Say it With a Postcard

 

What’s little, powerful, and packs a real punch?

A postcard from you!

Postcards are often overlooked as a great way to market, but they effectively get your message out. People are forced to read your message even before thinking of throwing it away.

It’s right there, in the pile of envelopes, shining through with full color and catchy wording. If you haven’t thought of postcard marketing in a while, or ever, here are a few ideas to help you on your postcard journey.

6 Tips for Effective PostcardMarketing

1. Hone Your Message

What message do you want to get out? An event? A sale? A thank-you? A new product?

Be specific about what the purpose is, and stick to that message. You don’t want to try to promote everything at once on a postcard. Think about what your best, most immanent message should be.

2. Research and Determine Your Size Options

It’s common to use oversized postcards as well as regular postcards. What type of impact do you want to have?

Are you having a BIG event? Then go BIG on your postcard size. If it’s more of a personal message, a regular postcard will do just fine. It also depends on your budget. A larger postcard costs a little more, but its impact is much more significant.

3. Perfect Your DesignYour design means a lot.

Pick a design that has your message front and center. You want to have an organized design that represents your business.

Work with a graphic designer to come up with a gorgeous design that no one else has.

4. Headlines Matter

Write a headline that is clear about what you are offering or trying to say.

Make it fun, clever, or serious. Just be consistent throughout the postcard. If you are silly, stay silly. If you are urgent, keep the tone urgent.

Need help? We can offer you some suggestions.

5. Include a Call to Action

Tell the customer what you want them to do next.

Don’t leave it up for them to figure out. Ask prospects and clients to come into your store, call your business, or check out your website.

Whatever it is you want them to do, tell them.

6. Think of Your Audience

Who will be receiving the mailer? Will it be to future customers or someone familiar with your business?  

If it is going to prospective customers, be sure to say what you do in a short, concise way. No need to get wordy, but be sure to tell customers what you do and what you offer.

Whatever direction you choose, whether an oversized postcard or a traditional one, we can ensure you will come out swinging.

We will help you succeed in your marketing efforts when it comes to high-quality printing and design.  Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 Lol! The Pros and Cons of Adding Humor to Marketing

Getting people to laugh can be a highly effective marketing strategy.

However, before you jump right in, it’s imperative to decide if humor in marketing is right for you and your business. After all, the best marketing is engaging, memorable, and shareable. Humor, when done correctly, checks all these boxes. 

Pros to Incorporating Humor into Your Marketing Strategy

• Humor helps your advertisement stand out by grabbing people’s attention. This is why it is often easier for people to remember comedic advertisements.
• Your company becomes more relatable and trustworthy.
• Your marketing will become more likely to be shared because people like to spread laughter.
• Some companies have gone ‘viral’ for their humorous marketing advertisements. 

Cons to Incorporating Humor into Your Marketing Strategy

• Not everyone has the same sense of humor. Something you find hilarious may flop on your audience, causing your company to appear unprofessional.
• The seriousness of your business will be decreased. For some, this may not be a problem.
• Humor requires cautiousness because it has the potential to offend your target audience, which is the last thing you want. Testing your content on employees and letting it sit for about a week before releasing it can help you avoid this. 

Is Humor Right for Your Business?

Try asking yourself the following questions: 

• Will my target audience appreciate comedy?
• Would comedy complement my current brand?
• Do you, or your employees, have the skills to create humorous content?
• Are you confident in your ability to create comedy without offending your client base?

Reflect on your answers to the above questions as well as the information stated earlier. If you believe comedy has a place in your marketing strategy, great! Before you get started, it’s worthwhile knowing the various types of humor you can utilize. 

Humor Comes in All Shapes and Sizes

Try these on for size if you’re looking to add a few laughs to your marketing strategy. 

Irony

Irony usually implies the opposite of what is directly at face value for comedic effect. 

Perhaps you remember learning about irony and the different kinds of irony in English class. You’ll be happy to know that this information does indeed have real-world applications. 

There are three primary forms of irony: situational, verbal, and dramatic.

