Archive for July, 2014
On an almost daily basis, we are presented with sales and marketing materials that are meant to get our attention and prompt us to make a response.
How can you stand out in the crowd? There are several easy-to-implement, yet often-overlooked considerations that can greatly improve the effectiveness of your company’s efforts.
Stand out physically. A traditional 8.5 x 11-inch sheet will easily blend into a pile. Consider using different shapes and sizes to make your materials “harder to lose” and easier to notice.
Make ‘Em POP! Various print and finish elements can increase the “volume” of your message over that of your competitors. We offer a host of options that we are happy to discuss with you.
Be compelling. A common marketing mistake is to focus on the features rather than the benefits. If your materials don’t quickly answer the “what’s in it for me” question, there is little chance that the rest of your content will garner attention. Real-life content, such as testimonials and case studies, can help draw a lot of attention.
Invest in quality. If you’re utilizing direct mail to deliver your message, consider a study by G.A Wright Marketing that found that the use of high-quality paper and color applications alone can increase your response rates by nearly 50%. Specifically, the study showed that a four-color promotional mailer printed on a heavy gloss paper stock had more than a 40% higher response rate than an identical three-color version printed on a lighter matte paper stock.
Even the smallest improvements in effectiveness can significantly impact your company’s success. If your materials aren’t delivering their full potential, it might be time to revise them using the ideas above.
Need help? Wheeler’s is happy to assist in any way we can. Call us today.
When it comes to marketing spend, there is value in trusting your gut. But more and more marketers are looking to the numbers.
According to a new survey by Adobe, marketers are increasingly relying on data and analytics to guide their decisions. Creativity is critical, but that creativity needs to be guided by hard numbers that tell you what looks great and what is actually working.
Among the findings from the survey:
- 51% of marketers rely more on data and analytics to guide their creative decisions.
- 74% say capturing and applying data to inform and drive marketing activities is the new reality.
- 67% say data (metrics from digital ads, campaigns, website, etc.) is informative in evolving my company’s marketing creative.
When it comes to your creative direction, don’t be shooting in the dark. Let Wheeler’s help you develop metrics for your print campaigns so you know not just what folks in your office think is spectacular but what is actually getting results.
1 “Digital Roadblock: Marketers Struggle to Reinvent Themselves” (Adobe, March 2014)
There is a bewildering variety of printing papers available, and deciphering a print quote can seem like reading a foreign language. Here are some of the most relevant terms you need to know.
Basis weight is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, and a ream weighing 70 pounds would be 70-lb. book paper. Sometimes metric is used: 70-lb. book paper is equivalent to 104 g/m2.
Cover, card, and other thick stocks are often specified by thickness, measured in “points.” This is often abbreviated “pt.”— for example, “8-pt. cover.” One point is 1/1000th of an inch, so this means that the stock is 0.008 inches thick.
Paper grade refers to the end use of that paper. Bond paper is used for letters and documents, book paper for books, offset for offset printing, and so on. Digital presses generally have their own grades. Thicker grades include cover, bristol, tag, and index.
Paper is often coated during manufacture, which improves the reproduction of fine halftone screens and color fidelity. C1S means “coated one-side,” which is useful for labels, packaging, and other materials destined for single-sided printing. C2S means “coated two-side” and is preferred for two-sided commercial printing.
Brightness refers to the percentage of light that is reflected from the sheet’s surface. Basic white copy paper has a 92 brightness. Brightness by component wavelength (red, green, or blue) is also determined for papers, as papers can reflect different amounts of certain colors, imparting a color cast to a printed piece if you’re not careful.
Looking to learn more about paper? Just call – 519-254-5237