Creating In-Store Signs Your Customers Can’t Help But Notice

Sign Printing

When people set out to create compelling print marketing materials for their business, they normally (and appropriately) devote a lot of attention to the types of elements that will attract new customers. Obviously, the design of that print direct mail brochure is key because it will always be someone’s first exposure to the brand. However, many people fail to pay enough attention to another area that is equally important: in-store signage. Remember, just because someone is already in your store doesn’t mean the marketing machine can take the afternoon off. When it comes to designing the types of in-store signs your customers can’t help but notice, there are a few key things you’ll need to keep in mind.

Keep It Simple

If you’re designing print marketing materials to send out into the world, one of your instincts may be to try to pack as much helpful information into those materials as possible. After all, you can only have one first impression, so you need to make it a good one. When it comes to in-store signage, however, you’ll have better results if you dial back your instincts a bit and keep things as short and as sweet as possible.

Think about the language you’re using on in-store signs the same way you would the headline in a newspaper. The brochures and other documents you’re sending out into the world are like the newspaper articles themselves — they contain all of the information required to answer any questions the customer may have and guide them further down the sales funnel. In-store signs are the headlines — they give you just enough information to help you in that moment, but they don’t try to tell the whole story.

It’s All About the Focus

Because so much of your marketing focuses on selling yourself, it’s natural for that instinct to carry over into the world of in-store signage, too. It’s easy to forget you already have the customer right where you want them. Now it’s up to the products (or, more specifically, the way you’re showcasing those products) to finish the job.

Your in-store signage needs to showcase not only what a product might do, but why someone might need it. Your signs should sell people on the benefits of what you’re offering, not necessarily on your brand. For maximum effectiveness, use your signs to provide quick answers to questions like “What can product X do for me?” and “Why will product Y make my day easier?”

Above all else, there’s one key term you always need to keep in mind when designing in-store signs: compelling. If the types of signs you’re creating are always compelling and are always created with the best interest of your customers in mind, they will succeed on multiple levels. Not only will they immediately attract the attention of anyone who looks at them, but they will also add to the overall value of the experience customers are having in your store. Good signage can help turn first time customers into repeat customers in the long run.  With the addition of our new HP 360 Wide Format Printer, we would love to help you with all your signage needs.  Contact Kendall Press for a quote.

Personalized Print Marketing

Personalized Marketing

Joe – We would love to see you at our upcoming open house.

 

The Power of Personalization

Print marketing is still one of the best and most effective ways to connect with your target audience and create brand awareness on a large scale. For starters, print marketing is tangible — you’re giving a person something they can hold in their hands and, more importantly, something they can pass along to a friend or family member.

Despite the many benefits of print marketing as a medium, many people still seem to miss one of its most powerful and most natural tools: personalization. When you take a look at just how effective personalization can be, you’ll be shocked you weren’t embracing it in the past.

Personalization: By the Numbers

In 2012, the industry organization InfoTrends conducted a study on marketing communication. It revealed several interesting facts, all of which are important to know when planning your next marketing campaign. The good news is that print marketing is alive and well, even in an era where everyone carries a smartphone or other type of mobile device with them at all times.

The better news is that marketing materials featuring high levels of personalization yield a dramatically higher ROI over ones sent out in a uniform or more generic manner.

The InfoTrends survey covered more than 1,000 businesses in 10 industries. Nearly two thirds used personalization or segmentation techniques to increase response and conversion rates. One of the respondents who used personalized print materials exclusively experienced a response rate of around 6% and a conversion rate of over 16%. Compare this with the average 2% response rate more generic materials generate, and the power of personalization becomes abundantly clear.

Things get even more impressive when you combine personalization with other best practices of modern marketing, like combining print and digital to reach a wider audience. For example, the respondents who utilized print and e-mail materials with high levels of personalization reported a response rate of 7.6% and a conversion rate of over 18%.

Why Personalization Matters

When you personalize your marketing materials, you’re taking that extra step to show your target audience how much you really care about them. Instead of addressing a direct mail brochure with the generic and calculated “Dear Sir or Madame,” you can take advantage of the basic technique of including their name — which, keep in mind, is information you already have if you’re sending them something in the mail.

