PGP Tip: Using New Media To Communicate

Using New Media To Communicate

The term old media and its companion legacy media refer to traditional ways of communicating with customers. Printers are generally considered to be part of old media, along with other paper-based industries like newspapers, magazines, and books as well as radio, television and movies. In contrast, new media is digital and includes the Internet, websites, and most computer-based forms of communication.

New media is exciting because it brings new tools to the process of communicating with customers, tools like full-color digital printing, with highly personalized sales messages and interactive outreach. New media also empowers prospects and customers to quickly and easily find reliable information about products, services and vendors.

At PaperGraphics we present our customers many ways to help you take advantage of new media to communicate with your customers and prospects. We recommend that you add these to your sales and marketing activities rather than replacing what you are already doing. This is because we firmly believe that new media is not replacing old, but adding to available communication possibilities.

QR Codes

One of the more exciting examples of new technology is the QR code. QR stands for Quick Response, aptly named because the contents of the code can be decoded at high speed by devices including mobile phones equipped with a camera, net books and laptop computers, desktop computers, cameras and televisions.

QR codes are the new way for customers and prospects to reach a web page, a location (using geocodes) or obtain information about products and services. Add a QR code containing contact information to your business card and someone can add you to their contact list by reading the QR code with their cell phone or computer. Add a QR code to individual products on your web site and enable customers or prospects to download product details and a phone number for ordering, or link to a YouTube video.

QR codes were developed in 1994 by the Japanese company Denso-Wave as a way to track parts in vehicle manufacturing. The code is a 2-D symbology because it stores information both horizontally and vertically and thus is able to hold much more data than a one-dimensional bar code.

The typical barcode holds a maximum of 20 digits, while a QR code can hold up to 7,089 characters. In addition, QR codes take up about one-tenth the space of a bar code. This ability to hold a great deal of information in a small space is what makes QR codes so valuable for sales and marketing.

QR codes are quite common in Japan and their use is growing in Europe. In the United States, QR codes are just beginning to appear but are expected to spread rapidly. A QR code may be applied to many substrates – paper, plastic, even cloth – and on many surfaces, including curved ones – walls, floors, billboards, t-shirts. About the only limitation is ensuring that the QR code is of sufficient resolution to be read by the mobile phone or other device.

An example of how QR codes are being used is the Google program Google Places, a way for businesses to manage their presence on Google. Any business that is selected by Google as a Favorite Place receives a window decal that includes a QR code that takes the viewer to the Google Place Page for the business. Google has already distributed 100,000 Favorite Places decals and is planning a second round of 50,000 more.

With Google promoting QR codes, they are likely to become very important in search marketing. Google suggests that if your web site contains a QR code, search engines will see a new image and index it, and might in the future index the content in them.

Many mobile phones, including iPhone, Blackberry, Motorola Droid and any phone that runs on the Android operating system, have application software available for scanning QR codes. Some phones may have the app already installed on the phone; if not, it can be easily downloaded and installed. One feature is necessary, though – the mobile phone must have a camera. After reading the QR code, a phone with a web browser can connect to a URL, download an MP3 file, dial a phone number or send an e-mail.

QR codes have other uses besides marketing material. An educational organization can direct people to reference or training materials. An online product catalog can use a QR code to provide complete product specifications. Retail locations can use QR codes to provide additional information – such as a restaurant providing nutritional information for items on the menu. A QR code on a direct mail piece can take the recipient directly to the web site of the business offering the product or service.

Variable data printing

High speed copying in both black and white and color has been a standard service offering of PaperGraphic Printing since the early 1980's. Once digital printers began to replace analog copiers, the possibility of variable data printing (VDP) was realized.

VDP enables various elements of a document – text, graphics and images – to change from one page to the next with no degradation of print speed or quality. From a production standpoint, VDP is a continuum from the simplest mail merge (changing the name and salutation of a letter) to versioning (customizing the document for a defined group rather than for a specific individual) to 1-to-1 printing where each document is completely unique. An example of simple VDP is a post card that is printed with the name and address of the intended recipient. If the photograph on the post card and part of the sales message changes depending on the demographic characteristics of the recipient, that’s versioning. If the post card contains a photograph of the recipient as well as text with personal information, that’s 1-to-1 marketing.

