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.   

3 Reasons To Take Time With Design

3 designDesign plays such a crucial part in everything, but seldom do most of us take the time to contemplate it. It is involved in every aspect of our life. It makes things go and compels us to do something. Everything is a product of design, but what exactly is it? Merriam-Webster gives this simple definition…

: to plan and make decisions about (something that is being built or created) : to create the plans, drawings, etc., that show how (something) will be made

So why take time with design, especially when it comes to your business?

1. First Impressions Are Important

In a eye tracking study done at the Missouri University of Science and Technology, they It takes a person’s eye a mere 2.6 seconds to focus on a focal point in a web design. This small window is all you have to make an impression that’ll stick and be effective.

2. Establish Your Identity

The Eames Lounge Chair is a staple piece of furniture in any architect’s or designer’s home. The design chairreason for this is it’s elegant yet functional design. In addition, it’s the brand that people identify with. Charles Eames established this identity in the 1950’s, and the brand is synonymous with modern design to this day.  Establishing brand identity is one of the most important ways to make sure your company stays in mind of consumers, just as Eames has.

3. Enhance your sales performance with design

Numbers don’t lie, especially when it comes to sales. There’s no disputing that good design design upattracts customers and more customers means more sales. Design goes further than pure aesthetics and can be applied to your business as a whole. Rebranding campaigns have helped many major corporations stay on top and increase their overall sales.

From the look of your website, your promotional materials, or the overall feel and destination of your business as a whole, design is important. Take time with it to make sure you’re putting out the right message about your business. I guarantee you will not be disappointed.

If Your Business Card has Staying Power, so will Your Business

Die cut business Card
Die cut business Card

 

 

 

Business Cards, Business Cards.  There are so many options from design, one sided, two sided, standard black white cards,

Black and White Business Card
Black and White Business Card

 

color cards, folded business cards, envelope business cards, square, small cards, and unique die cut business cards.

Have you ever been in a situation where you go to pull your business card out of your wallet,

and it is damp,

IMG_20160601_125000719
Wet paper business Card

or kids maybe got their paws on them?  That can be embarrassing handing the card off to your prospect. Eveready Printing, Inc. launched a website that has waterproof / tear resistant calling cards and they can be ordered via Waterproof Printed Products site or by contacting a representative.

Why do you need waterproof business cards?  Well to prevent the above from happening, and your professional needs..  If you work at a bar, hospitality, surf instructor, charter boat captain, a profession on the beach, theme parks, zoo’s and park (metro, state, national) systems, these cards are ideal for you. The business card is the number one sales tool, and why not impresses your prospect / client the first time.  When you print on our material, you can feel confident that the print and substrate will be just as crisp as the day it came off press.  Eveready Printing has been in business for 116 years, and over time we have designed and printed great looking cards!  These business cards are the answer for your design to continue to look good even after being sat on.

Waterproof Business Cards
Waterproof Business Cards

Postage Rates are Going Down!

Postage Rates are Going Down!
Postage Rates are Going Down!
Going Down!
Going Down!

At the start of 2016 we have seen two key factors that effect business have plummeted.  The first is the stock market (lately it has been going up!!) and the second is gas prices!  Remember the $4.00 plus for a gallon of gas we had in 2014 and early 2015?  Well thankfully, we have seen the gas prices go down!

What you might not of heard is that Postage rates are going down for the first time in over 90 years!  The postage will be going down 4.3% on April 10, 2016. The rate will be as follows:

Current Mandated Reduction 
Letters (1 oz.) 49 cents 47 cents
Letters additional ounces 22 cents 21 cents
Letters to all international destinations  $1.20 $1.15
Postcards 35 cents 34 cents
Postage prices are going down!
Postage prices are going down!

Commercial prices will decrease on April 10th, and the rates are available at USPS. This is great news for your Direct Mail Budget.

**** Source http://dmdatabases.com

Here are some key factors of direct mail vs. email:

Direct Mail Email
Did you know that direct mail has a 95% deliverability rate?

 

Email has a rate under 50%
Direct mail in tangible, and will get a glance even if the recipient is throwing the piece away. In regards to this email, 95% of you will not even read this because 95% of all emails are not opened do to deletion or automatically sent to you spam folder. J
Direct Mail is Safe! (Be careful of paper cuts) Email might not be because of identity theft, viruses, and spam, and because of this people are hesitant to open emails, and click harmful links.
Direct mail improves Email open and click-through rates. In the direct mail piece let your customer know to look out for an email within the following week. See above
Direct mail will increase will increase your online sales by over 60% This will increase activity on your site by over 25%. No comment
Direct mail has a long shelf life …………………………………….

