A Business Guide For 

Holiday Sales Success

Increase foot traffic, signage, and sales resources

For many retailers and small businesses, October through year-end is a critical time to increase foot traffic and convert sales. The term Black Friday originated from turning the corner to positive profitability, or where revenue exceeded costs and put the business in the black instead of red. Use this three-step business guide for holiday sales success to help your customers increase demand and have a blockbuster holiday season.  

 

1. Build awareness. 
   
2. Create an experience. 
3. Drive community engagement. 

Build Awareness 

During the holidays, businesses compete heavily for attention, so your customers must stand out through marketing and promotions. Start with any in-house list of valuable customers that is available from the point-of-sale (POS) system or loyalty program. Guide them through creating a multi-touch campaign with a direct mail component to cut through the digital noise and overwhelmed email inboxes. Every Door Direct Mail (EDDM) is a great option to reach specific ZIP codes when an in-house list does not exist or needs expansion. Remind customers to include information on extended store hours, online shopping and in-store pickup options, along with any special in-store events like a visit from Santa. Suggest promotions and discount coupons to increase in-store foot traffic. 

 Create an Experience 

The holiday experience starts by drawing attention from passersby and compelling them to stop and shop. Teardrop flags and window graphics are a fast and easy way to get attention, so suggest them to your customers. Window graphics project the feel-good aspect of the holidays while weaving in promotions. Instead of the standard business branded flag, suggest a seasonal version to promote in-store events. Encourage them to involve the community with special in-store events like holiday craft making for kids, live music, and photo opportunities fitting of the holiday cheer. Telescopic backdrop banners from the Print Cafe of LI are a perfect way to create a winter wonderland scene for customers to take photos with friends and family. Don’t forget to work the business branding into the creative design of the backdrop.  

Drive Community Engagement 

Take the experience into the community as a pop-up event using custom event tents and outdoor banners. Outdoor markets filled with local businesses are common during this time of year. Sponsoring a food or toy drive with other area businesses is another way to deepen community ties - and it all calls for signage! At any of these events, educate your customers to build their marketing list for future direct mail campaigns by having shoppers register for promotions and giveaways. Stickers and magnets are cost-effective giveaways that can include variable message. They can even become collectibles. For larger promotions, head over to https://printcafe.dcpromosite.com/ and create a seasonally appropriate mix for your customers that might include knitted hats and coffee mugs. 

Be the go-to for print and promotional needs. Create an experience bundle of these products from www.printcafeli.com to make it one-stop-shopping for your retail and local businesses. 

Paper Stocks Explained

3 Common Paper Options for Custom Printing...

Paper is critical and can be confusing. Sure, everyone is familiar with rule-lined writing paper used in school and 20lb paper used in our office printers, but from there, it gets complicated. Getting the best results for your custom print projects requires selecting the right paper for the right job. Let’s solve the mystique and mystery of paper by exploring the look, feel, and use of paper types for printing.  

The Look 

The overall design can range from subtle to bold simply based on the various types of paper used. The color of the paper is the first consideration. Colored paper adds punch and pizzazz to your customer’s designs but may require white or metallic inks for the text and graphics to be visible. Black ink on dark-colored paper lacks contrast and is not effective. Colored paper is best used sparingly due to the added costs, but can be great for a book, report cover, or inserts to call. 

Paper can be manufactured with other optical properties. The pearl metallic paper offered by the Print Cafe of LI, under lays the design with a shimmering surface, which works well for business cards, announcements, and greeting cards. For the natural, environmentally friendly approach, brown kraft paper that shows the natural grain of the paper is an excellent choice. 

The look can also be enhanced through special effects, called embellishments, and coatings. Akuafoil, offered by the Print Cafe of LI, is a process where metallic ink is printed, and then CMYK inks are printed, creating the look of shiny foil. Akuafoil is more cost-effective for your customers than traditional foil applications and is available in a broader range of colors. Coatings are another way to add visual impact where the finished piece can look dull using a matte or satin coating or shiny using an aqueous or UV coating. Unlike the other coatings, which mainly impact the appearance, a UV coating also makes the print resistant to fading when used outdoors or exposed to sunlight. Any print materials created to drive marketing and sales, like rack cards, sell sheets, flyers, and brochures, can benefit from coatings and embellishments. 

