Summer is the least serious season of the four. Family time, pool parties and travel are starting to make their way into our daily thoughts at work. It's a fun time for all - a bit of a break from the weight of the other three seasons.
It's a lighter season; in fact, the first Sunday in May is actually World Laughter Day. Talk about lightening up.
Consider being a part of that fun and lighten up your business message. Your customer is daydreaming about their upcoming vacation, so instead of working to drag them back into the seriousness of business, let them feel like you're along for the ride.
Relax your marketing message by dressing down in shorts and sundresses and join in. Your customers will be more receptive to what you're saying.
In this issue of "Markit in a Minute" we offer tips to:
Infuse warmth and fun into your Spring Design
Improve your printed pieces with high-impact, low-cost coating
Create Awareness with your Brand
Reach people who are interested in your product or service
When considering lightening up with your marketing message, it all starts with design.
This postcard shows a photo of a member of management wearing lederhosen announcing an incentive program for dealers.
With the Triad of flag waving days ahead, consider including a patriotic image or fun flag photo.
Your piece lands in the hands of your customers before they approach patriotic holidays and picnic planning. The obvious choice is Red White and Blue, but infusing some humor can really make an impact.
Acquiesce to the Aqueous for low-cost, high-impact coating
There are many options in coating a marketing piece after it's printed. The choice to coat a piece may be for effect or durability.
Aqueous coating is a fast-drying, water-based, vegetable cellulose product used as a protective coating that is applied in-line on some presses.
It's a biodegradable and recyclable option of coating that does not add much to the cost of a project. This clear coating is used for any project that requires a more durable finish, protecting the surface from fingerprints, dirt, smudges, and scratches.
Aqueous coating improves postcards durability as they go through mail or inserted in pockets. It is also applied on brochures, catalog covers, fliers and other visual aids.
Available in Gloss, Dull or Satin finishes, the aqueous coating is applied on press during the print run and dries in minutes after it comes off the press allowing for immediate finishing in the bindery.
Aqueous is generally considered to be one of the most sustainable coating options because the formulas are non-toxic and treated paper can be recycled in standard municipal systems without emitting harmful byproducts.
This low-cost, high-impact coating is one of our favorites because it can speed up the printing process on rush projects because there is no wait for cutting or folding.
The only downside to aqueous, as we see it, is that it cannot be used in spot coating applications. The entire sheet must be coated with the same finish.
Create Awareness with your Brand
May's calendar is full of Special Events and Awareness Days and the mother of all Observance Days - Mother's Day.
High Blood Pressure Education Month
Mental Health Month
Employee Health and Fitness Month™
Better Hearing & Speech Month
National Arthritis Month
Older Americans Month
Osteoporosis Prevention Month
Correct Posture Month May
National Stroke Awareness Month
American Stroke Month
National Physical Fitness and Sports Month
School Principals Day
Cinco de Mayo
Join Hands Day
National Nurses Day
National Student Nurses Day
Be Kind to Animals Week
North American Occupational Safety & Health Week
National Charter Schools Week
National Pet Week
National Nurse's Week
National Hospital Week
Substitute Teacher Recognition Week
Teacher Appreciation Week
School Nutrition Employee Week
Children's Book Week
Occupational Safety & Health Professional Day
Provider Appreciation Day
National Cytotechnology Day
National Nursing Home Week® National Police Week
National Women's Health Week
National Women's Checkup Day
Classified School Employee Week
Hurricane Preparedness Week
Medical Transcriptionist Week
National Senior Health & Fitness Day®
World No Tobacco Day
Know your Target Audience
The first step in an effective Direct Mail Campaign is to know your target audience and only focus on them.
You want to reach people who are interested in your product or service, and can afford it will buy from you. Don't waste your resources talking to people who are not in need of what you're selling.
Your response rates with direct mail will be much higher if you only mail to the 5,000 people in your market who are most likely to buy from you, rather than to mail to 50,000 recipients you know nothing about.
Get to know whom you should market to by analyzing customers you already have. Are they homeowners in a specific area? How about their age? Income? Do you want to target businesses with 50 or more employees?
Some of these answers may be generalizations but they will help you to focus your direct mail efforts on the right buyer.
Once you've identified your target, keep them in your sights and talk to them frequently. Create a direct mail campaign to relay important information or announce specials or seasonal reminders.
Purchase a reputable list for multiple-use from a list broker and mail to them often to increase your response rates.
Each point of contact from your direct mail campaign will create confidence and recognition with your target buyer.
Want more ideas?
Talk to an expert today 1.877.553.0857