewarded!

Second, defy expectations. Writers can do this is with odd pairings or disrupted patterns. For example, serene words like spa, relax, and peace can be disrupted by words like devastate or scandalize. Avoid traditional clichés (knight in shining armor, white as snow) in favor of words that overhaul expectations. A spa ad could feature odd word combinations like scandalizing serenity, gluttonous, self-gratification, or services that are devastatingly delicious. Surprise them as you shatter clichés or use tonal dissonance that is abrasive to the ears.

Finally, build a logical flow and then intentionally disrupt it. Check out these “surprise factor” car advertisements that perfectly illustrate the point. A romance spoiled. A hero thwarted. Ridiculous ideas grab us as things are placed out of context (like dogs driving a car). As you watch these clips, consider what you thought was going to happen versus what actually happened. Pay attention to the emotion you experienced when the surprise was unveiled. Did you enjoy it? Of course you did! And you’ll remember it longer as a result.

Whether it’s a plot twist, shattered clichés, or unexpected humor, readers crave fresh content and they will thank you for providing it. Now go create some surprises of your own!

Change Your Scenery, Change Your Outlook

On the sixth floor of a Boston office building, a sprawling Art Deco lounge gives way to a row of small, glass-walled offices. While the offices seem identical, the residents are not. As you stroll down the hall, you’ll encounter data scientists developing smart-home technology, tech rooms packed with drones and virtual reality headsets, a venture capital start-up, or even employees of Amazon, General Electric, or Liberty Mutual insurance. What do they have in common? A desire to change scenery and synergy through shared office space.

“Moving out of the corporate office empowered us to think and work differently,” said Adam L’Italien, Liberty Mutual’s director of innovation.

While Liberty wasn’t short on space, three years ago the company moved its Boston-based innovation center to a rent-by-the-month office space called “WeWork.” WeWork is one player in a co-working explosion in Boston. Since the start of 2017, co-working operators have leased 1.3 million square feet of office space for collaborative bullpens that attract smart young workers. Collaborative spaces offer employees the flexibility to work remotely, ease in moving around the city (versus locking into a longer lease), and the creative energy co-working can bring. Ann Smarty of Entreprenuer says this:

“Co-working allows you the opportunity to network and collaborate with a wide range of bright minds. Proximity gives you the chance to ‘pick the brains’ of professionals in your own line of work as well as those in related fields. Working across the desk from someone with a completely different skill set can help you discover a new source of ideas . . . (and) you might find your brain is starting to work in different ways, too! Taking the risk to invite others to work alongside you breathes new life into the creation process and shows in the finished product.”

Relationships: Our Most Valuable Resource

Whether it’s networking or collaborating, we know that together we can achieve things we never would alone. Business is constantly changing, and collaboration can shape insightful new perspectives. So where does meaningful networking fall in your list of professional priorities?

A recent LinkedIn study revealed that 70 percent of people in 2016 were hired at a company where they had a previous connection. But while 80 percent of professionals consider networking to be important to career success, 38 percent said they find it hard to stay in touch with their network.

What is one natural, rewarding way to overcome this obstacle? Doing business locally.

While it can be difficult to plug into regular networks or co-working opportunities, connected local communities are a great avenue for inspiration, feedback, and opened doors in the future. And vibrant local business relationships are a refreshing antidote to the isolation of the daily grind!

The Best Business is Born From Relationships

They say your “net worth” is only as good as your “network”. Local business partnerships foster a thriving business community that empowers us to grow in our goals, to collaborate on custom solutions, and to connect with important relationships and resources. It is our privilege to serve you, building a trusted partnership so that your print experience is better every time.

As you print here at home, we guarantee timely, best quality work from a printer who personally knows your product preferences, your past print specs, and the tailor services you’ve come to enjoy. As a bonus, staying networked with local businesses is thought-provoking, energy-boosting, and empowering! We enjoy our clients and look forward to great conversations with you this year. Thank you for your business.