VDP requires three things: a document template containing all the information that stays the same from page to page (the static data), a mailing list containing addressing information and recipient characteristics, and a database containing all the information that changes from page to page (the variable data). The static template also indicates the location of variable data elements within the document.

VDP has many applications: 1-to-1 direct marketing, customer relationship management, explanation of Benefits forms and other insurance documents, catalogs, promotional material and lots more. Its popularity is based on two advantages: for advertising and marketing material – particularly direct mail marketing campaigns – response rates generally rise as the level of personalization goes up. And for informational documents such as insurance benefit booklets, VDP allows a booklet to be created that contains only the information pertinent to the insured person – no more and no less.

Call us for QR codes and digital printing

We invite you to call us to discuss how QR codes and variable data printing can benefit your business or organization. We’ll help you generate a QR code that is appropriate for your intended application and add it to business cards and marketing materials – either now, or at the next printing.

At PaperGraphics we can teach you how to make more money through our ManagedMarketing™ program where we can handle all of your printing needs but also teach your staff how to prepare, invite and close the sale with your prospects. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391  to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.

8 Ways to Save Money on Printing

 8 Ways to Save Money on Printing

What's you company's budget for printing? Is it a measurable part of overall expenses, or such a small amount that is doesn't even have its own line item? Whichever it is, we'd like to offer eight ways to make the budget dollars go farther.

#1: Order the right quantity.

There are three elements that determine the cost of every print job: preparation; paper; and production steps. The cost of preparing to print (gathering files, adjusting image placement and creating press plates or printable digital files) is a fixed cost incurred each time a job is printed. (Note: preparation costs are different from the initial cost of design or the cost to make changes on subsequent printings.) Two orders of 500 will incur two preparation costs, whereas one order of 1000 will incur just one. On the other hand, if you order 1000 to save preparation costs but end up not using 400, then you probably haven't saved any money.

So how do you know the right quantity to order? We recommend a 3-6 month supply of anything that isn't subject to change or that changes at a predictable time. You can determine whether you are following this guideline by asking us (we keep a history on each job we print for you) or by looking at your past invoices. If placing an initial order where you are unsure of how long the printed piece will last, ask us to quote more than one quantity so you can compare unit cost.

#2: Order before you run out.

Seems obvious, doesn't it? But if it was so easy, then there would never be emergencies or rush orders. What's needed is a reliable reminder system that provides an alert when the supply of a particular item gets low. For companies that use a central supply system, taking a monthly inventory could work. But for decentralized supply, something different is needed.

Because we don't like emergencies any more than our customers do, we have developed a reliable reminder system that is a part of the order history we keep for each job. When we enter an order, we simultaneously predict the reorder interval based on what the intervals have been in the past. Once a week we get a report of expected orders, and can contact you with the information. This isn't an automatic reorder; you still get to determine whether it is time. But it will prompt you to go check your supply and avoid the surprise of running out.

#3: Let us choose the production method.

In most cases, we have several ways that we can produce your order. For example, we print using both digital and offset equipment. Years ago there may have been a discernible difference between the two, but that's no longer the case.

Here's another example: if the size of the finished printed product is smaller that the press sheet, we may prepare the artwork so that more than one image is printed on the press sheet. This method, called imposition, reduces the number of press sheets needed to produce the finished quantity, saving press time and paper costs-- most of the time. For a very small quantity, the cost of imposition may exceed the savings in press time and paper.

The final word: let us use the best production method based on the specifications of the job, the time frame to produce it, and your budget.

#4: Understand how design affects cost.

The design of a printed piece has a great influence on overall cost. Designs that incorporate features such as a bleed (i.e., the extension of an image to the edge of the piece), multiple post-press processes (i.e., cutting, folding, binding) or embellishments (die cutting, foil stamping or blind embossing, for example) require extra press sheets to accommodate the need for setups on each subsequent process. The amount per process varies, but is usually figured as a percentage of the number of finished pieces with a minimum amount. With enough post-press processes involved, the number of press sheets needed could climb to 120% to 150% of the finished quantity.

#5: When doing you own design work, submit a print-ready PDF file.

