Newsletters are a valuable form of direct mail marketing, especially for businesses that offer services and products that are very heavy on information.  With some smart planning and a good eye for graphic design, these are an important, unique means of both attracting and maintaining a strong customer base.   When you have access to competitively priced traditional print options through online companies like Conquest Graphics, newsletters are both affordable and beneficial for any business. 

1.  Consistent design – Being that newsletters are generally used to create repetition and brand familiarity, your business must make sure to use consistency in the design itself.  Whatever order you choose to include your logo, slogan, or the order in which you present information, must follow from mailing to mailing.  If the top section of your first mailing is news, followed by product updates, then your second issue shouldn’t swap them.  Clean, consistent design shows professionalism.  If customers know what to expect from your advertising then they will generalize that to believing that they will also know what to expect from your product or service.

2.  Minimal use of images – There is temptation when designing newsletters to include a lot of Clip Art-style images to give the newsletter printing some flare.  Unfortunately, it can be very easy to overdo them and lose sight of the strengths of this form of print advertising—the chance to present a bulk of high-quality information in a template customers expect to read through.  Filling up available space with pictures can take away from your overall message and look silly.  If you decide to use images, steer away from stock selections if possible and go a more custom route.  If customers see overused iconography on your advertising, and it reminds them of the advertising of another company, you may be piggybacking on another

3.  Be conservative with fonts – There are obviously a wide variety of different fonts that you can use throughout your newsletter printing, but don’t be tempted to use too many, or to use fonts that are unattractive or unprofessional looking.  Avoid styles like Comic Sans, or anything too fancy like cursive script.  Once you pick the font of your choice try and use it consistently—again, a key word—to help the text flow more easily.  Using a different font for headers or titles can be helpful for creating structure if done well.

4.  Don’t be afraid of white space – Just because you may have a full page of available space, it doesn’t mean you need to fill the entire page with some combination of text and pictures.  White space is important in graphic design because it helps focus the eyes on the vital pieces of information.  It’s also a good idea to take the term literally and use white or off-white coloring as the background color for your newsletter printing.  Almost anything pops against whites and off-white creams and it tends to have a classier look. 

For more information and resources for all of your printing and mailing needs, please visit www.conquestgraphics.com

Print marketing campaigns are more than the designs of the materials themselves (although the graphic design is important as well).  Your campaign has to be unique, with a strategy for not only producing your materials but for distributing them as well.  Attractive, informative advertising also needs to be displayed and delivered to the appropriate customers at the most opportune times.

 
1.  Testimonials – Potential voters or donators or customers love hearing good things from people that have worked with you in the past.  These testimonials are especially vital for service-related charities.  For example,a blood collection service, for example, can only present so many visuals or figures in the process of trying to gain donor trust.  A donor who discusses some of the "feel-good" factors of giving will go a long way.  An online printing company like Conquest Graphics can add these testimonials onto just about any print marketing material in a way that will be attractive and professional.
 
2.  Brochure printing – Brochure printing in general is a very important, often overlooked tool for many organizations.  Customers still like having information and images they can literally hold in their hands and examine.  Research shows that Americans retain 23% more information if it’s printed instead of posted electronically; take advantage of this!  Explain and describe your service in a brochure and distribute them anywhere your client base may frequent.
 
3.  Postcard printing – Postcard printing is another important marketing tool for businesses—and for certain businesses in particular.  The fashion industry, food service, and real estate are three examples that benefit from postcard printing in direct mail marketing.  A snapshot of a delicious meal, a photo of a gorgeous outfit, or an image of a beautiful home with immaculate landscaping is the best way to market each respective product.  Plus postcards are relatively inexpensive and easy to mail.

4.  Business cards – Business card printing is very common, but it is also very common for them to be distributed poorly.  The most obvious distribution method is person-to-person, whether during a casual introduction with a friend or a professional meeting.  While these are helpful, many businesses limit  themselves to this method.  You can also tack them onto community boards, submit them in  restaurant and bar contests, include them with your products and your other literature, and even target specific areas to street canvas.
 
5.  Linking URLs to print – One important direct mail marketing campaign is to link any electronic resources to your print materials.  The best strategies incorporate both traditional advertising to modern tools, like email listings, QR codes, and interactive websites.  Fortunately, by selecting a web URL that is simple to remember and is very short, you can tack the URL itself onto just about any print materials you order; brochures, banners, posters, business cards, etc.  
 

