Large Format Printing

Large format printing is a versatile tool that many businesses are utilizing to take marketing to the next level.  Vehicle wrapping is the latest craze in the utilization of large format printing, taking advertising and branding to a completely new world of possibilities.  Recently, Professional Print and Mail put large format printing to work for them by wrapping the delivery van.  Wrapping not only transforms a boring vehicle into a bright and attractive one, it also takes advertising to the streets.  With a delivery vehicle traveling so many miles a day, the benefit of print media becomes a daily reward.  A one-time fee to wrap a vehicle can essentially replace monthly phone book advertising costs, plus give you the option of making changes more frequently than once a year.  Many businesses are looking to this type of large format printing due to its affordability and flexibility; making it a rival of outdoor billboards, yellow pages and newspaper ads.  Perhaps you may be considering what large format printing and vehicle wrapping can do for you?  Come in and see what a custom quote looks like!

12 Steps to the Perfect Direct Mail Piece

The Perfect Direct Mail Piece in Twelve Easy Steps

by Barry Fieg

The main trick is to keep your communications hard hitting and flowing. Here are the twelve steps to a successful direct mail piece.

1. Target your audience carefully. Sales are directly related to how accurately you can identify your most likely customers.

2. Use the "you" word as often as you can. Direct Marketer Bob Serling, in his book Direct Marketing Hotseat, suggests you use "you" four times as often as you use "I".

3. Send your letter under the "President's" signature. People prefer to deal with the person in charge. Build and foster your relationship with your customer in all your sales materials.

4. Make a charter offer. People like getting in on the ground floor of an enterprise. Charter offers have strong pulling power.

5. Create a continuity program, like "the Fruit of the Month Club." You can be sure of sales every month. Start your customers slowly with a trial membership so they can see how the program works without making a large investment.

6. Offer multiple versions of the same product. A "good" -- "better" -- "best" (or best buy) strategy or a "standard" -- "deluxe" -- "super deluxe" strategy allows people to make choices. Use these variances instead of a "take this product it or leave it" offer.

7. Make your envelope work for you. Put a message on it like "Here's some inside information." Words like "free," "new," "announcing" and "important dated material" also motivate people to open the envelope.

8. Use reply cards and make the 800 number large. Make it easy for people to order or call for more information.

9. Use odd sized envelopes and experiment with textured papers. They make your mailing piece stand out from the crowd.

10. Test one variable at a time and use the results of the mailing for future mailings. Keep close track on who's buying from what ad.

11. Remember, the consumer has not actually touched the product. They're taking your word that the product is good and will be delivered in a timely manner. Offer free help lines and a super-strong guaranty.

12. Create a headline like you might find in a tabloid newspaper. My favorite was in the New York Post, It said, "Headless woman found in topless bar." I admit you can't use that headline in many direct mail campaigns, but it certainly caught my eye. Headlines can make or break a direct mail postcard. So don't settle for your first attempt. Even professional copywriters rarely hit the mark on the first try. More on headlines in the next installment.

Source: businessknowhow.com

14 Tips for Producing Postcards with Pizazz

Here are 14 tips for making sure yours stand out and generate response, whether it’s a click, call or store visit.

1) Size—Mail a non-standard size that doesn’t stack nicely. Even if you have to pay a bit more in postage or printing, this could be a sound marketing investment.

2) Color—Rather than printing on white stock, how about using neon green or hot pink? Any color will stand out from the plethora of white postcards.

3) Weight—The heavier the card stock, the more important and valuable your postcard “feels” as your reader or mail screener sorts through the mail.

4) Texture—Add a bit of luxury, mystery or even fun by using a textured card stock. If you can’t find the right textured paper, ask your printer about using a special varnish that’s more tactile.

5) Perforations—Build in a retention device with a perforated coupon, business or appointment card

6) Peel-Off—Include a peel-off reminder sticker to place on a calendar or computer monitor. Or how about a peel-off sticker that reveals a private discount?

7) Diecut—With 99.9 percent of all postcards perfect rectangles, make yours stand out by investing in a die-cut. I once wrote a postcard offering a free piece of pie with a “bite” cut out of it.

8) The Unexpected—How about affixing a peel-off magnet—perfect for getting your phone number on your reader’s refrigerator. Or what about a scratch-off that reveals a surprise discount for Web-only orders? Or a Post-It note with a PURL offer?

9) Picture Postcard—People love getting picture postcards from faraway places. Find an appropriate reason to send one. They look more personal—especially when you use a live postage stamp.

10) Short Copy—You’ve heard this from a copywriter: Don’t try to say too much on a postcard. Keep copy short and offer-focused.

11) Eye Flow—Use type and design to move the reader’s eye wherever you want it to go, especially your call-to-action.

12) Get Over It—Give readers a reason to turn your postcard over and read both sides. Reinforce your “get over” message with an arrow or teaser, “See back for discount.”

13) Postage—When appropriate, invest in a live stamp vs. printed indicia or metering. It’s a small detail that can make your postcard look more important and personal than others in the stack.

14) VDP—Use variable data printing (VDP) to not only personalize but also customize postcards—making them individually relevant. Consider individualizing headlines, offers, even images.

Remember, it’s not just another postcard. It’s your direct marketing piece responsible for generating response.

Source: Direct Marketing IQ report, “Design & Formats for Boosting Direct Mail Response.”

