Streamline Your Next Project with Print-Ready Proofs

Ever rushed out the door only to trip on your shoes in the entryway? Or made a hasty stop at the intersection and found yourself in a costly fender bender?

Accidents happen when we hurry, and that’s true in both life and work. In project management, sometimes we fail to allow adequate time for extra details or unexpected delays. As you draw closer to a deadline, errors are made and important details are overlooked.

Print-Ready Success

Do you want to be proud of your next print project with a smooth transition from design to print?

Here is a handy preflight checklist to help you eliminate panic or costly mistakes when a deadline is near.

  • Thoroughly proof your document for typographical, punctuation, margin, or grammatical errors. Have one or two other people proof as well. Mistakes are easy to miss but embarrassing to everyone. To slow yourself down, trying reading your document out loud or read your text backward.
  • Embed your fonts and designs. There’s nothing worse than pouring over a precise design then finding a poor imitation after it comes back from print. To maintain the integrity of your design, it is important to link all aspects of your piece (images, artwork, and fonts) into a high-resolution PDF. This includes crop marks for bleeds displaying the exact size of your trimmed and finished piece.
  • Use correct proportions, dimensions, and resolution. Images should be proofed by others to make sure they fit on the page, are correctly centered, and are cropped or outlined as desired. The resolution of image files needs to be higher for print: a JPEG file needs a minimum resolution of 300 DPI (Dots per inch). If your file does not meet that standard the quality will not be as sharp or distinct.
  • Use consistent page layouts. Clean layouts communicate professionalism and make documents easier to read. Proof your design (especially multi-page documents) to be sure margins are consistent on every page, including booklet covers or pages that feature charts or infographics.
  • Convert image formats to CMYK. JPEG is the default image format for photographs from many cameras, cell phones, and mobile devices. Screen images on TVs, computers, and cameras use red, green, and blue in varying percentages, but commercial printers typically separate artwork into four colors (cyan, magenta, yellow, black). Most design software will allow you to easily convert or save a file in CMYK, or there are several free online file conversion tools as well.
  • Print a proof and confer with our team. A surefire way to ensure a quality product is to generate a poof and discuss it with us before the final printing. It’s also important to discuss turnaround times so you can plan your milestones accordingly and allow for multiple print runs (if necessary).

We’re here to help! With local printing, you get the benefit of a work-in-progress partnership. While it’s helpful to have a preflight checklist, the trained eye of a professional is even better! Our goal is to increase your productivity, reduce your stress, and save you time and money as your prep and proof your print projects.

We’re only one phone call away, and your questions are always welcome!

Small Businesses Have a Big Reach

A tiny, Ohio-based Vita-Mix corporation has been grinding and blending for 70 years.

Known for its high-powered, durable blending machines, “Vita-Mix” was coined with an emphasis on “vita,” meaning “life.” The company was born in 1921 when founder William Barnard, after helping a friend through a significant illness, realized the tremendous impact whole-food nutrition had on health. Simple Vitamix products evolved to industrial strength mixers that could puree raw foods, blend hot soup, grind grain, or knead bread dough.

Vitamix rarely sold products internationally before the late 1990s. But as sales slowed in the U.S., the third generation of Barnard family owners decided to go global. After hiring international sales manager James Smith, exports soared to 20 percent of yearly profits, growing hundreds of new jobs in the outskirts of Cleveland. “Exporting is the salvation of our standard of living and the security of our workers,” said Smith. “It makes me proud as heck.”

A Growing Reach

Vitamix is just one small business with a large global reach.

According to 2017 statistics from the Small Business Association, nearly all of U.S. exporters are small businesses. Small businesses exported $440 billion in 2015, from nearly 288,000 firms representing 97.6 percent of all exporting firms in America. Forty-eight percent of businesses said it took them just a few months of research before they started exporting, while 36 percent said it took them a month or several months to get started.