• Situational irony happens when the opposite of what is expected occurs.
• Verbal irony is like sarcasm in that the person’s words contrast with their actual meaning.
• Dramatic irony occurs when the audience knows something the character(s) don’t. 

Dry Humor

Dry humor is all about delivery: a deadpan facial expression with a matter-of-fact voice. 

Although dry humor jokes are usually inherently funny, the delivery elevates the comedy. Sarcasm, cynicism, and irony are often utilized within dry humor. 

Visual Humor

Visual humor creates comedy through a picture. 

Your business can utilize visual humor by sending out postcards with a visually humorous picture displayed. It’ll be sure to catch your client’s eye and make them laugh, making your business stand out and be memorable. 

Call-Back Jokes

Call-back jokes refer back to a previous joke your company has made.  

Call-back jokes are beneficial for making your clients feel closer to your company because they are now part of an inside joke. This improves customer retention and brand loyalty. 

This strategy is best used when your business had a previous widely successful joke. You don’t want to use this strategy on an obscure joke your company previously made because the joke might be lost on your audience. 

Humor in marketing is quite prevalent, causing many fine examples. 

Comedy within Jake from State Farm

Jake from State Farm was a widely successful ad that utilized irony.

It highlights State Farm’s availability to help its customers. In the commercial, a husband is talking to a representative from State Farm at three in the morning, but the wife thinks he’s having an affair.

She asks Jake, whom she assumes to be a female, what he’s wearing. Jake from State Farm responds, “Uh, Khakis.” The wife remarks to her husband that she (Jake) sounds hideous. Her husband responds with the punchline, “Well, he’s a guy, so...” 

Because of the wide success of the ad, State Farm used a call-back joke in a later commercial. Here they play the same clip, but this time a new agent, also named Jake, is on the phone.

When asked by the wife what he’s wearing, he also responds with, “Uh, Khakis.” However, this time he leans over to his coworker and asks him if State Farm Agents often get asked what they’re wearing. His coworker replies with, “Uh, yeah.” 

State Farm isn’t the only company with great examples of comedic ads. If you need inspiration, it may be beneficial to look through ads other companies have released. 

You can watch the Jake from State Farm ads here. 

Laughter is a Powerful Marketing Tool

Knowing when and how to do so effectively can do wonders for your marketing campaign. 

 Spot UV Coating Makes Your Images Pop

Business people collect a lot of business cards; in fact, there are so many that sometimes these items get lost in the shuffle.

But there is a way to print business cards to let your message not only dazzle the recipient but help you get truly noticed.  

Let’s take a look at spot UV coating! It is a magical way to make your images and message pop and get noticed.

What is UV Coating?

UV coating is a clear compound that is applied to wet paper, then instantly dried by ultraviolet light.

The UV portion of spot UV comes from the ultraviolet light that is used to instantly cure the glossy varnish. And there’s no need to worry about toxicity because UV coatings are environmentally safe. They are free of solvents and do not emit volatile organic compounds or VOCs when cured. It dries at a fast speed, making it easy to add detail to your marketing materials.

Due to its eye-catching appearance and versatile applications, spot UV is one of the most popular printing techniques available. Even if you’ve never heard of it, you’ve no doubt seen its effects. It’s the shiny part of an otherwise matte page. It shines and puts your marketing in a class above ordinary printing.

The Best Ways to Use UV Coating

UV coating can be used on a whole page to protect your entire message or as a spot coating.

Using the spot coating not only protects your logo or name, it also shines bright when the light catches it. It is a decorative feature that many businesses are starting to use.

The great thing about using spot UV is that you can use it on a variety of paper stocks, from heavy 24pt cardstock to a thinner 100# text. No matter what paper you use, choosing a matte finish will contrast nicely with the spot UV coating: the more contrast, the better. 

Some people use the spot UV coating as a way to create their image or logo instead of printing it in another color. For example, you could use shiny black with matte black paper to show your logo off or a portion of an image.  

