Helpful Tips

5 Steps to Building Customer Loyalty

Customer loyalty is an important topic among marketers these days. You work hard to gain your customers. Now you need to keep them. Here are five principles of customer loyalty you need to know.

1. Know your customers. This means tying together all the data you have on your customers to get one holistic perspective. For example, John W. Smith in your mailing database is also Johnny Smith Jr. in your email list and J.W. Smith on Facebook. Most customers need help tying these databases together. If so, contact us, and we can help.

2. Be a friendly company to deal with.  Reduce barriers to communicating with you. Provide more choices. This includes multiple options for customer inquiries, response, and communications. Make it easier to buy and make repeat purchases. Something as simple as pre-filling response cards and subscription forms can improve the experience. Make dealing with your company as easy as possible.

3. Personalize your interactions. According to’s “Engagement 3.0” report, 82% of customers feel that being treated with a one-size-fits-all approach give them a negative perception of the company. Take what you know about customers and personalize your communications, whether in print or email. Invest in expanding your marketing database to include new variables that will increase relevance.

4. Listen. Are you only pushing information out and not listening to feedback coming in? Respond quickly and appropriately to comments sent through email, your company blog, or even social media. Use customer surveys, feedback forms, and personalized URLs to listen and gather as much information as you can. Respond appropriately so customers know you are listening.

5. Be in it for the long haul. Forget the gimmicks and quick fixes. Prizes, sweepstakes, and “experiential events” can get results, but they are short lived. As one strategist has put it, “Get to the trenches, examine how your customers live and use your products, and then design a complete meaningful solution for them across all touchpoints.”[1]

There are no quick fixes for customer loyalty. It requires a commitment to meaningful communication and ongoing relationship that includes listening, as well as talking.

Need help? Give us a call!

[1] “The Missing Link to Customer Loyalty” (CrowdTwist, 2014)


Ways Colour Makes You Money

When we think about colour in print marketing and direct mail, we think about stunning images and eye-catching graphics. But colour packs a punch in letters, product brochures, and other text-heavy documents, too. What makes colour so powerful?

Here are just a few of the benefits that colour provides:

  • Increases recall dramatically. Studies show that colour increases recalls in the 80% range.
  • Gets attention. People are about 40% more likely to select or read materials when they are in colour.
  • Helps readers find information more easily. This is great for insurance policies, contracts, and other lengthy documents.
  • Reduces errors. Highlight instructions or account information to help people get it right the first time.
  • Slashes payment time. Highlight the amount owed and the due date with colour and watch your invoices get paid faster!
  • Increase the ability of readers to understand and retain information. This is great news for your sales presentations.

When you want to draw your readers’ attention to something or when you need to draw out an immediate response, you can’t beat the use of colour. Make phone numbers or payment information stand out in a letter. Highlight discounts in a brightly coloured star-burst. Use arrows or coloured bullets to focus attention on key points in a brochure.

Looking for ways to incorporate more colour into your direct mail or marketing collateral?

Contact us. We can help.

Are You Listening? Or Just Talking?

In your marketing communications, are you building relationship or just selling? What was your last mailing? Was it a catalog? Promotional offer? Sales letter? That’s one-way communication. True communication is a two-way street that involves both speaking and listening.

If you are doing more talking than listening, how do you start a conversation? Here are some ideas.

  • Send out printed surveys and encourage feedback. Offer a discount or coupon when surveys are returned.
  • Use direct mail with personalized URLs to send people to personalized micro-sites where their responses can be automatically appended back into your marketing database and you can easily take advantage of what you’ve learned.
  • Use pop-up surveys on your website to capture customer attitudes online. Use customer email addresses to link comments back to the record for that individual in your larger marketing database.
  • Use your company newsletters as feedback mechanisms. Print customer letters (post positive and critical) and address the issues in a way similar to what magazines do.
  • Read comments to your blog posts, customer reviews of your products, or track conversations about your company in social media. When you see patterns, address those issues in company newsletters, on your company’s Facebook page, and other channels. Let your customers know that you are really listening.

If a customer has bought from you once, that person is already convinced that they can trust your company. Developing two-way communication with those customers reinforces that relationship and increases the chances that they will buy from you again.

How can we help you?

Demystifying Basic Paper Terms

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

Planning Your Next Print Project

Most successful printing projects don’t happen by accident. They start with a good plan. By developing a plan in advance, you can save money, time, and energy throughout the process.

Good project planning starts with some very simple steps.

1. Share your design with us.For a FREE review of your design, simply upload a PDF file to HERE

By bringing us into the process during the design stages, we can tell you whether certain ideas will have an impact on the time or cost of the piece. For example, you might not realize that some binding options can take extra time or that a certain trim size might incur extra costs.

2. Consider your suppliers’ schedules.

Are you bringing outside suppliers into the process? If so, how do their schedules impact yours? If you are using a freelance illustrator, for example, what is this person’s availability? If changes need to be made later on, will this person be able to respond in a timely fashion on a short turnaround? If you’re placing a label on a specialty bottle, will the bottle company have sufficient supply during your time-frame?