Small businesses that export report increased sales, diversified markets, and increased long-term stability. Vitamix CEO Jodi Berg said Vitamix now exports at award-winning levels to Europe, Asia, and Australia. But before that could happen her team had to disrupt a stable business plan with a new, global vision. Does she see herself as an entrepreneur who took risks?

“I don’t,” Berg said. “To make big things happen, you have to make big moves. But big moves don’t have to be risky. If you describe a risk taker as someone who takes big moves, I’ll be that. But we did our homework.

Four Remarkable Small Business Facts

While big business often dominates headlines, small businesses play a vital role in exporting products, creating jobs, and producing wealth for thousands of families.

Here are four remarkable facts about the big impact of small businesses:

1. Nearly all are small.

Small businesses make up the vast majority of companies in America, comprising 99.9 percent of all firms. Out of 29.6 million businesses, all but 19,000 are small!

2. Half are home-based.

A home-based business may have activity outside of the home, but it is operated primarily from the home.

Industries where home-based businesses dominate include information (70 percent), construction (68.2 percent), and professional, scientific, and technical services (65.3 percent).

3. Involve family and personal financing.

About one in five small businesses are family-owned, and 21.9 percent of small firms have used personal or family savings (versus business or banking loans) to resource expansion.

4. Durable.

The one-year survival rate for businesses hit 79.9 percent in 2016, the highest level since 2006.

About half of small businesses survive five years or longer, and one-third survive 10 years or more. The longer a company is in business, the more likely it is to stay in business.

According to the National Association of Small Businesses, entrepreneurs say economic uncertainty, health insurance costs, and a decline in customer spending or cash flow are the biggest challenges they face. Still, most business owners are fairly optimistic: 75 percent say they’re confident in their own business and its future.

Reel in Prospects by Adding Print to Your Content Marketing

Researchers estimate that in 1984 a person saw an average of 2,000 ads per day.

By 2014, they saw about 5,000. With the explosion in spam and social media ads, that number increases daily. But consumers are fed up with in-your-face advertising that seems disruptive or manipulative. Instead, they’re attracted to authenticity and friendliness in a brand.

How can you build that kind of culture in your business?

It’s All About Content

Narratives and content marketing can bring fresh life to your marketing mix!

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It shifts your team away from a “message” focus to a more optimal “people focus,” building trust and driving more profitable consumer action.

Content marketing generates stronger leads, increases sales, and enhances customer loyalty. Consider these facts:

  • 77% of internet users read blogs
  • Small businesses with blogs get 126% more lead growth than small businesses without blogs
  • Content marketing costs 62% less than traditional marketing and generates about three times the leads
  • A 2014 Brandshare survey found that the majority of consumers are suspicious of brands’ intentions, but87% said they would like a more meaningful relationship with their preferred brands

Why Print + Content Marketing = Success

When people consider content marketing, they typically think of digital media.

However, true diversification means thinking bigger. The Content Marketing Institute suggests two out of three marketers don’t include print in their content marketing, but there is strategic value to including printed content elements.

Why?

1. The Information Factor

Nielson found about 56% of consumers rely on printed matter for sales information, and:

  • 56% preferred mailed or delivered circulars
  • 52% relied on newspaper circulars
  • 37% relied on in-store printed pieces or store-generated e-mails
  • 27% relied on store websites

Print is seen as a concrete, reliable source, especially by prospects nearing a decision. If you neglect printed content marketing you may minimize your chance of landing a valuable client.

2. The Trust Factor

With today’s “fake news” paranoia, trust in digital media has decreased.

A 2017 study showed that printed news magazines are the most trusted news source (72% rated them positively) while only 33% believed social media provided honest information.

Even print versions of national newspapers were regarded as more trustworthy than the websites of that exact same publication!

Because of the physical nature of the medium, print is naturally viewed as more informative and trustworthy than digital media.

So how can you add print to your content marketing strategies?