Believe it or not, this does go a long way. It instantly creates a much more organic connection with the person reading your materials and subconsciously separates your mailer from others that may not be personalized at all.

Personalized print marketing is also inherently more impressive than personalized digital materials of the same variety. Everyone has a computer, and they know how quickly you can change an e-mail to include a name. Changing a print mailer, however, takes a little more thought and effort (though not as much as you’d think). Your effort will definitely be appreciated by the recipient.

Not only is print marketing alive and well, but one of its most powerful assets is something many businesses aren’t even using. Personalizing your print materials will go a long way toward creating a more meaningful and long-lasting connection with your target audience and increasing your ROI.

Predictive Analytics in Direct Mail

Marketing Success with Predictive Analytics

Working with virtual screen

Predictive Analytics: One of the Keys to Direct Mail Marketing Success in 2015 and Beyond

Direct mail marketing is still one of the best and most efficient ways to connect to your target audience, even in this social-media-centric world. But that doesn’t mean you need to eschew technology altogether. Case in point: predictive analytics are quickly becoming not just a recommendation, but a requirement for anyone running a direct mail campaign.

What Are Predictive Analytics?

At their core, predictive analytics leverage statistics, data mining, and similar techniques to create a prediction about future behaviors. The idea is to take the past behavior of your target audience and use it to make educated guesses about future activities.

The concept is used in Internet advertising on a daily basis. Have you ever wondered why you suddenly see advertisements for home audio and video equipment or Blu-ray movies right after you purchase a high-definition television set online? It’s a combination of programmatic advertising and predictive analytics at play. Marketers know that based on your purchase, there are certain types of accessories you can definitely use.

If you just bought an HDTV, it goes without saying that you could probably use some shiny new Blu-rays to play on it. By targeting you with advertisements based on that information, businesses know they have a much better chance of making a sale than if they randomly targeted 10,000 people, many of whom might not have an HDTV at all.

Many businesses don’t realize this same idea can also play a very important role in how their direct mail marketing campaigns are conducted.

How Do Predictive Analytics Help in Direct Mail Marketing?

The major benefit predictive analytics brings to the world of direct mail marketing is one of precision. You no longer have to spend time and money each month to send mailers out to all 3,500 people who live in a particular ZIP code. The fact you were sending out materials to many people who ultimately had no interest in your products or services was always just an accepted “cost of doing business,” but that doesn’t have to be the case any longer.

Thanks to predictive analytics, you now have a better chance of targeting the RIGHT people within a particular ZIP code based on their past interests and behaviors. Instead of sending out 3,500 mailers and achieving a 20% conversion rate, you can save time and money by only sending out 1,000 mailers while achieving an 80% success rate at the same time. It’s about giving you a much smarter way to spend your marketing dollars. It’s also about empowering you to stretch your marketing campaign’s strength even further.

In direct mail marketing, success doesn’t mean spending as much money as possible. Instead, true success and market penetration are achieved by spending every dollar the right way. Whether you have $10 to spend or $10,000,000, that theory will always hold true. By making excellent use of advancements like predictive analytics, you can make sure your important materials are actually getting in front of people who find them valuable. This will go a long way toward increasing not only the efficiency of your campaign, but also its general return on investment.

Postcards

Kendall-Press-Postcards

No matter what industry you’re in, custom printed postcards are a versatile tool that is sure to impress. Postcards are more than just a way to let your family and friends know that you are thinking about them while you are basking in the sun on vacation.  Think of postcards as mini billboards of marketing.  They are a quick and easy way to reach customers with your message.  Encourage quick action. Give customers a good reason to act now.  Postcards can be used for announcements, thank you notes, product cards, event schedules, RSVPs, invitations, mailings, etc.

Because postcards are available in nearly any shape and size, they provide unlimited opportunities for your business. If you’d like to get creative with a postcard, consider an oversized card, die-cut shapes or cut-outs, rounded corners, etc.  Die-cut postcards, have been proven to increase response rates by 300% or more.

