The Importance of White Space in Marketing 

There’s a common misconception in marketing the more elements on the page, the better the marketing.

But, that’s not the case.

White space, or the negative space that separates text and graphics, plays an enormous part in the success of your marketing. Take a look at this handful of reasons why you need to utilize white space in your design.

White space is the framework of your design.

Not only does white space frame your essential information, but it also creates balance and allows the eyes to focus on what is truly important.

White space creates more interaction.

White space is resting space for the eyes, allowing people to take their time when reading your content. This makes for better interaction between the reader and the writer.

White space creates elegance and sophistication to your marketing.

If used correctly, white space doesn’t make your marketing look sparse. It makes it look professional, helping your images and text stand out perfectly when you want them to.

White space creates balance.

Too much white space looks like you don’t have enough to say. But too little white space makes your marketing information confusing and disorganized, making people want to move on and not read what you say.

White space helps draw attention to your Call-To-Action (CTA).

Your message will stand out better when the right amount of white space surrounds it. When people have no doubt what you want them to do next, your results are better at getting your audience to do what you ask.

White space increases imagination.

When we see white space in a design, it allows our imaginations to roam free, which results in a stronger emotional response. And this is what we want when creating marketing materials because it creates a response and connection.

White space helps brand design.

White space helps your logo and photos stand out more. They are given a position of importance rather than having it just lumped into endless text.

White space provides direction to the reader.

White space can also lead a reader from one element to another so that the “story” is read the way it was intended.

White space brings focus.

The more white space that surrounds an object, the more focus will be put on it, and people will notice it and remember it better.

According to Pratik Hedge, a writer for Prototypr.io.com, there is a study showing that “proper use of white space between lines of paragraphs and its left and right margins can increase comprehension up to 20%.”

The use of white space can make or break your marketing efforts. Don’t forget to edit so that you can use the white space to your advantage.

We are here to help should you need advice on editing your marketing materials. We want you to be successful and have your marketing materials go far. Reach out today!  Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO: www.printcafeli.com

10 Ways to Show Appreciation to Your Employees 

It’s no secret that we all like to be appreciated. So, why do we often forget to appreciate our employees?

According to Harvard Business Review, “Managers incorrectly assumed employees knew how they felt about them.” The study went on to find that only a few of the employees were being recognized. “If managers could make a far broader group of employees feel appreciated, the benefits would be considerable,” the study concluded.

The best way to keep good employees is to regularly show your appreciation to all employees. Here are ten ways to show your staff how much you like having them around.

Show Your Employee’s Appreciation With These 10 Ideas

1. Make birthdays special.

Order food or a cake for them on their birthdays. Some companies also give people a day off to use at their leisure since paid time off is what many people value.

2. Ask for employee feedback.

Ask employees to fill out a poll as to what they like and don’t like in terms of you showing your appreciation.

It can be as simple as candy, flowers, certificates, trophies, days off, gift certificates, etc. Let them tell you what makes them feel special.

3. Make appreciation fun.

Create a fun “trophy” to pass around the office when someone does something noteworthy.

It can sit on the person’s desk who needs to be appreciated for something they did. It will become something fun that they can look forward to, and it should also put a smile on their faces.

4. Verbal praise is still popular.

Thanking an employee verbally in front of others at meetings or in the office, where others can hear, is still popular with just about everyone.

5. Bring on the gifts.

Gift certificates for a massage, a restaurant, a bookstore, or other fun places can help employees feel appreciated and can do wonders to encourage them to keep doing more for the company.

6. Use food.

When you feel extra proud of your staff, bring in donuts, sandwiches, bagels, or cupcakes to lift their spirits and let them know you are thankful for them and their hard work.

7. Consider a wall-of-fame.

Hang a picture of the employee of the month in the breakroom or someplace where it will get attention. This has been a favorite for a long time at many companies because it works well.

8. Take your appreciation online.

Your website is a perfect place to show employees how proud you are of them.

