Tag Archive for: print advertising

Digital and Print Advertising: What Works & What Doesn’t 

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Print and digital advertising can help make or break a business. When talking with digital marketers, you might hear that digital is superior to print. Similarly, some printing professionals may sing print’s praises and overlook the benefits of digital advertising. The truth is that most companies benefit from utilizing a blend of both. Developing advertising strategies that draw on both print and digital advertising’s strengths give you a better chance of developing brand awareness, tapping into new markets, and boosting your sales.

If you’re new to print and digital advertising, consider the following helpful tips from the printing pros at Pel Hughes. 

Benefits of Digital Advertising

As more people join social media and surf the web, utilizing digital advertising is a great way to raise awareness for your brand and increase your customer base. Digital advertising offers some unique advantages when compared to print. For example, advertising with social media, e-mail campaigns, and paid search ads can be very cost-effective. Another great benefit of digital advertising is the metrics you can use to understand your digital campaign’s performance. Metrics from Google Ad Words, Facebook Insights, and data collected from your website can tell you what search terms were used to land on your digital properties, the general location of your visitors, and even demographic information such as age and gender. These readily-available metrics can help you decipher what works and what doesn’t with your messaging. 

If a good portion of your sales come from your website, digital advertising can help you reach customers throughout the United States and even the world. Facebook’s advertising platform as well as Google Ad Words can make it easy to target consumers most likely to be attracted to your brand or services. 

Benefits of Print Advertising

Like digital, print offers its own set of unique benefits. One of the biggest selling points with print advertising is the fact that most people find print more trustworthy than digital. People from all walks of life have a knee-jerk reaction to trust brands who use print advertising methods like catalogues and direct mail. Part of the reason for this is the “nostalgia factor”. A piece of personalized direct mail seems to evoke an emotional response that harkens back to a simpler time. As we become increasingly dependent on technology to perform daily tasks and our work, a piece of personalized mail from your business reminds us of a time when face-to-face interaction and in-person customer service was the driving force behind our buying decisions. 

If you operate a service-based enterprise or do most of your business in a brick-and-mortar operation, print advertising can help you reach out to your local community. A direct mail campaign can send postcards, coupons, circulars, and catalogues to specific zip codes in your area. This highly effective form of advertising is great for local-oriented businesses.

How to Blend Print and Digital Advertising to Meet Your Needs

In the battle of digital vs print, there isn’t a clear winner. What actually works is a combination of both rather than choosing one over the other. For instance, utilizing Facebook advertising, e-mail campaigns, and direct mail could help you expand your reach and develop brand recognition. Advertising is rarely a one-size-fits-all endeavor. Business owners have to consider their industry and method of operations before embarking on any advertising campaign. We encourage businesses to consult with experts to develop a customized solution to meet their needs. 

The pros at Pel Hughes specialize in print advertising. We utilize the latest technology in campaign automation and database management to develop stunning print campaigns for businesses throughout the United States. Give our team a call at (504) 486-8646 to request a quote. 

Variable Data Printing Takes Direct Mail Marketing to the Next Level 

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Did you know that people have a stronger urge to take action with direct mail than they do with digital advertising? According to research conducted by the USPS, it’s true. There is clear data to demonstrate that people will respond to printed marketing materials more favorably than they would digital. While the numbers back up the notion that direct mail is still a powerhouse when it comes to driving sales, bear in mind that not all direct mail is created equal. One way you can make your direct mail more effective is to utilize variable data printing.  

What is variable data printing, exactly? 

Variable data printing is a method of digital printing that allows for interchangeable text without interrupting the printing process. This technology even makes it possible to utilize different graphics from piece to piece. 

 Variable data printing (VDP) technology is what makes personalizing direct mail a reality. In fact, you have probably had pieces delivered to you that utilized this VDP. With VDP, you can personalize pieces to address recipients by name on envelopes and on the salutations of letters.  

What are the benefits of variable data printing? 

One way that VDP is advantageous for your direct mail campaigns is the fact that they tend to see higher response rates. Conventional direct mail that doesn’t utilize VDP typically sees a 1% response rate. Adding VDP to the mix could easily double your response rate.  

Not only could using VDP double your response rate, it could save you money by making it possible to deploy smaller campaigns. If you know your response rate will be higher, you could downsize your campaign and still see a higher ROI. The cost savings of a smaller response rate could translate to you having the budget to use high quality graphics and paper. Investing in the quality of your direct mail can help you target niche markets such as consumers who prefer luxury products or eco-conscious buyers.  

Who benefits from VDP? 