  1. Use embedded QR codes in game-style promotions or in-store displays. Check some inspiring exampleshere or here.
  2. Look for ways to get your business or product featured in magazine or newspaper articles.
  3. Employ printed “how to” postcards or maintenance checklists with online coupon discounts included in the text.
  4. Print inserts for invoices or point-of-sale kiosks that highlight an excerpt of your blog to lead them online.
  5. Consider generating your own quarterly or bi-annual niche publication.
  6. Print custom thank-you notes with a snippet of your brand story or the first paragraph of your blog on the back.

Printed content marketing should be used as “bait” to generate nibbles from your potential customers.

If you don’t have a place to reel them in (like a “get started today” link) or a way to keep them in the net (a defined sales funnel or a customer retention program), all your time and energy will be useless. So be strategic, be customer-focused, and get out there and fish!

Four Tips for Authentic Photography in Marketing

In a digitally saturated generation, today’s marketer’s need great stories and striking, memorable images.

Regardless of your business or your market niche, powerful visuals can make all the difference! Consider these statistics:

  • Articles with relevant images average 94 percent more views than text alone and a press release with photos increases online views by 15 percent.
  • Sixty percent of consumers who use online searches prefer to contact a business whose listing includes an image.
  • 70 percent of e-commerce shoppers say the product image is very important for purchasing decisions.

Your viewers crave expressive images, so photography is crucial in marketing. Photography offers a slice of life view that communicates authenticity and value to your customers. How well do your images translate the nature of your business? Are you using drab photos or bland stock selections? Three benchmarks to evaluate your images are:

Engagement and Emotional Response

What emotions do your photos evoke?

How does the atmosphere of the photo connect with your viewer’s passion or life experience? Does it compel viewers to lean in or linger?

Brand Story and Context

What is the bigger brand story you want to tell?

Excellent photography adds credibility to this message because visuals increase the detail you bring to your message. Do your images hammer home your story?

Momentum and Shareability

Photographs can send numbers skyrocketing because people love to share captivating images!

As you employ vibrant photos, you increase your chance of people passing along your name, chatting about your product, or returning for a purchase. How much momentum do your images create?

4 Tips From Photography DIY-ers

What if you want to use more realistic photos but can’t afford to hire a professional?

By pairing modern technology with a few photography guidelines, even an amateur shutterbug can make photos pop! Here are four tips from the pros to get you started:

Rule #1: Avoid Low-Resolution Shots from Your Phone

While a casual snapshot can work for social media, if you are planning to share photos regularly, invest in a DSLR (digital single-lens reflex) and check out an online tutorial. Even small investments will ensure the quality of your photos reflects the excellence of your business.

Rule #2: Use the Rule of Thirds

Most DSLR cameras can display their grid, which includes nine even squares. If your subject is directly in the center of the grid, the image will be more static because the eye is drawn to the image but has nowhere to travel from there. When your subject is positioned closer to the edges, the eye is forced to track toward it or be “drawn in” to the bigger message.

Rule #3: Think Slice of Life

What do you want to tell your clients about your business? Say it in photos! If social media or reality TV have taught us anything, it’s that people love following the ordinary activities of others. Casual photos of your team doing business are perfect for showing off your identity and featuring your unique competitive advantage.

Rule #4: Make Use of Natural Lighting

Ever think you’ve captured the perfect photo only to find the sun has wrecked it? On a sunny day, most photos will be compromised by shadows or overexposure. Overcast hues are better because the light is softer and more diffused. For best results, place your camera in a position where the light is coming from behind you and shining directly on your subject.

Marketing is all about communicating value to your clients. For more tips on putting photography to grow momentum and authenticity, give us a call!

How Typeface Affects Your Brand Expression

Flavors have tangible effects on your body and your mood.

When you eat spicy food, your heart rate increases or your face may sweat. When you taste your favorite ice cream, reality seems to fade to slow motion as you prolong each morsel of delight. Is food really that powerful, or is there something more at play? More than likely, the foods you eat conjure whole streams of past experiences in your mind. The context or culture an individual brings to their experience will significantly affect their interpretation.

