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Marketing Materials Checklist: 4 Print Pieces Your Business Needs

Fotolia 84518466 Subscription Monthly XXLThe most effective marketing strategies feature a healthy mix of print and digital materials. No matter how much of your business takes place online, there’s still something to be said about a well-done print piece. Handing your existing and prospective clients a tangible marketing piece allows your brand to stand out on and offline. Here are four must-have marketing materials you should always keep on hand.

1. Stationery

The first items in your brand identity package should be note cards, letterhead and envelopes. It’s no secret that most correspondence these days is via email, but personalized paper should not be overlooked. When someone receives mail from you, they are actually receiving a physical representation of your company. Using quality letterhead and envelopes is the first step towards solid brand recognition. Not to mention, note cards are a nice touch in this digital age.

2. Business Cards

There’s nothing more awkward than when someone you’re talking shop with asks you for a business card and you can’t produce one. You pat your pockets nervously or dig through your bag to search for a card you know isn’t there and end up writing your contact info on a cocktail napkin that will probably end up going through the wash.
While small in size, a business card can make a big impact. Your business card is often the first piece of marketing someone will receive from you. It should contain all your contact information, naturally, but it should also embody the personality of your brand. Your business card acts a visual connection to you as an individual and your company as a whole. Paper stock, printing process, finishing techniques and even orientation can help your business card jump out of the proverbial rolodex.

3. Posters and Banners

Sometimes size does matter. Large printed materials grab the attention of your target market and allow for a burst of visibility for your business. Large scale printing can attract interest at tradeshows, draw attention to your physical space, or advertise products or services you offer. Reach your ideal clients with strategic placement of posters and banners based on the type of call-to-action you’re making. For example, full panel signage for a takeout restaurant around a busy bus stop or intersection could bring in people looking for a quick meal on their way home from work.

4. Promotional Products

Whether you’re branding takeaways for tradeshows, producing client appreciation gifts, or decorating apparel for your team, promotional products serve to proliferate your brand identity and message long after the initial interaction is over. Items that a client will actually keep and use – such as pens notepads and wearables – tend to have a better impact. Including a call-to-action and a means of contact by way of web address, phone number, or QR code is a great way to drive engagement.

The Importance of Color to Your Brand

Fotolia 100511102 Subscription Monthly XXLYour company’s logo is the visual representation of your brand, and the color of that logo is just as important as the design.

Almost 85% of consumers cite color as one reason they buy a particular product, and 80% of people believe color increases brand recognition. The implications of color’s effect on people’s emotions are far reaching, and understanding your customer’s connection to certain colors could increase the effectiveness of your company’s branding.

Here is a breakdown of what colors mean to consumers:

Red: Stimulates people to take risk and has been shown to raise blood pressure, as well as feelings of power, passion and aggression.

Yellow: Increases cheerfulness, optimism and youthfulness, but can also be stressful on the eyes.

Blue: Represents calmness and serenity.

Orange: Can incite excitement and enthusiasm.

Green: Represents health and growth while also denoting nature.

Purple: Symbolizes wealth and wisdom.

Chances are your company already has a well established brand identity when it comes to color, so it’s important to work with a quality printing company that can enhance your branding.

Converting colors from various devices is a complex process, and it’s difficult to replicate colors from a digital screen onto a print surface. Each printer has different capabilities when mixing ink and the surface being printed on will respond differently to ink.

At Metzgers, we’ve mastered the art of printing your company’s colors the way there are meant to be seen. Contact us at 419-861-8611 to discuss your next printing project.

Spot Color vs. Process Color

Metzgers Spot Color PrintingWhat is a spot color?
In offset printing, a spot color is any color generated by an ink (pure or mixed) that is printed in a single run. Starting with a palette of 18 basic colors, these hues are created without screens or dots. Spot color, or PMS color (Pantone Matching System), allows for a precise matching for logos and brand identity elements.

What is a process color?
Process color is the most common method used in the production of full-color print jobs.

