Inkwell Printing Company

Advice from the Printer

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How To: Pick A Printing Company

The printing industry is full of many different companies.  From local mom and pop shops to national internet-based companies, the market has many different options to consider when picking your printing company to work with.  So how can you decide which one is best for you?  Here are a few things to keep in mind when you are selecting your printing company.

Printing Company

Consider your project

Most all printing companies can handle the same types of projects. However, some projects fit some companies better than others.  This can drastically change the price depending on the machinery a printing company has.  Consider if your project includes mailing, is this printing company a certified mailing house or will it have to outsource the work? Think about quantities. Depending on the size of the presses and if they are digital or offset presses some companies can handle larger runs while others specialize in short runs.

Customer Service

Spend some time talking with the potential printing company. How is their customer service? Ask how they handle problems that could arise throughout the project. Some companies are less expensive, but you can only communicate with them through email. Is that a big problem for you or are you willing to work with that? Good customer service in a printing company is a sign that they care about your project. They will go above and beyond to make sure that your project meets your standards

Location

Location is very important if you are on a tight deadline.  If you continually need projects printed with a very short turnaround then you will need to look for some place local.  Delivery from a national company can take 3 to 5 days after the project is completed.  Keep this in mind when you are placing your order.  Also, if your project is a high-quality piece you may want to see a sample proof.  A local company can prepare one for you very quickly.

Visit The Facility

If possible, you should take a tour of the company.  This will serve multiple purposes.  First it will confirm that you are working directly with the company and not through a broker.  Second you can tell a lot about how seriously a printing company takes itself by the working conditions.  Finally, it will give you an even better look at the company’s customer service.

History

Lastly, look in to the history of the company.  Has it been around for an extended period?  Check customer reviews.  Even ask the company for referrals.  This will give you a good idea of the quality of work produced by this printing company.

 

 

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

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Direct Mail Myths

Direct Mail

Myth 1: Low Response Rate

Studies show that direct mail has a 4.4% response rate.  Which is significantly higher than the .12% average response rate of email marketing campaigns.

Myth 2: Direct Mail Can’t Be Personal

With the introduction of variable data printing you direct mail piece can be extremely personalized.  It no longer costs a lot to add a personal greeting to a mail piece.  You can even personalize a mail piece based off a customer’s buying history.  For example, you can include information on a sale item that a particular customer frequently purchases.

Myth 3: Direct Mail Is Expensive

In the past when all printing was run on offset presses a direct mail piece could become very expensive unless you were willing to buy thousands of pieces.  Now with the industry turning increasingly towards digital equipment you can run much smaller quantities for a much smaller price.  Direct mail is going to cost more than email marketing, but studies show that the average ROI on a mailing campaign is significantly higher than for an email campaign.  The cost may be more upfront, but the payoff will be better with the higher response rates.

Myth 4: Direct Mail Is Complicated

When people think about running a mailing campaign they think it sounds overly complicated.  This is simply not true.  A good printing company will have access to hundreds of lists that you can mail to.  Most can even design you a piece after collecting your information and have it printed and mailed in a week or two. It is a very low hassle project.

 

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

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How To: Rack Card

What is a rack card?  Generally, a rack card is a printed piece that measures 4”x 9”.  It is a great way to communicate information that requires more space than a business card but less than a full brochure.

Rack Card

The 3 keys to a successful rack card are:

  1. Standout Design
  2. Call To Action
  3. Distribution

 

Standout Design

Your rack card should be an eye-catching piece that effectively uses its extra space.  Focus on a graphic that is not too busy or distracting but that will encourage people to pick it up and learn more.  A rack card is not designed to be over flowing with information.  Remember it is not a brochure but instead it is a piece to raise curiosity in your business.

Call To Action

Your rack card should include a strong call to action.  Either encourage the potential customer to contact you or visit your website to get more information on the topic.  Another example of a good call to action is a coupon or offer.  Include this to get people to hold on to your rack card rather than tossing it after they have looked it over.

Distribution

The third key revolves around how you distribute your cards.  Rack cards are an inexpensive marketing piece, so it is important to get them to be seen by as many people as possible.  Have them at tradeshows or business expo booths.  Pass them out at your local chamber of commerce networking events.  And look to other businesses in similar industries as yours and ask them if you could put up a small stand at their front desk.  Many businesses and restaurants will allow you to do this.  And if you have a well-designed piece it should catch the eye of potential customers passing by.

 

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

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Tips To Make Direct Mail More Effective

When using direct mail one of the first things to consider is the list you want to mail to.  There are many different options for lists and any mailing company that you go to will have access to many of their own. But which list is right for your company?

Direct Mail

When picking a list you need to analyze your specific type of customer.  Do you sell to just businesses or are you a business to consumer company?  Do your customers live in a certain area or have a specific income level?  Are your customers primarily male or female?  These are all questions to consider.  A direct mailing list can be wide ranging and include many different people or it can be extremely targeted and include a few very specific people.  The list you select should be based on your usual customers.  Next let’s look at some different types of lists.