The same is true in design.

Whether it’s colors, photo filters, or layouts, every choice plays into a viewer’s experience with your brand. Often, we overlook typeface as an important design attribute but font is hugely expressive and making the right choice is critical. In fact, in 1923, when Poffenberger & Franken conducted research into how readers perceive different typefaces, people responded quite uniformly to typeface and product pairings and used similar adjectives about the fonts they observed. Fonts can give a sense of timeless style, of purity and simplicity, or a friendly human touch. The contrast of the strokes, how a letter is finished, or its proportionality can determine whether a design seems warm and friendly or cold and mechanical. Let’s examine a few fonts and the effect they have on viewers.

Serif or Sans Serif

Serifs originated from Roman Imperial carved inscriptions and this deep-rooted history brings an inescapable association with academic, thoughtful communication.

The internal density of serif fonts creates a straightforward, highly-efficient text row, but sans-serif fonts have a reputation for being more casual, informal and friendly. Although serif fonts dominate the world of print, the boom in screen-based technology has made the more legible sans serif a popular choice, especially for brands that are seeking a rational, industrial, or no-nonsense quality to their message.

Script Fonts

Script fonts are those that mimic cursive handwriting.

Formal scripts embody the ornate flair of old-school calligraphy, while casual scripts have a more home-spun friendly feel. Formal scripts are ideal for invitations, book covers, wall art, or anything with a vintage theme. Casual scripts can be modified to fit anything from logos, posters, pamphlets, or anything with an intimate, informal vibe.

Handwritten Fonts

Handwritten fonts have evolved over the last ten years, and embody the name they possess with scrawling, looped, or free-flow characters that people use when they put pen to paper.

These fonts are ideals for cards, book covers, posters, freebies and swag, or logo design as they bring an imaginative touch that sets your products apart.

Mix and Match

Can you pair different kinds of fonts in a project?

Of course!

Like all facets of design, contrast is key. A handwritten bold logo paired with a scripted tagline can make your welcome sign sing. Or an all-caps serif with an italicized sans serif may bring a subtle sophistication. Even if you use the same font through an entire piece, making a headline bold and condensed but the copy light with greater vertical space (or “leading”) can make a smart statement. Just remember to proof samples before you get too deep into a project. Some fonts look great in headlines but terrible on screen. Others are fun to read but fatigue the eye quickly. Test your font choices and pairings on a few willing volunteers or gather feedback from a design consultant.

While there are thousands of fonts, the right combination is essential to set the tone for your brand. If you want to brainstorm with our creative team, give us a call today!

Keys for Change: Small Businesses Making a Big Impact (Part 1)

The winter of 2013 was a hard one for Georgette Carter.

As a single mom raising two young boys while she cared for a father with dementia, money was very tight. Then, she totaled her car and found her resources – and her hope – were nearly gone. That is, until a 1996 blue Ford Contour arrived from the Connor Brother Collisions “Recycled Rides” program.

Conner Brothers of Richmond, VA, overhauls donated cars and awards them to people who have been nominated by community members. Carter said her heart was rehabilitated almost more than the car she received:

“It turned my life around. I can get to my job on time, and I don’t have to maneuver to get my child out of daycare. I’ll never take that for granted again.”

Getting Others Involved

Small businesses like Conner Brothers are creating innovative giving models that not only impact people but strengthen the business and the character of the companies themselves.

Kevin Conner said his company donated its first car and was looking to extend the “Recycled Rides” program to three other locations, but they had some pushback in the process. Some objected to giving away freebies when they were working so hard to earn a living themselves. But Conner says this mentality changed when employees got physically involved because compassion comes from being part of an experience instead of merely giving a donation:

“I got them involved in actually giving the cars away, handing over the keys,” Conner says. “Now the guys at the shop call me and ask, ‘When is our next car?’ It would be easy to give money or a service here or there, but it’s the teamwork behind the program that creates an amazing atmosphere for a successful company.”