Direct mail is strong, and thanks to USPS it is about to get stronger.  Let Waterproof Printed Products, a service of Eveready Printing help you with your multi channel marketing starting with a direct mail campaign. Let’s take advantage of the postage rates before USPS changes their mind in 2017

Email Overload?

Email Overload
Email Overload

Does your head hurt?  It must be email overload.  Well, I just opened up my email to find 100+ emails trying to sell me something. Do you ever select all at once, and then hit delete? Well if you are a business owner, and you send marketing emails out, you might want to rethink your strategy.

Although email is one way to advertise, a direct mailer will give your advertising campaign a boost that will put money back into your business. There are ways to do this without breaking the bank, and statement stuffers (4×9 flyers) are another method that will yield dividends.

Email Overload
Email Overload

We know that statement stuffers work; just look at your credit card statements. Sometimes you can find two or three in one credit card bill! Statement stuffers (4×9 flyers) are efficient because as a business owner, you continuously mail invoices and checks. Create a stuffer that will make the most of your postage costs by inserting flyer with your invoice, payment or letter. Start by creating three, one for prospects, one for existing customers, and one for vendors. A statement stuffer campaign should start with a message that will grab the recipients’ attention, and give them an incentive to buy from you. The incentive can be give-a-way or a discount. Eveready Printing (The brick and mortar business of WaterproofPrintedProducts and WePrintQuick)  can help design a marketing campaign that will save you time and increase your revenue.

Google and Print Advertising

IMG_20151020_175227757_HDRPrint advertising is a debatable topic. With the plethora of online marketing channels that companies can use, why should a company print marketing materials anymore? There are several reasons why, and the proof is seen even among the top internet marketing channels themselves. Google is the SEO (search engine optimization) master, to which all website creators try to appease in order to have their pages indexed and placed on the top pages of the search engine. Google ratings are very important to merchants online and offline. Free and pay-per-click advertising as well as paid ads are available to the public. Google is one of the biggest online marketing channels in the world….and they uses print marketing.

            Google recently sent marketing mailers. The mailers included a letter accompanied by a promotion code brochure, postcard insert, and credit card which was promoting a special for AdWords. The letter explained how AdWords worked and how it could improve business. The card was very eye-catching, printed in a bright blue with big, bold print. The back side of the card had a step-by-step guide and all the information the recipient would need to take advantage of this offer. Why does Google spend money to send out printed information when they could advertise within their own search engine for free?

IMG_20151020_175245244

Here is why:

 

  • Google understands the power of printed marketing materials.
    • Online advertisements often get overlooked by viewers because internet users have been bombarded with online advertisements for years. We have essentially been desensitized to online marketing unless we are searching for it or it peaks our interest.
    • Even if a consumer notices the Ad, their retention of the information is going to be limited, even if they click on it for more information. By clicking on an ad, the web user will be taken away from what they originally came to the page to do and therefore unlikely to click on it. With printed marketing materials, this inconvenience is eliminated.

 

  • Google also understands that quality information cannot be summed up using a banner ad.
    • The amount of information shared in the letter I received from Google would have been too much to fit on an online advertisement. The letter contained useful information that spoke to the quality of the service they were promoting. The more credible a product/service, the more likely it will sell.

 

  • Google knew that making their marketing campaign personal would catch the reader’s interest.
    • The offer advertised required a promotional code to redeem it. The card sent in the mailer contained that code. The code was mailed to me personally; it is more like a personal invitation rather than a deal offered to everyone on the internet. There are many ways to make a printed Ad feel personal to your customers. Mailers are a great option.

 

4.) Print is durable.

  • The recipient will save it, and when they see it again your message will continue to be redelivered.   We can help you conceptualize and design a printed piece that will keep the impression count adding up.

 

These are some of the reasons why Google uses print advertising. Print is alive. If you are interested in using print marketing techniques such as letters or postcards like Google, visit our websites Eveready Printing, We Print Quick, Water Proof Printed Products, and Cool Marketing, and see all the innovative ways you can use print.

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Waterproof Printing
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A Old Company with New Ideas
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Commercial Quality. Online Prices

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