How to Use the 40-40-20 Rule of Direct Marketing 

The 40-40-20 rule of direct mail marketing breaks up marketing into three parts to help you predict and evaluate the success of your direct marketing campaign. 

According to Investopedia, direct marketing is any marketing that uses direct communication or distribution to customers through mediums such as mail, email, social media, and texting.

The success of your direct mail marketing is:

• 40% dependent on your audience,
• 40% dependent on your offer, and
• 20% on everything else.

Let’s break it down and look at each one individually.

Direct Mail Marketing: Audience

You’re not going to get very far in your direct mail marketing campaign if you’re reaching the wrong people. Money spent on advertising to the wrong audience is wasted money. This is why reaching the right audience constitutes 40% of your direct mail marketing success. 

The right audience must be within your target market. The more precise you can make your target audience, the more effective your direct mail marketing campaign will be because the marketing will be more personalized. For greater personalization and success, go beyond surface-level characteristics. 

Build up a well-defined mailing list. Include people on the list who have bought similar products through similar methods. Keep records of who has bought from you in the past and how they did it. Target those who have bought similar products because of a previous direct mail marketing campaign. These people have a proven desire to buy your products. 

Direct Mail Marketing: Offer

The offer includes the product itself and incentives to get the customer to buy it now. It constitutes 40% of your direct mail marketing campaign success. 

First and foremost, the product must be something your audience actually wants. It’s going to be challenging to sell an unwanted product. Before releasing products, test them out with customers to see if there’s interest. 

Next, the offer within your direct mail marketing campaign must be good enough to incentivize your audience to buy now. Try out the following tips: 

• Create FOMO (Fear Of Missing Out): if you can get the customer to feel as if by not buying your product, they’re missing out, you have effectively created tension and pressure within your customer to purchase the product.
• Create urgency. If the customer doesn’t feel the need to buy now, they might never get around to it. But, letting the customer know that the offer is only for a limited time or until supplies last creates a sense of urgency to buy now, which translates into more sales.
• Provide safety. People, in general, are incredibly risk-averse. Don’t let people’s fear of loss hurt your marketing campaign. For example, offer a 100% money-back guarantee offers. 

Direct Mail Marketing: Everything Else

20% of the success of your direct mail marketing campaign relies on everything else. This includes the copy (written material), design, and format. Advertisers often put most of their time and energy here when creating an ad campaign. But, usually, when an ad falls through, it is because of the audience or the offer. However, that’s not to say this step is not important.

Copywriters should connect with and compel the reader by identifying the customer’s pain points, frustrations, and hopes. They should effectively convince the reader why this product will work for them. The copywriters should work with the designers, whose primary goal is to get the material read. 

The 40-40-20 rule of direct marketing will help you create more effective direct mail marketing campaigns.Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO: www.printcafeli.com

8 Print Marketing Pieces Every Business Needs 

It is nice to have an endless budget for marketing; however, most of us don’t have that luxury.

But a business needs to have at least eight printed marketing pieces to be successful and leave its mark.

Whether you are new to business or have tired marketing materials, now’s the chance to freshen up. Here are eight must-haves when it comes to representing your business well.

1. Business Cards

Create a unique business card that not only contains all your necessary information but that represents the unique business you are.

Try using unusual shapes, foil, bold colors, and images. Don’t let it get too busy so that there’s no white space. It needs to be well balanced. Ask us for tips if you’re unsure or have it professionally designed.

2. Brochures

Your business card is the teaser for what you offer, but your brochure is where you can shine.

You can add more detailed information as to what type of business you are and what you offer. Here’s where you lay it out. Include detailed pictures of your products or services, along with an excellent description of what your company provides.

3. Flyers

Create some excitement for your offerings.

Include a large graphic or picture to draw people in and create some questions. Then you can hand them a brochure to explain it more in detail, and you can go through it with them for added impact.

4. Folders

You will want a way to package your marketing materials, and a custom folder is where it’s at.

Have your logo printed on it, along with some die cuts for you to include your business card tucked inside. This is like your shiny new suit; it represents who you are as a business person. That’s why you want quality and up-to-date design.

5. Letterhead

Every business needs high-quality letterhead to include quotes, correspondence, and business details.

This sounds like a no-brainer, but an inkjet printer won’t do. It needs to be professionally printed to show off your commitment to quality.

6. Logo

A logo is so important, and many people don’t give it enough credit.

A well-designed logo will look good on just about anything. Use it on merchandise give-aways, such as tote bags, mugs, koozies, and more.

Your logo ties your marketing together. You can use it on your letterhead, folders, flyers, brochures, business cards, and your website. Don’t skimp here. Have a professional design it for you, along with your input.

7. Banners

How will people get excited about your business if they don’t know you are open or that you have something exciting going on?

A beautifully designed and printed banner will announce that you have new items or that you are having a sale or even a grand opening.

8. Postcards

One more step to getting the word out and creating repeat business is to use gorgeous postcards that have been custom printed.

A postcard is easy to read and hard to ignore in a pile of mail. Use them to thank your customers for coming in, or send out an announcement of a new product or service you offer.

Every business deserves to be celebrated with high-quality printed products. This is not where you want to cut corners.

These eight items are important in getting a business off the ground or re-inventing your business. It’s never too late to do this and announce that you’re the one to do business with because of your commitment to quality. We offer all these items and more to help you get ahead of the competition. Visit our product list to learn more!

Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com

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