The car giveaways have become such a cornerstone for Conner Brothers that the program helps define the type of employees the company wants.

“Giving back is a huge part of our company,” Conner says. “I challenge the guys every day to give back in some way, to give customers more than they expect. People remember that.”

Giving That “Changes” Lives

Another giving strategy comes from literal pocket change, as givers round up or down for charity.

For example, the ridesharing company Lyft recently launched an initiative allowing customers to round up their fare to the nearest dollar for military appreciation and human rights campaigns. More than 40,000 passengers donated over $100,000 in the first two months!

Grocery stores, mass merchandisers, and retailers have also invited customers to donate change to worthy causes. As technology and digital platforms make such giving easier, small businesses have challenged staff members to round down their net pay to the nearest dollar (or tenth dollar) and give the difference to charity. While painless or even unnoticed, these small donations add up to a collective impact with heartfelt results.

Whether your employees give financially, volunteer together, or embrace a community partnership project, innovative giving helps your business to:

  • Stand out from competitors or set itself apart in the community
  • Make matching donations alongside employee giving to multiply impact
  • Use positive feedback from supported causes to provide content for print and digital marketing
  • Increase team unity as employees give toward a common cause

While generosity begins in the heart, often innovative giving strategies begin with small business. Join us for part two of this series to gain more inspiration for a culture of charity that will strengthen your business.

 

Printed Gifts Are Perfect Any Time of Year

Providing your customers with a small memento of your business is one of the best ways to keep your brand top-of-mind.

However, many business owners struggle with ideas about what they can use as gifts that are cost-effective, memorable, and useful to their clients. There are plenty of options on the market today in terms of promotional products, but a thoughtful printed gift may be the ideal option for your business.

Here are some of the ways that businesses are making themselves memorable in print!

The Gift of Humor

Knock knock. Who’s there? Etch. Etch who? Bless you, friend.

There are few things that will put a smile on someone’s face more quickly than a corny knock-knock joke. You know they are terrible, but you still have to smile! Your customers will feel the same way, so why not gift them with a little light and laughter in their life? A small printed joke book is the perfect way to let your customers know you’re thinking about them. Humor has been shown to build trust and inspire creative thinking — what better gifts could you provide to your best customers?

Giving Notes

Many organizations are clear and consistent with their message of helping others, so why not extend this concept?

A simple printed postcard or notecard showing your clients that you contributed to a specific charity on their behalf is a terrific way of showing your commitment to giving back to the community and the world. Prefer to have a more lasting memory for your customers? Printed magnets or labels will also help you share the message of generosity.

Office Supplies

Who “borrowed” my notepad this time?!?

Offices throughout the country hear this cry on a regular basis, so why not take away some of this pain? Printed pop-up notes or notepads are an inexpensive gift that will be appreciated for weeks — or even months. Plus, you can add your brand in a way that not only are you sharing your message with the individual sending the note, but the recipient will also have a positive association with your brand, too. Instead of doing a simple blank note, why not print inspirational statements on them or create bold “Thank You” messages on the notepad? Your customers will love being able to share them with friends at work.

Desktop Prints

Motivational posters or prints are always a welcome gift, as they help clients stay encouraged even when they’re going through a rough patch.

A simple mini-print is ideal for this situation, and you can even upgrade to a small matted display for your best customers. Help customers see how much they mean to you by sharing a heartfelt note that brings together your brand promise and shows how far above and beyond you are willing to go to provide top-notch service.

These are only a few of the ways you can share the appreciation that you feel for your clients on a daily basis. How do you show appreciation for your clients?

Color Combinations that Tax the Brain

Easy on the Eye

Humans are creative beings, and one of our favorite ways to express ourselves is through words.

