Spring Flings: Rebranding Ideas

The start of Spring, with flowers starting to bloom and trees beginning to show their leaves, is a great time to look at branding. This is true for you as a business owner, and for the clients you serve. Branding sometimes seems so abstract. Once you settle on a logo and color scheme, you may be tempted to keep it forever, but just as some of our favorite brands, like Coca-Cola and Pepsi, have a history of logo updates, every business can benefit from a spring refresh. 

The Forbes Agency Council noted in a blog post on branding that it helps you stand out from your competition, but a later post from the same group hits home. They say that as purchasing power is undergoing a generational change, taking the time to redefine your messaging and update your look can make you more attractive to these new buyers. In this article, you’ll find tips on branding and marketing ideas for business owner's.

Assess the Brand Look

Whether you are looking for an update for your business, or want to reach out to your clients, start by assessing the current look of your brand across your printed materials. Think about what you hand them, what they see when they walk into your business, and what you mail to them. Gather a selection of the work you have done for customers and promote that to future customer's. 

Look at the Business Cards

These are still one of the most important pieces of marketing collateral, but how they are used has shifted. Ask yourself: Are they inviting? Do they communicate the best information? Does the design represent the company? And then ask: Can they be scanned easily? Many people use business card scanning apps or physical scanners, which means that light-gray type, which used to be very fashionable, is less desirable. Color combinations that require more attention to read are also out of fashion and make it hard for those who are color challenged. 

If you find cards in the jobs you have done for clients that have these characteristics, this is a great time to reach out and talk about updating their look for the new year. 

Look at the Other Marketing Collateral

While branded business cards are the most common piece of business collateral, brochures, notebooks, stickers, labels, window clings, mugs, shirts, and hats are also part of brand visibility. Use the theme of a Spring Refresh to update your marketing products to attract more seasonal customer's. Businesses large and small benefit from a new look, even if it is a minor change. It gives them a reason to offer a new sticker, a new notebook, brochure, or other giveaway using the new color, design, or logo to their clients and prospects. 

Update your catalog or booklet's especially the photos. Take new pictures of your shop or store and some of the work you have been doing. Use it to open the discussions and share the possibilities of a brand refresh with new ideas with your clients.

Look at Branded Signs

Signs can be a secret weapon for businesses. Wayfinding signs, special sale and event signs, and in-shop signs help to tell the business story. Bright colors with easy-to-read text lift the brand and the message. Simple things like changing signs and altering designs regularly make them more visible and noticeable. Adding newly branded signs where they have not been used in the past is another excellent way to keep messaging fresh. 

Look at Branded Packaging

Packaging is one of the best-kept secrets on the road to growing profitability. Every client has a need for a box, a carton, a label, or a hang tag – they just don’t know it!  Promotional items are a great way to keep your company name out in the open, and offering box kits with different promo items is a home run. For restaurant clients, header cards or labels to seal to-go orders. Labels can be a great way to spread the word about new promotions, promote events, and expand branding options. 

Updating Spring Color Ideas 

For decades we have looked toward pastel colors as Spring approached, but today’s fashions often call for bolder, bright colors in a mix of calming and energetic colors. Businesses should keep up with the color trends by keeping an eye on the Pantone Color each season. Ask us to show you the wide selection of Pantone Colors. For Spring and Summer of 2023, they have core color classics and Fashion Week pallets that can help you attract the interest of that new generation of buyers. 

The Print Cafe team is here to help you with ideas for updating your print strategies, branding, and color schemes and those you recommend to clients and prospects. Stay in touch with them for new products to offer and talk tracts to upsell and cross-sell to increase your revenue stream. For More Information Call: 516-561-1468 or Visit Our Website and Check Out all our Marketing Products at:www.printcafeli.com

5 Key Factors for Planning a 

Profitable Direct Mail Piece

Direct mail can be a fantastic way to spread the word about your company and promote new interest!

Regardless of the size of your budget, there are many cost-effective ways that a company can create engaging direct mail. 

Here are five budget-friendly tips to craft effective direct mail for your company!

5 Key Factors for Planning a Profitable Direct Mail Piece

1. Use Every Door Direct Mail® (EDDM®)

Purchasing a mailing list can be pricey.

But using EDDM® makes it possible for companies to send their direct mail to one specific mail route or multiple routes without investing in a mailing list.

To save your company money, consider sending your direct mail out through EDDM® rather than a mailing list- it will be far more profitable regarding production costs and postage.

2. Go Bold With Colors

If your company’s printing supplier does their printing digitally, don’t shy away from using lots of colors! 