No matter where you use the spot UV coating, you are sure to make a significant impact and be remembered. Check out our website to get more options for paper and printing, and we will make sure your spot UV coating makes the most of your marketing materials. Set up a time to talk with one of our printing specialists, and let’s get to work. Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

Be a Showstopper at Your Next Trade Show

 

Trade shows can be tricky. They can cause a lot of anxiety when you are preparing for the unknown. Luckily, there are some steps you can take to ensure you are successful. Here are a few to add to your to-do list.

Start early.

It should go without saying, but sometimes we procrastinate starting to plan for a trade show because it seems daunting. This is to encourage you to start as soon as possible so that you will be prepared for any problems that might arise.

Prepare your team.

Be sure to have team meetings regularly and at least a week before the trade show to discuss items such as dress code, hotel, transportation, duties, and responsibilities. Make sure everyone knows their schedules at the booth and contact information in case they get lost or have questions.

Be active on social media.

This is important to do before, during, and after the trade show. Include your booth number and hashtag so people can find you easily. Tweet about the upcoming show and give glimpses of giveaways or your excellent signage. 

Offer giveaways.

Everyone loves free things, and this is no exception.

And we aren’t talking about just pens and pencils. Offer food, drinks, games, or prizes. Have a coffee machine or offer cupcakes, or whatever might draw people in for more than a few seconds. Then be sure to utilize this opportunity to find out what the prospective customer might be looking for. Use anything that might break the ice.

Debrief and follow-up.

If you found a way to capture people’s information, send them a thank you note for coming to your booth. Talk with your staff to see what their opinions of the trade show were. This is critical for improving future booths.
 

Hand out bigger bags than the competition.

This will ensure that your bag will get used and that your message gets noticed. People tend to stuff items in the free bags, and whichever one is larger will hold the others. 

Have professional signage.

Big, bold messages and colors will capture people’s attention and make them remember you. Use your logo and catchphrases. Show people what you’ve accomplished by having professional, eye-catching signs.
 

Create a buzz.

It’s great to keep things on the upside and positive, but it’s even better to do something humorous to get people talking. Maybe you have a sign that is full of humor, or perhaps it’s a funny game. The funnier it is, the more people will talk...and others will gather around your booth.

Do your research.

If possible, find out what the large competitors will bring. And when you’re there, make sure you walk around and note what others are doing. This will help you in the future.

Be creative.

Show a short video on your business. Find a way to partner with another company to showcase their items with yours. Maybe it’s a big floral display or food, or perhaps it’s as crazy as bringing in animals from a local zoo or humane society and then tying it together with your message and other giveaways. 

The possibilities are endless when it comes to making your next trade show booth pop for whenever that next show may be. But it all starts with planning, preparing others, and getting the right signage. With professional signage, your message won’t get lost in the shuffle. Everyone is there to make an impression. What will you do? 

Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 Your Mini-Guide to Business Branding

Branding helps your business create the desired image of your company by clarifying and expanding what your company stands for.

According to Kotler and Keller, "Branding is endowing products and services with the power of a brand." It helps put your business above the competition by giving customers an idea to attach themselves to. It affects consumers, employees, and shareholders. 

Brand vs. Products 

Branding can be challenging to understand, it helps to know the difference between a product and a brand.

A product is an item or service your company is selling. Although unique products or services are excellent, they can usually be easily copied by other aspiring entrepreneurs.

A brand is the idea and image behind the product. It is the promise made to the customers regarding what the product can deliver. It fulfills the customers' desires while creating an emotional appeal for customers to attach themselves to. 

Why Focus on Branding? 

So, what's the big deal about branding? Well, branding has many advantages. Here are just a few of them.

Branding makes your business unique.

In saturated markets where similar products or services are being sold, it can be too easy to get lost among the many other businesses.

However, branding gives you the chance to stand out. Customers may prefer the image and idea you are selling above that of a competitor. 

Branding creates greater customer loyalty.

Although quality products and/or services will be what keeps the customer coming back, you can strengthen that loyalty by giving the customer a brand to attach themselves to.