 

The Feel 

Do not overlook the tactile impact of paper. How paper feels can be as powerful a statement as the visual impact of the design. Texture and weight are essential to get the right feel. Textures can be integral to the paper as with linen paper or applied after printing as silk and suede soft-touch applications. Textured paper and treatments work well for print that will be touched repeatedly, like business cards. 

The weight and corresponding thickness of paper also impact how the print is perceived. Heavier papers can be used to increase durability but are just as likely used to create a perception of higher quality, even luxury. Paper weights in the United States are determined by the weight of 500 sheets of the base size of that type of paper, referred to as its basis weight. The vital point to understand, and likely the most confusing part for your customers, is that basis weights do not correlate directly — an 80-pound text paper is much lighter than an 80-pound cover! Here is where online paperweight calculators and charts help to compare types of paper and their weights. An alternative is using the friendlier grams per square meter (GSM) approach to paperweights, which is more common in Europe but increasingly found in the U.S. market. GSM paperweights are correlated, meaning a 100 GSM paper is always lighter than a 300 GSM paper. 

 

The Use 

Think about how and where the printed product will be used. Products with high use, like restaurant menus, would benefit from a synthetic paper (EnduraAce) that is tear and water-resistant. Applying an aqueous coating to postcards further protects the print from damage as it goes through the equipment used by the postal service.  

Environmental and sustainability concerns cannot be overlooked. Some of your customers may have corporate policies or just prefer using recycled content. Understanding the options for recycling once the printed product is discarded may also be necessary. 

Educating your customers to be better informed on the importance of paper selection as it relates to the look, feel, and use will help ensure the project and your customer’s satisfaction. 

 

Better Together: 

Digital + Print Marketing

In the ever-evolving marketing landscape, businesses continually seek innovative ways to reach and engage their target audience. While digital marketing has risen to prominence from email marketing to TikTok, print marketing retains its timeless appeal and effectiveness. Together, digital and print marketing create a powerful combination, leveraging the strengths of each to maximize impact and ROI. 

The Enduring Value of Print Marketing 

Print marketing, with its tangible assets like brochures, posters, and direct mail, offers a sensory and tactile experience that digital platforms cannot replicate. This tactile interaction creates a memorable connection, enhancing brand credibility and recall. For companies in markets where visual quality is paramount, such as consumer goods and retail, print materials can be a differentiator to propel consumer purchases and establish the products as a premium brand. 

Print stands out in an era of digital saturation. A well-designed print piece can capture attention and convey credibility in a sea of online advertisements. It's a trusted format, appreciated equally among demographics, that can target local audiences effectively through printed materials like flyers, brochures, signage, and direct mail. 

The Dynamic Reach of Digital Marketing 

On the other hand, digital marketing offers unparalleled reach and personalization. Platforms like social media, email, and websites allow businesses to engage with a global audience at a fraction of the cost of traditional media. Analytics tools provide deep insights into customer behavior and preferences, enabling targeted campaigns that speak directly to individual needs and interests. 

Digital marketing is also highly adaptable, allowing for real-time updates and interactions. This immediacy is invaluable for responding to market trends and fostering community and customer dialogue. 

Combining Forces for Enhanced Impact 

When used together, digital and print marketing amplify each other's strengths. For example, a direct mail campaign can drive recipients to a website or social media page, bridging the gap between the physical and online worlds. QR codes on print materials can provide a seamless link to digital content, offering product information, a story of its origin, the shared purpose of the company, or any content that forms a deeper engagement with the brand. 

Integrating the two channels also creates a more cohesive and consistent brand message. Consistency builds trust, and businesses reinforce their identity and values by presenting the same visuals and messages across both digital and print platforms. Combining print and digital increases customer engagement, too. The 2019 Ominchannel Marketing Automation Report from Omnisend found that marketers using three or more channels in their campaigns earned an 18.96% engagement rate on average, compared to single-channel marketers, who earned only 5.4%. 

Personalization and Targeting 

Combining data from digital analytics with direct mail campaigns enables highly personalized and targeted messaging. Businesses can segment their audience based on online behavior and preferences and send customized print materials that resonate with each segment. This targeted approach integrating omnichannel communications increases the relevance and effectiveness of marketing efforts, leading to higher conversion rates and increased customer loyalty. 

Sustainable Practices and Brand Perception 

In today's environmentally conscious market, businesses can enhance brand perception by adopting sustainable print marketing practices. Using eco-friendly materials with higher levels of recycled content and effective means for post-user recycling resonates with today's consumers. Companies that promote and practice sustainability position their company as responsible and forward-thinking, appealing to eco-conscious consumers. 