Every Door Direct Mail

This is a type of list that includes every door in a specified area.  You can select a zip code or a few mailing routes to send to.  This is a very inexpensive and comprehensive list.  The pros to a list like this are that you can mail to a wide range of people for a small cost.  The cons would be that you can not specify which doors to mail to.  If this is your list, then everyone along this mailing route will get one of your mailing pieces.  If you have the type of business that appeals to the majority of people, then this is the best route to take.

Targeted List

There are many different targeted lists you can select.  The post office or your local mailing company should have access to these lists.  These are effective if your company has a strong consumer profile built.  If you know that the majority of your customers are millennials between ages 19 and 29 who are in a specific income bracket, then that list is out there for you.  It is amazing how specific some of these lists can get.  The pros to this list are that almost every piece you send out will be put into the hands of the exact type of consumer that your company is aiming for.  This will give you a higher return on investment.  The cons are that this list is more expensive than the Every Door Direct Mail List.  But if you can effectively target your specific customers then this list will pay off more.

Personal Database

This type of list is one that was made by your own company.  It will include past customers and prospects that you have collected information on.  This is a great way to reach out to people who have previously bought from you and ones who you believe have a high probability of becoming a customer.  The pros to this list are that it is the most effective mailing list.  This is the most highly targeted list and will have the best returns.  The cons are that this list takes a very long time to put together and involves a lot of extra effort on your company’s side.

Regardless of which list you decide is best for your company the most important part of a direct mail campaign is in the tracking of your results.  You must track your results so that you can decide what worked and what did not work.  Then you can make minor tweaks to your piece and to your list to make your return even higher.  This will increase the effectiveness of each direct mail campaign that you run.

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

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Why A Business Should Send Holiday Cards

The holiday season is rapidly approaching.  For some businesses this is a busy season. For others it is a slow season.  Whichever category your business fall into, this is the time to send out your holiday cards.

Holiday CardsHoliday Cards

Holiday cards serve many purposes to a business. They are an excellent way to show appreciation for your customers.  They are inexpensive and go a little above and beyond for those customers you are grateful for.  A customer will appreciate this personal gesture from a business.  The biggest benefit of the holiday card is that it is a nonintrusive way to get back in front of your customers.  They are not a sales pitch and they are not meant to be a traditional advertisement.  They are a much more subtle and personal connection to your customer.  This means they will be noticed by your intended audience.

 

This time of year, mailboxes are flooded with different ads and coupons from all your competitors.  People receive so many different types of ads that they do not even pay attention.  Most of these will be discarded without a second look.  Your holiday card will be an exception to this.  Keep your card relatively simple.  Put it in an unbranded envelope with a nice card on the inside.  If you can add a personal handwritten message this is an excellent extra touch.  But remember, the focus of this card is to wish the customer a happy holiday.  It is not to advertise your business.  Keep your business name small in the bottom of the card to show who sent it.  This personal gesture will be far more noticed than the companies that send the obviously a sales pitch card.

If you remember these few tips about keeping your card personal, and nonintrusive then the holiday season can be an excellent time of the year to separate yourselves from your competitors.  Do not let this opportunity go to waste.  Get your holiday cards out soon!

 

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

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How To: Trade show Booth Marketing

Trade shows are an excellent way to market your business.  But what all is needed to get the most out of your trade show booth?

  1. Posters
    • Posters are a great way to show pictures that showoff your company’s products or services. Hang a few behind your booth to catch the eye of people walking by.  These are most effective when they are simply pictures and are not designed to overload with information.  Make them eye catching and pleasing to look at.
  2. Retractable Banners
    • Retractable banners are a must for every trade show booth. They are easy to transport and install.  They are compact but then expand into a great marketing tool.  A well designed retractable banner will draw people in to your booth and let them know who you are. 
  3. Flyers
    • Your trade show booth should have a strong mix of informational material. Flyers are an easy handout to pass to people that won’t bore them with too much.  A flyer is not meant to give every detail about a product or service.  It is meant to catch the eye and make people remember your company.
  4. Brochures
    • With your flyers you should also have a few brochures. These will be informative and have more in-depth information on your service.  These you will hand out to people who seem more interested or who request more information. Brochure
  5. Coupons
    • A coupon is a great way to draw people to your booth. They also serve as an excellent tool to get people to come visit your store after the trade show.  People will be more likely to keep a coupon then the rest of the materials they are given that day.
  6. Giveaways
    • If you have ever been to a trade show or a business expo then you have seen that most booths offer some sort of free giveaway. Maybe a chance to win a prize by entering a drawing or some free promotional handouts like pens.  These giveaways will get people to stop at your trade show booth rather than just pass it by.

Consider these 6 things to get the most out of your next trade show booth.

 

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

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How To: Brochure Design

A brochure is an excellent way to give more information about your company or services.  But how do you design a brochure?  Here are some steps to get you started on creating this important piece of marketing material.

Brochure

 

Checklist

Before you begin creating your brochure there are a few things that you will need.

  1. Logo
    • A high-resolution company logo is vital to your brochure. This will appear throughout the different sections so a strong logo is important.
  2. Image
    • High-resolution images are critical as well. Pick a few that represent your company and services and make sure that they will show up well in print form.  Many pictures that look good on a computer do not print well.  Check with your designer to see if your images will work or if they will come out blurry.
  3. Copy
    • This is the text you will use to describe either your company or the service that you are advertising. It should include an about section, service information, and contact details.

