Inkwell Printing Company

Marketing

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Direct Mail In 2019

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.

Direct mail

  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.

  1. 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.

  1. 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

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Print Needs For 2019

A new year is just beginning and with it comes new year’s resolutions.  Many of these personal resolutions will revolve around your business.  These are a few print related items you will need to get started on your best year yet!

Print

Business Cards

Maybe your resolution involves going to more marketing and networking events.  You will need a big supply of business cards for all these new events you plan on attending.  Check out our article on business card design if you plan on updating your cards.

Tradeshow Banner

Do you have any tradeshow or convention events you plan to attend in 2019?  If so, make sure to get a banner printed to represent your company behind your table.

Postcards

Postcards can serve many different purposes in marketing.  They can be mailed to potential customers or they can simply be handed out at tradeshows to give a little extra information.  Post cards help you standout more than a business card but don’t overload the person with information.  They are perfect for showing off a good graphic.

Brochures

Now for the most important item in print marketing, a well-designed brochure.  This piece helps tell the customer everything they need to know about your company/product.  At a marketing event if someone inquires more about your company but you don’t have time to tell them everything a brochure is perfect.  If you are going door to door it is a perfect leave behind to answer any unasked questions a potential customer might have.  All in all a well-designed print brochure is a crucial marketing piece for many different circumstances.

 

These four items are just a few of the print-based marketing items you may need to get 2019 off to a great start. Good luck in the coming year and with any professional and personal resolutions you have set!

 

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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Nonprofit Printing: Annual Appeal Mailing Tips

Annual appeal season is here for nonprofits.  This can be a very busy and stressful time of the year.  Here are a few quick tips we have put together to help ease some of that stress.

Annual appeal

  1. Plan your calendar

Timing is going to be a key feature of your annual appeal mailing.  Start planning early so that you are not in a rush at the end of the year to get your letters out.  Also if you plan on doing a multi piece mailing timing is a crucial element.  Send the letters out too close together and you risk annoying your potential donors.  But send them out too far apart and you may be forgotten amongst the other appeals they are receiving.  Research your target market to find some of the best timing practices for your mailing.

  1. Set a goal

Have a clearly defined goal for your annual appeal.  Not all mailing pieces need to have the goal of raising money directly.  The first pieces you send may need to be informative pieces with the intention of raising awareness.  Or maybe your plan should be to drive them to follow your social media sites.  These people can later be converted into donors.  Whatever your plan is, a clear goal needs to be set so that you can design the most effective piece.

  1. Budget

If you run your own nonprofit organization then you are well aware of how important budgeting is.  The annual appeal is one of the most important fundraising opportunities for nonprofit organizations so decide on how much you plan to raise this time of year.  Then set a firm budget.  Make sure the vendors you work with respect your budget and stay within it.

  1. Specific audience

Target as specific an audience as you possibly can.  Many times getting in front of the most people possible is not as effective as getting in front of a smaller group of interested people.  Mailing lists for all types of demographics exist if you do not have one on your own.  The strongest list is going to be a list of supporters that you have collected throughout the years.  If you do not have your own list, then reach out to local printing/mailing companies.  They will have access to mailing lists that can target people based on interests and other qualities.

  1. Design

Designing the final annual appeal piece is the biggest part of this project.  But if you have followed the steps listed above it is much easier than you think.  With a set goal, budget, and audience most design companies can come up with a very effective piece.  Find a company that has experience with these pieces and make sure your appeal is as personal as possible for the best results.

  1. Track data

Finally, track your results.  Although this may not seem like the most important step it is extremely helpful in the long run.  If you can locate your most effective pieces, then the next year you can dedicate more resources in that area.  This will lead to improving your annual appeal each year.

 

Hopefully these tips can make this annual appeal season go a little more smoothly and relieve some of the stress.  Have a happy Holidays!

 

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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Holiday Cards: Why A Business Should Send Them

The Holidays are upon us. Whether this is a busy time of the year or a slow time for your business it presents a great opportunity.  The opportunity to show your appreciation for your customers. This is where holiday cards come in to play.

Holiday Cards

Holiday cards are an inexpensive way to go a little above and beyond for your customers.  They are a personal gesture that can help grow a real connection between them and you. Holiday cards are not a sales pitch, they are not trying to take advantage of the increased spending many households go through during the holiday season.  They are just a way to say thank you.  They are personal, fun to receive, and your customers will appreciate them.

During this season people will be receiving countless sales ads and their mailboxes will be full of promotional pieces.  Most of these marketing pieces will be tossed without a second thought. But your simple, genuine holiday cards will get noticed.  They will get opened, and the customer will appreciate not being overwhelmed with marketing.  Keep your card to the basics, a nice message and a signature.  Maybe don’t even include your contact info, just to really show that this is not a sales pitch.  Make your holiday cards feel genuine, with no underlying motive other than to say thank you for supporting your business throughout the years.  This is an extremely non-intrusive way to help build a more personal relationship with your past customers.

Keep these tips in mind when designing your holiday cards and have a Happy Holidays!

 

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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Printing For Nonprofits

If your nonprofit is trying to grow engagement or build your brand, these print materials can help you do just that. Consider adding these items to your marketing plan this year.

nonprofit

 

Postcards

Postcards are an excellent way to stay in front of potential supporters. They can be used as a personal thank you for a donation or to encourage contact.  A well-designed postcard is a nonintrusive way of reminding your supporters to think about you.  Remember when it comes to most people, out of sight out of mind.

Brochures

Every nonprofit needs a strong brochure to explain exactly what services they provide.  The brochure should also explain your company’s mission and a little about why it exists.  These brochures make great handouts when you do not have time to give the full story of your nonprofit.