In order to print a color image, the original file is separated into percentages of four colors; Cyan (C), Magenta (M), Yellow (Y), and Black (K). This is why process color is often referred to as 4c or the four-color process. The variation of CMYK percentages allows for a multitude of color possibilities.

While these colors are separated, screen tints made of small dots are applied to each of the four colors. All these colors come together again during the printing process as each color overprints onto the next. The final result is that of your full-color image.

Which should I choose for my print project?
Use Spot Colors when your project:

  • Has no full-color photographs
  • Uses only one or two colors
  • Needs a precise color match – like that of a logo color
  • Needs specific colors printed on multiple pages that need color consistency
  • Uses printing over a large area - spot colors tend to provide more even coverage
  • Needs more vibrant color usage
  • Uses special effects - metallic or fluorescent inks

Use Process Colors when your project:

  • Uses full-color images
  • Includes multi-color graphics that require many colors of ink
  • Needs more than two spot colors

Use both Process and Spot Colors when your project:

  • Has full-color images and needs portions coated with a clear varnish
  • Has full-color images that must incorporate specific spot colors – Logo color or metallic ink
  • Uses variable printing – e.g. printing in different language versions

Your Metzgers Printing experts can help you determine whether spot color, process color or a combination of both are right for your project. Call 419-861-8611 to talk about your project today.

Personalize Your Marketing, Maximize Your Return

personalizedPeople receive dozens of pieces of promotional messages each week. So how can you make your business' printed materials stand out? Metzgers' personalized URLs are the perfect marketing automation tool to catch the eye of customers.

These personalized landing pages help the individuals in your audience engage with your digital brand, which leads to making connections at the right time to build stronger relationships, moving buyers through the sales process faster, and managing marketing initiatives easily and efficiently. Personalized URLscan be easily integrated into print and digital marketing initiatives.

Here are the personalized URL basics:
Metzgers will generate a personalized URL for everyone on your mailing list, for example www.Metzgers.com/JohnSmith. Then, that link can be featured in your marketing to drive each recipient to a specific URL on your website. Everyone on the list will be redirected to the same URL, but the personalization factor drives a higher response rate.

Your landing page can be set up to collect robust customer information, which can help you improve your customer database. You can drive traffic to your Appointments or Quote Request pages. You can even segment your mailing list to market specific products based on buying habits or customer interests.

Engaging buyers through this type of marketing automation tactic can help your sales team, as well. A recipient who visits the personalized URL can now be considered a hot lead for your sales team to follow up on. When marketing and sales work together efficiently and effectively, your business will see better results and faster growth.

Call 419-861-8611 to learn more.

Print Isn’t Dead, It Needs Disruption

print disruptionMarketing pundits have been preaching the death of print since the emergence and popularity growth of digital marketing, but print is far from dead.

In the Internet age, there's a unique opportunity for brands to stand out in non-digital formats. The key to successful print work is disruption.

What is disruptive print?
Disruptive print utilizes creativity to catch the audience's attention, wake up their senses and get them thinking.
You want your piece, whether it's direct mail, a catalog, or even a book cover, to call to your audience, engage them to investigate further, and drive them to take action.

Why disruptive print works
Disruptive print stands out. It looks different. It piques curiosity. Keeping your message simple prevents distraction and provokes a quick reaction.

How to be disruptive
The key to effective disruptive print is to keep it simple. Use bold colors, limited copy and innovative artwork to make a single statement or call-to-action.

There are hundreds of ways to present your message. Billboards, bus graphics, giant posters, life-size cut-outs are just a few. Consider your target audience and choose a method that jumps out in their sight-line or leaps off a table.
Overloading print ads with too much information or graphics is a distraction to the viewer instead of a compelling disruption.

Narrow your target
Successful businesses are killing the practice of purchased lists, mass mailings, and weak calls to action. New technology gives marketers a greater opportunity to capture data, narrowly segment their audience, and craft hyper-targeted messages. Combine a narrow target audience with a super-specific message, and you've got a piece that will get results.

Need help creating a disruptive print campaign? Metzgers can help. Contact us or call 419-861-8611 to talk today.

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