Try to include as many employees on your website as possible and let them write their own short bio. Of course, some businesses can’t always do this, but try to list your employees on the website if possible. This makes them feel appreciated and wanted, and it makes them feel a part of a larger goal.

9. Offer additional education.

Another great way to show your appreciation to employees is to send them to a conference or workshop.

It lets them know you value their opinion and input, showing that you believe in them and want to invest in their future success.

10. Go one-on-one.

Take them out to lunch.

This is an excellent way to show you appreciate them, and it allows you to talk openly with them about their views and projections for the future.

No matter which ways you show your appreciation, we want you to know that we appreciate doing business with you. We are always excited to see your new projects and perform our best for you. See what we can do for you today!  Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 8 Direct Mail Mistakes to Avoid

You know you need to do direct mail.

After all, it’s been proven to be effective in getting the word out about your business, and it’s economical. Not only that, but it’s trackable to some extent.

In fact, 71% of people say they read their direct mail, and 54% say it leads them to try a new business or product. However, you only have about 3 seconds to get people to entertain your direct mail.

So what do you need to know when getting these little treasures ready to mail? There are some common mistakes people make when creating their direct mail. Here are some pitfalls to avoid.

8 Direct Mail Pitfalls to Avoid

Wrong Audience

When creating your direct mail, one mistake many people make is not writing it for the right audience.

You need to know who will be reading your direct mail and what they are looking for. Don’t write the copy as generic, meant for just anyone. Think about who you actually want to talk to through your letter, postcard, brochure, or other forms of direct mail. Then tailor it to the audience: men, women, certain ages or incomes, etc.

No Defined Goals

When creating a marketing campaign, you need to think about what you hope to accomplish.

Do you want to drive sales, have more people walk in your door, have more people go to your website, or other goals? You can’t accomplish everything, even if you really want to. You need to have specific goals that are somewhat measurable.

No White Space

We get excited about what we offer, but your audience needs the simplified version.

Don’t use too much text. Customers won’t read it because it looks daunting. Make sure you keep it short and sweet. Use active verbs and exciting adjectives, but choose words carefully.

No Call to Action

Yikes! You put all this effort into amazing direct mail, but you forget to ask customers to take the next step.

This is a setup for failure. We need to make sure we tell people what to do next. “Call us today!” “Stop in our store today!” “Check out our website.” There are so many ways to ask customers to take the next step.

Don’t assume they know what you want them to do. And don’t be afraid to ask for the sale or whatever you want them to do next. Just keep it simple. Only ask them to do one thing, and don’t overload them with requests.

It Focuses on Features

Even though you are interested in your accomplishments or where your business is going, your customers probably aren’t that interested.

They want value.

Tell them how you will make their lives easier and how your product helps them. Be results-oriented rather than features-oriented.  

Being Coupon Crazy

Direct mail coupons are great for repeat customers, but you don’t want to build a culture around saving a buck.

Focus on value more than saving money. Every once in a while, use a coupon, but don’t let this be your go-to.

Not Making It Personal

It’s so easy now to personalize direct mail.

Include their name, birthday, or anniversary. Choose colors and images that represent the demographics well. People tend to hang onto these types of direct mail and respond to them.

Saving the Best for Last

Unless you are a world-renowned company, you should lead with the logo and product. Don’t save it for the end of the ad or direct mail.

Start with what you can do for the customer, following up with details.

By avoiding these few mistakes that happen in direct mail, you can be sure to have a more successful campaign. We want to make sure you are successful. So we offer high-quality, beautiful direct mail that will represent your company well. Check us out today!  Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

Increase Your Marketing Efforts with Print 

One of the most common misconceptions about modern-day marketing is that everything has to be digital to break through the virtual "noise" that we all experience on a daily basis.

In reality, the reverse is true. According to experts, about 66% of direct mail collateral gets opened whereas about 82% of online ads and similar techniques get ignored entirely.

In fact, there are a plethora of different reasons why you would want to increase your marketing efforts with print-based materials, all of which are more than worth exploring. 