This won’t increase the cost of printing, but it WILL catch your customers’ attention and boost your reply rates! 85% of consumers share that color and visual appearance are the most critical factor when considering whether or not to buy a product, compared to text, which only has 6% influence. 

3. Try a 2-Way Match Concept

If you design multiple components for your direct mail piece, such as a letter, reply card, and envelope, it will be processed as a 3-way match during manufacturing.

Instead, consider a different concept: create a single component with multiple pieces. You could use a perforated line to create a tear-off reply section, which will then be processed as a 2-way match of the letter and its envelope. 

This will cut down the manufacturing cost of printing your direct mail.

4. Keep it Light 

Keeping your mail’s weight in mind will serve your company’s budget well!

If you were hoping to include a small premium or token for customers with the mail, you don’t have to rule it out completely. 

There are many options for flat items that you can include without raising the cost of postage or requiring unique packaging. Coupon cards and discount codes, decals or stickers, magnets, bookmarks, and other small goodies can provide that engagement for customers without adding extra weight to your mail. 

5. Choose Paper and Envelopes Wisely

Getting creative with your direct mail designs is a great idea and can showcase your company’s personality to potential customers.

However, don’t underestimate the importance of the basics! 

One way to keep paper costs down is using text paper, cover stock, and neutral-colored papers since these are typical types we have on hand. Using these will save you time and money!

When choosing envelopes, consider the same thing. Standard-sized envelopes with standard windows will likely be the most available and, therefore, the most cost-effective option. 

Whatever the size of your budget, we are here to make your next print marketing campaign successful. Contact us today to learn more! Call: 516-561-1468

 

7 Powerful Postcard Direct 

Mail Ideas We Love

Postcards are a practical, versatile medium to send in your direct mail campaign. According to the Data & Marketing Association, postcards get a response rate of up to 4.25%, one of the highest in direct mail marketing.

Take advantage of this marketing method with seven postcard direct mail ideas we love! 

1. Switch up the norm

Although standard postcards are 4.25” by 5.5”, usually in a horizontal position, not all postcards are designed this way. 

Try switching it up with a larger postcard format with dimensions of 5.5” by 8.5” or change the orientation by sending a vertical postcard. These designs that deviate from the norm will stand out from the crowd and make the recipient take a second look. 

2. Make bold designs

With bright colors and attention-grabbing images, your postcard will speak for itself. 

Be bold in your design choices. The design significantly influences how long a piece stays in a home. Of course, adhere to your branding guide so the final design still looks like your company and produces the image you want to share. 

3. Include a compelling Call to Action (CTA)

Put yourself in your customers’ shoes and brainstorm what message would compel you to act. 

Whatever you decide, ensure the action you’re requesting is easy and will yield high rewards. For example, fill out this short questionnaire to receive a $10 gift card. Or perhaps visit our website by following this QR code to receive 50% off your next purchase.

4. Provide testimonials 

Center your postcard design around a couple of happy customers and their testimonials. 

Testimonials are powerful because they can increase overall conversions by 34%. Perhaps this is because 88% of consumers trust user reviews as much as recommendations from someone they know. Whatever the reason, providing testimonials boosts sales. 

Make sure to include short but impactful quotes. There’s not much room on a postcard, and you don’t want to oversaturate it. 

5. Send multiple postcards 

Sometimes marketers make the mistake of contacting a prospect once and then leaving it at that.

But clients often need multiple points of contact before the conversion. Therefore, make it part of your strategy to send several postcards to the same person over time. It’ll keep your business on their mind and give them the nudge they need to act. 

6. Personalize the postcard

The more personalized, the better. 

Some 84% of customers say being treated like a person instead of a number is very important to winning their business. Therefore, try to personalize your communications as much as possible. Identify all possible points of personalization and use what you know about the customer, such as demographics and past purchasing history.

Treat your customers as people, not numbers. 

7. Narrow your focus

Postcards don’t have a lot of surface area.

Therefore, narrow your focus on one key message to not overwhelm the client. Tie in this vital message with an attention-grabbing headline that is true to the intent of the postcard. 

We love postcards thanks to their unique benefits and versatility. Send the best postcard by following the above postcard ideas.

Contact us today to craft a compelling post card campaign that gets your customer's attention! Call:516-561-1468

 

Five Things Every Graphic Designer 

Should Be Doing to 

Promote Themselves By Haidan Dong

Your designs may be top notch, but even the best freelance graphic designer needs to know how to promote their services to win more business. To get more clients, you’ll need to make your design services known. As a freelancer, promotion is critical to master because most of the time you’ll have to do it yourself.

