Print Perfection: Achieve Foolproof Production with this Pre-Printing Checklist

Print Perfection: Achieve Foolproof Production with this Pre-Printing Checklist

Have you ever rushed out the door and slipped on an icy sidewalk?

Or made a hasty decision in traffic that cost you loads of energy in the long run?

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

According to large-volume print production expert Allen Glazer, marketers should allocate 25-75% of a design project’s budget for printing costs. And if you don’t catch a mistake in prepress, it will be much more costly to fix down the line.

Do you want to be proud of your next print project while smoothly transitioning from design to print? Use this handy preflight checklist to help you eliminate chaos when a deadline is near.

Thoroughly Proof Your Piece

Scour 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.

Include Correct File Formats and Crop Marks

It is crucial for you to send the correct file formats (like InDesign, PDFs, etc.) for your project.

This includes support files — such as original images, artwork, and fonts — in clearly labeled files. If you have to convert files, check for any corruption or formatting errors.

To maintain your design’s integrity, it is important to link all aspects (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 Resolution

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. Also, be sure to clean up distracting resizing or conversion artifacts and lighten any images that may require an ink density too high for the type of paper being used.

Use Consistent Page Layouts

Clean layouts communicate professionalism and make documents easier to read.

Proof your design (especially multi-page documents) to ensure margins are consistent on every page, including booklet covers or pages that feature charts or infographics.

Convert Image Formats to CMYK

RGB 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-color plates (cyan, magenta, yellow, black).

Most design software will allow you to convert or save a file in CMYK easily, or there are several free online file conversion tools available.

Provide a Printed Proof

A surefire way to ensure a quality product is to generate a poof and discuss it with your printer 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).

Nervous? Don’t worry. 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 prints.

Expand Your Market: 15 Ways You Can Use Direct Mail to Sell in 2021

Life is noisy.

In today’s world, everywhere you look, you’re constantly swamped by ads: buy this, watch this, subscribe now!

How pervasive is this? These stats give us a glimpse:

• Thanks to the internet and new technologies, the average viewer is exposed to between 6,000 and 10,000 ads daily.
• Google has managed to grow its advertising revenue every year for the past 19 years. It made over $134 billion in 2019 alone, just from advertising.
• Sixty-five percent of people say they skip online video advertising – doing so as soon as they get the chance – and 76 percent say this is an ingrained behavior.
• In 2020, the average open rate for marketing emails was around 21%, and more than 20% of marketing emails never made it to a subscriber’s inbox.

In contrast, more than 40 percent of recipients scan or read the direct mail pieces they get, and consumers are 22 percent more likely to purchase products promoted through direct mail than they are products advertised through email.

Maybe this noise overload is one reason younger people are placing greater value on print products. Millennials say they value direct mail in general: 69% of Millennials said they “somewhat” or “very much” like print coupons for restaurants, and 65% said they like coupons for retail businesses. In one survey of Millennials, 75% of respondents said receiving personal mail makes them feel special.

Open the Door with Direct Mail

All of these are wonderful reasons to add direct mail as an arrow in your marketing quiver.

In the digital age, an ink-on-paper sales letter or direct-mail package that your customers can hold in their hands will really distinguish you from competitors. More exposure means higher response rates. Higher response rates lead to more leads. And more leads generate greater sales!

When you’re ready to expand your market, here are several ways to package your message through direct mail.

• Make an announcement (perhaps using a flashy invitation or an oversized postcard)
• Send a sales letter or script font note combined with a catalog or brochure
• Introduce a new product or service
• Distribute a maintenance or service checklist with a detachable coupon
• Generate long-lasting impact with a sleek postcard magnet
• Invite people to attend a product demonstration, educational seminar, or nonprofit fundraiser
• Send renewal reminders for subscriptions, contracts, insurance policies, or service agreements
• Send holiday greetings with a special New Year’s offer
• Welcome inactive customers back with an incentive
• Get your company in front of fresh prospects using new mover marketing lists
• Promote a “live” social media event you are hosting
• Distribute valuable content through educational newsletters
• Conduct a sweepstakes event or contest
• Sell seasonal merchandise or products linked with hometown favorites
• Offer a free analysis or a complimentary cost estimate, review, or consultation

New Prospects = New Possibilities

Some marketers shy away from print, which is truly a loss.

