Top 10 Reasons…

July 14th, 2009

Folio Magazine recently published an article by David Mamman, in which the author listed his top 10 reasons why marketers should keep print media in their mix.  Want to know what the 10 reasons are? Here they are in ascending order: 

10.Print provides differentiation 
9. Print offers incredible branding 
8. Print makes introductions 
7. Print readers are focused 
6. Print travels 
5. Print sways trend setters 
4. Print drives users to other platforms 
3. Readers are receptive to print 
2. You can pass along print, and it has longevity 
1. Print is a lead-generation tool! 

View the full article:

5 Brochure Marketing Mistakes

July 2nd, 2009

Many companies use brochures to market their business and products. Below are a few common mistakes made in the design of the brochures.

  • Using a brochure as your only marketing tool

An advertising plan should be a major part of your business; after all, it is what keeps your business going. Brochures should be just a fraction of your advertising and accompany other marketing attempts, such as your website, social networking sites, posters, etc.

  • Not including an entire list of offered services in your brochure

First time clients will usually look at your list of services to see if you offer exactly what they need rather that researching it. If you don’t have everything you offer listed, they will often skip your company to find one that will assist them.

  • Thinking potential customers will read your brochure in its entirety

Brochures, no matter how appealing, are usually just glanced at and used to give an overall impression of the company, and are not meant to be read like a novel.

  • The brochure doesn’t clearly and easily explain your marketing messages

Your brochure should be consistent from start to finish; partial information is not enough. It should provide all the facts and portray the exact message you want to give your customers.

  • Not explaining in your brochure how you differ from the competition

Your brochure is a blank canvas to sell your products however you wish. You must find a way to advertise your company so that you stand out and you will attract new clients. You have to give prospective clients a reason to want to buy your products and services.

Hope this helps!

Environmental, Evolving, & Effective: Printing Myths Dispelled

June 29th, 2009

By Jack Weber, Uptown Press
PCC Newsletter Committee
Print plays a vital role in communication, education, and daily existence. But lately, rumors and misconceptions have cast doubts about the relevance of the industry. Is printing bad for the environment? Does Web advertising diminish the impact of print? Is the industry necessary in a digital age? Following is the real truth about printing—and why it’s smart to choose and use this time-tested media.

Print & the Environment
It’s true that the printing industry once had the reputation of being less than green. Air pollution, paper production, water use—we’ve all heard the litany of complaints. But the industry has dramatically changed its processes, supplies, and products to become one of “greenest” and most socially responsible industries around. Printing businesses must comply with complex regulations set nationally by the EPA, as well as at the state level,
and inspections are conducted regularly. Many printers have also voluntarily adopted practices such as:
• waterless printing
•  use of alcohol free washes and water
based coatings
•  use of soy/vegetable based inks and
recycled paper stocks
• seeking power from renewable sources
Clients seeking sustainable business partners will find no shortage of them in the printing community! Firms pay for and are proud to promote their certifications for use of environmentally friendly papers (FSC and SFI), as well as their other efforts on behalf of the planet. There has also been an increase in digital printing throughout the industry, which uses 100 percent non-toxic toner ink and produces less chemical waste. In addition,
printing firms take part in recycling and recovery efforts; often opt for paperless communication with clients; and take other measures such as suggesting “green design” to customers by using less materials and fewer inks, or printing with low-VOC inks. Printers take responsibility for their impact on the environment, and are committed to educating their customers and consumers, too. Simple gestures such as adding the tagline “think before you print” to messages is the norm in the industry. And perhaps that kind of endorsement has helped achieve the 56 percent recycle rate (in 2007) for paper used in America.1 And as for direct mail, so often portrayed as the villain in printing? The fact is, it adds just 2% to our landfills!

Print Effectiveness
The business perspective on the printing industry is easy to address. Print ads are simply BETTER at reaching consumers. Study after study has shown that customers have better recall for printed ads than those on screen. The biggest reason for this is because it is 20-30 percent more difficult to read from a screen than it is from print.3 What’s more, the Web has become a functional place, which means users are focused on their task and are thus not receptive to many Web ads. In fact, over 75 percent of con- sumers find online ads more intrusive than print ads, and nearly 65 percent report paying more attention to print ads than online ads.4 Conversely, 81% of households read or scan the advertising mail they receive, according to the U.S. Postal Service. That means a majority of consumers have used or responded to a coupon or flier they’ve received in the mail! Print continues to be effective because it has adapted to the needs of business today. Since shorter runs (1,000 copies or less) are the norm now, printers have increased their service offerings to provide complete marketing support for a company. There have also been great strides made in variable data printing (VDP), which gives printers the power to compile information about different buying groups so mailings can become ever more targeted
to precisely the audience a marketer is trying to reach. That not only reduces waste, but also gives a better return on investment of advertising dollars.

Print & the Economy
Printing is the backbone of America. Small businesses are the engine that drives our economy, producing between 60 to 80 percent of all new jobs.5 Not only do many printing operations meet the characteristics for “small,” but the industry supports the 300,000+ other small American businesses that are in existence. Most small businesses–your local mom and pop shops, florists, house painters, landscapers, mechanics and coffee shop– can’t
afford expensive television or radio ads. These companies rely on advertising mail to reach potential customers, and their customers rely on the ads to find bargains in their own neighborhood. Plus, the printing industry creates the signs, business cards, tickets, coupons, packages, product promotions, and so on, that keep consumers coming to all stores, no matter the size. The production and delivery of these items generates more than
$174.5 billion in revenue each year, and employs 1.05 million employees across the country—not to mention keeping the United States Postal Service busy! In the end, the truth about print is summed up by this article’s title: it IS environmental, it IS evolving, and it IS effective.  In other words, print works… and it’s here to stay.

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June 23rd, 2009

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June 23rd, 2009

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