5 Easy Ways to Refresh a Brand Using Print

Brands and their logos help consumers navigate to their favorite products and services. Restaurants, nail salons, car repair shops, and plumbers all use their logos to stay visible, reminding the market to think of them. Over time, logos and mascot characters take on a life of their own. Sometimes, brand owners become reluctant to make changes out of fear that customers won’t recognize them, keeping them from refreshing and modernizing their look. This is a great time to remind them that a new year brings new possibilities!

Remember that a brand refresh is not the same as a rebranding project. With a refresh, the name remains the same - you simply make subtle updates like new shades of existing colors or a more modern, cleaner font. Forbes magazine tells us that “a brand refresh is critical to maintaining and even earning relevancy in the market.” They suggest that the age of the current brand assets might start the conversation; it is the changing tastes of consumers and the market that should drive the marketing programs. Refreshing lets a company re-examine its assets to ensure they have the best sizes, proportions, and formats that allow the marketing team to engage in the best way for new market conditions. 

To start, look at these common assets to help customers build a brand refresh that will work for them:

1. Business Cards: The test often used by consultants is to ask everyone in a meeting to put their business cards on the table. It is common to find that everyone working for a company has a different version. Logos, typefaces, and the position of vital contact details may change over the years, but no program was in place to ensure that everyone carried updated cards. Help your customers standardize how they look to their clients with a dash of panache. Suggest a refresh that uses textures, finishes, and even card weight to change how clients perceive that essential business card.
   
   
2. Signs: If the signs aren’t kept up to date, they become like wallpaper. They are in the background but not contributing to the forward momentum of the business. Signs at the front door and throughout a shop are the essential visual elements that guide customers on their buying journey. For restaurants, it may be their association with well-known food and alcohol brands. Car shops may want to focus on partnerships with their key brand partners, while other shops will want to spotlight products and services created inside their building.
   
   The good news is that signs are easy to produce and come in every size and shape you could need for indoor and outdoor locations. From window clings to wayfinding signs, you can build packages that allow a company to refresh their image in all the places they need visibility at one time so that the brand look becomes consistent.
   
   
3. EDDM: Mail is an effective way to spread news and engage customers. EDDM lets customers amplify their brand visibility by ZIP code, eliminating the need to buy lists. Instead, mail to ZIP codes that meet demographic requirements. It’s a great outreach to get your community’s local customers seeing your business in a fresh way.
   
   
4. Promotions: Create packages that link cards, notebooks, magnets, and other giveaways that keep the brand visible and celebrate the brand refresh. And, don’t forget the stickers and calendars to keep the brand visible year-round. Some customers may appreciate the option to create custom gift boxes for  the cards and promotional items, so don’t forget to mention the option.
   
   
5. Booklets and catalogs: For clients selling products and services, booklets and catalogs with refreshed branding can drive continuing sales. As much online shopping as people do, a handy desk reference for regularly purchased items and adjacent items is appreciated and used. 

Brand refreshes can be offered to every client in your book of business and advertised to prospects as a value-add you can bring to them.

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

7 Things for Customers to Consider 

When Designing Packaging

Are you marketing Packaging to your customers? Here are 7 things that they might want to consider when designing their Packaging in order to give their respective brands the boost they so rightly deserve:

1. Does it stand out? There are a lot of products out there. And there are likely a lot of products similar to your customers’ products. Surely your customers are the best, but how will their shoppers know this? Your customers should make sure their packaging stands out on the shelf (or wherever it’s being sold) among its surroundings.
   
   
2. Who’s the buyer? Is the target market male? Female? Do they tend to be into sports, art, music, all of the above? These are all important things to consider when designing packaging. The design should appeal to your buyer.

1. Is it press-friendly? Think about it. Publicity is one of the number one marketing tools around. A few good write-ups in established publications (or on popular blogs) can result in huge spikes in the sales of a product, not to mention a brand’s credibility. Having packaging that photographs well and is appealing to online and print editors can be a critical factor in a product getting the press it deserves.
   