It is easier for people to connect to ideas and images over products. The customers you bring in through your branding are going to be your ideal customers. Why? Because there was something about your brand that they loved and will most likely continue to love for a long time!

Branding generates consistency.

Consistency is important because it better helps consumers identify your products by giving your company a unique look that can be attributed back to you.

Developing a great brand will make it much easier to release new products or services and provide a framework for your company to work under, alleviating the pressure of figuring out the little details. 

Developing a Brand Guide

The purpose of a brand guide is to solidify your company's visual design and the voice, tone, and messaging.

Brand Guides include creating and finalizing the logos, color palette, typography, and voice and tone. This can be overwhelming, especially if you don't have professional design skills. So, don't be afraid to hire a professional when developing your brand guide. Great designs can really make a difference. 

Where to Apply Branding

Advertising

Your advertising campaign should incorporate consistent designs and messages.

Some great ideas for advertising include large print advertising, including banners and posters. When designing these, refer to your branding guide to create consistent color schemes, fonts, and messaging.

A fantastic design will catch potential customers' attention, and the incorporation of your branding guide in your advertisement will help them better identify your products in the market. 

Product and Packaging Design

Try to apply your brand guide to your products and packaging.

Again, it'll significantly help your company's consistency, making your business and products easily identifiable to customers. 

Branding helps your business stand out among the competition by generating consistency and amazing design throughout your business's endeavors, translating into more outstanding sales and customer loyalty. Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 Hard vs.Soft Selling

Selling isn’t easy, no matter what you’re selling. How do you know which tactics work best and in which situations?

Check out the difference between a hard sell and a soft sell below to determine which approach will work best for your business.

In Corner One: The Hard Sell

The hard sell is used to close a sale quickly and is often pushy and aggressive.

It’s not uncommon for the salesperson to keep pushing until the customer has said no three times. The hard sell method has actually fallen out of favor with most businesses because it can leave the customer feeling unsatisfied and regretful, causing them to share their negative experiences with their friends and acquaintances.

Despite this, the hard sell is still utilized today because it provides immediate rewards and is great for 100% commission jobs. Hard sells also minimize the competition because the customer has little to no time to compare your product or services against another business. 

Despite its potential drawbacks, the hard sell can still be productive if it’s not done too aggressively.  

In Corner Two: The Soft Sell

The soft sell is generally favored over the hard sell.

The soft sell uses subtle persuasion and casual language in a low-pressure environment to close the sale. However, this approach usually takes longer, causing the seller to have to follow up multiple times.

The soft sell is somewhat counterintuitive because the sales representative focuses more on building a relationship with the client rather than selling the item.

Because of this, the sales representative must be persistent, frequently checking back on the customer. However, it is quite effective because customers like doing business with people they know and trust. The customer is more likely to keep coming back because they’ve had a good experience with you. 

6 Tips for a Successful Soft Sell

1. Do Your Research.

Researching your client before meeting them will give you a better idea of their needs and how you can best help them. You’ll also be better prepared and equipped to meet their needs.

2. Develop a Relationship.

Customers like doing business with people they know.

You want them to see you as someone they can trust, so take the time to get to know them. Ask your customers and prospects questions and truly listen to their responses.

It can be challenging to remember everything your customer says. Keeping notes you can refer back to in your future meetings will make following up with them easier. In addition, they’ll be surprised and happy that you remembered.

3. Give the Customer Space to Choose.

Don’t ask for a response right away or pressure prospects into buying.

Give them time, about 48 hours, to think it over. Then, follow up with them to inquire if they need any extra assistance from you.

4. Develop Your Emotional Intelligence.

Emotional intelligence is the “ability to perceive, manage, and regulate emotions” according to verywellmind.com.

This intelligence involves five components: emotional awareness, self-confidence, self-regulation, adaptability, influence, and leadership.

Having high emotional intelligence better equips you to understand your customer and their needs. You’ll be able to better direct your questions and advice based on how your customer is feeling.

5. Utilize Print.

The soft sell can be challenging because customers don’t feel pressure to close the sale in the near future.

