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Using Pop-Up Displays at Your Trade Show

Banner ImageAre you going to a trade show or other community event? In a sea of booths, you have to draw people to your area so you can share information about your products and services. You can’t reach them if they never come near you.
 
Have you ever considered pop-up displays? Commonly found in supermarkets, these wide-format printed products can draw attention and create excitement in any venue. Here are a few ways you can use pop-up displays to set yourself apart in the crowd at your next corporate event.
 
A Photo Op
Does your company have a mascot? Pop-up displays make utilizing him at the next conference easy. A giant foam core stand-up mascot near your booth not only generates buzz throughout the venue, it brings attendees right to you, as they’ll likely want to snap a few photos. Metzgers can print your brand’s most recognizable icon on foam core or similar products up to 1.8 inches thick and precision cut the image so visitors will see the character, not jagged edges or extra white space. You’ll get more visitors to your table, and they’ll get a fun photo to take home.
 
A Hands-On Replica 
People want to see your product and hold it in their hands. But, if your company builds large objects or manufactures microscopic parts, bringing an actual product to demonstrate might not be an option. Pop-up displays can help you put a model of your product in people’s hands. You can reduce a giant product to fit on a table, or blow up a tiny product so potential customers can easily see all of its components. And at Metzgers, we can use different levels of thickness on one piece for a 3-D effect that lets your trade show audience experience a close facsimile of your product, even if they can’t see the actual item. You could even toss it to them without fear of breaking. Don’t try that with the real thing!
 
A Unique Banner
Everyone at the trade show will have the familiar flat banner. You could, too. Or, you could create a banner that sticks out — literally. Metzgers can create a custom pop-up display of your logo or company name using a variety of thicknesses. When trade show attendees scan the room, your booth will stand out, and they'll be drawn to you.
 
Let us show you what pop-up displays can do for your business. Contact us for more information at (419) 861-8611.
 

The Importance of Choosing Paper

Paper TypesYou put a lot of thought into your company's brand. You know the message you want your brochures, pamphlets, catalogs, and other marketing materials to send, and you've made sure the language in them conveys it precisely.

But with all the work you've put into crafting the perfect marketing campaign, you may have overlooked one seemingly small detail that can make a huge difference: The paper your materials are printed on.

The paper you choose says a lot about your brand. Making the wrong choice can send messages you don't want to send. For example, as Sabine Lenz wrote in an article on independent online paper database PaperSpecs.com, a nonprofit that sends out a glossy, expensive-looking mailing for a fundraiser may give off the impression that they are doing well and can get by just fine without a donation. Similarly, a company that wants to associate its brand with luxury does itself a disservice when it chooses a thin, flimsy, low-quality paper.

Here are some things to consider when choosing paper.

Tags: offset - digital - bindery

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Common Misconceptions about Going 'Paperless'

With words like "green" and "eco-friendly" everywhere you look, more and more companies are pledging to "go paperless," moving most of their communication online, printing fewer brochures, pamphlets, and other marketing materials, and viewing emails online instead of printing them.

But how much is that really helping them go green?

Could it actually be harming them?

Paper companies have gotten a bad rap as more and more people tout the virtues of going paperless. But in reality, paper is one of the greenest products you use in your office every day.

Take a look at your desk right now. What do you see that's biodegradable? Your computer? Your phone? That cup of pens? Not a chance. The stacks of paper on your desk, however, will biodegrade.

Because paper comes from trees, which, once replanted, take time to grow, there's a huge emphasis on reducing paper consumption to save them. But even completely eliminating the use of paper won't save the trees. They will still be used for wood products, from the poles that hold the telephone wires you use every day, to the wood beams holding up your house.

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The Permanence of Print

Vinyl to digital

I’m what most would consider a fairly serious fan of music. I will listen to some classical, but my deepest appreciation begins around 1946 with bebop and comes to an abrupt halt, with very few exceptions, around 1990. I had spent most of the Eighties listening to one “alternative” form of music or another, but when Alternative became permanently capitalized, that pretty much spelled the end for me, and I have been in a sort of musical suspended animation ever since.   

I’ve got a Victrola in the living room, and one in the basement. I’ve got an authentic 1970s “Pioneer and Advents” stereo setup upstairs for listening to most things, but I also have a little tube portable phonograph for playing 78 rpm originals. You get the idea—I’m a nerd. Anyway, last weekend I accidentally overwrote my iTunes library. (Don’t worry, that will never happen to your graphics files at Metzgers.)  After re-importing 26,000+ songs, I found that I was missing several hundred album art images.  This got me to thinking about the long-term fragility of digital files (whether audio or visual), and eventually led me to a deeper consideration of the permanence and stability of print.

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Advertising in a tough economy: The Kellogg’s and Post story

Bowl of CerealIn difficult financial climates, you may think advertising and marketing budgets are a great place to slash budgets and reduce costs. But before you do that, you should consider this story from The New Yorker.

It's about one of the most famous brand rivalries in history: The feud between cereal makers Post and Kellogg's.

You see, in 1929 the two companies were in a close race to control the relatively new breakfast cereal market. Though it had been around for decades, most Americans were just beginning to see dry cereal as a viable alternative to other breakfast staples such as oatmeal and Cream of Wheat. So no one knew how demand would be impacted by any economic downturn, much less the Great Depression that struck that year.

After the stock market crash, Post did the predictable thing: it slashed expenses, especially in advertising. But Kellogg's reacted differently. They doubled their advertising budgets, branching out into new media, like radio, and soon created friendly characters Snap, Crackle and Pop to push Rice Krispies.

The result? Four years later, even amid the worst financial crisis in American history, Kellogg's saw its profits rise by 33 percent. And as a result of all that advertising, they became what they are today — the dominator in the breakfast cereal industry. When you think "cereal," you probably think of a Kellogg's brand or character first.

Kellogg's success occurred despite the lack of physical difference between their product and that of their rival. In fact, before breakfast cereal companies started coloring puffs of wheat and rice with artificial dyes and coating them in sugar, the products offered by Kellogg's and Post were nearly identical in every respect.

So what does this teach us? Slashing advertising costs may help balance your books, but it could hurt you in the long run. Think of advertising as an investment in your brand's future, as well as a way to move product in the present. Customers may buy less during a recession, but it's still worth the investment to shape their buying habits when tough times end. You'll see the benefits months, years and decades from now.

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