Groups and organizations should always remember that good campaign techniques not only require that you select cost-effective, well-designed marketing materials, but that you also make smart, strategic distribution decisions.  Make sure that your beautiful and informative postcards and trifolds reach the intended audience so that they never go to waste!  Planning how best to advertise your product or service extends well beyond the moment when your direct mail marketing supplies show up on your doorstep in a package

For more information and resources for all of your printing, graphic design or mailing needs, please visit www.conquestgraphics.com

Getting ready to print a direct mail campaign?  Here are 5 mistakes to avoid in order to make your direct mail efforts a success.  Rather than put your focus only on the graphic design aspects of direct mail marketing,  be sure to pay attention to the basics of direct mail as an advertising strategy.  While it is true that we now have the ability to create bright, colorful, interactive and exciting print materials for consumers to enjoy and value, this should not be at the expense of these common errors:

1.  Saving the strongest piece of the sales pitch for last:  Research shows that consumers will review a piece of advertising for less than 10 seconds before committing to the rest or tossing it away.  It is vital that your direct mail marketing start out strong—remember, this isn’t a sales pitch in person and you don’t have their individual attention.  Your direct mail is arriving in a pile of other pieces of direct mail that they can easily elect to read through or deposit directly in a junk drawer.  Grab their immediate attention if you want to hold onto it!
 
2.  Copy errors:  The absolute easiest way to turn off potential customers is to present sloppy, error-filled copy that appears unprofessional and unreliable.  Consumers trust businesses that appear educated and careful enough to make sure to represent themselves well in their direct mail marketing.  If your direct mail includes typographical errors, factual errors, or other mistakes then you place yourself in such a position that even if the offer sounds reasonable and the product or service is exciting, recipients will not trust the professionalism of your business.
 
3.  Mismatched mailing list:  Many companies have access to a variety of databases for determining which direct mail marketing strategies will be the most effective with different demographics.  Make sure that you are not advertising baby food to the elderly, retirement plans to teens, or birth control research to men—otherwise you are essentially throwing away your sales pitches directly into the junk drawer.
 
4.  Humor:  Advertisers love using humor to reach consumers because it appeals to such a broad base of individuals.  Of course, the downside to this is that print marketing is a lot more difficult to use as a platform for communicating jokes.  Television and radio have the benefit of video and audio to supplement their strategies and direct mail marketing lacks both.  Another downside to humor as a tool is that it can potentially marginalize any potential customers who either doesn’t relate to the joke or finds it offensive in some way.  Postcard printing can use a funny image to attract attention and make people laugh but always be sure that the humor is general and family friendly.
 
5.  Not utilizing variable imaging:  Now that businesses have access to online printing companies with competitive prices, such as Conquest Graphics, they can use digital printing to send out variable data—or personalized direct mail—to individually connect with customers.  It is important to take advantage of this direct mail strategy whenever possible as it’s been shown to dramatically increase advertising success.

After you have put all the time and effort into creating a great design, make sure you have the direct mail piece printed by a high-quality commercial printer.  Conquest Graphics is one such company that can give you an excellent quality piece on heavy card stock that will stand up to the rigors of the mail process - and their prices are very affordable.  You can order with them on-line and they offer you mailing services so you can complete the job in just a couple of click.  For more information, go to www.conquestgraphics.com 

There are many on-line print companies available today that can handle all your print needs but how do you select the right one?  Here are some critical tips to consider when trying to select a good on-line printer:

1) How long have they been in business?  (both on-line and off)  Many on-line printers are traditional print shops that have expanded their business to allow customers to order print via the web.  The longer a company has been in business, the more likely it is that they are a stable, reputable print vendor with many satisfied customers.  Conquest Graphics is one such example, they have been in business since 1922 and made the transition to on-line printing several years ago to help make the process of ordering print easier.  

2) Does the on-line printer offer the range of products and services you need?  On-line print companies tend to be larger than local print shops and often can provide a wide variety of products.  When seeking a printer, look for one that can cover all of your print needs. Also, look at the services you require and make sure the on-line print shop can provide them for you.  For example, do you need graphic help?  Or mailing services?  Many on-line printers offer superior services because they have larger staffs to accommodate a wide range of customers. 

