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April 5, 2012

October 10, 2011

Can You Smell The Coffee?

Category: Design, Print — Tags: , , , — dave @ 7:04 am

Woman smelling a gerbera flowerRemember those scratch-and-sniff stickers from when you were a kid? That concept can really work for adults too, especially if used properly and combined with the right message.

Today we call that fragrance printing. It’s done by mixing chemicals into inks and/or paper coatings. And it really works. Whether you’re a perfume manufacturer or make cookies, you can give your customers a taste (figuratively) right out of their mailbox.

Have you considered if you’re reaching multiple senses in your printed material?

Visually, the colors you use will have a huge impact on how your message is perceived.

Here’s another chart, which also points out that different countries and cultures have some different meanings, connotations, etc. for colors.

Not all papers are the same

What kind of paper are you using? Nothing says cheap like a thin business card. At the same time, you don’t want paper for some items so thick it requires extra shipping.

Do you want a glossy finish or perhaps you want a more natural look? If you’re a non-profit raising money, you want to look organized but not like you’re spending thousands of dollars on some flashy mailer.

Have questions or need some help reaching your customers’ senses? Let the experts at imPress printing help!

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October 3, 2011

The Importance of Being Seen

Category: Design, Marketing, Print — Tags: , , — dave @ 7:04 am

Mailman holding out a blank letterThere’s a great expression news reporters and career advisers love to use: show, don’t tell.

Don’t just tell something to your audience, show them — through text, charts, images, video, etc.

Part of the planning for your mailer, flier or website needs to be focused on what message you want your images to bring.

If you’re targeting eight different audiences, why not vary your imagery according to audience?

For instance, if you’re a theme park going after teens, you’ll want to show teens having a blast at your park. If you’re targeting grandparents in other material, show some seniors holding a young child’s hand. Have you investigated targeted mailing so the proper material gets into the right hands?

A picture is not worth a thousand words

So how many words is a picture worth? About 84, according to one study. So make the best of them.

The size and subject of your images say a lot about you. Are you showing actual customers or employees? Is your image file large enough and of high-enough quality to make larger? Is it large enough on your mailer or website? Are you being clear in illustrating your product or service? Do you need multiple images to show a series of steps?

Make sure to ask about getting the most out of your images – both print and online. The experts here at imPress Printing are here to help.

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August 29, 2011

Is Your Logo out of Date?

Category: Design, Marketing — Tags: , — dave @ 11:14 am

Woman thinking with question marks behind herHow can you tell if your logo is out of date? If you’re still reading, there’s a good chance it is.

Logos that are really old work because they’re so incredibly recognizable. They can evolve over time, sure, but some larger companies keep the originals because they are the brand.

But that’s likely not you.

Here are some telltale signs it’s time to change your logo or at least investigate punching it up:

  • You haven’t thought about your logo since 1995
  • You haven’t thought about your logo since 2000
  • You made your logo in Microsoft Word (or better yet WordPerfect) or Paint
  • You use clip art you found on your computer in 1998
  • The colors of the logo have faded because you’ve copied it so many times
  • Your logo colors vary depending on who’s using it
  • You forget why you used a pine tree in the background
  • Your logo varies between your business cards, letterhead and e-mails
  • Your logo only reflects only one division of your company
  • You forget what your logo looks like
  • You don’t have a “logo” per say

If you said “yes” to any (or all) of the items above, don’t feel bad. It’s actually very common.

While you’ve been focusing on growing your business, the marketing world has grown, too. And designs and tastes, just like fashion, have dramatically changed. And just because you can design a logo in Paint, doesn’t mean you should.

Many times the politics of a company, even a smaller one, can affect its marketing plans. If the boss or board of an organization has some attachment to an old logo or marketing plan, it can be hard to change direction.

Do you think your logo needs some refreshing? Does your manager need some convincing? Let our logo experts here at imPress help!

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August 15, 2011

Put a Bullseye on that Brochure

Category: Design, Marketing — Tags: , , , , — dave @ 9:06 am

Direct marketing brochuresYour printed materials are often the first impression someone has of your business or organization. So how do you make sure you’re starting off on the right foot and appeal to a wide-range of demographics?

The answer is you don’t appeal to every demographic collectively, you appeal to each individually.

Today’s targeted mailing lists and amazing printing technology, combined with decades of experience here at imPress, can ensure a high return on investment.

First off, what are the goals of your piece? If you’re looking to raise money, for example, you don’t want to look like you spent a ton of money on your printing design with flashy colors on fancy paper.

You really have to know your audience. If you are an environmental group, you should use real recycled paper, soy-based ink and possibly have the piece produced with wind technology.

Perhaps you’re doing printed pieces that need to go to consumers that speak several languages? Why not do the same piece in multiple languages?

Targeting your audience

Technology has dramatically changed the level of accuracy you can employ to target your audience. imPress can help you increase your ROI by hyper-targeting your audience, tailoring the message and making sure your product is appealing to each potential customer on their own terms.

Say you’re selling pools. Our mailing lists can target the proper income level and age and even put your materials in the mailboxes of families with a certain number of children.

If you’re a real estate company, why blanket the entire region when you can send materials to targets that are broken down by how many years someone has spent in their house? Maybe you want to target retirees looking to downsize. We can do that, too!

Talk to imPress and we’ll help you spend those coveted marketing dollars wisely.

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