This requires more than just saving a file as a PDF. Print-ready means that all we have to do is receive the file, check it for print readiness, and create press plates or a raster image. Here are some of the things that prevent a PDF from being considered print ready:

• Photo resolution that is too low to produce a good quality image
• Images that bleed have not been extended beyond the trim line
• No adjustment has been made to panel sizes to ensure a flat fold
• Text and images have not been shifted left and right to allow for drill holes or booklet binding.

We do check for these flaws and will notify you if they will compromise the finished print product. You can make the corrections yourself and resubmit the file, or we will provide a cost to make the corrections for you.

#6: Allow enough time for the job to be completed using our normal production standards.

We pride ourselves on having jobs ready at the promised time. We carefully manage the production process by setting interim due dates- the date each step in the production process has to be completed to meet the promise date. Rush jobs disrupt the normal manufacturing flow, so we reserve the right to charge extra for the disruption. Before we agree to take a rush job, we will provide a quotation so you can determine whether the added cost fits within your budget.

#7: Provide inputs by the date requested.

By inputs, we mean something that is necessary for the job and only you can provide. Examples are text, photos and other items when we are providing design services; return of proofs with comments or authorization to proceed; a mailing list; a postage deposit. This is closely related to #6, as the interim due dates for production steps depend on having your inputs available at the needed time.

For projects that have many steps- such as an invitation package or a direct mail marketing campaign- and also have a firm deadline, we will be happy to provide a timeline that clearly states the interim due dates for you inputs and also shows you the steps in the production process. This is our way of helping you help us meet the promised due date.

#8: Avoid surprise or hidden costs.

We don't like surprises- especially those that upset our customers, such as add-on costs that appear on the final invoice or aren't mentioned until after the order has been placed.

Our policy is to provide a written quotation as soon as the job specifications are firm. As part of the quotation, we describe the job specifications in plain English so you can verify that we understand what you want done. Our quotations include all the costs of the job- design, printing, tax, shipping, special delivery or handling, postage- whatever elements are applicable. As long as the specifications don't change, the final invoice will always match the quotation, with no surprises or hidden costs.

Ensure that you get the best price.

We don't always have the lowest price. But we always have the best price-the price that represents the balance of job specifications, production time, quality and on-time delivery. If you are not experiencing this level of performance with your current printer, we invite you to contact us at 254-773-7391 or dennis@papergraphicsltd.com, to discuss how we can be of assistance to you.

PGP Tip: Increasing Sales With Direct Mail

Increasing Sales With Direct Mail

Today I am going to share with you a few quick tips and tricks for getting your direct mail message read and increasing the overall effectiveness of your campaign. This is a message you will want to archive and pull out when it’s time to plan your next project.

Direct Mail Tips & Tricks

In direct mail marketing, the response rate is the percentage of recipients who respond to the mailing. Response rates can vary widely by industry, though the Direct Marketing Association (DMA) in a study of 1,122 industry-specific campaigns determined that the average response rate for direct mail is 2.61%. The response rate is often used as a measure of the success of a direct mail marketing campaign.

Before beginning any direct mail marketing campaign, it is a good practice to determine the break-even response rate – the number of respondents to the campaign that must buy to yield enough profit to cover the cost of the direct mail campaign. If the break-even response rate is very high, then the campaign can be restructured to lower the cost and therefore lower the break-even response rate to a more achievable level.

In general, the overall response rate is higher when a smaller target audience is contacted multiple times versus a larger target audience contacted once.

Communicating with your customers

If your organization is a nonprofit that needs to communicate with alumni, members or donors, you’ll be interested in the results of a survey commissioned by Pitney Bowes in 2009. Conducted by International Communications Research, the survey included approximately 1100 U.S. college graduates who were asked about their preferences for receiving information from the school they attended.

The survey found that 54% of respondents have a strong preference for direct mail. Less than half that number – only 23% – chose e-mail as their preferred method of communication. Respondents also indicated that they are less likely to discard or ignore direct mail that includes messages about fundraising and donations for their college or university. The alumni also prefer print mail for correspondence and news from their alma mater – 57% indicated a preference for mail versus 31% for e-mail.

