Print Marketing in Today’s World

According to the American Marketing Association, print is still a top of the funnel medium when it comes to your companies outreach.  Print passes the eyes of many potential customers traveling to its destination in a way digital media can’t.  With ever developing technology and advancement, how is print still viable?

Variable Data in Print Marketing

VDP (Variable Data Printing) is the most productive and unique way to reach out to potential customers with specific target communications used from your comprehensive database and has seen great increases in the past year alone. VDP allows you to uniquely print text, graphics, and images and changed from one printed piece to the next, without stopping or slowing down the printing process and using information from your database. VDP is a direct outgrowth of digital printing, which harnesses computer data software and digital print devices to create high-quality, full-color documents, with a look and feel comparable to a conventional offset press.

Variable printing is at the heart of direct marketing, an old standby in the marketplace that’s finding new fertile ground with our customers who are watching their bottom line and seeking a better return on their marketing efforts. Savvy business owners realize how important it is to maintain and nurture their customer relationships and keep their ongoing marketing efforts active.

Boost Your E-Commerce

Although they may seem to be on different sides of the spectrum, print and digital marketing go hand in hand.  The days of the phone book sized catalog might be over, but that doesn’t mean the catalog it self is dead.  With the use of interactive catalogs, specialized postcards, and circulars, business owners have seen increases in their online traffic.  The more exposure your brand and logo have the better, and seeing them in physical form can help solidify your marketing strategy and brand appearance.

 Stand Out

Printed materials are personal.  They are something your customer can hold, touch, and see.  They might receive a thousand emails in a day offering services, standing out in a crowd of that size is no easy task.  Implementing a good print strategy can help your business be noticed.

  • Business Cards – If you spend money on nothing else, you should always invest in business cards. Business cards allow you to share the identity you have created with everyone you meet. You can hand them out to people that visit your business, give them away to contacts you meet on the street, and stick them into every single envelope that leaves your business. They are inexpensive to produce, can start the brand recognition process, and provide the recipient with all the contact information that they need to reach you.
  • Postcards – When you are operating on a tight budget you need to squeeze the most out of every dollar, then postcard marketing campaigns are a great way to brand your business to a target audience. With a creative and colorful postcard that features your company logo, slogan, and colors you have a promotional tool that will help brand your business to the people who matter.
  •  Brochures – Brochures are another marketing tool that is relatively simple to produce and not too expensive to have printed. Your brochure should highlight specific products or services that you offer and include eye-catching pictures. Text should be short, easy to read, and to the point, and the entire brochure should be visually attractive. Brochures can be sent in the mail to interested clients, set out on a counter for customers to pick up, or left behind after you have given a sales pitch.
  • Bookmarks – Bookmark printing is a cost-effective way to get your business name to a large audience and improve branding. The ROI is usually very positive when you consider the goodwill customers receive.
  • Door Hangers – Door hanger marketing is quick, easy, affordable and highly targeted. Best of all, it’s one of the most effective ways to get your message in the right hands, at the right time.
  • Presentation Folders – Custom presentation folder printing is a great way to keep your business image professional when you mail promotional materials, hand out information at meetings, or simply give to customers at trade shows.

Digital or Offset?

Digital Printing vs Offset Printing?

Many people don’t know the difference between digital and offset printing and when they should be used. Here are a few things to consider when choosing your printing method:

Digital Printing

These printers resemble the workings of your desktop laser printer, but on an extremely large scale and with color monitoring. They have the capabilities of producing hundreds of printouts in a matter of minutes.

Digital Printing is perfect for shorter runs of a few sheets to 1000 sheets. It provides you with prints that are always the same because you have no balance of ink and water during this process. This can be toner based or liquid ink based. It can be black and white or color. The price for short runs will usually be less using digital compared to offset printing. Very short runs can be much more cost effective using digital equipment. The reason is there is very little or no setup or consumables.

Digital Printing makes sense when you need less than 500 pieces printed, have a limited budget, are creating something with a short shelf life and when you need a quick turnaround time.

The downside to Digital Printing is a limited paper choice. When it comes to your business and standing out amongst the competition, paper choice means everything. There are 1000 of paper choices but running on a digital printer, your choices drop down significantly because of size, texture, and weight. Lower print quality is another downside to printing Digital. Your colors will not be exact which is especially important to know when you have brand colors.

Digital Printing makes sense when you need less than 500 pieces printed, have a limited budget, are creating something with a short shelf life, lower image quality and when you need a quick turnaround time.

Offset Printing

This method is used when using a plate to transfer from a rubber cylinder onto paper. It’s a huge process and most of your cost comes up front through set-up and producing plates. Offset Printing offers high image quality and it allows you to work on a wide range of printing substrates. It also offers the best quality and lowest costs as print runs grow larger in quantity or size.

Offset Printing superior image quality, that is sharp and clean, the ability to print on virtually almost any paper surface and the exact color match using the Pantone system qualities you can’t get with Digital Printing.

print picThe Downside to Offset Printing you will pay more upfront when choosing this method of printing, so when you decide to go for the best quality of printing, make sure you choose a large quantity to get the most out of your money. Offset Printing takes more time, Printers need to review files, set up the press, make plates make sure proofs are approved before they can even get started printing your job.