VDP could benefit any brand but certain types of brands may find more value by implementing variable data printing. For example, brands selling niche products or catering to a specific consumer group tend to see great results with VDP. Companies selling services or products with high margins typically see better results with direct mail than businesses like restaurants or dry cleaners. This technology also helps enterprises attract new customers by boosting brand awareness.  

The best way to determine which form(s) of marketing and advertising are right for you is to devote time to research and speak with printing professionals about your budget, goals, and needs.  

Our team at Pel Hughes is happy to help you navigate your print marketing options. Our family-owned printing company serves businesses and non-profits of all sizes throughout the United States. We provide in-house graphic design, world class printing technology, database management, and campaign automation to help you boost your sales and develop a brand with staying power.  

Give our team of experts a call at (504) 486-8646 to request a quote.  

Flyers and Brochures: Everything Businesses Need to Know 

Despite what digital marketers would have you believe, print advertising is not dead. In fact, there are still very real needs for print. Two forms of print advertising that drives sales are flyers and brochures. If you’re new to the world of print advertising, you may want to consider implementing flyers and brochures into your marketing strategy.  

Following is helpful information on both. 

Flyers vs. Brochures: What’s the difference? 

A flyer is a one-sided piece that advertises products, services, or events. Typically disseminated or passed out unfolded, a flyer is sometimes called a leaflet, circular, or insert. Flyers are great for announcing grand openings, advertising a promotional sale, or for alerting communities to upcoming events. Flyers can be cost-effective because they only require printing on one side and typically use lighter, cheaper stock.  

Brochures are more substantial than flyers and normally contain graphics and text on both sides of the paper. Often times, a brochure is folded to create panels of information. The stock used for brochures is typically heavier than the stock used for flyers, too. Many organizations and companies provide brochures for their salespeople to showcase their services and products. Brochures may also be delivered to residents in a community, which is a typical practice of restaurants and other service-based enterprises.  

Design Tips for Flyers and Brochures 

As with other forms of print advertising, you only get once chance to make a first impression. If your brochures and flyers are poorly-made, you may leave a bad impression on your potential clientele. Well-executed materials, however, can help build brand awareness and increase sales.  

If your enterprise doesn’t have an in-house graphic design team, consider consulting with a designer at Pel Hughes or commissioning the expertise of a freelancer. Graphic designers can help ensure that your copy is legible, your graphics are crisp and well-placed, and your color selection is on point with your brand’s image. Busy graphics and poor color choice can turn customers away. Consulting with an experienced graphic designer ensures that your brand comes across as professional and legitimate.  

Working with a copywriter can help, too. Issues with sentence construction, verbose and effusive language, and subpar grammar tend to result in a cold reception among clients or customers. A copywriter will help you utilize powerful, concise, and professional verbiage that sets a professional tone for your brand.  

Sometimes, knowing what not to do can help you determine your expectations with your print materials. Some of the most common faux paus we see with flyers and brochures include: 

  • Busy and illegible fonts 
  • Too many graphics 
  • Distracting and disjointed color selection
  • Cheap stock 
  • Blurry images and graphics 
  • Poor spelling and grammar 

If you’re wondering what elements make for great brochures and flyers, it is important to understand consumer interests and their psychology. People are busy; they have limited time and energy to read anything. For this reason, the contents of your print materials should be broken up into small, digestible sections of text. This is why great advertising copy is punchy and to the point. A brochure may benefit from bulleted lists, too, which can help recipients determine what makes your brand different from your competition.  

Well-executed brochures and flyers should also be informative. Your contact information such as your company’s address, website, and phone number should be easy to find. Your print materials should also have a call to action. A call to action can be as simple as calling your business for a quote or visiting your website to shop for products.  

Pel Hughes is a woman-owned enterprise serving businesses of all kinds. We offer in-house printing and graphic design. From brochures and flyers to catalogues and postcards, our team of experts can help you execute beautiful print materials that resonate with your potential customers. Give us a call at (504) 486-8646 to speak with a knowledgeable member of our staff.  

How an Online Management System Can Make Marketing Easier 

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Marketing is the lifeblood for many businesses. The problem, however, is that managing marketing and advertising campaigns takes serious effort and time. Fortunately, technology has made producing marketing and advertising materials much easier with digital management systems. Our team at Pel Hughes offers Storefront—a management system that can increase efficiency and reduce your costs when it comes to handling your marketing campaigns.  

Following are four ways that Storefront can help your business.  