Mastering direct mail can help you strengthen your reputation, drum up leads, entice new prospects, and make you a hero to your clients or boss.

Need some quick-to-print templates or tips on no-hassle mailing lists? Contact us today! We’re here to help.

Why Direct Mail Postcards are Worth Every Penny

Why Direct Mail Postcards are Worth Every Penny

Although postcards are one of today’s beloved print pieces, they had a humble beginning.

The earliest postcard dates back to 1840 when an English man named Theodore Hook sent one to himself. By 1861, the US Congress allowed privately printed cards, weighing one ounce or under, to be sent through the mail. That year, John P. Charlton copyrighted the first postcard, and by 1901 postcards were a regular part of mailed communication.

Generate Huge Exposure with Just One Mailing

Fast forward a century.

Postcards are now an essential marketing option for many businesses, and with good reason. These versatile tools represent a huge opportunity for companies that do it right.

And the results are compelling. One real estate agent makes $5,000 to $20,000 in commissions every time she runs a direct mail campaign. A Texas dentist added six figures in new revenue thanks to one mailing. And a financial services firm spent a few thousand dollars to net dozens of new clients with an average value of $1,500 each.

Why are postcards so effective?

According to UnitedMail, 79 percent of people act on direct mail immediately (while only 45 percent do so for email). More than two-thirds of consumers open all of their mail, even easily recognizable junk. And this is especially true for young people! According to the U.S. Postal Service, 36 percent of people under age 30 look forward to checking their mail, and 37 percent of the coveted 25- to 35-year-old demographic immediately read their mail.

Since postcards are so visually accessible, they are read frequently and generate huge exposure. When businesses target specific audiences and link to tailored landing pages on their website, they can spark considerable revenue with just one mailing.

Postcards generate fast results, and they work for any business. As long as you have a clear marketing strategy and great graphic design, postcards will work for you!

4 Keys for Designs that Deliver

When you are ready to launch your direct mail postcard, here are four keys for generating compelling, actionable designs:

1. Design with Your Audience in Mind

If there’s one mistake common to most marketers, it is this: assuming your audience knows the terminology of your industry.

Whether you’re a financial advisor or a chiropractor, frame your ideas in words that would make sense to anyone.

2. Paint a Picture of the Problem You Can Solve

People won’t read every word you share, so don’t bury the lead.

Immediately communicate the problem your business can fix. Center your writing around how your product can make people’s lives easier or better.

3. Use Simple, Crisp Graphics

The image on your postcard should be instantly recognizable.

While it may be fun to try something clever, this often confuses the audience. Since you have mere seconds to communicate an idea, your image should reinforce the concept in a strong, obvious way.

4. Add Bulleted Lists and Distinct Next Steps

Readers won’t engage with longer text, so shoot for punchy subheadings or bulleted items that clarify value.

People want more than just a phone number or a web link. Be specific with CTAs like, “subscribe to ___ for ______” or “call today for your free consultation!”

Let Our Team Mail for You

Ready to expand your reach with a focused direct mail campaign?

Save on stress and expense by consolidating your creative processes. Our full-service design specialists can provide the artwork, the printing, and even the mailing services. To get a quote, visit our website today!

Envelopes: The Humble Hero of Direct Mail

Envelopes: The Humble Hero of Direct Mail

Who doesn’t love a good party?

As we move toward year-end holiday gatherings, many of us look forward to gathering with friends and family. However, a party is only successful if people actually COME, and most people attend for one primary reason — they were invited!

Attractive Envelopes Invite People to “Come on In”

The same principle is true in business.