Offset Printing makes sense when you know you need specific colors (ie…Logo’s, branding colors, etc…), when you are printing items with longevity, and when you want to make a bold statement with different paper stocks and superior image quality.

It really depends on the kind of printing job as to which technology is best suited not only from a cost standpoint but also from a quality standpoint. Both digital printing and offset printing have their advantages and disadvantages.

Print Tech Spotlight: Canon imagePRESS C10000/C8000VP Digital Press

Printing Technology

Digital technology has and is growing rapidly, with no exceptions in the printing industry and printing technology.  Digital printing is expected to be around 17% of printing in value terms by 2020, up from 13% in 2005.

Following this trend, Canon has released a new line of digital presses.  The Canon imagePRESS C10000/C8000VP Digital Presses boast shorter turn-around times and offset-like quality by using cutting-edge digital printing technologies.  In an effort to stay with industry progression, Eveready Printing Inc. has recently added a Canon imagePress C8000VP to its digital printing press inventory.

 

Information from Canon:

Printing Technology Highlights

  • Versatile inline finishing portfolio for white-paper-in, finished-product-out workflow
  • Provides tight registration and stable color on long print runs and mixed media jobs
  • Delivers high-quality offset-like output on textured media and supports specialty media including vellum, film, and synthetics
  • Includes COLORlynx, the Canon Solutions America exclusive color calibration tool

Specifications

  • Features outstanding productivity with print speeds of up to 100/80 letter-size images per minute
  • Wide range of media support from 60 gsm (uncoated) and 70 gsm (coated) up to 350 gsm (coated & uncoated)
  • New inline spectrophotometric sensors provide more accurate and automated calibration
  • Gloss Optimization technology can match the gloss level of the printed image to the media

Canon imagepress

Postage Rates Rising In 2017

postage rates up

Postage Rates Rising In 2017

economy

Our economy is set to grow in our upcoming year of 2017.  Thousands of jobs are being created right here in the USA by companies such as Softbank, US Steel, Alibaba, Lockheed.  Amazon alone is set to add 100,000 jobs over the next twelve months.  According to Bloomberg, optimism in U.S. small business is the highest it has been since 1980.

Along with our economy, postage will also be increasing.  The USPS announced a $0.02 increase in First Class postage, the first increase since 2014.  There will be an overall increase of 3.9% in shipping services.  

Postage Rate Chart
Select Rates Current Postage New Prices 1/22/17
First Class Retail .47¢ 49¢
Presort First Class card rate .34¢ .284¢
Presort First Class Flat, 1oz. or less .452¢ .453¢
Presort standard Letter up to 3.5oz. .288¢ 29¢
Presort non-profit up to 3.5oz .214¢ .209¢
Presort standard Flat .30¢ .290¢
Presort non-profit Flat .223¢ .209¢

With all the growth, 2017 is the year to step up your marketing and customer engagement.  Eveready Printing is your one-stop-shop for design, print, and direct-mail campaigns.  From concept to completion, we are “Eveready” to serve you and move forward together into this strong upcoming year.   

What is a Web Portal? Does Your Company Need One?

Web Portal
Web Portal
What is a Web Portal? Does Your Company Need One?

Have you considered developing a web portal for print or promotional items? Have you thought about the benefits? Will the portal save money? What products should be included? Who will be placing the orders?

What is a web portal? Techopedia defines it as:

“A Web portal is a specially designed website that often serves as the single point of access for information. It can also be considered a library of personalized and categorized content. A Web portal helps in search navigation, personalization, notification and information integration, and often provides features like task management, collaboration, and business intelligence and application integration.Web portals are also known simply as portals.”

9x12 Tri Fold Brochure
9×12 Tri Fold Brochure

The benefit of a print portal is that you reduce costs for your company. How? Well you can consolidate your marketing down to one source. Consolidation is huge, especially if you own or manage a large company. There are a plethora of print and promotional providers out there, and when employees have free access to order from any source, costs go up. By using one source, you and your employees will not need to spend countless hours researching vendors online. Their time can be better spent on their other responsibilities.

Business Cards
Business Cards

The most important products to have on your company portal are the products that are ordered the most, and brand consistency. Business Cards, direct mail and brochures are common pieces of literature on company portals. Some common promotional materials are pens, paper pads, and retractable vinyl banners. The good news is that the products you choose are unlimited! It is all about the bottom line, and we can help yours go down.

Ballpoint Pen w/ Stylus
Ballpoint Pen w/ Stylus

Your web portal can have the same design as your non-profit or company home web page. The portal can have its own separate URL or have a link from the main web page. As a manager you can choose to provide each user with their own permissions. Our print portals perform over multiple platforms including PC’s, Tablets, smart phones, etc. Our portals are easy to navigate, which will provide a significant cost savings and increase yield for many large organizations.

Ask us how we can create your very own web portal for your organization. Our goal is to help our customers succeed.