Advice from the Printer

The end of the year is almost here.  If you run a not for profit, then that means it is annual appeal season. This can be a very busy and stressful time for you and your organization.  A strong annual appeal is crucial to the success of your cause.  With that in mind, we have put together a few tips to help you get through this season and have a successful campaign.

1. Consistent Communication
   • Consistent communication will lead to better results. Whenever possible it is very effective to use multiple points of contact to reach your donors.  Send a flyer out a few weeks before your appeal to keep your potential donors thinking about you.  This is flyer should remind them about what the goal of your organization is.  Then your annual appeal will not seem out of the blue.  And hopefully they will have been thinking about you.
2. Your Mailing List
   • Collecting the information of potential donors is crucial. Throughout the year you need to be getting the mailing addresses of your supporters.  Past donors are an excellent group to send your next appeal to. No matter how creative or well designed your mailing piece is, if you do not have a good list then your appeal will not be effective.
3. Your Need
   • Spell out your need. Explain in detail why you are collecting donations.  Your supporters will want to know what their donations are going towards.  Explain thoroughly what every dollar will contribute too and your goal for this current appeal.  This helps your supporters to understand exactly how they are helping your complete your goal.
4. Personalize
   • The more personal the better when it comes to annual appeals. This can be very difficult with large mailing lists and projects like this but if you can find a way to personalize your piece towards the supporters it will be highly effective.  Many organizations have used a handwritten letter to great effect.  Obviously, this is not always feasible with much larger lists, so we recommend selecting some of your strongest supporters and sending them their own letter.

This is a small list with a few tips to keep in mind, but we hope that following this outline can help alleviate some of the stress that comes with annual appeal season.  Not for profits do some of the best work in our communities and we wish you all the best of luck on your appeals!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Do you have a marketing event coming up? A trade show or business expo? This list of 5 essential items will help you stand out from the competition.

Trying to stand out at a large marketing event can be overwhelming.  It can seem like an impossible task when you are next to fifty other booths that look just like yours.  But there is no need to feel discouraged.  There are plenty of ways you can set up your booth to stand out from the crowd.

1. Booth
   • The first thing to consider is the booth itself. At most business trade shows you will not have much control over the physical set up of your booth.  Many times, you will not even know the exact set up until you are there.  But one thing you can count on is some sort of table or countertop.  So, having a good custom table cover is a great idea.  Have it be your companies’ colors and have a large logo on it.  This immediately gives your both a more professional appearance and separates you from a number of the booths that will be using the plain table cover.
2. Signage
   • The next thing to consider is what signage you want around your booth. If there is a wall in the back, then a vinyl sign is perfect but if you are unclear of your setup then a retractable banner is best.  A well-designed retractable banner or two are perfect for an added sense of professionalism at a marketing event. Also consider bringing some smaller tabletop signs to put on the edges of your booth.  These can be used for information about services or they can simply be used for branding.  You want to have your logo all over your booth to make yourself more memorable to all potential customers.
3. Uniform
   • Another huge factor in your booth presentation is your own uniform. Do you have company shirts with logos?  If so, these are perfect for all marketing events.  It may not seem like a big deal but it is another piece that adds to growing your brands strength.
4. Giveaway
   • The previous 3 suggestions have focused on brand building and setting yourself apart from the crowd. This one is focused on getting people to approach your booth. A giveaway does not have to be something huge, it can be a desert or a gift card to your business.  But make sure that to enter the giveaway they need to drop a business card in a bowl or fill out a contact sheet.  This is a great way to collect information on future leads from the trade show.
5. Info
   • Now that you have the potential customer at your booth you need to have the correct information for them. You should talk with the person showing interest and see exactly what information might benefit them, rather than flooding them with all of your brochures at once.  That being said, you still need to have all the necessary information to fit any need that arises.  Bring brochures, flyers, catalogs, postcards, and most importantly business cards.  Make sure that everyone who leaves your trade show booth leaves with your contact information in hand.

We know that standing out at a trade show can seem like an overwhelming task.  But hopefully if you follow these suggestions above, you will have no problem grabbing attention at your next event.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Every door direct mail (EDDM) is a great way for small business owners to target a large number of potential customers quickly and inexpensively.  With no need to collect addresses or purchase mailing lists, the cost and speed of EDDM can be hard to compete with. Here are a few tips to help you get started on your own EDDM campaign.