3) Is their pricing competitive? On-line printers usually have lower prices than most local printers.  Because of the large volume of work they produce, you can take advantage of the discount pricing and get work that is of excellent quality.  It is easier to get a quote on-line than from a traditional print company, so go ahead and do some price shopping before you buy. 

4) Do they have a secure ordering system and offer guarantees to protect you?  Reputable businesses take steps to make sure their financial interactions with their customers are secure. Check to be sure that the ordering process is protected by VeriSign and McAfee SECURE.  Also, look for money-back guarantees to be sure that if there is an error, that you are protected.  Most on-line printers offer high-quality commercial printing, but it is still best to work with someone that gives you the extra insurance in case something does go wrong.  Conquest Graphics, for example, offers both a money-back guarantee and a turn-around guarantee to give you extra security that your print job will be done correctly and that it will be delivered on-time.  Also check their ratings and make sure that they are members of the Better Business Bureau.

5) Does the on-line print company offer eco-friendly printing?  Many companies today are concerned about their environmental foot print so working with a printer that uses eco-friendly processes is a bonus.  Check to see if the printer offers recycled paper, vegetable based inks and has clean manufacturing processes.  Traditional printing can be harmful to the environment, so look at the qualifications of the on-line printer to be sure that they are not adding harmful toxins to the environment.

Conquest Graphics has a great reputation in the print industry and we hope that you will choose to work with us on your next print job.  We have a full service customer service department to help answer any of your questions about ordering on-line and we make it as easy as possible to place an order.  At Conquest, our online presence is a window into our full-service operation. You can do anything with us online that you could do in a face-to-face meeting. But you can save yourself a trip or two. Contact us today to see how we can make your print-buying experience a snap.

Business cards are still a necessity for all types of businesses.  Whenever you meet a new customer, prospect or even a friend, it is easy to provide your printed business card with all the relevant contact information.  So it is important to have a good looking professionally printed business card that is easy to read and makes a good first impression.  Once you have the right design, then ordering business cards on-line is an easy way to save time and money.  Online ordering of business cards can save you as much as $40 per set of business cards.

Here are some key points you need to keep in mind when setting up your business card order:

1. Plan ahead in order to avoid mistakes.   Your business card may be the first impression that

someone gets of your business, so you want to make sure that the information is clean and accurate.  Make sure that you include all of your contact information and that the phone number, address, web address and tag line are correct before you make your order on-line. (Here is a hint-DIAL the phone number to make sure it is right)

2. Consider all your print options in advance:  Business cards now come in different sizes and formats so you have far more decisions to make these days.  Here some of the options to think over:

•  Color or black and white?  Most people use full color for business cards so sometimes black and white can stand out from the crowd.  But think about the design first… do you want to display a picture or image, if so then go with full color.   You could have a colorful image on the card front, with black and white on the flip side.  Costs do not differ much when printing so go with what looks best.
• Gloss, Matte, Coated or Un-coated paper stock?  With any color photos, gloss will bring out the best image but uncoated stock allows you to make notes on your cards if you want to denote an appointment time or whatever. 
• cUnusual size or shape?   The standard size card is 3.5 x 2” but cards can be any size you want – so long as they fit inside a wallet or are easy to handle.  If you want an original design, make sure it says something about your business.  For example, if you are bookseller, you can make your card open up like a book.  Or perhaps you own a business named Square One Burgers, then a perfectly square 2.5 x 2.5’ card may be perfect.  Just beware, that special sizes will increase your costs so make sure that the design is worthwhile.

 
3. Make sure your business name stand out:  Use your company logo or photography that illustrates your business.  People will only glance at your business card so make it easy for them to know what product or service you provide.  If the name itself does not make it clear what you do, then add a tag line that describes your business.
 
4. Keep it clean and clear:  Other than the logo, perhaps a line explaining what you do, the only other information should be the contact addresses.  Include a phone number and perhaps a cell phone as well.  Plus always place your website information and e-mail address on your card.  You may also consider a QR code if you have room on the back but do not overload the card with too much info.  If it is cluttered, then no one will read it. 

5. Use a business card template and stay in the margins:  Printers, such as Conquest Graphics, often provide templates that help you design a business card for printing.  Follow the guidelines to stay within the margins because you do not want to have your phone number or any important info be left off the card.  You have little space so use it wisely.