The Power of Print: Breaking Things Down

By far, one of the biggest benefits of print marketing simply comes down to the fact that it's far more effective than most people realize - even in the fast-paced digital era that we're now living in.

According to one recent study, it's effective with 18 to 23-year-olds in particular - they say that it's easier to read print than digital content. This makes a great amount of sense, given the fact that most people are being bombarded with digital marketing virtually all day long.

Not only that, but the same source as above indicated that about 80% of consumers of all ages end up acting on directed print mail advertisements. This, too, is logical - a printed flyer, pamphlet, or other piece of content is something that you can hold in your hand. You can put it on your refrigerator or you can give it to a friend or loved one. This is contrary to something like an email, which is likely to get deleted or archived - if it doesn't get instantly caught up in someone's SPAM filter. 

But perhaps the most telling statistic of all is that 77% of consumers say that print drives a higher level of recall when compared to digital - meaning that they're likely to remember your brand, your products, and your services for a longer period of time. That means that even if they aren't ready to make a purchase today, when that time comes, the first company they're likely to contact is yours.

Multi-Channel Marketing

None of this is to say that you can't also use digital techniques.

Social media is quite effective in terms of spreading brand awareness and obviously, all businesses should have a website of some kind. But by including techniques like QR codes along with your printed material, you can begin an experience with someone in the physical world and allow them to continue it in the digital one if they choose to. That QR code could link directly to your website or social media channels - giving people an option in terms of how they interact with your brand, where, when, and why. That in and of itself may be the most important benefit of all. 

At our print shop, we do more than sell printing. We make a concerted effort to learn about the specific needs of each client we work with, all so that we can become the most important thing of all - a true partner in every sense of the term. One that is every bit as dedicated to your success as you are, and one who is positioned to leverage innovative ideas and solutions to help you accomplish your goals.

If you'd like to find out more information about why it's a good idea to increase your marketing efforts with print-based collateral, or if you have any additional questions that you'd like to discuss with someone in a bit more detail, please don't hesitate to contact us today. Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 How a Target Audience Can Save You Money

A target audience is the people who are most likely to buy your product or service and should therefore be the ones you target in your marketing campaigns.

Identifying and utilizing your target audience is extremely important because advertising to the wrong people is a waste of time and money.

After all, a little bit of advertising to the right people is often as productive as a lot of advertising to the wrong people. 

Finding Your Target Audience

Trying to pin down your target audience can be deceptively tricky and overwhelming. However, breaking it up into small categories can help ease the load. 

• Consider useful demographics. This includes age, gender, location, hobbies, interests, income, education level, profession, marital status, who they trust, what they read/watch, purchase intentions, subcultures, etc. Consider each of these aspects to determine where your ideal customer resides—the more specific, the better. Try creating 3-5 buyer personas with extremely specific target markets. This will help create more personalized and effective marketing campaigns. 
• The decision-maker vs. the supporter. Understanding the difference between the decision-maker and the supporter is key. The decision-maker is the one who ultimately buys the product or service. The supporter may not directly buy the product but heavily influences the purchase. For example, gift receivers and children reside in this category. Targeting both these demographics is useful, but it’s important to understand which one you’re reaching. 
• Research your current customer base. Usually, your target audience consists of people already buying from your business. Send out surveys and collect data on who are already your customers. Determining your competitor’s target market can also help determine your own. This will also give you insight into what your competitors are doing and what you can do to win over customers. Understanding your competitors is just as insightful as understanding your own business.

Reaching Your Target Market

Identifying your target audience is just the first step.

The next step is reaching them. This can be challenging, especially when not all people especially like being advertised to. 

Infer where your target audience receives advertisements.

Use various aspects of your target audience to determine the best way to reach them. For example, if you’ve determined your target audience prioritizes their health, perhaps the best way to reach them is through websites, magazines, and social media pages promoting health. 

Bring in third-party help.

Various third parties exist that can help you identify the best ways to reach your target audience effectively. For example, social media is quite adept at this. Many sites store user information for advertisement purposes, and businesses can then advertise through those sites to effectively reach their target audience. 