It takes many touchpoints to build awareness that results in action, and integrating digital and print strategies increases a company's success rate. Your team at the Print Cafe of LI can help you and your clients embrace the strengths of both digital and print marketing to create a comprehensive, multi-faceted campaign that offers the immediacy and analytics of digital with the trust and authority of print. For More Information on this Subject give us a call at:516-561-1468

Celebrating Girls Who Print Day

                                           Empowering Women, Shaping the Future

As the printing industry prepares to celebrate Girls Who Print Day on November 7, let’s reflect on the incredible contributions women have made to this field and recognize the opportunity to nurture the next generation of trailblazers. As a leader in the printing industry, the Print Cafe of LI who's President is Anita Marco are proud to stand alongside initiatives like Girls Who Print, celebrating the achievements and advocating for the continued empowerment of women of all ages in our industry. 

A Legacy of Empowerment 

Girls Who Print Day is more than just a celebration that happens once a year; it’s a movement that recognizes the vital role women play in the printing industry. The initiative started as a grassroots effort to connect, support, and mentor women in print, but today, it is much more. It has grown into a robust global network that fosters leadership, innovation, and collaboration among women at all levels and in all disciplines across the industry. 

Texas-based print powerhouse Mary Beth Smith started Girls Who Print as a way to grow her network, but then it grew legs. Teaming with Deborah Corn, another industry powerhouse, they began the hard work of turning an idea into a platform for women in the print industry to share their experiences, challenges, and successes. While it started as a LinkedIn group, the movement has evolved and teamed with affiliated networks of women in the print industry. The common thread is to empower women to take the lead in an industry traditionally dominated by men by providing connections to women dealing with the same challenges who are willing to share their ideas and solutions. The history of Girls Who Print is a testament to the strength and resilience of women who, despite the odds, have carved out their own space in the world of print. You can learn more about the history of Girls Who Print here. 

Aligning with the Print Cafe of LI's Vision 

The vision of the many Girls Who Print aligns perfectly with the Print Cafe vision. We strive to not only achieve success but to define it. We aspire to set the standard for excellence, ethics, and community impact in the printing industry. By celebrating and empowering women in every facet of our industry, from sales and administration to creative content development to press operations, we are contributing to a future where print is not only ink on paper but a medium of connection, expression, and transformation. 

The future of print is limitless, and this belief is evident in our commitment to valuing our customers, employees, and community. That is why industry support for Girls Who Print Day is so crucial. It is a perfect example of how community impact can be achieved when we recognize and uplift those who have been historically underrepresented in our industry. By supporting initiatives like Girls Who Print, you are not just a part of the change, you are helping to shape a world where possibilities are endless, and partnerships are priceless. 

The Power of Partnership 

The theme of partnership is central to both Print Cafe values and the mission of Girls Who Print. At the Print Cafe, we understand that our success grows from our strong relationships with our customers, employees, and community. Similarly, Girls Who Print thrives on the power of mentorship, collaboration, and shared knowledge. By fostering a community where women support each other, Girls Who Print creates a ripple effect that benefits the entire industry – men and women. 

As we celebrate, we recognize that the success of women in print is not just a win for gender equality but a victory for the entire industry. The industry becomes more innovative, inclusive, and dynamic when women are empowered. That is how we create a more equitable and vibrant future for print. 

Looking to the Future 

The future of print is bright, and we celebrate the women who will play a crucial role in shaping it. At Print Cafe, we are committed to being a part of this journey by continuing to support initiatives that empower women and promote diversity within the industry. We are filled with optimism about what the next generation of women in print will achieve. We believe that by investing in the success of women, we are investing in the future of print itself. 

We are excited to see what the next generation of women in print will achieve. With the continued support of initiatives like Girls Who Print and companies like Print Cafe that prioritize excellence, ethics, and community impact, the possibilities are truly limitless. 

Join Us in Celebrating Girls Who Print Day 

On November 7, we invite you to join us in celebrating Girls Who Print Day. Whether you are a woman in print, an ally, or simply someone who believes in the power of community, this day is for you. Let’s come together to honor the past, celebrate the present, and look forward to a future where women in print continue to break barriers and set new standards of excellence. 

As your print partner, we are proud to be part of this journey. Together, we can create a future where print is more than just a medium—it is a force for connection, expression, and transformation.