#1 A Convenient Hub for All Your Print Materials 

You can liken Storefront to a digital library. This system can store all your campaigns and other materials like tags and logos in one central location. Let’s say you need to update a franchise restaurant menu or edit existing materials like personalized business cards; you can do so with just a few clicks. Then, you can send these materials to the printer with ease.  

Beyond saving you time and money, Storefront can also set permissions for your account’s users. This is especially beneficial to enterprises with multiple locations or franchises. You can also enable customization for your users. This can be advantageous if you offer different services or prices from different locations. 

#2 Monitor Your Marketing Inventory & Order On-Demand 

Storefront allows for easy reporting. This is helpful for evaluating your marketing budgets or determining which materials are ordered most frequently. Automated reporting helps decision makers understand which materials are most effective and most used. It can also help ensure that your business stays within budget. 

Ordering on-demand also reduces wait times when collaborating with printing companies, marketing agencies, and freelancers. Having your materials in one convenient, secure location accelerates the deployment of your marketing and advertising campaigns.  

#3 Protect Your Brand’s Identity 

Sometimes, businesses with multiple locations and franchises can see inconsistent branding when local managers are left to their own devices. Maintaining a cohesive brand image is crucial to any enterprise’s marketing and advertising efforts. 

 Inconsistent brand messaging can produce a series of hiccups and unintended complications. With Storefront, company leaders can ensure that only approved materials are utilized. Since each user’s permissions are set by their superiors, you can eliminate the threat of inconsistent, unapproved campaigns. Decision makers can also add approval settings to each user’s profile, which adds additional protection in maintaining a cohesive brand identity.  

#4 Easy Payment Methods 

Storefront makes paying for and billing your marketing materials much easier. The interface accepts payments from PayPal and major credit/debit cards. It also allows for invoicing and purchase orders for businesses with multiple locations and franchises.  

Storefront takes a lot of the hassle out of maintaining and ordering advertising and marketing materials. With Storefront, you can protect the brand you worked so hard to develop while increasing your efficiency and reducing your marketing costs.  

If you’re interested in utilizing an online management system, we encourage you to give our helpful team at Pel Hughes a call. Pel Hughes is a woman-owned enterprise that serves businesses of all sizes in both private and non-profit sectors. We offer in-house printing and fulfillment as well as graphic design services. Visit our website or call us at (504) 486-8646 to learn more.  

10 Tips for Businesses New to Print Advertising

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Even in today’s highly digitized world, print is still a necessity. Well-executed print can increase your sales, develop interest in your brand, and reach target customers. If you’re new to print, however, the myriad of services available to you can feel overwhelming. Our team of printing pros can help. Here’s 10 tips to mull over when considering print marketing and advertising. 

10 Tips for Print Advertising and Marketing

 

#1 Learn About Your Audience

Do you know who your ideal customer is? Have you given much thought to what types of materials your target demographic responds to? Understanding your audience, their preferences, and their consumer habits can help you make wise decisions about how to utilize print advertising. 

#2 Determine What Sets Your Business Apart from the Competition

More than likely, there’s a handful (or more) of businesses offering similar services or products. Before you allocate your marketing and advertising budget toward print, you need to determine what makes your business unique to your competition. Knowing what sets you apart from similar businesses can help identify key points that should be addressed in your marketing and advertising. Perhaps you have lower prices or processes that make your customer experiences superior. Whatever makes your businesses stand out should be a focal point in your print materials. 

#3 Stick to Consistent Branding

Say the logos and colors used on your website differ from direct mail pieces and store signage. These inconsistencies can make it difficult for your business to develop brand recognition. When it comes to print materials, the imagery, font, and color selection should match your digital and in-store branding. Cohesiveness fosters brand recognition and ultimately, brand loyalty among consumers. 

#4 Know that Practicality Matters

As with other areas of life, being practical has its benefits. Whatever funds you allocate to print advertising should be well spent. It’s important to think in terms of “what yields the best results for the least amount of money?” 

#5 Understand Basic Elements of Great Print Execution

You don’t need to become an expert in print advertising but it is important to understand some basic elements of what makes printed materials eye-catching and effective. Important factors to great print execution include clean and crisp design, quality stock, and well-placed images. Working with a graphic designer and a printing professional can do wonders for your business.

#6 Know the Importance of Quality

Sometimes, quality is more important than quantity in the printing world. Low quality printed materials like direct mail and door hangers may end up in the trash with little consideration from potential customers. Eye-catching design, purchase incentives, and quality paper, however, can lead to increased sales. 