A mailing is only as effective as its response rate, and an envelope serves as a great invitation to dig deeper. Custom envelopes are a simple tool that dramatically increases reader response. In a world of distraction, envelopes serve as a soft introduction, inviting people to “come on in” and experience more of what you have to offer. Thoughtful, creative envelopes will entice people to dial into (and not discard!) the message you have carefully crafted.

Do you want to expand your business by reaching new prospects? Current direct mail statistics are exciting! The 2018 Direct Mail Association Response Rate Report revealed household list response rates are around nine percent, significantly up from 2017, when it was 5.1%. The prospect list response rate was 4.9%, also showing a significant increase compared to the 2.9% the previous year.

What’s contributing to this spike? Technology. Thanks to technological advancements, mail marketers are gathering more data about consumer behavior. On average, response rates increase by 30% when direct mail is paired with digital targeting.

When you send mail to people who actually look forward to it, you’ll prompt much greater interest!

4 Keys to Getting Your Envelopes Opened

When you’re ready to create your custom envelope, here are a few things to keep in mind.

Oversized envelopes have the highest response rate

Larger envelopes prompt a reader response rate of around five percent, the highest of any direct mail format.

When you break from the norm, people will notice. Experiment with a wide variety of shapes and sizes, colors, and textures (linen, cockle, matte, coated, glossy, or metallic). Make your envelope stand out from the other envelopes people receive every day!

Follow the three-second rule

When designing your mailing, remember the envelope has about three seconds to engage readers.

Grab attention with enticing product photos or short teaser prompts (like, “your free gift is here!”). You pay for the whole envelope, so why not use it? Use every inch for impact by including your logo, taglines, or back-flap branding.

Experiment with the “extras”

There are so many ways to build curiosity with your envelope.

Have fun with options like these:

• Try a peek-through window featuring a color photograph of your product, a membership card, or contest entry form.
• Embellish your envelopes with foil stamping or embossing to feature an anniversary or warranty seal.
• Drive engagement by using a zip-strip opener, a peel-off sticker, or a pull-off repositionable note to encourage reader retention and reaction. The longer your prospects engage with your envelope, the more likely they will be to open it.

Put the reader First

When crafting a sales pitch, many marketers focus more on the product than its audience.

But readers are not primarily concerned with how slick your idea is, they are concerned with how great it will make their lives. Envelope taglines or images should concisely present a key benefit your product brings to consumers.

Packaging Matters

Great packaging can increase response rates and enhance emotional connections with your clients.

Are your envelopes offering people your best? In a world of visual clutter, excellent envelopes are a vital component of every marketing mix. Be sure your envelopes carry a message that’s classy and confident, just like you.

How to Keep Your Cool in Pressure-Packed Situations

In July of 2020, more than four million people savored the chance to watch live Major League Baseball on the opening night of a historic 60 game series.

Due to the intensity of the abbreviated coronavirus season, each game matters immensely. By winning the first game, a team instantly has nearly a 3-game lead over the team that it beats. With the number of season games shrinking by half, every homerun and strikeout is intensified. Only those teams that can perform well under pressure can pull out a short season victory.

Many people in the business world are facing a similar pressure.

Corporate teams have been forced to adopt tighter timelines, operate with a slimmer margin, or do more with fewer teammates. How will you respond to that pressure? And how can you encourage those around you to avoid panic or stress?

Here are three tips to guide you through moments of high intensity:

1. Create a Prioritization Strategy

Make a list of monthly tasks and then assess each item.

Ask questions like: is this item important to me? Will it relieve pressure or clear space in my day? Does it move our team forward? If not, look at delegating, postponing, or eliminating this task.

2. Focus on the Fundamentals

You never really become better in the moment.

In moments of immense stress, it is easy to make foolish decisions or go for the "Hail Mary" option. With so much uncertainty, playing a wild card can be a costly mistake. Instead of looking for a magic bullet, focus more on the most basic, time-tested strategies for success. Whether this is following up on prospects, or just a willingness to make the high-percentage "predictable" move again and again, stick with strategies that have historically brought success.

3. Change How You Think About Pressure

"Pressure is a privilege."