Once you have a business card design that looks good, show it to a few friends or colleagues so they can proof it for you.  You want to be sure that all information is provided in a way that makes it easy to read while providing a pleasing layout.  Your card should match your business.  If you are a lawyer, it should be professional and conservative.  A nightclub may be wildly colored and edgy.  Make sure that you provide the right impression for new clients. 

If all looks good, then you are ready to order.  An on-line print company such as Conquest Graphics, makes it easy to place your order and the pricing is extremely low for high-quality business cards.   If you have any questions, you can always contact customer service for additional assistance.  Make sure you order enough cards to provide them to everyone you meet. 

Just the simple act of ordering your print on-line rather than at a local printer will likely save you money.  Most on-line printers are large companies that do a significant amount of volume so they can pass their savings along to the customer.  On-line printers usually offer a wide variety of products from business cards to catalogs and a range of services that most local companies cannot match.  So next time you have a print project, get a quote from an on-line printer to see what type of savings they can offer you.

But before you place your order, here are some other printing tips that can save you even more: 

Higher Quantity = Lower Price Per Piece: 

One factor that comes into play is that printers give price breaks for placing larger orders.  Most of the actual costs in printing are in the set up and not in the production (or print run), so most printers pass along savings for larger orders. You get the price break and you get more copies of your brochure, flyer, catalog, etc.

However, you need to make sure that the extra copies will go to good use since it makes no sense to spend more if you cannot use the overage.  So, check to see if you have any pricing or expiration dates on your piece that may be an issue.  Do you have a mailing list with a finite number of customers?  In those cases, printing extra may not pay out.

Before you place the order, look at the quantity you need and then look at the printer’s price breaks.  If you plan to order 4,500 flyers, then the printer may offer a discount if you order 5,000 which makes it worthwhile to order more.  If you need only 600 mailers and the next price break is for 2,500 pieces, then stick to only what you need.  A smart print buyer pays attention to the discount brackets and orders accordingly.

Save Money on Direct Mail by Updating your List:

One mistake that will cost you money is not updating your customer mailing list. Sending mailings to addresses which are no longer valid is simply wasting money. Also, many lists contain duplicate addresses if both the husband and wife shop at your store.  Eliminating duplicate addresses is easy, but figuring out if someone has moved can be a bit more difficult. 

The Post Office offers an address updating service (NCOA) or you can remove names from your list if they have not shopped with you for a certain period of time.   Some retail businesses send a separate “Welcome Back” mailer to former customers with a strong offer or even a free gift to get them to return to the store.  If this doesn’t work, you may assume that the customer has moved away from the area or no longer needs your services.
   
You can also de-duplicate your mailing list, removing variations of the same customer.  John T. Smith and J.T. Smith may be the same person so be sure to delete one name if both addresses are a match.  This will save you a lot on postage.

Speaking of postage, also look into postal regulations to determine the costs for various size mailers.  Obviously, postcard will cost less to mail than a catalog but a fraction of an inch can make a difference with mailing costs if you are not within specs.  For example, a small postcard measuring 6” x 4.25” gets the lowest rate so it does not make sense to mail a postcard that is 6” x 4.5” and pay the higher rate.  If you are paying for a large postcard, then it is worthwhile to print up to the biggest postcard size (11.5” x 6”) allowed.  If you have questions, you can check with your local post office for rates by size and weight.  Or go to www.usps.gov.  

Use standard paper stock for savings: 

Most printers provide a variety of paper stock to choose from within their inventory.  On-line printers such as Conquest Graphics have different weights of paper in glossy or matte textures that will be best for 90% of most print jobs.  Ordering from their “menu” of paper will cost a lot less than ordering a special product.  For example, if you are printing brochures and your ad agency specifies a 9pt glossy card stock you may be better off ordering the 100lb cover stock that the print company has on-hand.  Many times, the difference between paper is negligible so long as you are close to the same weight class.  If you have questions, you can talk to customer service for advice on the closest match available or even get a sample sent to you for comparison.  Ordering special paper can drive up your costs so be sure that you have a good reason for getting a “custom” paper.  

These are just 3 tips that can save you money but at Conquest Graphics we want to help you make the best decisions on your printing.  Take a look at the variety we provide and do a price comparison on your next print project.  We believe that a well- educated customer is a happier customer.   Contact us today to see how we can help you save costs by offering you more efficiency.