Ballantine’s New Case Study Compares Response to Envelope Color

WAYNE, NJ—Sept. 25, 2012—The Ballantine Corp., a full-service direct mail company, has published a case study examining the response rates of a direct mail campaign based on two envelope color options.


Lapham’s Quarterly, a publication focused on history and ideas, currently employs a mailer for subscription offers that includes a reply card, accordion brochure, lift note and BRE contained in a black #10 envelope package. The mailer with the black outer envelope did have a good record of performance. However, the magazine was curious to see if changing the color of the outer envelope to white, but keeping the rest of the mailer the same, would have any effect on response.

A limited test mailing of 25,000 pieces with white envelopes resulted in a comparable response rate to mailers with black envelopes. However, a side benefit of the switch from black to white envelopes is a decrease in production cost because of the significantly reduced ink coverage. Lapham’s Quarterly plans to retest the white envelopes later this fall with a larger mail quantity.

“Changing the color of an envelope may seem like a small thing,” says Ryan Cote, director of marketing for Ballantine, “but it can have a significant impact on whether or not your envelope is opened by the recipient. In this limited test, the response did not change, but the reduced production cost may make the white envelope the new control if its performance continues.”

While the goal of testing is often to determine which options increase response, reducing costs while maintaining response is also a viable outcome. Read the case study here.
Source: Ballantine.

Foster Business Relationships With Holiday Cards

By Janice Jenkins

The holiday season can get too busy and crazy for small business owners. There are a lot to do during this time, from organizing holiday events and sales to sending warm wishes to customers. Things can get overwhelming especially if you will be working on a limited budget. However, there is one great marketing tool you can use to send your warm greeting to your customers and prospects during the holidays - the holiday cards.

The holiday cards. have long been used by businesses to keep in touch with their customers during the holiday season. Because people still love receiving cards in their mail, sending your own cards will be perfect way to communicate with your customers without your mail getting considered as junk mail. If designed well, your cards will look like a message from a friend increasing the chance of getting your card picked first.

Of course, it is essential that you design your cards well. You need to come up with a well thought out design that will appeal to your customers and prospects. If you have been creating printed marketing materials in the past, this should be an easy job for you. Here are some of the important considerations when designing your cards:

Think of the colors to use. Keep in mind that this is a festive activity so you need to use fun colors. If you want to stick with the holiday theme, you can use green, red, or yellow. You can always use the colors you used on your materials to create consistency and just incorporate a festive appeal.

Keep the font simple. Just because it is the holiday does not mean that you can go away with overly creative fonts. Remember that you still have to ensure your message is read at a glance, so just keep the font simple and easy to read.

Pick the right image. You might want to use an image that is appropriate for the holiday season. If you can take your own picture and put it on your card that would be better. Just make sure to use high resolution images.

Keep your message simple but warm. It is the holidays. You do not need to make your cards look like a sales pitch. If you do this, people will simply throw away your card. Just send your warm holiday greeting and leave the sales part on your other marketing materials.

Once the design is done, you have to get your cards printed well. Find trusted printing company that will help you create your holiday greeting cards professionally. Keep in mind that there are plenty of them out there, so you have to make a thorough research.

Your holiday cards can be sent both to existing and new customers. It will be best if you do some research first before sending your cards so you are assured that you will mail it to the right people. Do not worry of your budget. Holiday cards are cost-effective to produce. In fact, there are printing companies that provide discounts on printing allowing you to get great savings.

With well crafted cards, you are sure to foster warm feelings and ensure you keep your relationship with your customers strong. Include these cards in your to-do list today and see the difference it will bring your way.

Article Source: http://EzineArticles.com/6770346

Your Google+ Page Is About to Get Some Traffic

Whether you want to or not, it’s time to jump aboard the Google+ ship. As a marketing professional, it’s your job to not only perfect your own Google+ page to ensure its continued success.

Finally integrating its purchase of Zagat, a replacement of Google Places called Google+ Local has combined the forces of Google Search and Google Maps, creating, as you can imagine, the Incredible Hulk of Google services.

The Basics

The essential function of Google+ Local is to provide recommendations and reviews of local businesses and restaurants. Whenever you search a business or restaurant, Google+ Local gives an overall ranking based on Zagat’s 30 point system (with 30 being the best) as well as individual scores based on decor, service, and cost.

Since this new software is linked with Google+, reviews and recommendations from anyone in your circles will show up front and center—giving you reviews from people you trust, rather than Joe Schmoes you’ve never met.

Why You Need to Know

Although this recent update to Google mainly affects eateries, the same 30 point ranking system will be used on any businesses searched using Google Maps, Google Search or Google+.

The ultimate goal of this update from Google+, from our perspective, is to encourage local businesses to enhance their current Google+ pages (or create them) and bring more usage and engagement to Google+.

So, like it or not, it’s time to get your Google+ page looking fine and fancy, as more and more Google traffic will now be directed to those pages.

Study Shows Continued Dramatic Growth in Personalized Mail

There’s nothing necessarily wrong with addressing your direct mail to “Occupant,” but a recent study of mail trends conducted by DirectMarketingIQ uncovers the skyrocketing appeal of personalized mail. In 2009, 28 percent of mail pieces were personalized. In 2010, that figure jumped to 34 percent, marking a 21-percent increase. But last year, personalization saw even bigger increases. Overall, the 2011 numbers represented a 46-percent leap from 2009.

SOURCE: Deliver Magazine, May 2012