Q&A

Q. Is direct mail bad for the environment?

A. Contrary to what you may have heard from proponents of various “Do Not Mail” coalitions, direct mail is an environmentally responsible way to advertise. Yes, trees are harvested to create the pulp from which paper is made. But the harvested trees are grown specifically for that purpose on tree farms known as managed timberlands. The trees are an agricultural crop, like vegetables on a farm; the trees are not cut down from neighborhood parks or wilderness areas. America’s forestry and paper industries plant more than 4 million new trees each day (or 1.4 billion per year) – that’s three new trees for every one harvested.

Recycling is another reason not to fear direct mail. Paper is one consumer product that is fairly easy and inexpensive to recycle. After first use, paper products can be made into corrugated boxes, packaging, newsprint, tissue and event writing paper. According to the U.S. Environmental Protection Agency, annual recycling rates for advertising mail have increased seven-fold since 1990. In 2008, 57.4% of all the paper consumed in the United States was recovered for recycling. This is the equivalent of nearly 340 pounds of paper for each man, woman and child in America. The paper industry has set a goal of 60% recovery by 2012.

At PaperGraphics we can teach you how to make more money through our ManagedMarketing™ program where we can handle all of your printing needs but also teach your staff how to prepare, invite and close the sale with your prospects. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391 or reply to this message to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.

PGP Tip: The Value of Print

The Value of Print

Much is being made today of the decline of printing. Newspaper and magazine subscribers are dwindling; e-books are gaining in popularity; online advertising is replacing print; and printed products are being assailed as environmentally unsound. So does printing have a future? Does it have a present?

We say unequivocally: yes, but it will be different. Let me explain . . .

Businesses and organizations know that printing is not about the ink on the paper; it is about the target audience’s reaction to it. As author, journalist and marketing consultant Cary Sherburne says, “It is not about print; it is about the most effective way to achieve the business objectives associated with any given customer communication or campaign.”

Print is not dead or dying, though it is changing. In today’s message we’ll share with you why our outlook on print is so positive.

Affordable color

One beneficial change in printing is the new affordability of full color printing. Improvements in digital printing equipment have resulted in output that rivals offset printing for color fidelity, image resolution and the range of papers that can be used. And because digital printing requires almost no make ready, there are minimal fixed costs associated with each job. That means full color printing is now affordable in quantities as low as 100 prints, as well as in variable data printing applications such as versioning and one-to-one marketing.

Affordable color and the ready availability of stock photography means that small businesses and organizations can now realize the benefit of having corporate identity and marketing materials designed and printed in full color and illustrated with photographs. The effectiveness of informational material such as instruction sheets and training guides can be increased by incorporating color. Membership communications like newsletters and event invitations can be more visually appealing by printing in full color. Booklets and catalogs can now have full color covers (and maybe even full color interior pages). Depending on the design and the stock requirements, it may even be possible to print business cards digitally on demand, eliminating the need for imprinting on masters or shells.

Direct mail

As the amount of advertising on the Internet has grown, conventional wisdom has declared that direct mail marketing will disappear as a way of reaching customers and prospects. To us this sounds a lot like the now-debunked predictions about the paperless office. Every year since 1987, the United States Postal Service has conducted an annual study called The Household Diary Study. In 2008 the study included 5,312 households who completed a seven-day household diary of mail received and sent for all 52 months of the study year. Here are some of the study results:

• Advertising mail represented 63% of all mail received – an average of about 16 pieces a week.
• 79% of households said they either read or scanned the advertising mail they received.
• One in three households said they made one or more purchases as a result of receiving the advertising mail.

Contrary to the prevailing opinion that direct mail is “junk” mail that is immediately discarded by recipients, a majority of respondents in the 2008 Household Study reported paying attention to the advertising.

In another 2008 study, the DMNews/Pitney Bowes survey, 1000 American consumers (split 50-50 between men and women) age 18 and up from ten major metropolitan areas (Atlanta, Boston, Chicago, Denver, Houston, Los Angeles, Miami, New York, Phoenix and Seattle) were surveyed regarding the direct mail marketing pieces they receive. The survey findings:

• Nearly 94% of consumers surveyed reported taking action on promotional offers and coupons received via direct mail.
• 20% of consumers reported that more than 10% of the offers or coupons they received by mail led to a purchase.
• Almost 40% of respondents said they had tried a new business for the first time because of information received via direct mail.
• Nearly 70% of respondents said they renewed a relationship with a business because they received a direct mailing or promotional item.
• Respondents stated that information received via direct mail often led to contribution to a non-profit organization for the first time.