Here are the 5 things that freelancers should be doing to promote themselves.

How to Promote Yourself as a Freelance Graphic Designer

1. Create a Brand for Yourself

Before you do anything else, you need to brand yourself. This includes identifying your style, specifying the types of designer you are (e.g. print designer, web designer, etc.), creating a logo and more. Think about what makes your designs special, and why you design at all. Then translate that into your branding, whether it’s in your slogan, design portfolio, business cards, or anything else.

An established brand helps potential clients (and current clients) identify your business and understand why they should choose your services. Perhaps they identify with your values or find your style a perfect match for their business.

2. Create a Website

This is your “real estate” where you can get creative. We recommend creating your website on a platform that gives you traffic insights (e.g. WordPress). Your website is where you can take your branding to its highest level. Tell your story, show your designs, and make contacting you easy. Ensure that it is user-friendly and that it includes a quote form.

3. Promote on Social Media

Social media is also a great place to showcase your brand and drive traffic to your website. Many designers already use it, but make sure that you’re one step ahead by maximizing social media’s potential. First, separate your personal account from your business account to keep it professional. Many social media platforms also allow special features for business accounts, so be sure to take advantage of them.

Second, join groups—not just groups for designers but also groups related to potential clients and business partners. For example, if you specialize in designing for print, considering joining a print-related group. Not only will you get valuable information that could help your designing process, but these groups could also hook you up with some good deals in the future.

4. Network at Social Events

Networking online is important, but so is networking in person at social events. These include not just traditional networking events but also job fairs, trade shows, conventions, and more. Attending in person helps build trust between you and your potential customers or business partners.

Networking events are especially important for graphic designers because your clients will often be people who are a little less tech savvy. That’s why they need your help. So instead of interacting with you on social media, they may feel a lot more comfortable talking to you face to face.

Tip: If you design for print, social networking events are a great opportunity for handing out printed samples of your designs.

5. Start a Blog

When you create a blog packed with informative content, appealing designs and unique branding, you demonstrate that you’re a knowledgeable professional who is consistently producing high quality designs. Don’t forget to use SEO to increase your online presence, so that those searching online can find you.

Having a blog also gives you more things to post on social media. Link back to your blog when you repost the content on social media. And finally, interact with other design blogs to expand your professional network. You can start by subscribing to the Print Cafe Blog

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Promoting your graphic design business is a step that every freelancer needs to take, from branding yourself to updating your blog frequently. Make sure your promotional strategy includes at least these 5 tactics so that you can expand your client base and grow your business. Need More Help or Information on any of our Print Products Call 516-561-1468

 

The Ultimate Guide to Running 

a Print + Email Campaign

Print and email campaigns are not an either-or situation. Instead, they work best when paired together, thanks to their unique, complimentary characteristics. 

Why print? 

Print marketing has stuck around thanks to its many benefits. Print stands out from the crowd, is tangible, sticks around, and is easier to recall.

Why email? 

Email helps build customer relationships, boost brand awareness, and promote content. 

Email marketing has an extensive reach since there are about 4 billion email users worldwide. Due to its many benefits, 79% of marketers list email marketing in their top 3 most effective marketing channels.

A multi-channel approach to marketing is the most effective, perhaps because 72% of customers would like to connect with brands through multiple channels.

Here's what you need to know about crafting a winning print + email marketing campaign. 

The Print Campaign

A properly executed print campaign will drive sales. 

1. Choose Your Audience 

Create a list of people to send printed material to.

Ensure you're sending your print to the right customers for maximum impact. Often the most receptive clients are those who have already bought from you. 

2. Design the Print Marketing Piece

Ideal print marketing materials to pair with email include postcards, stickers, posters, flyers, and booklets. 

3. Increase Engagement & Brand Recognition 

Be sure to include… 

• A call to action. Get the customer to act with a compelling call to action that gives them an offer they can't refuse.
• Personalization. The greater the personalization, the more receptive the customer will be. Include their name and other points of personalization.
• Design. Stick to your branding guide and let someone with design experience put it together. The design can make a big difference in capturing the customer's attention.  

4. Send out a Test Run of Your Print Campaign First

Print campaigns cost money, so you want to ensure your campaign will have a high return on investment.

Do a test run by sending the printed marketing piece to a smaller section of your target market. Monitor the results, and see what went well and what you could have done better. Apply this to the primary print marketing campaign. 