Now that you have your checklist you will begin to create the brochure.

  1. Format
    • First you will need to decide on the layout of your brochure. The two most popular are bi-fold and tri-fold.  If your goal is to show a lot of detailed information, then a tri-fold will work best.  If you are planning to show a few large pictures then stick with the bi-fold.
  2. Design
    • Next you will select a template for your content. There are many different templates you can find online or a designer can design your own for you.  Stick to colors and a layout that matches your brand image.
  3. Layout
    • Now you are ready to begin to insert your content. Use multiple images and sections to separate your different information.  Do not overload the customer with too much information or they will not read it.  Stick to short brief descriptions whenever possible.
  4. Paper
    • Finally you are ready to select your paper grade. Choose a stock that fits with your style.  If the brochure is meant to be reusable then make sure it is a sturdy stock.  And consider a glossy finish to keep marks and stains off.

 

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

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How To Design An Effective Brochure

When designing a brochure to explain your company’s product or service there a few important things to keep in mind.

Brochure

Step 1.

  • First and foremost, you should design an eye catching cover. This is the first thing that your target audience will see and it is important to draw their attention to your brochure. You want your potential customer to be curious enough to open the brochure and look for additional information. You also want it to be unique so that it separates itself from the other brochures this customer has received.

Step 2.

  • Second, remember to show and not tell. You should use pictures and small amounts of text to describe your service. This is a brochure not a book. You will only have a few minutes of your potential customer’s attention so you need to get across as much information as you can quickly. The best way to do this is pictures and not long paragraphs of text.

Step 3.

  • Third, do not cut corners on quality. This brochure describes your business; it is meant to represent your product. Having a low quality brochure gives the customer a bad first impression of your business. A poorly produced brochure insures that your target audience will simply toss it out the first chance that they get.  Have a professional design it, there are many tips and tricks that the professional will know that will make it a far more effective brochure.  For example, certain colors are considered too distracting and certain fonts are not effective for particular strategies.  A professional will know all of these things to consider, they are worth the extra cost to see the most return out of your brochure.

Step 4.

  • Fourth and final tip, make sure to include a call to action. Is your goal to get people to call you? Then give them a reason to call.  Ask the customer to seek more information, then list your phone number. Or maybe you want to drive traffic to your website. Then give them a reason to visit your site. Regardless of your intentions, make sure you have a call to action. This will greatly increase your effectiveness.

For more helpful information check out our blog at: http://www.inkwellstl.com/advice-from-the-printer/

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

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Retractable Banner Design Tips

Retractable banners are an excellent marketing tool.  They can be used to increase foot traffic at a store front or a trade show booth.  A retractable banner is perfect for setting up a booth at a business expo as well.  But how should one be designed?

Retractable BannerRetractable Banner

Logo

First and foremost, company logo and name should be large and at the top of the banner.  This will help in company brand building.  Keep the logo separate from other messages and pictures on the retractable banner so that it is easily identifiable.  Other company information like contact info and address should be listed at the bottom of the banner.

Images

Secondly, a retractable banner has a large amount of space to be used.  Do not clutter this space up with too many messages.  Take advantage of one or two high quality full color images to speak for themselves.  Make sure these are full color and eye-catching images.

Message

Next, consider what message to display on the retractable banner.  If your company has the budget to buy multiple banners then consider having very specific call to actions that are relevant to the event.  If you do not have the budget for multiple banners then aim to make your banner one that can be used as a universal banner for all events.  Getting your company’s message and goal out to people is more important than just a list of products and services.  Try to display what your company is all about in as little words as possible.  The banner’s job is to draw people in and to introduce your company.  It is not a sales brochure.

 

In conclusion, the goal of a retractable banner is to increase foot traffic and introduce your company to a potential customer.  If designed effectively a banner can be an excellent tool for brand building.  Hopefully these tools can help get you started with designing your banner!

 

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

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Most Popular Business Card Size

The first decision when designing a business card is size. What size is the most effective?  There are many theories on business card size.  Some believe that using a unique one will help you stand out.  But many others believe that unique sizes simply get tossed out because they do not fit.  These are things to consider when deciding how you want your card to look. Here are 3 of the most popular business card sizes.

Business Card

  1. 2” x 3.5”
    • This is the most popular option in the United States and Canada. It is the standard business card size of designers.  Used most frequently by industry professionals this is an excellent way to present a professional image.
  2. 2” x 2”
    • This square card is slightly more creative. It gives off a more modern look.  Excellent for businesses in the creative and artistic fields.  Furthermore, it still fits in business card holders so it will not simply be tossed for being too large.
  3. 17” x 3.35”
    • This is the most common business card size in Europe. Excellent for international business or travel.  It is at risk of being too large for some people who keep their received cards in a wallet or holder.

In conclusion, these cards are the most commonly used cards in the business market.  However, there are many more things to consider when designing your card.  Make sure yours is personally tailored to fit your business and industry.

 

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

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