#7 Listen to the Experts

It’s impossible to be an expert at everything. When you’re developing print materials, listening to the experts will likely work in your favor. Printing professionals and graphic designers are masters of their craft. They know what works and what doesn’t. Besides, tapping into their expertise reduces your workload. 

#8 Use a Response System 

Print advertising can help grow your business but it’s important to develop a response system to find out what specific campaigns are producing the best results. A simple line of “How did you hear about us?” on your website, a contact form, or when new customers call or visit your business can help you determine what specific initiatives are resonating with your customers. 

#9 Utilize a Call to Action

All print advertising should have a strong call to action. Consumers need to know how to follow-up with you if they are interested in your products or services. Calls to action can include encouraging visits to your business, calls to inquire about your services, or for consumers to visit your website. 

#10 Welcome Creativity

The process to developing great print advertising involves welcoming creativity. Whether you’re conducting a survey to incorporate the perspectives of your employees or collaborating with a graphic designer, leaving room for creativity can help take your advertising to the next level. Welcoming creativity and collaboration can ensure that no stone is left unturned in developing materials that strike a chord with your customers. 

Pel Hughes is a woman-owned enterprise serving businesses in a number of industries. We offer in-house graphic design, printing, and fulfillment. We can also assist with developing omnichannel marketing. Give us a call at (504) 486-8646 to learn more. 

A Quick Guide to Understanding Printing Lingo 

Every industry has its own vernacular and the printing industry is no different. For customers, however, these words may be unfamiliar. To help, our team has compiled a handy guide to help you learn more about common lingo you might hear among print professionals. Understanding this terminology can help you learn more about the wide range of services that Pel Hughes has to offer.

Digital Printing

In the past, printers relied on screens and plates to produce materials. Today, however, printers can print items from digital files. Digital is highly efficient but there are still instances where traditional print methods are necessary. 

CMYK, RGB, and Pantone

Choosing color is one of the most important aspects in branding and advertising. CMYK and RGB are color systems—each with different purposes. Pantone is not exactly a color system; it’s a color library with about 1800 variations. 

Unfortunately, color doesn’t translate the same across different mediums. For example, RBG (which stands for red, blue, and green) is used to convey color on computer monitors and device screens while CMYK (cyan, magenta, yellow, and black) is a color system utilized in printing. 

These different color systems can make printing from digital artwork a little tricky. When digital logos, ads, and other graphics are generated it is important that they are compatible with CMYK to ensure that your materials match your digital ones once they’re printed on paper. Knowing your pantone color numbers can be of great help to your graphic design team and the printing professionals you work with, too.

Weight

In the print world, “weight” refers to the thickness of the paper you’re using. Thicker paper is more substantial, making it ideal for business cards and brochures. Lower weight is ideal for corporate letterheads. 

Variable Data 

Variable data makes it possible to print materials with interchangeable elements without stopping the print process. A great example of variable data is printing envelopes, personalized direct mail, or letters with different addresses or names. 

2Up

This term refers to the number of prints on a piece of paper. Utilizing as much space on a piece of paper as possible saves money and reduces waste. 2UP is particularly useful for producing post cards, packaging, and business cards.

Bleed

Bleed entails a print extending beyond its cut lines. For instance, the term “full bleed” involves printing beyond paper’s cut lines to avoid unwanted margins around an image or background color. When a full bleed is needed, printers will have to use larger paper to avoid unwanted breaks in color around an image’s borders. 

It’s important to bring up bleed with your graphic designers so that they can accommodate your needs when developing your images in Photoshop, InDesign, and other software programs. 

The pros at Pel Hughes utilize the latest technology to help you develop stunning print campaigns. We offer expert assistance with direct mail, banners, signage, business cards, and more. Our team can help you develop cross channel marketing that will set your enterprise apart from the crowd, too. 

We have worked with businesses and organizations in diverse industries throughout the United States. Give Pel Hughes a call today at (504) 486-8646 to learn more about our services. 

Should You Combine Print Advertising with Digital? 

Like countless other businesses, you might be devoting all your advertising and marketing efforts to digital channels. While digital advertising is generally good for business, if you’re relying solely on digital, you might want to look into print advertising. According to a study conducted by Marketing Sherpa, print is considered the most trustworthy form of advertising among 82% of respondents. 

The trick to maximizing the ROI on print advertising is to select the most effective forms of advertising. It’s clear that print news is on the decline so dedicating your advertising budget to newspapers likely won’t yield the best bang for your buck. Here we will break down some of the best ways to utilize print advertising. 