Tennis great Billie Jean King has been credited with this quote, and there is a reason it hits home for so many.

One of the most daunting parts about working in tense conditions is the temptation to psyche yourself out. Sports psychologists help athletes overcome this by using visualization of positive outcomes. Before a match or competition, top players coin short phrases describing who they are at their best: "I am consistent, I am intimidating, and I never give up without a fight." When stressful moments come, athletes don’t focus on the worst ("don’t strike out, don’t strike out") but consciously visualize success. When confidence flows, players are more likely to rise to their potential.

Another way to visualize success is by breaking a mammoth task into manageable pieces so you can actually "see" how the work could be completed. Best-selling author and business coach Dave Anderson says people can face overwhelming situations by breaking their response into manageable pieces:

"More often than not, we worry about some imaginary catastrophe that never happens, and that tends to render us powerless," Anderson said. "Focus on one aspect of the task at a time, instead of looking at it in its totality. If you make a list of every step and use a "paint-by-numbers" approach, you’ll be fine."

Resistance Training Builds Strength

Whether it is demands from your boss or supply chain obstructions, every person has obstacles that threaten to derail them from success.

But ultimately, stressful situations can push your performance to levels you could never reach otherwise. As University of Tulsa psychologist Jennifer Ragsdale says, "without challenge comes boredom. A life with zero stress is not a life worth living."

Communicate Excellence with Vibrant Printed Posters and Signs

Communicate Excellence with Vibrant Printed Posters and Signs

One glance is truly all it takes, and recent eye-tracking studies demonstrate how quickly first impressions happen.

Dr. Hong Sheng, assistant professor of technology at the Missouri University of Science and Technology, employed eye-tracking software to analyze and scan response patterns as students viewed website screenshots. Subjects averaged merely 180 milliseconds on a particular section before moving on. (For a reference, 185 milliseconds is about the time it takes for a helicopter rotor to make one full rotation).

Sheng also found it took people less than two-tenths of a second to form first impressions that significantly affected outcomes:

“The longer the participants stayed on the page, the more favorable their impressions were,” Sheng said. “First impressions are important and . . . [these impressions] can determine whether that user forms a favorable or unfavorable view of that organization.”

Big Statements Win Business

If a website glance can have such an impact, how much more will a large-scale display?

Research shows that people are 70% more likely to remember a brand advertised in print as opposed to online, and large-scale posters and signs are a logical, cost-effective way to spark interest. No matter what product or service you are promoting, a perfectly placed sign can stop people in their tracks. Thanks to their size and bold colors, there’s no doubt that your vivid images will meet people where they are and naturally stick in viewers’ minds.

Printed posters and signs demonstrate that you are vibrant and capable. Signs that appear in public places radiate confidence, making your business seem more creative and trustworthy. For example, one Health and Information study showed that posters were among the best ways to increase knowledge, change attitudes, and alter behaviors. A well-designed poster shows you do things with excellence, and people are in good hands with you!

And signs aren’t just static. Large scale displays can be customized to include a coupon or a quick-response (QR) code, leading your prospects to your website, landing page, or even a creative video advertisement. From explaining complicated processes to posing a question that someone absolutely MUST find the answer for, interactive graphics are a great way to engage bystanders or snag curious prospects.

Whether you exhibit one poster or sign or display a whole row, big displays get big results!

A Fast Track to Success

Ready to get started?

Check out our online ordering options! Here you can re-order from your existing products library, or submit a custom design. Plug into creative concepts like these:

–Use big color posters as art reproductions, event features, service menus, or promotional collectibles

–Create patterns of simple posters to build a striking, geometric display

–Add frames, cardboard or foam backing, or swivel display mounting for stability

–Extend your poster’s lifespan by adding a durable laminate coating

Need a jump start? Contact us today about full-service graphic design. We’ll work hard, so you don’t have to!

How to Establish Trust with Potential Clients

How to Establish Trust with Potential Clients

Have you ever received a cold call from someone trying to sell you something?

Which of these actions characterized your response?

