Posts Tagged ‘Printing’

An Open Letter to Those Employing Direct Mail

direct mail, direct marketing, tips for direct mail, direct mail best practices

 

Dear Mr. or Ms. Marketer,

 

First of all, BRAVO! It seems you already realize the importance of print in today’s digital delete-before-you-even-open-it world. That colorful mailer that crossed my desk made me pause for a moment…

 

You have obviously put considerable time and effort into developing a comprehensive, well-designed piece of literature, and, well, we feel it should go to someone who could use it.

 

See, we are a marketing communications agency, so we track relevant trade publications that are important to our clients and their markets by subscribing to the magazines and relevant sites.

 

We’ve noticed an increasing trend in publications selling unqualified leads from their subscriber list to companies, such as yours.

 

Companies are sending the wrong materials, or unsolicited information, to prospects that really have no use for it.

 

In our world, this is a big waste of valuable resources, especially when some thought, time and money has been put into those marketing materials.

 

If you are interested in discussing targeted marketing strategies that can give you some qualified leads, we’d love to talk. For starters, ask yourself these questions about your current direct mail efforts, then drop us a note when the feeling moves you!

 

If you think the checklist above is enough help, then we wish you the best of luck in your future sales and we hope the next person that receives your information finds in it the perfect solution for their next project.

 

Sincerely,

The Simon Group

Marketing Communications

More than 25 years of Business as Unusual

 

 

 

Direct Mail as a Modern Marketing Tool

direct marketing, printed marketing, hard copy, promotions, mailWhen digital media started to storm the scene, publishing houses, printing companies and papermakers where shaking in their boots, with good cause. Digital was cheaper, faster and more efficient, a perfect combination in an age of tightening budgets.

But a funny thing has happened over the past decade.

It’s true that many catalogs, datasheets, direct mailers and even ads and magazines have been digitized—available at your prospects’ fingertips with the click of a mouse, but at the end of that chain of cyberspace data are still human recipients. And the question is always, “How do we make them take notice?”

A Digital Deluge

Email now floods inboxes, just as direct mailers used to flood mailboxes. Subject lines are critical to successful open rates, or that same simple one click will land you in the trash folder.

Catalogs and datasheets can be viewed online or printed directly from a company’s website…but you still need to get your prospect there.

Certainly there are low cost online instruments to help in the effort: Google AdWords; SEO integrated into your website, and even some banner ads can effectively source clickthroughs depending on the campaign.   But how else can you make them take notice?

Paper as a Premium?

In some ways, the printed piece has come full circle and can be used to a company’s advantage if done correctly. No longer merely lose in cyberspace, a printed mailer that comes across a prospect’s desk can make them stop and a second look.

The two elements that are critical here are graphic design and content—it still needs to catch your eye and give solid information.

And let’s not forget our options: from a flat 5”x7” mailer or personal letter addressed to prospects up to a die cut piece or a full scale 3D package.

  • Will it take a little more time? Yes.
  • Will it take a little more money? Yes.
  • Will it make your prospect take notice? Absolutely!

Is it right for every campaign…not really. But for your next major product launch, think about how you can shake things up to stand out from the digital crowd. You might just find that everything old is new again.

Take a look at these Direct Mail Considerations before your next campaign.

Mixing Art with Business

What to look for in a Large Format Printer
Outputting large graphics is not an easy matter. Digital printing technology may have made some aspects of printing easier, but for high-quality, brand-building graphics, trade show graphics and booths, packaging and point of sale items, museum wraps, the knowledge of printing technology is crucial.

These days, the three primary components in making great graphics notable are: people, computers and capabilities. As we all know, this can turn out to be a deadly combination if any of the planets, or the print heads, are out of alignment. Many things can go wrong at different points along the process.

This is where a production house can provide great value to its clients.Printing colorful graphics takes numerous detailed steps. All incoming work must be preflighted or checked for a myriad of issues.

  • Proofreading the already-read copy…it’s amazing what is caught with a fresh set of eyes.
  • Does the electronic file match what the graphic is actually supposed look like? Sounds
        ridiculous, but all too often the two are a mismatch. A good printer will insist upon a
        hardcopy to compare to the file.
  • Is the file of adequate resolution to print a quality output? Graphics provided for a
        small brochure are not always usable for the larger size graphics and posters.
  • Are the colors intended to be pleasing or a specific PMS color match? This issue is
        particularly important if there will be repeat graphics over the course of time.
  • Consistency is so incredibly critical during an ongoing campaign and to
        overall company branding.

The key point is to seek a printer who specializes in graphic output and printing, especially if dealing with large graphics. Make sure to communicate often with the production house.

Questions from both parties are essential! Remember, the higher quality input from you at the beginning of the relationship with your printer means a higher quality product at the end of the process. Communication beforehand saves time, lets everyone meet deadlines and keeps waste and costs to a minimum. Make sure nothing unexpected occurs during the graphic production process by working closely with your printer partner.

Fine Art Graphic Imaging specializes in Giclée printing, a French word referring to a printing technology, using a machine called the Iris. The Giclée print process is achieved using high-end digital printers capable of producing small droplets of ink.

As a full color electronic digital output company, Graphic Imaging has always been the Designers’ Helper, a service bureau for any graphic output, to provide a comprehensive set of printing solutions for all graphic needs. The company produces graphic images for trade shows, events and retail operations and convention signage as well as prototypes for packaging applications and ‘one-offs’.

Our thanks to Katherine Keller, Owner & CEO of Graphic Imaging, Pipersville, PA. She can be reached at (215) 766-7927, or visit the website at www.graphicimaging.com.

Push vs. Pull: Mobilizing Literature Resources

Have you noticed the subtle shift in business models for mobilizing resources? No longer operating within a geographic niche in the supply chain, but rather in a worldwide marketplace, competitive organizations find themselves streamlining literature resources for more efficient delivery and cost effectiveness. Read the rest of this entry »