The surveyors concluded that “direct mail induces consumers to touch the offer – recipients of mail are receiving, sorting, reading and using direct mail to make purchasing decisions.”

Combine direct mail with e-mail marketing

The best strategy for communicating with customers and prospects is to use a combination of direct mail and e-mail marketing. According to an Ipsos survey conducted in 2007, 67% of respondents performed online searches for more information on a company, service or product after receiving an “offline” message.

Results from ExactTarget’s 2008 Channel Preference Survey supports the strategy of combining direct mail with e-mail. Respondents in that survey gave direct mail a score of 3.9 (out of a possible 5) as an acceptable marketing method and e-mail a score of 3.7. Three-quarters of respondents (75%) said they made a purchase because of a marketing message received through direct mail, and 65% said they made a purchase because of an e-mail.

Print is here to stay

Despite the pace of change affecting printing, it remains a proven way to communicate with customers and prospects. Direct mail marketing, when combined with e-mail, is more effective than e-mail alone. And the affordability of full color means that direct mail pieces can be eye catching and appealing to the target audience.

At PaperGraphics Printing we can teach you how to grow sales and make more money through our ManagedMarketing™ program where we can handle all of your printing needs but also teach your staff how to prepare, invite and close the sale with your prospects. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391  to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.

PaperGraphics Tip: How To Choose A Printing Company For Your Project

How To Choose A Printing Company For Your Project

Once upon a time there were relatively few places that a business, organization or individual could go to buy printing. General commercial printers, as we were known back then, had large, noisy printing presses best suited to areas zoned for manufacturing and away from retail centers.

Technology changed that in the 1970s when small, clean presses and photo direct plate makers gave birth to the quick print segment of the printing industry. Quick printers could operate in a 2000 square foot retail storefront, readily visible from the street.

Another shift in technology added copiers, then digital output devices that eliminated the need for chemicals to process press plates and run the presses. Now printing could be done in an environment less like a factory and more like an office.

Digital technology also enabled printers to expand their offerings beyond offset printing to include high speed digital printing (color and black and white), large format graphics, posters, banners, signs and even mailing services – a complete range of services needed by businesses and organizations to communicate, market and sell.

Competitors arise

As each technological change was adopted by the printing industry, it also gave rise to a new set of competitors. Quick printers challenged general commercial printers by being more visible and by offering faster turnaround, lower minimum quantities, and better pricing in low quantities.

Copier technology enabled fast and economical reproduction of multi-page originals in limited quantities. An early commercial application was academic coursepacks – a collection of reading materials for college classes consisting of excerpts from published books and other materials assigned by the professor, to be used by a small number of students enrolled in the class.

Through a process called supplier convergence, copier technology also gave rise to printing becoming available in highly-visible retail locations of large, nationwide chain stores. Mega office supply stores and retail shipping franchises are the best known examples.

Before the Internet made it so easy to find sellers of goods and services, customers purchased printing primarily from local vendors. Now the power of Internet search engines, coupled with new digital-based productivity enhancements for preparing jobs for print, has given rise to online printing companies that specialize in a limited menu of printed products such as business cards, post cards, brochures and flyers.

Today’s choices for buying printing

When your business or organization needs printing today, you have a wide range of choices. You can buy from a locally owned and operated business like PaperGraphics Printing, or a “big box” mega store, or an online printer. Which should you choose?

The answer depends in part on what you need and how soon you need it. Both mega stores and online printers are organized around a standard menu of items as well as the specifications for those items. If you want business cards printed on something other than white paper or a brochure in a non-standard size, this might not be available at a mega store or online printer.

Getting the printing from the online printer’s production facility to you requires time and costs for shipping as well as a small element of risk that the job will be lost or damaged in transit.

Self-serve vs. customer service

One of the primary differences between us and a mega store or online printer is our customer service. We consider this position to be central to the successful completion of any printing project. The customer service representatives at PaperGraphics will listen closely, write up the job accurately, and offer alternatives and options as appropriate. This requires excellent communication skills and a natural tendency to be detail-oriented.