Magazines

While the popularity of newspaper advertising is dwindling, magazine advertising is still considered trustworthy by consumers and effective by seasoned advertising professionals. While you may not be able to afford a two-page spread in Better Homes and Gardens, you could likely afford an advertising spot in a local magazine. In fact, the number of magazines in circulation tailored to locals might surprise you. We recommend contacting regional publishers and trade magazines to inquire about their advertising prices. 

Pel Hughes boasts an in-house graphic design team that can help you develop polished and beautiful print ads. 

Direct Mail

If you’re looking for an effective form of print advertising that won’t break the bank, we recommend researching direct mail. This form of advertising has higher conversion rates than social media and e-mail marketing. Moreover, personalized direct mail is a hit among all age groups. Viewed as a nostalgic and trustworthy form of advertising, a direct mail campaign is a great way to get locals interested in your business—especially when your campaign includes incentives like discounts and promotional codes. 

A great direct mail campaign merges your digital presence with your brick-and-mortar one. We recommend adding your social media handles and website URL to your direct mail’s copy. It’s especially helpful when your promotional codes and discounts are accepted in-person and online. 

Our team of graphic designers and printing pros can help you execute effective and well-received direct mail. We can also help you manage your mailing lists, too. 

Door Hangers

Another cost-effective form of print advertising is launching a door hanger campaign. Door hangers are less likely to be discarded before reading. These simple pieces grab attention because of where they are placed. They’re also cost-effective as postage is not necessary. Door hangers, like direct mail, can easily help connect potential customers with your digital channels by placing website URLs and social media handles in their copy. 

The pros at Pel Hughes can help you target specific neighborhoods and develop custom door hangers in line with your brand’s messaging and imagery. 

Local magazines, direct mail, and door hangers can help you target your ideal customer. From food and retail to service-based businesses, these forms of print advertising are suitable for an array of industries and the nonprofit sector. 

If you are new to print advertising, give Pel Hughes a call at (504) 486-8646. Our woman-owned enterprise works with businesses of all sizes throughout the United States.  

2021 Marketing Trends: Direct Mail Retargeting

 

Proprietary technology is making it easier to merge digital marketing with print. These advancements have made it possible to generate personalized direct mail within hours of a potential customer’s visit to your website, too. This type of marketing, known as direct mail retargeting, is one of the hottest trends emerging in 2021.

Businesses of all kinds are already utilizing direct mail retargeting. In fact, giants like Wells Fargo, Ashley HomeStore, GEICO, and Talbots have been implementing direct mail retargeting into their marketing initiatives. The good news is that these companies’ direct mail retargeting is fully compliant with privacy laws, too. 

If the concept of direct mail retargeting is new to you, our team at Pel Hughes has compiled some helpful information to help you determine if this type of marketing is something you should pursue. 

Direct Mail Retargeting: The Basics

You might already be utilizing retargeting through e-mail. Many businesses send personalized e-mails if a shopper abandons a purchase after placing goods in their digital shopping cart. Direct mail takes this principle a step further by sending personalized print materials to a shopper’s home. 

Personalized direct mail can be generated in a matter of hours after a potential customer places items in their cart but does not follow through on their purchase. This mail can include incentives like discounts or promotional codes to encourage a sale as well. 

The Case for Direct Mail

While many businesses are digitally-forward with their marketing, there is still a real need to engage in print from time-to-time. Print, particularly direct mail, offers high conversion rates and resonates well with customers across many demographics. 

To illustrate the effectiveness of print advertising, it’s important for business owners and decision makers to know that direct mail is the leading martech stack offering high YOY growth. The second martech stack is data, which is something that is necessary to produce an effective direct mail retargeting campaign. Direct mail when coupled with reliable data can lead to increased conversions, brand recognition, and customer loyalty. 

Direct mail alone sees higher ROI than e-mail marketing and social media advertising. It helps legitimize your business, too by giving your brand a real-life presence in a potential customer’s mailbox. 

If direct mail seems passé, consider the following statistics:

  • Over 50% of consumers feel that direct mail is a trustworthy method of advertising
  • More than 80% of direct mail is opened while about 30% of e-mail advertising is opened
  • Direct mail’s ROI hovers between 18% and 20% while social media and e-mail marketing sees an ROI between 1% and 3%

Direct mail is powerful—especially when it is properly executed. A good piece of direct mail has compelling copy, crisp design, and quality stock. If you need help harnessing the power of a direct mail, give the experts at Pel Hughes a call at (504) 486-8646. We provide in-house printing and graphic design. We also offer database management to help you keep track of your customers and new leads.