1. You found an excuse to hang up
2. You used short words or sentences in response to leading questions
3. You used delay tactics or told the salesperson you’d call them down the road
4. You were excited about the call and took proactive steps to learn more

If you are like most people, you probably lean toward a quick disconnect. That’s because behaviors 1-3 are basically kneejerk reactions that display a lack of trust.

Easing Past Apprehension

Sales can be scary – for everyone involved.

When you begin by recognizing this, you gain an immediate advantage. If you want to influence how a person thinks or responds, first you must guide them out of the calm sea of apathy and into riskier waters of decision.

And that requires trust.

So how do you get there? Especially if you’re wooing prospects you might never see face-to-face? Here are three helpful options:

1. Become More Transparent

Transparency simply means making something accessible.

There’s been a shift in marketing, especially as content marketing has gained traction, and your clients expect answers at their fingertips, without a middleman or any layers of hidden information.

Want to get things out in the open?

List prices on your website

(rather than hiding them behind a phone call)

Address uncomfortable or controversial questions upfront

(instead of waiting for prospects to ask)

Invite people into your world

(show prospects the faces and voices of your team: a group of actual humans who have lives and families and who are working hard every day to make your business thrive)

2. Stop Trying to Praise Yourself

Claiming you’re the best or tooting your own horn can make you seem unrelatable.

Instead, do everything you can to provide social proof from previous or current customers, such as

• Sending surveys with every order
• Using follow-up calls to get feedback on your service
• Advertising where and how people can place a review
• Creating case studies or testimonial examples around frequently-ordered products

And remember, reviews mean nothing unless you use them! Add them to your sell sheets and brochures. Paste them at the bottom of emails or sales letters. Create an arsenal of testimonials for your marketing team to pull from, and categorize them around pain points or specific buyer personas so they can be used at just the right moment.

3. Provide Assurances

Want to tip people toward a decision?

There are several little things you can do to bolster trust. Here are just three areas you can tweak:

Email Sign-Ups

What’s the biggest reason prospects avoid offering their email address?

Fear of spam. Assure your leads with phrases like, “We hate spam and promise not to spam you.” Or let people know up front how often you intend to communicate.

Account Registration

Doubt or uneasiness can creep in when people are asked to create an account on your website.

To alleviate this, provide assurances about how people can cancel or the benefits they will receive by moving forward.

Affirmation

Sometimes people need a little validation to boost their confidence.

You can do this by adding encouragements to your sign-up or order forms, like: “Thanks for choosing Acme Associates. You’re in good hands!” or, “Over ___ subscriptions filled each week!”

Customers Buy from People They Trust

The economy doesn’t run on money – it runs on trust, and so does your business.

When you’re selling, first focus on building trust with buyers. Then you’ll find people will not only listen to your advice, but they’ll be more willing to take it and to move forward with you.

6 Simple Ways to Improve Your Graphic Design Skills

There are three responses to a piece of design – yes, no, and WOW!

Wow is the one to aim for.”

(Milton Glaser, graphic designer & co-founder of New York magazine)

2020 is a great time to hone your hobbies and sharpen your skills.

What have you been learning in your quaran-TIME this year? One no-fail possibility is to brush up on your eye for design. Whether you are an amateur decorator, an urban planner, or you are planning a client presentation, small tweaks to any project can really enhance your reputation.

Before you embark on your next masterpiece, consider six basic DO’s and DON’Ts of design:

Fonts

DO worship classic typefaces.

Every designer needs an arsenal of tried-and-true typefaces that work for almost any project. Classic fonts are easy to read, balancing timeless elegance with contemporary style. Consider fonts like Garamond, Helvetica, Futura, Clarendon, Bodoni, Avenir, Orpheus, News Gothic, Canela, and Gotham, to name a few.

DON’T use any more typefaces in one layout than is absolutely necessary

Using fewer fonts increases readability, while too many fonts changes can distract and confuse the reader. Long multipage publications (such as booklets) can support a greater variety of typefaces, but for short brochures and ads, limit font families to just one or two.