Because these qualities are so important, we use pre-employment tests to determine how closely a candidate’s skills and natural way of doing things fits with the CSR job requirements. We have a written job description that clearly explains the duties and responsibilities of the position. We conduct an annual performance review that includes eight areas of evaluation. We provide tools and continuous training for technical skills.

But the most important thing about our CSRs is their personal accountability and their access to their supervisor. Their personal accountability means they have the ability and have been given the authority to take action if needed. They may offer suggestions or alternatives that you may not be aware of. They will speak up if what you have asked for will increase costs or production time. They will resolve problems on the spot. And if the need arises, they have immediate access to their supervisor who offers another level of knowledge and authority.

The importance of relationship

One of the reasons we invest so much in our customer service representatives is that we believe in relationships as a fundamental business value. We’ve worked hard to develop our professionalism and technical expertise and nothing pleases us more than to share both with our customers.

Here’s the promise we make: when you do business with PaperGraphics you will benefit from the expertise we’ve acquired from years of helping organizations like yours for over 40 years. You get an assigned customer service representative who becomes part of your team, the added convenience of 24/7 online ordering, and the benefit of having an organized, well-run vendor/partner who thinks about your company from the perspective of a stakeholder in your company.

So who’re you gonna call?

We recognize that you may occasionally use a mega store or an online printer. We may be closed when your need arises, or you may think that the job is too small to “bother” us with. What we hope is that despite those times, you think of us as your primary printer, and call us first.

We are staffed and equipped to provide a wide range of printing and printing-related services, some of which you may not be aware of because you’ve never needed them. That’s one of the reasons we ask you to call us first – because we may be the best choice you don’t know about.

At PaperGraphics we can teach you how to make more money through our ManagedMarketing™ program where we can handle all of your printing needs but also teach your staff how to prepare, invite and close the sale with your prospects. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391 to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.

What Did You Say? Communicating Across Generations

What Did You Say? Communicating Across Generations

Businesses and organizations engage in two kinds of communication: internal communications among staff members and external communications between the business and its customers and prospects. Both require selection of the communication style – the specific way the message will be delivered.

Much internal communication is between individuals or small groups in the work place, while external communication is usually to a large audience (though with enough personal data, an external communication can be crafted for a small group or even an individual). Individuals differ in how they receive and share information, shaped by how they prefer to process information – visually (seeing), aurally (hearing), kinesthetically (doing) or a hybrid of reading and writing. Interestingly, an individual’s preference for sharing information may be different than his or her preference for receiving information.

When an individual is in a group (say, a participant in a meeting or part of the intended audience for a marketing message), then the individual’s generation shapes communication preferences. Understanding these generational preferences is the basis of communicating effectively.

The generations

Generational theorists William Strauss and Neil Howe identified a recurring cycle of generations in America dating from 1584. In the work place and for marketing products and services, three of the most recent are of greatest interest:

• Baby Boomers, 1943 to 1960. Born following World War II in a time of increased birth rates, Baby Boomers are widely associated with privilege, a redefinition of traditional values, and the sense that they are a special generation. Currently the oldest workers (retired or nearing retirement, though some will continue to work past retirement age), Baby Boomers value hard work and long hours. As a group Baby Boomers enjoyed peak levels of income and so have abundant resources. Baby Boomers can be divided into two subgroups: Traditionals (1946-1954) shaped by the sexual revolution, drug use, the civil rights movement and feminism; and Generation Jones (1955-1964) whose members have a desire for material success.

• Generation X (Gen X), 1961 to 1981. Born after the post- WWII baby boom, Gen Xers were latchkey kids when younger (due to divorced, unemployed parents) and now are highly educated, active, balanced, happy and family-oriented (belying the slacker, disenfranchised stereotype of youth in the 70s and 80s). In 2012, it was estimated that there are 84 million Gen Xers in the United States, ranging in age from early 30s to early 50s.