Timing is everything.

When it comes to getting the attention of your target audience, determining the best time to reach them is crucial. You’re going to want to reach them at a time when they’ll be most likely to see it. For example, if you’re trying to reach them over email, avoid weekends because many try to avoid their emails during this time. 

Determining your target audience saves your business money by helping you reach the people most receptive to your advertisements. However, target audiences aren’t everything. Don’t let it cloud your judgment and make you miss interested potential customers. Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

How to Compare Direct Mail Printer- Author:Jordan Crawford

No all direct mail printers are created equal. Don't just compare based on final per-postcard cost. But there are tons of great questions you can ask that will help you determine how to get the best bang for your buck.

Direct Mail Printers Quick Start Guide

Here's a 3 minute video if you'd prefer to watch, it will go over the basics of how direct mail printers are different from one another and how to price compare, but the post below goes into greater detail. I personally consume information better in audio-format, so I like making the videos for you.

What Impacts Postcard Printing Costs

Besides simply size and postcard, there are a ton of factors that can impact your bottom line across various direct mail printers. Let's take a quick look at the different capabilities of direct mail printing companies that effect you.

1. EDDM vs Addresses
2. Postage options (there are a ton, actually)
3. Type of postcard (printing process)
4. Scale of your postcard send
5. Personalization
6. Technology

Each of these factors can impact the cost of your campaign. I'm going go through each of them so you can understand them all and at the end of this post there's an email template that will help you reach out to printers to be able to compare their cost. 1. Every Door Direct Mail (EDDM):

First, EDDM stands for Every Door Direct Mail. It’s a way for you to send postcards to entire carrier routes (subsections of zip codes). This impacts cost because EDDM postage goes to every address in a carrier’s entire route (there’s no sorting needed) allowing you to send at a super reasonable price.

“The Every Door Direct Mail-Retail price per piece for Flats weighing no more than 3.3 oz is $0.197.”

It’s way cheaper for the post office to give a bundle of postcards to a route carrier than to have to sort the mail. While you save a lot of money going this route, you can’t personalize and you can’t do address targeting. We don’t do a lot of EDDM for this reason, as most folks do targeted direct mail. Some businesses do work well using this model, though. This is the cheapest you'll ever pay for a postcard for any direct mail printing campaign, so keep that in mind when considering your marketing efforts. Postage Options, First Class:

Postage costs 55 cents, right? No way. It’s one of the biggest tricks in the mailing service industry… to talk about printing plus 55 cent postage.

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Let’s look at your various options. First class mail is the highest priority mail. If sent in the US, it arrives 3-4 business days after it is sent. Also, if you send a postcard with a bad address or is undeliverable for any number of reasons (which, happens a lot surprisingly) it will return back to the address you provided. Your mail also gets auto-forwarded to someone if they have moved.

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First class mail also includes tracking information and guaranteed delivery time. Presorted First-Class is about 20% cheaper than first class. This gives you all of the benefits of first class, but all mail needs to be cleaned by the NCOA (National Change of Address) registry, the printer must be CASS certified, and each card must be presorted.

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‍Postage Options, Standard Class: Standard class is cheaper than first or presorted, of course. But it comes with some downsides. Mailtypically takes 10-14 business days to arrive, but don't come with guaranteed delivery times. Your mailwill not be returned to sender and is not tracked at all. You usually need to mail a bunch to qualify for this (200 - 5k+ pieces, depending on your direct mail printer). If you’re a non-profit you can qualify for significantly cheaper pricing (70% off first class even), but you’ll need to fill out the three page PS_3624 to qualify.

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Direct mail printers vary a LOT with postage options, so you can save a lot of money if you just ask about these options alone. Type of Postcard: For this, it’s just best to make sure that your printer uses these specifications:Printed in color, back and front, 120# 14PT UV Coated. These measurements are the thickness of the card and a protective coating that helps prevent the postcard by getting marked up too much by the USPS sorting tools.