Distributing business cards or brochures or leaving behind your print marketing collateral can help solve this problem. The prospect will have something physical to hold onto that will remind them of your business and keep your business top-of-mind.

6. Stay Resilient!

The soft sell does not happen right away.

It requires checking in with your customer and following up with their questions and concerns. Sometimes, the sale never happens. But, what matters is that you provided the customer with sound advice and connected with them to feel valid. This helps build the reputation of your company. Maybe the sale didn’t happen this time, but it will in the future. 

The Choice is Yours

Between the soft sell and the hard sell, the soft sell is generally recommended because it allows the customer to make an informed choice that they are happy with, ensuring a good company reputation and a loyal customer.

However, aspects of the hard sell can be beneficial to incorporate into your business when the circumstances call for it. Just don’t be too aggressive and pushy. Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

                 The Pros Cons And Uses Of Coated Vs Uncoated Paper

All paper is just the same, or is it? When you are designing printed pieces, one of the most important decisions to make is what type of paper they will be printed on. Apart from your personal preferences, there are several other things to consider. For instance, the differences in the type and quality of paper you will use could make all the difference. Paper is usually classified into two categories. Each type of paper has its own set of unique qualities which make it suitable for certain tasks. So here are some pros, cons, and uses of coated vs uncoated paper

Coated Paper

Coated paper will give you a sharp, crisp result. You will also get a lot of contrast between the printed photos. Its coated surface offers an excellent vehicle for images, allowing you to view all the finer details with greater contrast between the printed area and white space. That’s why it’s favored by most magazines and high-end catalogs. Most people also like it because of its “glossy” prestigious surface. So if you are looking for a prestigious canvas to use for images with high-quality detail, and you are thinking about whether to use coated vs uncoated paper, then coated paper is the way to go.

Coated paper is ideal for:

• Varnishes
• UV coatings
• Gold or Silver foil stamping
• die cutting custom shapes.

Drawbacks of Coated Paper

There are a few drawbacks when it comes to coated paper. For instance, writing on it using a pen can be a challenge. Apart from that, if you are printing something with lots of text or small details, the shininess of the gloss-coated paper can make it very difficult to read. This is one of the advantages of uncoated paper when comparing coated vs uncoated paper.

Uncoated Paper

The uncoated paper has a warmth and tactility factor to it. It implies a sense of authenticity and respectability, and that’s what makes it a perfect choice for resumes, non-profit reports, and annual reports. In most instances, it is also used for letterheads, envelopes, and some catalogs. There are also several variants of uncoated paper, each with a different finish.

Uncoated paper is used for several purposes, including:

• Embossing/debossing
• Letterpress
• foil stamping.

The uncoated paper provides a smooth contrast between the paper surface and the embossing or foil stamping. It is also ideal for folding. Even when dealing with heavier weights, it can be quite easy to fold. This is what makes it ideal for custom packaging projects.

Drawbacks of Uncoated Paper

It is not advisable to use uncoated paper for images with great detail. It can present a challenge, especially in the mid-tone areas. You will notice that they can sometimes appear “muddy.” Apart from that, uncoated paper usually requires additional drying time. This means it might not be ideal for tight turnaround projects.

Aesthetics of Coated Vs Uncoated Paper

The surface of the coated paper provides an ideal canvas for high-resolution pictures with fine detail. This is why it is perfect for prestigious applications like magazines, automotive catalogs, and flyers. Coated paper also offers an excellent ink holdout. It performs rather impressively with regions of heavy solid color and metallic inks.

On the other hand, because of its qualities, uncoated paper is well suited for educational, non-profit, and environmental projects. Uncoated paper will give the best aesthetic outcome with pressure-based print techniques. In those applications, it will give a nice contrast between the surface of the sheet and the impressions. However, because of the way it absorbs ink, you might want to work with smoother options within uncoated papers.

These are some of the pros and cons of coated and uncoated paper. Because of their qualities, these papers are used for different applications. So, if you have a project in mind and you are wondering whether to choose coated or uncoated paper, you might want to put these factors into consideration first.Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com