• Millennials (Generation Y), 1982 to 2004. Strauss and Howe are credited with naming this generation, which has a deep desire to make the world a better place by using existing institutions and building new ones. Generally optimistic, highly social, engaged and team players, and rather moralistic, Millennials are familiar with and use digital technologies and media for communication. However, it has been shown that these characteristics vary by region, social, and economic factors. Affluent white Millennials often exhibit markedly different characteristics from their ethnically diverse counterparts. Millennials have been criticized for believing that participation alone is enough to qualify for a reward and for having unrealistic expectations about the work place. Older Millennials are the youngest workers (early 20s) while the rest are still in school or are children. Other older generations include the GI Generation (1901 to 1924; also called the Greatest Generation) who grew up during the Great Depression and fought in World War II; and the Silent Generation (1925-1942) who were born during the Great Depression and World War II and fought in the Korean War. These generations are now in their 70s, 80s and 90s. The youngest generation, not yet officially named but sometimes referred to as Generation Z or the Homeland Generation, begins in 2005 and does not yet have an ending date. This generation is currently being born.

It is important to note that generational preferences are tendencies, not hard-and-fast differences. Early and late members of a generation usually show some variation, with early members showing tendencies of the previous generation and late members having tendencies of the next generation. Also, preferences may be less distinct or even different depending on ethnic and cultural diversity. Communication preferences and the generations in the work place According to Paul Storfer, president of HR Technologies, generations have different definitions of the term communication skills. To a Baby Boomer, the term means speaking and formal writing ability, while to a Millennial it means e-mail and text messaging. Baby Boomers prefer hierarchal, rule-driven groups; Gen Xers prefer loose, "as-needed" groups; and Millennials prefer interactive, flat groups with lots of feedback and collaboration. This translates to the following communications styles:
• Baby Boomers: top-down, process-oriented where everyone knows what needs to happen. Office space with acoustic privacy and quality meeting spaces. • Gen Xers: information on demand, where the only information shared is that which is relevant to an individual’s work. An engaging work place (fostering a feeling of belonging, ability to connect with others, welcoming environment) that is safe and secure.

• Millennials: interactive, to understand what’s going on, why decisions are being made, and to provide input. An engaging work place. Communication style and the generations in marketing For marketing applications, it is important to use appropriate language and communication tools, ranging from handwritten letters to social media channels, for each generation. Here are some tips for effectively engaging each generation. Baby Boomers. Though Baby Boomers have embraced communications technology like the Internet and mobile phones, they also still like face-to-face interactions. And because Baby Boomers are relationship-and team-oriented, take the time to build rapport and show a personal interest. When making a presentation, keep it casual and conversational rather than formal. Allow time for questions. Ask for input. Use the phone or e-mail to set up face-to-face meetings and to follow up.

Baby Boomers still love direct mail (which was used heavily beginning in the 1980s) and print. They often use the Internet to conduct research prior to making a buying decision, so be sure your web site has objective information. Gen Xers.This generation grew up with personal computers. Independent and self-motivated, Gen Xers approach communication less formally than Baby Boomers and rely heavily on e-mail. Gen Xers value directness, so be straightforward, get down to business, and avoid too much small talk. When making a presentation, begin by saying what you need or expect (the "bottom line"). Be well prepared. Ask how to move forward.

Gen Xers expect their involvement and action to yield benefits and will quickly leave if that is not the case. Their loyalty must be earned. Gen Xers use the Internet extensively, especially to conduct research. They use search engines intelligently so be sure your web site scores high in search engine optimization. Because this group is very busy with family and work, Gen Xers are a challenging group to reach and are subject to information overload. Millennials: Growing up with the Internet and 24/7 communication, Millennials think and act differently from other generations. Their social structure is complicated and tribal and they are committed to change and fragmentation. Millennials have blurred the line between work and personal life, with social web sites frequently updated to record their activities and thoughts. Millennials take naturally to multitasking and prefer mobile phones and text messaging. They trust peer opinions more than advertising. To communicate successfully with Millennials, use every technology communication channel (Facebook, YouTube, LinkedIn, Pinterest, Instagram, Twitter), and be scrupulously honest. Because this generation likes to manage the communication process, dishonesty or lack of transparency will be found out and the culprit subsequently ignored. Take a positive, collaborative approach and ask for ideas and input. Do not regard a Millennial as inexperienced or childish.

