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Conquest Graphics Blog

What is Saturation Mail and how it can save you money:

by mariruth.kennedy@gmail.com
April 23, 2012 09:25
Saturation is the strategy of flooding a zip code with your direct mail marketing.  This works especially well for local businesses, or national businesses that know they have something special to offer to a particular geographic zone.  For example, a maid service will limit itself to homes within a certain distance, or an insurance company may blanket an area with a history of natural disasters.  When this strategy is executed wisely it is an incredibly effective means of reaching the greatest number of potential customers with minimal effort and at a reasonable price.
 
Saturation versus targeted mailing – Targeted mailing is simply the process of ensuring that your direct mail marketing hits a specific demographic or other group.  For example, if you sell video games, you may want to target homes with teenagers, rather than seniors who are less likely to play video games.  If you spend money on a great looking postcard, you want to be sure that you target only those customers that are likely to respond.  On the other hand, a pizza place that has printed menus will be better served doing a saturation mailing to all homes in the town where they are located.  Saturation is a very specific strategy of targeting that ‘targets’ an entire zip code.  This is helpful if you believe your service or product could be used by the majority of residents in a geographic area.
 
Pre-sorting for mailing routes – The important thing about saturation is that when you drop off your direct mail marketing to be processed at the Post Office you are required to pre-sort it in the order of the mail carrier’s route.  By doing this pre-sort, you will save money on postage because the post office provides discounts because you have made their job easier.   Thankfully, there are companies that collect and sell carrier route information for saturation mailing.  If you are going to print postcards or flyers, consider using an on-line printer such as Conquest Graphics that can help with both the printing and the mailing.  This will help you save money and make life easier by using an expert on both aspects of print marketing and direct mailing. 
 
Maintain updated mailing lists – All forms of targeting require research to make sure that you’re hitting the desired market, and this is also true for saturation.  While some businesses overlook this fact, the reality is that many geographic areas change over time.  Zip codes are viewed too often as static groupings for targeting, but they can shift as well.  If your business targets a zip code when the income level is at a certain average, and that average drops over the course of a decade, it’s important to track those statistics so that you aren’t flooding homes with a product or service they can’t reasonably afford.
 
Make sure your paperwork is in order – It is important for you to verify any required permits for your area.  Some shippers require bulk permits, some have one specifically for saturation, and there are often others still—especially if you want to benefit from discounts.  If you do not do mailings frequently, it is often easier to work through a company that can handle the paperwork for you.  Conquest Graphics is one company that can help you navigate the confusing world of the postal service.  Or, if you want to do mailings frequently, you can visit the USPS on-line or in person to inquire about bulk mail permits and the paperwork associated with targeted or saturation mailings. 
 
For more information and resources for all of your printing and mailing needs, please visit www.conquestgraphics.com

 

Flyer Printing-The ABC's (Appeal, Balance, Color)

by mariruth.kennedy@gmail.com
January 11, 2012 09:13

The purpose of printing a flyer is to provide basic information about a public event, a new business, a concert, a neighborhood gathering, or any other occasion where the public needs to be informed quickly and inexpensively. 

 

Here are five great ideas which will ensure that people pay close attention to your flyer when they see it.

1. Be provocative.

Sometimes people will read your flyer just out of curiosity. They don’t understand why you would ask such an odd question, and so they will read it just to find out.

One of the most successful advertising campaigns in history was conducted by Volkswagen. They put a picture of a VW "bug" in the picture and just the word Lemon underneath. Why would a car manufacturer call its own product a lemon? You had to read the fine print to find out!

2. Use imagery and language which aren’t clichéd.

Too many advertisers use puppies and small kids as images to sell their products. A lot of advertisers use attractive people exclusively. Those images work in some markets, but are dismissed in others. In any event, make sure that your image matches your product so people are not confused.

3. Use colors in interesting ways.

It isn’t necessary to color your entire flyer. It isn’t even necessary to color it at all. A small, bright red image against a grey background can be far more attention-getting than a fully-colored flyer.

4. Imbalance is a variation of balance.

Large image, small text. Large text, small image. Emphasize the elements of your message which give your message the most impact. There’s no rule that says that all the elements have to take up the same amount of space. There are many successful advertisements which are ninety-percent white space. The goal is first and foremost to pull the reader in, to make him pay attention.

5. Make sure your font is right.

Some fonts scream "formal", and that may contradict your informal message. Some are too offbeat. Some are just too hard to read. Make sure your font doesn’t get in the way of your message.

 

At Conquest Graphics, we can help you print a flyer that is great looking at a great price. We’ve got decades of experience in helping customers put together attractive and attention-getting flyers, and a money back guarantee.

 

Flyer, Brochure or Catalog – What Works Best?

by mariruth.kennedy@gmail.com
January 3, 2012 14:47
 The flyer, the brochure, and the catalog are three of the most commonly used types of printed materials  for marketing. But you have to understand what their capabilities, costs, and limitations are before getting started. You wouldn’t use a screwdriver for a job that requires a hammer, and you wouldn’t use a catalog where a flyer will do the job. 
 
First, think about what you are trying to accomplish and who you are trying to reach.  Do you own a pizza restaurant and need to reach the closest hundred homes in the area?  Or do you own a clothing store that sells everything from footwear to ball gowns?  Make sure you have a plan on what to promote and who your audience is likely to be, before you decide on the print vehicle.
 
·       Let’s start with the flyer. It’s the least expensive and the simplest to produce.  A flyer is sheet of paper and is usually sized as either 8.5 x 11” or 8.5 x 5.5.”  Flyers are usually distributed in large quantities – they can be inserted into a newspaper, placed on car windows or handed out at an event.  They cost only pennies per piece but offer limited space to promote your store, product or service.  Flyers are meant to get attention but are not likely to have much shelf-life (people will look at them and then discard them within a short period).  These are often printed on light weight paper stock to keep costs low.  
 
·      A brochure is usually  printed on a heavier paper stock that is meant to last. A brochure is distributed in a much more selective manner: it may be handed out personally as a follow up to a lecture or sales presentation, or it may be mailed to interested customers who requested specific information. It is assumed that the people who receive or pick up the brochure are genuinely interested in the topic.  Most brochures are printed on 8.5 x 11” letter size paper and folded down to fit into an envelope or be placed in a rack.  These are called “tri-folds.”  Of course, there are many other sizes available and brochures can have multiple pages or different folds.  So the pricing will vary accordingly.

·     Catalogs are most often used by a store or manufacturer that has many items that they need to display.  Catalogs can run from a handful of pages to a hundreds of pages.  They can be distributed in a variety of ways including insertion into a newspaper, sent through the mail or handed out in-store.  Catalogs can be printed on light news-stock or a heavy gloss paper so the pricing will range widely depending on the size, total pages, type of paper and the binding method.

If you questions about which product to use and how to lay out the design, it is recommended that you contact a quality print shop like Conquest Graphics that can offer you some professional advice.   

Some printers specialize in just certain types of projects and others have the equipment in-house to accomplish everything from business cards to multipage catalogs.  Your pricing will usually be better if you work with a print house that has the capabilities to do the entire project at their plant (such as Conquest Graphics).  If a print shop needs to send out a certain portion of the job, it will cost more.  For example, a neighborhood company may be able to print the brochure but will likely have to get it cut and folded at another facility which will add to the pricing.

Your best bet is to call a good quality printer that has lots of experience.  Tell them what you are thinking of printing and get some pricing on the different options before you get started.  Remember what you are trying to accomplish and who you are trying to reach!  When in doubt, ask the experts. 
 
 
 
 

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