Words can bring sweetness to the soul, arouse dormant hunger, or give voice to beauty in the world.

That’s why names are such serious business. How much thought do we give to naming a pet? Or a child? Beautiful names can bring a charming nostalgia or an air of sophistication to the bearer.

But while some names are sweet on the ear, they don’t translate well for the eye, causing potentially years of frustration for your grade-schooler (or your veterinarian!).

Here are five names that are fun for the ear but a nightmare for the eye:

Eulalia (Yu-LAY-Lia), like the mayor’s wife in The Music Man

Azaiah (Az-EYE-ah), which has rocketed in popularity since 2000

Grigoriy (Grig-OR-y), a Russian variant of Gregory, meaning “vigilant or watchful”

Bludeuwedd (Bloo-da-e-wedd), referenced in Steinbeck’s Sweet Thursday, a Welsh name meaning “face of flowers”

Aelwen (Eisel-wen), originating in England, with versions of the name in J.R.R. Tolkien’s literature

Color Combinations that Tax the Brain

Some things are beautiful in concept but difficult in reality.

Similarly, certain images or color combinations are challenging for your eyes as well!

Have you ever seen a website that seems to chafe your eyeballs? A fabric pattern that makes you intrinsically recoil? This is actually not just a “tacky” color combination, it is a brain hijack: your brain gets misled into viewing these colors in 3D. Some colors appear to recede, while others float forward.

For example, the combination of blue and red can be very difficult for the eye to process. One color may jump out while the other appears buried or muted. This effect, referred to as chromostereopsis, was first noted by Goethe in his Farbenlehre (Theory of Colours).

Goethe recognized blue as a receding color and yellow/red as a protruding or dominant force, arguing that, “like we see the high sky, the faraway mountains, as blue, in the same way, a blue field (also) seems to recede.” This phenomenon explains the visual science behind how we perceive colors and objects and is extremely important when you consider layouts and color combinations for print.

Some Important Color Takeaways

As you choose color combinations, here are some chromostereopsis design takeaways to consider:

  • Avoid putting blue and red (or green and red) near each other on a page or screen.
  • Avoid putting blue or green text on a red background (or red/green text on a blue background).
  • If the color combinations you’re using seem obnoxious, adjust the hue or filters to mute more jarring pure tones.
  • Separate contrasting colors, either spatially or semantically (like using lines or charts to divide them). This will prevent viewers from having to pay attention to items of both colors at the same time.
  • If you want to use chromostereopsis to your advantage, try using a jarring color combination in the background with a contrasting color on top (like white text on a black and red background, as we see here).

When the dynamics of good design are utilized, viewers will look at your images longer and perceive your ideas more clearly. So, stretch your designs but don’t strain their brains!

Customize Printed Mailings to Maximize Your Impact

Customize Printed Mailings to Maximize Your ImpactOne of the best ways that brands can engage their customers is by making people feel valued and unique.

Brands that are able to provide their customers with this feeling of connection are going to be one step closer to creating true advocates for their brand. Perhaps one of the best ways that modern organizations can offer a customized experience is through meaningful personalization — far beyond the “Dear Friend” found in some mass mailings.

See how businesses are using personalization in their printed materials to create an experience that customers will appreciate and remember.

Tailored Offers Drive Traffic

Grocery stores are able to effectively track a massive number of items and customers, including when and where they purchased specific products.

While your business may not be quite that complex, you can certainly track in a more simplistic way in order to offer timely and meaningful coupons to your customers. For instance, offering a discount card tied to someone’s phone number allows you to discover which days of the week they are coming to see you and how often. Upsell your services by providing discounts on off-days when they may not visit or to shorten the time between services. This strategy works especially well for service-based businesses such as hair and nail salons.

Treating People Like Family

If you are able to capture additional information about your customers such as the age of children, this allows you a greater opportunity to customize your message.