A popular way to use postcards is by creating a series of product spotlight cards. Use them as a creative marketing tool to promote little-known products, or to simply provide convenient take-away information about your top products or services.

Postcards are perfect for direct mail to reach new customers and keep your current customers up-to-date on what’s happening with you.   You can quickly create a postcard campaign without a big investment in time or money.  We can help you design, print and mail the postcards to either your own mailing list or one we can purchase for you.  If you have questions or would like more information about custom printed postcards, give us a call today!

Tabbed Pocket Folders

Pocket Folders with Tabs

Pocket Folders with Tabs

Custom printed pocket folders are a great way to help recipients organize materials and prevent them from getting lost in the shuffle. In addition to organization, pocket folders also offer flexibility to customize informational packets and update inserts that change frequently.

By adding a convenient filing tab to your pocket folder design, you give your folder a file-worthy appearance with a prominent label that can increase the chances that your information will land in a filing cabinet, rather than a trash can. Recipients are more likely to keep your information at their fingertips since customized tabs make it easy to identify contents.

Tabbed pocket folders are perfect for organizing press kits, tradeshow packets, welcome packets, sales kits, warranty information, etc.

Kendall Press would love to help if your team is looking for a professional way to impress prospects and make a great first impression. Ask us about tabbed pocket folders today!

Help with Image File Formats

  • Picture ImagesWhen it comes to creating marketing materials for print or web use, it’s important to know the differences between image file formats. Here is a brief overview of the most common file formats:

    • EPS (Encapsulated PostScript) is designed for sending/exporting vector graphics (such as logos) for print. Vector EPS files will print clear and crisp and can easily be resized without compromising print quality or losing detail.

    • TIFF (Tagged Image File Format) is a recommended format for printing high quality imagery for both MAC and PC platforms. TIFF files are designed to print clear and crisp at high resolutions (usually 300dpi) and support a transparent background.

    • A JPEG/JPG (Joint Photographic Experts Group) is a compressed image file that is ideal for creating and exchanging digital photographs. JPGs use lossy compression, meaning you will lose image quality if the file is enlarged or edited. Also, there is no support for transparency in a JPEG file.

    • GIF (Graphics Interchange Format) is a bit-mapped graphics file that is gradually being replaced by the PNG format. GIF has been popular for images with large areas of solid colors, such as logos and text as graphics. GIF does not compress your pictures, which mean that they do not loose image quality, resulting in large files. GIF can be used for animation and supports a transparent background. NOTE: GIFs are not suitable for professional printing (they are ideal for web use).

    • PNG (Portable Network Graphics) is a newer file format that features lossless compression of data, meaning an image can be compressed without losing image quality. PNG files also support transparency and are ideal for web use, but because of the lack of CMYK color support and inability for color separations, PNG is not a good fit for professional printing.

    If you need help understanding different file formats, remember we’re just a phone call away. Give us a call today – we look forward to answering all of your printing questions.

Labels

A photo showing a variety of labels that can be used as marketing tools ©KeithSpiroPhoto

Label basics

Labels are used to share information about an item. This information can take the form of identifying a brand, instructions for operation, health benefits, ingredient lists, warnings, and everything in between. Labels make for versatile tools when it comes to marketing thanks to their many uses.

What types of materials can labels be printed on?

Labels can be printed on numerous materials, including paper, plastic, vinyl, polyester, polypropylene and cloth. Different materials may be better suited for different uses. For example, bumper stickers are frequently made from vinyl and combined with a powerful adhesive to ensure they don’t fall apart when subjected to the outdoors.

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Rack Cards

Rack Cards - Design example ©KeithSpiroPhoto

What are rack cards?

Traditional rack cards are easily recognized as the vertical advertising cards found at most visitor’s centers, hotels, and rest stops. They are often single, glossy, full color marketing pieces that share a small amount of information about a business in an eye-catching way.

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Wordless Wednesday – Direct Mail

 

Direct Mail - A photo of the Charles Street Post Office in Boston for Wordless Wednesday. By Keith Spiro of Kendall Press

Wordless Wednesday

 

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