3. Plan backwards from the delivery date.

Keep us informed about your progress. We juggle many jobs at any given time. If you don’t meet your date to get the files to us, your delay can have a ripple effect. We might place another job on the press in front of yours, and have to push your project back to the next available opening. The larger the job, often the more difficult it is to reschedule.

4. Add a “fudge factor.”

Always add in buffer to accommodate slippage in the schedule. The larger the project, the more buffer you will need.

5. Communicate!

Keep people in the loop, and let them when you need the job in your hands. When everyone is communicating effectively and working toward the same goal, you are more likely to be rewarded with a project that comes in on time and on budget.

7 Terrific Twitter Tips To Use Today

From by Lisa Barone

Sometimes we want advice for the right now of life. We want stuff we can do today and immediately see results from, not have to wait three weeks to see if it’s taking effect. With that in mind, below are seven things you can do on Twitter today to make a difference and help grow your audience and following. Its bite-sized action chunks for your Wednesday.

Got a spoon?

1. Schedule your tweeting: For most of us, checking Twitter is part of our routine. We do it first thing in the morning, after lunch and maybe again for a few minutes in the afternoon. And this is why scheduling your tweets when you know your audience is there and waiting is such a good idea. “Scheduling” your tweets may simply mean picking which times of the day you’ll be around for conversation and making an appointment with yourself or it may mean using a tool like HootSuite to help you automatically tweet instead of doing it manually. Either way, what’s important is that you’re engaging with your fans when they’re waiting to be engaged with.

2. Find some cool followers: Why not make some new friends today? Use a tool like FollowerWonk, take ten minutes, and find five new people to follow. These can be people who are in your area, share a common passion, or who you see tweeting about your competitors. Follow them and say hello. Say nothing about what you do or the products you sell and just start a conversation like a regular person. Sounds crazy, right? It’s really not. That’s how relationships form.

3. Know your audience: It’s important to know who your target audience is on Twitter so you can be sure to share information/content that they’re interested in. If your audience is known for being an expert on a particular subject, then you don’t want to tweet beginner tutorials or too many How Tos at them. Or, conversely, if they’re just learning how to speak a new language, you don’t want to go too far over their head about conversational Spanish. By taking the time to create a developed user profile for your audience, it can help you tweet information that is relevant to their interests and wants.

4. Share news: Are you subscribed to any blogs or RSS feeds to help you stay up to date on important information related to your niche? If yes, share one piece of content today that really made you think, made you angry, or made you want to take some sort of action. If you’re not already subscribed, use a feed reader like Google Reader to help you stay up to date on your favorite blogs and always have something tweet-worthy to share with your audience.

5. Solve a problem: After lunch take another few minutes and perform some Twitter searches. Search for things like[keyword phrase + problem] or [help + keyword] to find people talking about a problem that your business can solve. Once you find the tweets, share a relevant link or a resource with them that may help with them with their problem. Or, if you don’t have an answer yourself, retweet their message and see if anyone else in your network can help.

6. Tweet tips: Boost your credibility among your followings by tweeting tips today related to your industry. Share tools, resource sites, helpful followers, ideas, strategies or anything else you think will be helpful to someone in your niche.

7. Tweet your goods more than once: One fatal mistake many SMBs make is that they tweet their content the moment they publish it…and then they never tweet it again. If you’ve just created something awesome, don’t be afraid to tweet it 2-3 times over the course of the day to help get as many eyeballs on it as possible. Most people don’t stay glued to their Twitter stream the entire day, they’re only checking in.

Those are seven things anyone can do right now, today, to make a difference in their tweeting strategy and increase engagement. So…what are you waiting for?


Wheeler’s Printing and Copying
1685 Windsor Ave
(519) 254 – 5237

What I’d do if I owned a men’s wear store. (A pretend story for all retail businesses)

My name is Frank, and I own FWJ Men’s Store located at 6th and Broadway. We’ve been in business for 11 years now, and I need marketing help.

Year’s ago, I knew that my store had to be different from the existing competition. I should zero in on a niche and strive to become the leading purveyor of that type of men’s wear in town.

Suppose for example, I specialized in unique dressy-casual wear. Shirts, pants, and outer wear that you won’t find at big department stores or discount retailers. My clientele over the years has come to appreciate my smaller store’s selection of exclusive lines of clothing, the personalized service we give, and the fact that as you enter my store, you are greeted by first name.

But, I’ve noticed a number of my regulars haven’t been coming in as often. Whereas Jack came in once a quarter to check out new arrivals, I haven’t seen him lately, and now that I think of it, I don’t know when he was in last because I have no process in place to easily record visits by customer name. I shake my head and realize I should have given Jack a quick phone call just to say hi and tell him some of the new styles that have arrived. I’d send him an email to do just this, but I don’t have his or any customer’s emails on record. In fact I don’t really have any data about Jack or others that I get business from, except first name and home address.


I’d like to:

– start a process to gather more complete information about the Jacks that come in. Data like email address and how they prefer to be communicated to, (by mail, email or other).

– knowing their birthdays would be handy because I want to start sending out birthday cards with special discounts to customers that come in and purchase anytime during their birthday week.