Image Presentation

DO apply some sharpening to digital images.

Digital camera sensors and lenses always blur an image to some degree, and sharpening tools will improve the apparent image quality even more than upgrading to a high-end camera lens. Image sharpening provides a powerful option for emphasizing texture and drawing viewer focus.

DON’T use Photoshop or Adobe filters to disguise a low-quality image.

Bad images are bad images. When a photo lacks resolution or focal clarity, don’t slap a vintage or distortion filter on it and hope for the best. What can you do when there aren’t other options? When a high-resolution option (or a substitute graphic) absolutely will not work, print out the poor image and photograph it as a physical snapshot. Make the poor quality highly visible and part of the solution.

Layouts

DO create a focal point and natural movement for every layout.

Just like a musician reads notes on a staff, a reader should follow a visual journey through your design. For viewers to engage, they must have a path to follow, so try to tell a “visual story” with a beginning, middle, and end.

To move people through your piece, use bright colors to grab attention, jagged lines to build excitement, curves to slow people down, text sizing to create hierarchy, or bulleted lists and patterns to guide readers.

Whenever possible, tell your story with visuals rather than text!

DON’T use equally weighted objects on a page.

When your focal elements are the same size, it forces competition among them, which confuses and fatigues readers. Instead, allow for plenty of white space around your key element and call to action, giving these lots of room to shine.

Reduce the sizing and color of less important objects or use selective grouping to set important elements apart.

Create a Dynamic Viewing Experience

First impressions are lasting impressions. Whether you realize it or not, the design principles you use form the foundation of your publications, creating dynamic experiences before people read a single word you’ve written.

Need a hand? Through the planning, design, and review process, don’t hesitate to contact us. Whether you’re creating a template or need start-to-finish graphic design, we’re here to consult, create, and bring your best ideas to life.

Direct Mail Postcards: A Proven Winner

Direct Mail Postcards: A Proven Winner

Results. Whether it’s weight loss, test scores, or finances, tangible success is the payoff everyone wants.

With a limited marketing budget, it’s important for your business to make every penny count. And, according to a 2018 DMA Response Rate Report, direct mail consistently outperforms all digital marketing channels.

Direct mail allows readers to comprehend, process, and remember the material more quickly and easily, with postcards and large envelopes eliciting the best overall response. Think about how quickly you process your own mail – ‘bill, letter, junk, ad . . .’ It takes a split second to accept or discard each piece. Postcards put the message front and center as soon as the printed piece hits their hand.

When it comes to results, 52.5 percent of potential recipients claim they will read a postcard, whereas a letter-sized envelope will be opened only a third of the time. Postcards get a fairly high response rate – 4.25% – followed by dimensional mailers with 4% and letter-sized envelopes at 3.5%. And larger postcards (6-inches by 11-inches) are an ideal choice to ensure your piece stands out in the mail pile.

Success Starts Here

Ready to acquire new customers and increase your profits? Here are some tips for head-turning postcards:

Get to the Point

Postcards should have one obvious call to action. Understanding the audience and key message will drive design, with branding that will reinforce this theme.

Stress Benefits

Highlight the benefits of what you are selling. If you are selling a booklet-folding machine, don’t just say, “stainless steel hopper, 10 inches wide.” Add, “assembles 600 booklets per hour!”

Use Engaging Designs

Even classy postcards can have some sizzle, whether it’s font, bright colors, foil, or creative cardstock and graphic combinations.

Follow Headlines with Delivery

The promise of the headline should be fulfilled in the body copy—immediately. Your first few sentences should explain, elaborate on, and support the promise made in the headline.

Don’t Be Boring

People take in loads of information each week, and postcards have a split second to catch their attention. A sharp layout is great, but be sure to integrate this with a lively message to keep them reading past the headline.

Offer a Next Step

Don’t assume the reader knows what to do with your card. Include instructions and crystal-clear action steps, like, “For a free 2020 landscaping guide, visit www.lawnparadise.com, or call Betsy at __________ for a blueprint on a total yard makeover.”