1. Goals
   • As with all types of direct mail, it is crucial to define your goals upfront. Are you trying to get customers to visit your store for a new opening or a big sale?  Are you attempting to generate leads for your real estate business? What ever your goal is it should be defined before you begin so that you can track the success of your campaign. Determining your goal will also help make the design process far easier as well.
2. Size
   • The design of an EDDM campaign is crucial to your success but before you begin you must check the guidelines for EDDM. Not every postcard sized piece is eligible for EDDM, there are strict guidelines that must be followed.  Make sure you are aware of these guidelines so that you do not have to redesign your piece after putting in too much work.
3. Content
   • Now that you know the size requirements you can get started on the content of your EDDM piece. Keep in mind the goals you previously determined and that should make the content relatively easy.  Do not overload the piece with too much info or no one will take the time to read it.  Keep it simple and less crowded. If you are advertising a sale or grand opening, then make that the center of your piece with an exclusive offer or sales code.  If you are trying to generate leads in a certain area for real estate, then consider listing some of your success stories in the area. Your goals should determine the type of content you add.  But most importantly, include all relevant contact information and make it very easily accessible.
4. Routes
   • Finally, you must select your routes. As the name implies, you must mail to every door along a route.  That is one of the cons of EDDM, you can not exclude any locations along a selected mail carriers’ route.  But that is why it is less expensive then a normal direct mail campaign.  So, you select an area that encompasses the most of your target and then you get it sent out.  Timing is important because a piece will be mailed in the next few days, but the exact day is never completely guaranteed.  So make sure to always mail a day or two earlier to account for this.

Hopefully these tips will help you out if you are planning to run your own EDDM campaign.  EDDM is not the perfect fit for everyone but it is certainly a strong tool for many circumstances. And the cost and ease of EDDM is hard to compete against in the world of direct mail marketing.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Getting started on your first brochure can seem overwhelming.  But with a few quick tips here and there you will be off and rolling in no time. This is certainly not a comprehensive guide to designing a brochure and if possible, you should enlist the help of a professional.  If that is not possible though, and you need to get started right away, remember these tips to help out along the way!

1. Have A Clear Objective
   • The very first thing you should do is decide what you are hoping to accomplish with your brochure. Is it to introduce your company or a new product? Is it simply to provide more information on a service?  Any of these are great reasons and can be easily accomplished with a brochure you just need to define your objective.  Make sure to not try and accomplish too many things at once. Have one plan to focus on so that you can have a nice outline for your brochure.
2. Keep It Simple
   • This one is very important. Do not overload your brochure with too much information. This will make it boring and people will not read it.  Consider an eye-catching image with few words if your intention is to draw in customers.  If your goal is to inform then keep the information short and concise.  Use easy to read fonts that encourage the potential customer to inquire about more information.
3. Experiment With Folds
   • There are many different ways to fold a brochure. And depending on your objective and design you may find some are more useful then others.  You can stick with the tried and true trifold or you can experiment with a Z-fold.  None of the folds are objectively better than the others but depending on your design some may fit better and be a little more eye-catching.

Hopefully these tips can help you out if you are getting started on a brochure.  Of course this is no substitute for a professional but if you need to get the design completed by yourself, remember these tips and you should be off to a good start.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

The new year is a upon us and with it comes many new decisions for your business. How will you spend your marketing budget for 2019? Should you consider direct mail? Although many people will tell you that direct mail is dead and that digital is the absolute way to go, this may not be true.  In fact, recent trends show that direct mail may just be poised for a comeback.  National studies show that direct mail returned with a 4.25 – 5.0% response rate compared to digital retargeting ads at .7%.  There are multiple reasons for this resurgence in effectiveness.

1. Targeting Data

It is now easier than ever to segment the market.  With advances in data collection over the past few years it is now possible to clearly define your target market and only mail to those locations.  The data is extremely specific and if you know who your target is then there is a mailing list for them.

2. Personalization

The printing industry has seen its share of advances over the past few years as well.  And one of those areas has been variable data.  It is now easier and cheaper than it has ever been to personalize mail.  You can send out an entire mailing campaign that has your customers name printed throughout the brochure or even has the customers most frequently purchased items. This process used to be expensive and time consuming but with the new tech in the printing field it is now a very simple process.

3. Attention

The third reason for such a high response rate for direct mail is simply competition.  In the past mailboxes were stuffed to the brim with advertisements and flyers.  Then digital marketing boomed and now our emails are loaded with ads. The average person receives so many email ads a day they hardly pay attention to any of them.  With this shift in approach an opportunity presents itself.  The average home receives less mail than ever these days and so the competition for your target’s attention is lower. People are responding to direct mail because they are receiving so much less of it.  It is much easier to stand out in a mailbox now than in an email blast.

These three reasons are just some of the explanations why direct mail is seeing a marketing industry revival. It being easier to personalize and having less competition presents a unique opportunity for businesses to capitalize on their target market.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com