– I want my customers to become advocates for my shop – telling all their family and friends what a super place this is to see and purchase unique men’s clothing.

– it would be nice to know where else in town my clients shop for clothing. Places that may be considered similar to my store, and why my customers shop there, and not with me exclusively.

– it would be nice to even update my data by filling in the last names to those customers that I only know by first name, like Jack, he’s been shopping here for at least 9 years and after all this time I’m now too embarrassed to ask him what his last name is.

– it would be beneficial to re-start business with Jack or George or Sam or any customer I haven’t seen for awhile and keep better track of the frequency of their visits so time doesn’t lapse too long between their visits without some form of communication from me personally that they are missed.

I just don’t know where to begin.

Enter Wheeler’s…. Our Multi Channel Cross Media Marketing tools can help with all this store owner’s goals—and more. After meeting with Frank the store owner, we’ll custom design Integrated Campaigns that will use all or some of the following; personalized websites for the customer to enter information and be told of the latest fashions arriving complete with pictures, email campaigns with or without a direct mail component to announce sales or the arrival of new merchandise, unique and very personalized birthday cards (and any other greeting card themes such as Christmas cards), Social Media Marketing for the store owner may be utilized to develop a BUZZ about FWJ Men’s Store, we can help coordinate videos that can be uploaded to FWJ ‘s very own YouTube Channel and we may suggest establishing opportunities for the customer to share their birthday discounts with family & friends who may not currently shop at the store. Perhaps the customer prefers to get text messages of new arrivals—we can set this up too for the store owner.

Whether it’s a men’s or ladies store, or any other retail type of operation, Wheeler’s can help.

So call us today – PH: (519) 254 – 5237



They don’t make ’em like they used to.

I wish I had a buck for every hand tool, every office piece of equipment, every production machine, every car I’ve bought in my lifetime that broke down and died before I figured it should have.

I understand that a pencil sharpener is not exactly high-tech. Pretty much on a par with two cans and a string. But this particular pencil sharpener must be – let me ponder this – about 94 years old! It still puts a fine sharp tip on all the pencils I feed into it. It has a revolving plate on the front to accept different diameter pencils, and is powered by good old fashioned arm rotation.

I inherited it from my Grandfather who was a carpenter and I gotta guess sharpened many a point on it over his lifespan. And I and our 4 kids always sought it out at our home when necessary.

OK – there’s not much to go wrong with it, I admit. But it sure is a comfort knowing at least one item in my tool shop won’t breakdown, short-out or need batteries.

Kinda like Wheeler’s Printing – we won’t let you down either!

Click picture to enlarge.

Wheeler’s Crew sets Fall Fashion direction…

Rick and Veronica from Wheeler’s Printing look smashing in matching moose antlers – certain to be all the rage this fall.

Here’s a fun and creative way to use ink and paper… Consider custom die cutting into unusual shapes, as in this case of a moose antler hat. 2011 marks the 100th anniversary of the provincial park system of British Columbia, Canada. Their mascot is Jerry the Moose. I picked these antler hats up while visiting family in BC.

Come to Wheeler’s to discuss your next marketing project. By adding some die cutting creativity you’ll be surprised at how customers and prospects will take more notice of your message, leading to increased sales.

Click on picture to enlarge

Don’t these two folk look cute as a button?

What I’d do if I was a Real Estate Professional

7 little letters – QR CODES

While in BC visiting family I picked up a couple of magazines with home and business listings for sale. The mag had a number of ads from independent as well as franchised real estate professionals with coloured photos of their listings, along with a minimum amount of written description. But many included a QR code in their ads directing the reader to scan it with their smartphones. Doing so resulted in the viewer being sent to their website, where the viewer could learn more about any listing they had.

Good idea so far.

What I would have done if I was this Real Estate Professional is place a QR code next to each particular listing. Once scanned the viewer could have been brought to an on-line description for only that listing. I’d have this complete in every possible way – pictures (or better yet a video) of the home’s exterior and interior. Super imposed over each room view would be its dimensions – plus a separate listing of raw data the buyer wants to know, (taxes, utility costs, lot size, age of dwelling, original or not owner, age of any upgrades, etc). With a link to a Google map of the area showing close by schools, banks, shopping and medical offices. Another simple button click would connect me immediately to the listing agent to set up a viewing appointment.

Click to enlarge image


Then for the final capper to client convenience, I’d print a QR code on the lawn sign, linking to everything mentioned above. This becomes the on-site 24/7 agent for that home.

Oh, two more ideas: if I was this Real Estate Professional (1) Print a QR CODE on my business cards with a FluidCard® on it enabling scanning and immediate adding of my contact information to the customer’s smartphone. (2) Go to Wheeler’s Printing for all of the above….. And more!

Interesting Stats

By some estimates 400 million Smartphones will be shipped in 2011. Outpacing by far, standard feature-less cell phones. comScore reports that about 33% of Canadians have a smartphone and that’s expected to spike as consumers trade in older units. And Canadians use them for a variety of uses – shopping, trading stocks, banking, and visiting auction sites, to name the top 4 uses.

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