   
2. Does it meet legal requirements? A product’s packaging should inform the buyer of what’s inside. For example, the weight, materials used, ingredients (if food), where it was made, etc. are all key pieces of information sometimes required on a product’s packaging. Make sure your customers are also following the standards for the country in which they’re selling their product. Each country has them. As long as they’re being followed, your customers should be good to go.
   
   
3. Does it include instructions? If a product requires assembly, many customers will want to see at least a basic outline of how the product is assembled. It’s advantageous to your customer (the seller) if their product is easy to put together. If such is the case, this should be reflected on the package so your buyer knows that it’s user-friendly.
   
   
4. Does it protect the contents? Physical construction is super important because, of course, customers want their precious products to be protected. Your customers want to protect their awesome inventory in well-constructed, sturdy packaging that will hold up during shipping/transporting/handling. They’ll be grateful they did once their businesses start to see serious action.
   
   
5. Does it reflect your customers' brands? As far as packaging is concerned, this is probably the most critical when it comes to the long-term success of a business. Packaging should reflect the spirit of the brand and contain key things like the company logo, company colors, etc. Your customers should be thinking like a customer and considering what kinds of visual packaging characteristics are responsible for brand recognition. Think about it. With Apple, it’s the apple with the bite taken out of it, often coupled with an Avenir typeface and lots of clean white space. The colors yellow and red are often associated with fast food. You get the idea. And if your customers can establish a brand identity early on and use it consistently in their packaging, they’re in great shape! Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

10 Tips for a Memorable Business Card

You’re at a new business or a social event.

You look around in the sea of business people and wonder how to make the best first impression. Then you look down at your hand, holding your business card.

What do you feel next?

Are you excited to show off your business card and how it represents you? Or do you fear they will underestimate you based on your card?

Here are ten tips on creating a memorable business card that shouts, “Work with me!”

10 Tips for a Memorable Business Card

1. Make sure your design represents your business.

If you are a fun, quirky business that dabbles in creativity, make sure your business card reflects that mood. On the other hand, if you are a serious, no-nonsense business, make sure your business card is sleek, simple, and uncluttered.

2. Choose the right font and size.

Do not go smaller than 8 point type on your card. 

Try to enlarge the name of your business, so it is clear who you represent. If you have a website, try to match some fonts to create consistency.

3. Pick the right shape.

You don’t need to stick with the basic rectangle anymore.

Try a square or add rounded corners to make your card stand out in a pile of collected business cards. Not only will it stand out physically, but it will also create a mental note that you are up-and-coming and not the ordinary business.

4. Create the right images.

Use new printing techniques to make your logo or image pop off the page.

Try spot UV coating to make it shine or foil accents that add a touch of sophisticated shine. Or try embossed gloss to create a raised, glossy coating, giving your cards a hard-to-forget 3D feel.

5. Organize your information.

This sounds simple, but many people try to put too much information on their business cards.

Keep it simple.

Put your name prominently on the card. Then add your contact information in a place that’s easy to find: phone, email, and website.

6. Use the back of the card.

Go the extra mile and put something useful on the back of the card.

If you own a restaurant, add a drink mix on the back. If you take appointments, add an appointment reminder. If you offer many customized services, list them here. But try to direct them to your website if at all possible.

7. Be deliberate.

Use the same colors your other marketing materials and website use.

Be different by using the front of the business card to solely have your logo, with contact information on the back.

8. Make sure there is enough white space.

Don’t clutter your card with information. Just add the basics. They can contact you for the rest of the information.

9. Choose papers wisely.

Extra-thick paper adds an instant luxurious touch, and recycled kraft paper tends to have an organic feel. Think carefully about what you are trying to convey.

10. Include a call to action.

This isn’t a game-breaker if you have used up all your space. But if you have room, add a QR code or an invitation to contact you.

No matter what steps you take, rely on print communication experts to ensure that the finished product will be what you anticipated and something you can be proud of.  Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 

How to Write an Effective Email

Communication is the key to running a business, and writing emails is one major way we communicate.

So it is worth saying that writing a good email is key to getting your initiatives out and in keeping customers happy.

Here are some tips to consider when writing an email.

Think of Your Audience

Who are you writing to?

Is it your coworker? Your boss? Your friend?

