In printing and marketing, we see everything. We see brochures, business cards, magnets and shirts every single day. We bind, fold, package, ship and do our jobs. Our favorite thing? When someone asks us a question or lets us create or wants their marketing material to stand out! We love to brainstorm and believe that the best ideas come from an ongoing discussion. There are quite a few solutions we provide when someone asks us for input or fun ideas. Some very cool, stand out items that we produce and use to communicate messaging are an investment and have an increased cost. Often this comes with the quality of the materials chosen. However, there are many many ways to create impact without increasing the cost of the material being produced. Let's talk about some.
Folds - brochures, flyers, membership material, scorecards, any item that folds creates an opportunity. Often, we are designing material to stand out in a specific way. Creating a short fold, using a unique fold or thinking about folding in a non-traditional way can make a piece stand out without adding a cent to the production cost.
Messaging - What you say matters. Our writing services or consulting on customer base and WHAT to say to them provides a valuable, outside perspective. From teaching a pizza chain how to use facebook appropriately to creating stand out wording on a revised brochure to making business cards stand out because of a unique quote, the messaging on material needs to get a response from your customer.
Size - Is something very small? I sent someone my business card in an envelope just slightly larger than my card. How fun is that? Of course, I sent them a gift card as well. When we print gift cards for people, we do envelopes to put them in. Very few people actually mail those envelopes, but they really stand out! A good way to think about size is to look at what is on your desk. What is there? What size is it? In a stack of things or mail, what would stand out? Should something be square? Should it pop up when it is taken out of an envelope? Size is a fun way to look at material differently.
Color - What color is your eye drawn too? What is easy to read? Difficult to read? Yellow, red and reversed out text are difficult applications to read quickly. There is a place for those colors in marketing material and they stand out. They eye is drawn to red most readily, but reading red text is hard on eyes, especially aging eyes. Thinking about color, revising a logo, designing material in an unexpected way are great ways that we help with legibility and getting a message across quickly.
Mail - Variable data can put personalized information on a mailing piece. This increases readership of a piece by about 20%. With customers who mail all over the country or internationally, we are often able to vary data based on their geographically relevant information. Timing of a mailing can get a better response depending on the time of year or other items. Mail promotional items in a box with a fun design on it. Mail a paper plate inside a frisbee for a picnic invitation. Mail a ball, yes a ball, not inserted into a box and allow your customers to play and have fun.
Each person we meet with is different and your customers have unique needs. Sometimes a fun, creative discussion can provide fodder for your marketing plan and achieve goals while still keeping an eye on the bottom line. Happy brainstorming!!!
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