How we can help Because our job is to help our customers communicate with their customers, we've been studying generational differences for a while. We continue to use print and direct mail to communicate with Baby Boomers. We have created marketing campaigns based on social media or a combination of direct mail and social media. We have added services such as mobile web site creation and we have learned how to modify a marketing message so it will have appeal across generations. If you would like more information about putting our expertise to work for your business or organization, call Dennis Smith, 254-773-7391.. It will be our pleasure to help you learn from our experience.

PaperGraphics Tip: Marketing Your Company – Advanced Techniques

In the last edition of PGP Tips, we discussed how to get your brand ready for your next marketing event. In this lesson we will discuss how to get prospects to attend your event so that you have a chance to grab their attention and turn them into customers.

Inviting customers and prospects to attend

Sending invitations to customers and prospects to let them know you will be exhibiting at a trade show can help build traffic. If there is a charge to attend, see if you can arrange for some free passes to distribute to your best customers or prospects.

Invitations can be as simple as a post card that gives the dates of the show, your booth number, and one or two reasons why attendees should stop by your booth. If you limit the size of the post card to no greater than 4.25 x 6 inches it can be mailed at the first class postage rate for cards which not only is lower than the rate for standard mail, but also comes with free address correction in case the invitee has moved.

Additionally, for greater response, a follow up phone campaign is key to getting the most prospects to your event. Just a little personal touch goes a long way and this strategy should always be implemented following a post card or letter campaign.

Following up after the event    

Exhibiting at a trade show or putting on a group meeting takes resources – time, money and manpower – but can yield a large number of leads. However, not all the leads will be high quality since trade shows in particular do attract a share of “lookers” as well as buyers. This means that an important task following the trade show or group meeting is to qualify the leads received.

A common way to follow up is with a mailing. Some businesses like to use a personalized letter; another option is a larger post card that is a takeoff on the small post card used originally to promote the trade show or event. This gives attendees another exposure to the trade show or group meeting marketing theme and serves as a reminder of the message being promoted at the show or meeting.

Just like you did when you invited attendees to attend, you should also make a follow up phone call to thank them for their time and to see what else you can do for them. This extra personal touch is extremely important and a proper script and plan is necessary to achieve maximum results.

Tips & Tricks

When creating trade show graphics, remember this principal: keep it simple. The purpose of the graphics is to attract attention and hold it long enough to deliver the marketing message. This is best accomplished by a clean, simple design and a color palette that works with it to increase viewer comprehension.

Be especially careful when selecting fonts. Decorative fonts, while interesting and eye-catching, can be very difficult to read or may not render well in the large point size needed on a banner or sign. Changing fonts too often may cause the graphics to look messy or haphazard. Select fonts that are easy to read in the large point sizes required for viewing from across an aisle or from an oblique angle.

White space or background color is a good way to balance text and visuals and can be used to draw the eye to important elements of the design. Also remember to keep the important visual elements high enough so they can be seen above the heads of booth visitors.

Q&A

Q. I’m not sure how much material to take with me to the trade show. I don’t want to run out, but I don’t want to print more than I’ll need. Can you help me decide on a quantity?

A. One approach is to base your estimate on a bottom-to-top basis. Thinking about where your booth is located and using the trade show promoter’s statistics on previous attendance, break down the total time you’ll be on the show floor into one-hour increments. Estimate how many visitors are likely to pass by in each hour, and how many will ask for literature (or how much literature you’d like to pass out). Add your hour-by-hour estimates together, add a fudge factor, and see if the answer seems right to you.

We’re your support service for trade shows, group meetings or marketing campaigns

At PaperGraphics we can teach you how to properly follow up with prospects using our specialized training with CPrint® International. Through our ManagedMarketing™ program we can help you attract prospects and begin a dialogue with them through direct mail, email, and other integrated marketing methods teach your staff how to prepare, invite and close the sale with your prospects. In fact, we are the only printer in this market that is certified to do so.

If your organization or business regularly attends trade shows or hosts group meetings, let us know the schedule of upcoming dates and locations for the events you are participating in. We’ll work out a timeline that will let you know when you must start planning and designing the printed materials you’ll need and by what date you must order advertising specialty items. We’ll also give you critical due dates to help keep you on schedule and within budget. Call us at 254-773-7391 to get started.