The debate continues about whether it was Franklin or Einstein who said it. Nonetheless, the definition of insanity still holds true.
This month will mark the end of the 1st quarter and the reports will start to be reviewed. Are sales the same as last year? Better? Worse? What are you doing about it?
Try this. Build a Marketing Team of experts to work for you!
Rally the troops, circle the wagons! Introduce your designer to your email marketer. Let the mail house talk to your printer. Get the sign guy on the same page as your website guru. In short, get all of these people in the same room at the same time.
Call a meeting with all of your marketing vendors and share your vision. Get them to share ideas with each other and create a plan for you. They're not the enemy! Get them excited about your message, your goals, and then have them come back to you with ideas on how to implement them in the most cost-effective ways.
Or you can keep this whole process very simple. Markit IS all of these vendors.
In this issue of "Markit in a Minute" we offer tips to:
You're in a meeting discussing the need for a new brochure and redesigning your company logo, when George (from accounting) offers to create the logo for FREE. Everyone's excited that the project can be done in-house and you'll save tons of money because it's free.
Sounds like a great idea right?
Wrong. Nothing comes for free. Free is costly and free can be damaging.
You may not know how much revenue is lost if a design is done poorly. But if you miss the mark with your customers, you will lose business. Maybe a lot of business!
Do you have someone on staff that can design a logo for free? What does that mean anyway?
Doesn't it mean they are going to stop doing the job you are paying them to do to dabble in design?
Doesn't it also mean that if they were a great designer, they probably wouldn't be working for you in accounting?
Even if your billing representative artist comes up with a new design, they may not understand the file formats needed for various projects.
A logo in the incorrect file format might be:
Rejected by a printer
Incompatible with different computers
Painfully slow to download
Reproduce with terrible results
Be sure your designer can do more than sketch something fresh. If the designer happens to be your boss's sister, you'll want to approach this gently.
Professional printers will typically ask that the artwork be created as an .eps file.
Experienced designers know exactly which file type to use. Asking your designer to provide the final artwork as an .eps file might be all you need to do to avoid a lot of pain and money lost later.
To compete with digital marketing, printing is evolving to serve marketers with fast, efficient solutions to stay current.
Take a fresh look at printing because the industry has changed. Here are some trends to consider:
Order Smaller Quantities
Shorter runs make more sense in our digital world because smaller batches allow you to communicate with your customers more often. Short run technology has improved to keep the costs down. Staying in contact keeps your message in the minds of your customers.
Add More Color
Create drama by adding a pop of color. Many people think that printing in Black & White is a cost savings. What they are often surprised to find is that color doesn't add much cost but has a huge effect on the recipient. Make a splash, add some wow factor and get noticed with color. Have you ever seen a black & white website?
Personalize by using Variable-Data Printing
Printing variable data creates the perception of interactivity with your prospect.
Take it one step further, print variable images so that even the pictures speak to the individual. If you market for a clothing store, and you know that your recipient, Stan, is a single guy in his 50's? Is it effective to put a picture of a family dressed in your apparel on the piece???
Using your customer database, you can add the variable data (text, graphics or images), to the printed piece so that it is printed specifically for Stan.
Keep it Fresh
Short run production advancements allow for frequent changes in your printed collateral so mix it up. Keep your prospects interested by giving them new information regularly. Highlight current accomplishments or new services quickly.
Printing involves the sense of touch, unlike digital marketing. Use this to your advantage by adding in-line coatings to your project to add an inexpensive dimension to your collateral. A high gloss, satin or soft touch coat over your colorful piece can create a memorable experience for your intended recipient.
Discuss the trends in print technology with your vendor to stay current in your marketing. Response rates will skyrocket compared to the old school, one-size-fits-all marketing that your parents did.
Economy Throw 2-Color Imprint
Small businesses can benefit from showcasing their services on a table. Portable and affordable, tables are a brand canvas.
6' economy table throw with 2-color imprint. Our most economical throw! 3-sided coverage with an open back for easy access to storage.
The United States Postal Service announced plans to transition to a new delivery schedule during the week of Aug. 5, 2013 that includes package delivery Monday through Saturday, and mail delivery Monday through Friday.
Here's your Markit-in-a-Minute on the announcement from the USPS.
The Postal Service expects to save approximately $2 billion annually
The new delivery schedule reflects changes in America's mailing habits
Package delivery has increased by 14% volume since 2010 and rising
Service change is in effect August 2013
Mail Delivery to street addresses will be Monday - Friday
Packages will be delivered six days a week
Market research indicates 70% of Americans support the switch
The USPS announced this early to give everyone time to plan and adjust
Postal Service plans to publish specific guidance in the near future
Postmaster General and CEO Patrick R. Donahoe said, "Our customers see strong value in the national delivery platform we provide and maintaining a six-day delivery schedule for packages is an important part of that platform,"