Enhance Readability

More than 30 percent of the population classifies themselves as “scanners,” so aim for improved readability with bullets, generous white space, screened boxes, yellow highlighting, crossed-out text (like $19.95, $9.95), and simulated handwriting in the margin.

Front and Center with Eye-Popping Postcards

Want to make the right offer at the right time?

Postcards are ideal when:

• You want to generate leads.
• You’re offering a free or premium item.
• The primary response is a URL landing page or a phone call.
• The concept is easy to explain or familiar to the reader.

Finally, the sure advantage in postcards is knowing where to send them.

Savvy marketers know who their audience is, and they realize it’s not just one group. The most successful postcard marketing sends unique messages (and even segmented landing pages) to the groups they most want to reach.

If you can reach out to 500 targeted people (versus 5,000 bulk addresses), your success rates will skyrocket.

5 Thoughtful Strategies for Advertising During the Pandemic

5 Thoughtful Strategies for Advertising During the Pandemic

If you’re like many people, you’ve probably been more conservative in your spending lately.

Recent research shows that, during the pandemic, many people were rationing food to save on expenses and grocery runs, and 23% of people were eating more plant-based meals. Discretionary spending has decreased, and consumers are shifting to digital solutions and reduced-contact channels to receive services.

On a larger scale, consumers worldwide say they expect the pandemic to affect their routines or spending for at least two to four months.

A Shift in Content and Scope

In recent months, many companies have shifted the scope and content of their marketing efforts as well.

Instead of pushing products and promotions, proactive businesses have focused on building relationships and adding humanness to their brand, including inspirational direct mail newsletters, heartfelt emails, and down-to-earth videos.

In one example, eBay championed small businesses that power the nation with its “Stronger as One” ad. Other companies highlighted safety changes and customer convenience options, like this “Call In / Pull In / Pick Up” curbside delivery ad:

“During these challenging times, we are here for you. We are making changes moment by moment to ensure the safety of our customers and employees. And what matters most is doing this together, for the community that we all call home.”

A Vision for Marketing Beyond COVID-19

Beyond connecting and empathizing, what is next for marketing beyond coronavirus?

For starters, you’ll need a commitment to move forward. Research shows that 92% of consumers believe brands need to keep advertising. Ads offer people a glimpse at a prosperous future or something hopeful to look forward, and your marketing gives people a welcome taste of distraction, entertainment, and normalcy.

Also, if the firms competing against you have lowered their ad output, now is a great time for you to invest more. As others scale back, your ads are more visible, allowing you to gather leads with a lower cost-per-acquisition.

And even if the economy seems shaky, pulling back now may actually lengthen the time it takes you to recover. If you need to tighten expenses, don’t turn off your marketing. Instead, look at ways you can rethink intake, client services, or business expenses in general.

Need some concrete marketing ideas? Here are five types of ads to consider:

1. A Product Focus

Showcase how your product is safe, accessible, or helps people strengthen their health or physical well-being.

2. A People Focus

Show prospects you care about them and that your business is standing with them during this time. This Fitbit ad offers its premium package for 90 days to help people work out at home, manage stress, and eat and sleep better during COVID-19: “Thank you for doing what you can. We’re all in this together.”

3. A Values Focus

Here you might feature positive company values or champion the solidarity and togetherness of your community.

4. A Nostalgia Focus

When things feel uncertain, old songs or vintage photos can bypass the brain and connect straight to the heart.

5. A Humor Focus

While being sensitive to people’s pain, you can still connect with your audience through humor during challenging seasons. Encourage people to laugh at their weaknesses or make the most of this strange season, like this Ben & Jerry’s “Netflix and Chill’d” campaign.

Though it may seem counterintuitive to up your print output today, now is the time to invest in a strong comeback after COVID-19.

With today’s carefully crafted message, you can ahead of shifting customer needs and shape people’s long-term expectations. As your partner in print, we are open, and we are ready to help! Contact us today to visit more.