PGP Tip: Promotional Tips & Tricks

Today I am going to share with you a few quick tips and tricks about promoting your business and increasing sales. This is a message you will want to archive and pull out when it's time to plan your next project.

A recent survey of small businesses owners conducted by the Hewlett-Packard Company revealed that very few felt confident about their marketing efforts. Almost half (46%) claimed not to have any general marketing expertise, 60% said they could be doing a better job as marketers, and only 18% felt confident about creating their own marketing material.

If this describes you, then take note: we can help. Many of our business customers routinely turn to us for help with developing a promotional campaign, creating a logo and graphic identity, and writing sales related copy. Because we have worked with so many companies over the years, we have developed sensitivity for what works. Using a series of probing questions, we'll guide you through the process of determining who your target audience is and how to reach them. For more information or to make an initial appointment for a consultation, contact Dennis Smith at 254-773-7391.

Promotional Tips & Tricks

If you are in business, you have developed areas of expertise that other people are interested in. For example, you know how to differentiate your product or service from your competitors-- why what you are offering is superior and worthy of consideration. That becomes the basis for a checklist of what should be considered before making a purchase. And that type of  information is valuable to others.

If you have been in business for a while, you may have several areas of expertise that you can share and many options for getting the word out. An informational brochure and a periodic newsletter are two commonly-used and relatively inexpensive methods. Others are writing a column for a local newspaper or sending a post card as part of a direct mail marketing campaign. A more ambitious method is to hold a seminar or demonstration on an informational topic or offer a presentation as a public speaker for community groups. Writing a blog is a new but increasingly popular method.

For subject matter, use topics that help your target audience with their problems.

Q & A

Q. What is a multi-channel promotion?

A. Multi-channel refers to using more than one promotion method simultaneously for a message on a single topic. Multi-channel can be very effective, especially when the messages in one channel are referenced in the other and are integrated. Use one constant and simple theme that offers a variety of response options.

Here are some examples of multi-channel marketing:

• Sending an e-mail timed to arrive at the same time as a mailed catalog.
• Inviting customers and prospects to visit a web site to print a coupon to use in a retail store.
• Adding a URL or QR code to sales collateral with an invitation to visit the web site, register, and receive something in exchange.
• Using an ad specialties product as a giveaway for registering online with your company. Advertising this giveaway with a post card uses a third medium.

At PaperGraphics we can teach you how to make more money through our Managed Marketing 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 asses your current situation and offer a plan of attack that works for your budget.

PGP Tip: 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 Pintney 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 preferences for direct mail. Less than half that number- only 23%- chose an 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 email.

Q & A

Q. Is direct mail bad for the environment?

A. Contrary to what you may have heard from proponents of various "Do No 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 that 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 in Temple or 254-526-4303 in Killeen to set up a no obligation consultation where we asses your current situation and offer a plan of attack that works for your budget.

The Value of Print

Much is being made today of the decline of printing. Newspaper and magazine subscribers are dwindling; e-books are gaining 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.....

Business 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. 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 on 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, DMN New/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 that 10% of the offers or coupons they received by mail led to a purchase.
• Almost 40% of respondents said they 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 of 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 consumers 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 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 in Temple, 254-526-4303 in Killeen or visit us 24/7 at www.papergraphicsltd.com 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: How to Choose a Printing Co. 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 1970's when small, clean presses and photo 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 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 course packs- 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 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. 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 that 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 helping organizations like yours for 40 Years! You get an assigned Customer Service Rrepresentative who becomes part of your team; the added convenience of 24/7 online ordering at www.papergraphicsltd.com; 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 are 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 Printing 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.

History of PGP....Speedy Print the Early Days

Speedy Print....The Early Years

by Elwood Smith, Founder

During the early 1970's, before Xerox had even been invented yet; there were very few fax machines; no personal computers; no laptops; and no cell phones; I traveled across the state of Texas, making speeches. From time to time, I found it necessary to have handouts available that could be passed out to the audience. On one such occasion when I needed 200 copies available to pass out,  I headed over to a local printer in that area to have the copies made; only to be informed that their minimum order was 2000; and it would take two weeks to get it. Since I was traveling about 1000 miles per week, within a two week time period, I would've covered a lot of territory and would no longer be in that area nor would I still need those particular handouts.  Early in 1972 I happened to be in San Antonio for a meeting and came across a new business called "QUICK PRINTING". I went inside and asked for 200 copies and inquired as to how long it would take to fill my order. To my amazement, they said I could wait for it! Not only that, I was privileged to watch them do it and viola, in about 5 minutes it was printed, wrapped and I could pay a very competitive price for it. As I walked out the door, I remember thinking THIS IS THE FUTURE!

In March of 1972, my local church was needing a small, offset press. At that time, most church bulletins and printing were being done on an A.B. Dick Mimeograph Machine (very messy and time consuming). Since I traveled a great deal all over the state, my church asked if I could help them find a used, A.B. Dick Table-Top Offset Press. So the next time I was in Austin, I went by a used equipment store and found a used, table-top, offset press for the church. In addition, over in a corner of this store, there was a used, off-brand tabletop press and an electrostatic plate maker. I had never seen one before, but it looked fascinating, and it was cheap, so I bought the whole thing. I think the price was under $250.00!

I brought all my "finds" back home,delivered the offset press to the church and then rented a small room (approximately 12' x 12' at the old S.P.J.S.T. building); which became the first Speedy Print. I had a friend who worked for the local paper and had just lost his job so I figured he would be a perfect person to run this new business. I found that he didn't know anything about printing as he had worked in the office. So, I got the manuals out and started reading. In one weekend I learned how to make a plate, how to put the blade on the tabletop press and start printing. Then I taught my new employee how to do the same. In March of 1972, we opened our first Speedy Print. Luckily, it was an idea whose time had come as it was successful from day one! After about a month, my new partner (employee) decided he didn't like printing and quit (Without Notice). That boys and girls, is how I became a full-time, printing owner over night.

Elwood Smith, Founder

QR Codes and Mobile Marketing

What are these crazy looking squares, and how can you use mobile marketing to help your business?

Quick Response (QR) codes are two-dimensional bar codes that are sweeping across North America. When scanned by a Smartphones camera the QR code redirects the user to the content encrypted in the bar code, such as a web page. All the user requires is a QR code reader, which are widely available for free.

Mobile Marketing can be defined as marketing designed for cell phone, tablets or other mobile devices. Any company selling a product or service can benefit from Mobile Marketing. Your ad, postcard or brochure can only fit a limited amount on information, and that information may change from time to time. How can you give your clients and prospects something to hold onto that won't become outdated? Put a QR code on it that directs them to additional information on your website. Information that can be updated as needed.

Your client, or prospective client, needs to have a phone with Internet access and a QR code reader. Since QR codes are scanned by smartphones, the two work together. The other thing you need is a mobile website. Mobile sites are stripped-down versions of your standard website, designed to be viewed on smartphones.....and we make mobile websites! Now you have Mobile Marketing.

PGPTip: Marketing Your Company- Advanced Techniques

In our last blog 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 principle: 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 form 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.

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 Intenational. 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 or 254-526-4303 to get started.