These all deserve a well-written email, but the tone of your letter will vary depending on whom you are writing to. Keep the tone similar throughout the email.

For example, if it’s for a friend, it’s okay to be light-hearted and funny. But if it’s your boss, and you’re inquiring about something for work, you probably want to keep the tone professional and more serious.

What do you want your audience to do? Make sure you keep your goal in mind while writing your email. This will help you not to wander and get off track.

Proofread Your Email

Don’t just send your email right after typing it.

Look it over again to make sure that nothing can get misinterpreted. Emails are hard to determine tone sometimes, so choose your words wisely. Read your email again, but think of it from an outsider’s perspective. Pretend you don’t know what your email is about, and read it with fresh eyes.

Use Spell-Check

For that matter, use grammar check if you need it, too.

You don’t want to look incompetent if there are misspelled words or grammatical mistakes. People will judge you on your wording, so be thoughtful.

Be Courteous

Use an opening and closing that is appropriate and kind. You want to build relationships through your writing.

The Email Basics

Here are the basic parts to a great email:

1. Subject line

Make sure your subject line matches the text of the letter so that your recipient can know right away what it’s about. Not only that, but when you are hunting for that email later, you will be able to find it quickly.

2. Greeting

Have a nice greeting and closing statement to set the tone.

3. Body

Keep it to a few sentences, rather than a novel. Keep it succinct and focused on what you want to communicate. Save the extra’s for later.

4. Closing

You will want to have a friendly closing, such as, “thank you,” “wishing you well,” “take care,” or other closings.

No matter what your message is, you will have a well-written email long as you follow these steps. After all, good communication is important no matter whom you are sending it to.

We welcome emails from all our customers, and we respond quickly to your questions and prospective jobs. Feel free to shoot us email today to get started on your next project.

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

 

 3 Tips to Improve Your Print Marketing Strategy

Print is a powerful marketing tool.

People trust print more. In fact, 82% of consumers say they trust print ads more than digital ones. This is one reason why print helps generate loyal customers. 

Print is also more likely to be noticed and has a higher response rate, growing your client base. Although print is intrinsically powerful, there are actions you can take to grow its effect further. 

Include a Call-to-Action

Perhaps self-explanatory, a call-to-action is when you call on your client to act. 

Call-to-actions are often included within your advertisements. They ask the client to check out the business website, follow the social media account, or sign up for a newsletter. 

Often, customers’ interests are piqued by your print campaign, but they’re not sure what to do next. A call-to-action solves this problem, increasing the likelihood of customer interaction. 

Call-to-actions can reside within a plethora of print forms. 

Utilize a Variety of Print Mediums

Print comes in all shapes and sizes.

Keep your target market interested by adding variety. Brochures, business cards, and postcards are all extremely effective forms of print advertising. 

• Brochures are small pamphlets that advertise the products and/or services of your business. A compelling design will help keep your customers engaged. Brochures also provide you the opportunity to share your business’s brand with consumers. Your brand is the intangible concept of your business that consumers use to distinguish you from your competitors. Brands are important because people often attach loyalty to brands. 
  
  
• Business cards are small, easy-to-carry cards you can hand out at promotional events. It helps improve the brand recall of prospective customers because these handy business cards stick around the customers’ houses for quite some time. In other words, business cards help customers remember your business. Business cards also help customers stay in touch with you.
  
  
• Postcards are medium-sized cards with a picture or design on the front and a message on the back. They are effective because people are especially attracted to pictures. Just like brochures, these allow you to share your brand with your prospective clients. 

Some forms of print are more effective than others. That’s why it’s important to acquire data. 

Track Your Results

To improve your future print marketing campaigns, it’s imperative that you track the results of your past campaigns. 

Obtaining data will help you pinpoint what went well and what needs improvement. This will significantly help you in the future when you decide what to include. Include more of the factors that were widely successful. For the parts that didn’t go well, you could brainstorm why and how to improve them. Or, you can forgo the faulty technique and bring in another one instead. 

You want your marketing attempts to have the most impact possible. Adding a call-to-action, mixing up your print marketing variety, and tracking your results will help you develop a more effective marketing campaign.  Contact us today to get started! 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

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.