Invitations/Event Tickets

As a nonprofit you probably have many events throughout the year. Events like trivia nights, galas, and golf tournaments can be great fundraisers.  A personal invitation can increase attendance and participation in events.  Then once they have RSVP’d you can get them a ticket or raffle tickets to raise money during the event itself.

Envelopes/Letterhead

Custom envelopes and letterhead can be very important when it comes to building your brand.  You want your logo to stand out and have meaning when it is seen in public.  You must build this strong brand by having professional stationery for any contact with supporters.

Annual Appeal

Annual appeal season can be a stressful time of the year for nonprofits.  But if you work with a printing company that has experience in this area they can design you a highly successful direct mail piece.

 

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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Business Stationery Every Company Needs

Whether you are just starting out or are a long-established company.  This list of stationery is important to help you succeed.

Business Stationery

 

Business Cards

Business cards are an obvious but important need for companies. A well designed business card is a crucial piece of stationery to keep in contact with potential customers.  A business owner should always have a few business cards on them where ever they go.

Custom Envelopes

Custom envelopes with a company logo on them are an excellent way to give off a serious and professional image.  If you mail to your customers often you should consider a custom envelope to increase recognizability among prospects.

Notepads/Letterhead

Another important piece of stationery to have around your office is branded notepads and letterhead.  Whether it is simply for writing down interoffice memos or for sending important messages to customers, branded notepads and letterhead are great for building your brand.  Also branded notepads make for great handouts to prospects.  Everyone keeps notepads on their desk and it is great to have your logo in front of them every single day at work.

Brochures

The final piece of stationery every company should have on hand is a well-designed brochure.  A brochure that explains who your company is as well as gives a list of services is crucial to a business.  This brochure can be handed out at conferences or networking events to quickly give a potential customer more information about your business.

 

Hopefully this list of important business stationery can help you on your way to growing your business. 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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Designing A Business Card: What Goes On The Back?

 

When designing a business card there are many questions to consider.  But one that often gets overlooked is what to put on the back of the card.  The front is full of important information like company name and your contact info, but what is the back for? There are a few different routes you can take here.

Business Card

Blank

The first and easiest choice is simply to leave the back of the card blank.  If you are an active networker this could be a great choice for you.  It leaves and empty space for you to take small notes when meeting someone.  You will never be without a place to write down a reminder.  But this is not for everyone.

Services

The next option to consider is a list of services.  This can be a great way to give a potential customer a small glimpse of what it is your company specializes in.  Make sure not to flood the back of the card with too much information.  As this will lead to it being completely ignored.  People don’t want to read the fine print on the back of a card.  Keep it to a few services that you feel are important for someone to know.

Promotion

Another route you can take is to put a promotion or coupon on the back of your business card.  This is the strongest way to ensure that someone holds on to the card.  If your company has a retail level, then this is an excellent option for you.

Graphic

The final option to consider is to use an eye-catching graphic.  This is an excellent idea for photographers or graphic designers.  Put a graphic that makes people stop and look at it.  Or a graphic that showcases your work as a photographer.  This is a great personal touch for a business card.

 

Hopefully these tips can help you in your business card designing process. 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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4 Ways To Use Postcards In Marketing

Postcards are an inexpensive and effective way to market your business.  While there are many different ways that postcards can be used, these are just a few ideas to get you started on implementing postcards into your marketing plan.

Postcards

  1. General Info

The first and probably most obvious way to use postcards, is to use them for general info.  Postcards are very inexpensive to mail and can be sent to a large number of prospects.  Do not overload your postcard with too much information as this will deter people from reading.  Use a nice eye-catching graphic to draw a potential customers attention.  Then include a small amount of information about your company or a particular product.  This is a great form of soft selling.

  1. Coupon

Another effective usage of a postcard is for coupons.  Mail these out to past customers to increase the odds of them revisiting your store.  Include a call to action on the coupon with an incentive to use it quickly, or else many will simply be forgotten.

  1. Announcements

Postcards are a great way to make announcements as well.  They are small, eye-catching, and perfect for passing on small amounts of information.  If your company has a grand opening or an anniversary event coming up, a postcard is a great way to get the word out.  Design the postcard to look like an invitation to get people to come check out your event.

  1. Handouts

Another less obvious way to use postcards are as handouts.  Postcards do not have to be used as mailing pieces exclusively.  They are perfect for tradeshows and other marketing events where you would like to give someone more information.  Postcards can fit more information then a business card while still being small and easy to carry.

 

Hopefully you will find these tips useful and can find a way to implement postcards into your marketing plan.  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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Business Card Design Checklist

Whether you are starting a new business or going through a company rebranding, designing a business card is a very important step.  Here are a few things to keep in mind when you are deciding what direction to go with your cards.

Business Card

Logo/Graphics

First and foremost, make sure you have access to a high res version of your logo and any graphics you want on the card.  You will need a high res version to ensure that your card can be produced at a high quality regardless of size and shape.

Size/Shape

Next, consider the different options in size and shape of cards. The standard size is 2” by 3.5”. Consider your industry and if the standard size is what you would like.  Sometimes designing an eye catching and unusual shaped card is very effective.  But for more professional industries, like finance and law, a more standard card is appropriate.

Cardstock

Now that you have selected the shape you want your business card to be, consider the weight of paper you would like.  A thicker paper adds a very nice and professional feel to a card.  There are also many other options of materials like plastics that can help a card stand out from the competition.

Info

Finally, it is time to decide the information that you want on your business card.  Do not overload the card with too much information.  This is distracting and will often cause the entire card to be overlooked.  Keep the information down to the essentials and encourage interaction with your card.  Encourage a potential customer to enquire more about your company.

 

Hopefully these quick tips will help you when designing a business card.  It may seem like a daunting task at first but with a little help from a professional designer it is a painless step in the process of growing your business.

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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