Knowing the general age of your customers or whether they’re empty-nesters, young parents, or an older retired couple provides you with the information that you need to create offers that are more compelling. One example would be a restaurant whose tables are nearly empty on a Wednesday night. Sending information to young families that Kids Eat Free on Wednesdays is likely to bring in a wealth of new business on that evening and keep your tables full.

Move-In Special

There are many businesses that thrive on new families moving into the area — from retail establishments to grocery stores and everything in between.

Consider working with a few complimentary businesses in your region to create a move-in special: a package of offerings that can be mailed to families just as they move into the area. These hot new potential customers have not yet formed an opinion of the area and will need to create new shopping patterns. If your offer comes at the perfect time as they’re moving in and purchasing new products for their home, they are likely to continue visiting your establishment over the years.

There are many different ways that your business can take advantage of a compelling, personalized offer in print.

The Enduring Impact of Print

The 1960s gave us many iconic classic cars, but perhaps none is more legendary than the Aston Martin driven by James Bond (Sean Connery) in the 1964 film, Goldfinger.

A long list of tricks made it one of the most beloved movie cars of all time: machine guns, an ejector seat, smoke screens, and a futuristic onboard navigational system. Bond’s reputation as a suave man of action and a smart connoisseur of fine things rocketed Aston Martin to popularity as one of the most desirable automobile brands in the world. The car was so beloved it was later stolen from a Florida airport hanger and is reportedly worth nearly 10 million today.

Vintage. Classic. Irreplaceable.

Those are some of the words we associate with things that are original, things that set the “status quo,” and that just can’t be shattered or ignored. Today’s generation is manifesting a hunger for the authentic, and a desire for craftsmanship is at the forefront. In an age of identity theft, cheap counterfeits, and digital dominance, Carhartt clothing coined the call for craftsmanship as the “road home from a throwaway world.”

The Original Design Format

Local printers believe in the beauty and craftsmanship of their trade, and in the hard-hitting, precise, flawless quality that hard copy printing can bring. As the original format for marketing impact, we believe print design is as essential as the ABCs – in ways as basic as these:

A = Attracting New Customers

Print is essential for attracting new customers in ways digital advertising never can.

Print products allow you to uniquely target the right customers by placing your work directly in before their eyes and in their hands. While digital ads are quickly forgotten, print offers a sense of credibility and real-time professionalism that engage consumers with an immediate, tangible impact. Printed pieces also have a greater opportunity to arouse passive audiences (like those viewing a banner, poster, or printed advertisement), to keep reader attention longer, to improve reading comprehension, and to improve the top-of-mind awareness your business desires.

B = Building Traffic Online

Online content requires a combination of above- and below-the-line marketing support to drive traffic online and increase profits across the board.

Hard copy print products can increase online engagement through a variety of marketing initiatives. Consider on-page ads with online coupon options. Feature your online calendar or offer VIP discounts for those who refer a friend or add social bookmarks to your business. Use printed inserts or brochures placed at the point of sale for invitations to educational blogs, webinars, or freebie giveaways you feature only online.

As you connect your online and conventional marketing strategies, aggressively seek customer feedback and look to solidify your niche in the collective conversation. Inspire professionalism, reliability, and consistency in everything you publish, both digitally and in print. Better integrated communication will bring more consistent, profitable results!

C = Cementing Brands Offline

Often, we overlook the power of print products to cement our brand in consumers’ minds.

A 2015 neuromarketing study revealed that direct mail simulated a 70% higher brand recall3, a dramatically more persuasive element than digital media.

And don’t underestimate the poignant response physical print brings.

Consider the emotions you experience when you see your favorite coffee logo adorning a steaming mug, or how you feel when a co-worker walks into the room wearing a T-shirt of your favorite podcast or band. Print products bring a palpable, concrete response that digital advertising just can’t match!

Whether it’s yard signs, car window adhesives, banner advertising, or just good old-fashioned swag, claim some real-estate for your image and you’ll find your brand developing staying power with a lasting return.