‍Your Scale: I tried to find fish on a scale, so there was a double pun. But, you'll have to settle for this single pun. Ok ok, back to the content.

If you’re sending over 100k direct mail pieces in one print run, you’ll want to do offset printing. It’s different printing process than what you’ll often find at most printers and you’ll want to seek out offset printers. This allows you to do printing at much cheaper price at huge scales.

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‍Personalization and Technology Needs: A ton of people doing postcard marketing are using outdated techniques. And, doing so will save you a good amount of money because there are a lot more printers that don't do personalized printing (often called variable printing) and aren't very tech savvy. 

Personalization is one of the most efficient ways to improve your conversion rate by 2-5x. Here’s a campaign we ran that included the first name, address, a calculated savings per year based on the customer’s roof, a heat map of the customer’s roof from space, and a phone number with an area code unique to each city. This can really improve your conversion rate, even if you just do things like add the person’s name. A lot of direct mail printers offer an API for personalization, but it's often stone-age level quality... perfect if you could hire Fred Flintstone as your engineer... but not really great for anyone else. Always ask your engineering team to evaluate your options.

But, it will cost you more generally. Here’s a good Quora post on a bunch of API printers and this programmable web post. While we won't recommend a specific API, if you contact me I am happy to talk about the API that Scout uses. Direct mail printers are mostly stuck in the past. Consider finding a direct mail printer that supports the API route if you're a more advanced marketer. If you don't have engineering resources, you can use Scout or I can put you in touch with a few engineers and graphic designers that may be able to help you build something custom. Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

 

      Resolving Conflict at the Office

It’s not ideal, and we don’t necessarily like to talk about it, but conflict does happen in the workplace.

So, as a leader, how do you handle it? Do you sweep it under the rug, or do you deal with it head-on?

Here are some tips on how to handle disagreements and conflicts at work.

Pay Attention to Your Tone of Voice

Experts say that only 10% of an argument is about the issue, and 90% is the tone of voice.

So, it is safe to say that how we react and talk about the conflict is critical to resolving it. Whether you’re mediating the conversation or you’re in the middle of the argument, remember that your tone of voice will impact the other person more than just your words.  

Don’t Ignore the Issue

According to experts, ignoring a problem is not the best way to handle the situation as it will only build more tension.

This can severely impact the productivity and energy of the group. In fact, we should embrace the difference of opinions in hopes that we might learn something new and expand our business.

Author and business leader Margaret Heffernan said, “For good ideas and true innovation, you need human interaction, conflict, argument, debate.” Keep this in mind, and your job will be much easier. Think of it as a way to expand your business and maybe gain some new ideas on how to do things.

There are Benefits with Conflict

According to Amy Gallo, contributing editor at Harvard Business Review, benefits of a conflict at work  include: “positive, creative friction that leads to better work outcomes; opportunities to learn and grow; higher job satisfaction; a more inclusive work environment, and even improved relationships.”

Thinking of these positive benefits of conflict while mediating or conversing with others should help you appreciate the different views rather than dreading the confrontation.

Do Your Homework

Before meeting with those involved, do your homework.

Listen carefully to what is being said before asking questions. If people feel heard, they will respect your input more. It also keeps emotions calm. Be sure to stay in control of your emotions so you can stay objective.

Ask For Clarification

Before reaching any conclusions in your mind, be sure to ask for clarification on the points that were made by each side.

Take notes so you can be specific in your questions. Also, try to use the question “how” rather than “why” someone feels the way they do. And when you do talk, try not to use “but” or “however” because that will make the others feel like they aren’t as valued and that their opinions don’t count.

Mind the Facts

Focus on the facts at hand, rather than getting distracted by extra information, observations, or feelings.

And watch your body language, as that will impact the conversation more than you might think. Uncross your arms, and keep good eye contact in a non-threatening way.

At our printing firm, we tackle things head-on. If you are not satisfied for any reason, we want to know, and we will make it right. We want you to be happy with our products because there’s no us without you. FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com