5. Be Patient 

It can take time for results to come in.

This is in part because of the staying power of print. This means people will often set the printed piece aside on their fridge or table, which they'll get around to later. 

The Email Campaign

Email campaigns can look different ways, but below are some strategies that should help boost sales. 

Putting Together Your Email List

When putting together an email list, it's less important to worry about only sending it to the right customer because emails cost nothing.

Email's low cost is the main reason their return on investment is $36 for every $1 spent.

Instead, the focus should be on creating email segmentation for optimal personalization. Segment the email lists based on location, buyer stage, previous purchases, occupation, hobbies, etc. 

The hardest part of emails is acquiring the email list because, often, people do not want to share their personal information. Try giving them something valuable in return for their email (like an ebook, whitepaper, infographic, report, study, or template). 

General Email Marketing Tips

Below are some more general email tips: 

• Because 55% of emails are opened on phones, make sure the email is optimized for mobile
• Certain times lead to more opened emails than others. Research and test to find the time that works best for you.
• Craft a winning subject line. Draw the prospect in but don't mislead them.
• Follow proven, tested templates to save time and create the optimal email design. 
• Comply with email regulation laws. 

Follow these tips for your optimal email campaign. 

The Winning Strategy

Send a couple of emails, follow up with direct mail, and then send more emails. 

The first set of emails will get your company in the customers' minds. This way, they'll recognize your brand when they receive the printed piece in the mail. Then, follow up with more emails to remind the customer to act. 

Email allows you to reach the customer multiple times at a low cost. This is important because it usually takes about eight points of contact to make a sale. 

Contact us today if you want to take your print marketing strategy to the next level by combining it with email (or vice versa)! We are here to help!  Call: 516-561-1468 or For More Information on this Blog Visit Our Website at: www.printcafeli.com

 

How to Do a Direct Mail 

Marketing Campaign on a Budget

Even with a tight budget, you can still run a direct mail marketing campaign with a great return on investment (ROI).

If you focus your campaign, design the mail well, and perfect your mailing list, investing in direct mail can be a wise choice for your company's budget.

Here are five steps to ensure your direct mail is effective while sticking to an affordable budget. 

Step 1: Choose the right product or promotion to market

It's best to start crafting your marketing campaign with a specific goal.

Your company can use direct mail marketing for advertising a new product, a popular service, or even an update or improvement that you've made. 

Promoting something specific that will interest most of the public is wisest. Considering this will help your marketing dollars further increase the likelihood of people taking action after seeing your print marketing materials. 

Step 2: Refine your target audience

80% of consumers are more likely to purchase after seeing an advertisement that they feel is relevant.

Thus, advertising to only a specific subgroup of potential customers can help keep your direct marketing budget low while getting you the best possible ROI. 

Understand the demographic of most of your customers so that you can seek out and target more prospective customers with your direct mail marketing. 

Step 3: Use mailing promotions to keep costs down

Direct mail postage doesn't have to drain your company's budget!

Make sure to research different options available to you since your mail is part of a marketing campaign.

Multiple mailing services like USPS offer discounts for companies sending out ads in bulk. Take advantage of these deals; they could help you save up to 4% of your company's direct mail cost. 

Step 4: Create a straightforward message

If you want your company's direct mail marketing to be effective and cost-efficient, it needs to elicit a response from the consumer. 

The best way to do this is to include a clear call to action (CTA) within your ads. Time-sensitive offers and coupons are a great way to hook prospective customers. Make sure to include contact details so the customer can connect immediately.

Your CTA could be anything- asking the customer to send a reply, use a coupon, buy a product, or visit a website. As long as it's simple and engaging, it has a bigger chance of increasing your ROI. 

Step 5: Track your responses.

If you're spending your company's budget on a direct mail campaign, you want to see what works and what you could do differently next time to improve results.

Include a unique QR code or personalized URL on your print ads that will send customers to a designated webpage and allow you to track responses. Then look at the sales made and the number of coupons used to adjust your campaign so that your money is only being spent on the most effective ads. 

Contact us today to help you craft the perfect message, design the most compelling visuals, and make the most of your print marketing dollars! Call: 516 561-1468

 

A Graphic Designer’s Guide 

to Better File Naming

 By Haidan Dong 

Ever had trouble looking for the right file? You tried to run a search but couldn’t because the file name was irrelevant to the project. Or you opened your file logofinalfinalupdated.ai when the correct file was actually logofinalfinaledited2.ai. Needless to say, having an organized file naming structure is important for graphic designers.

Why should I have a file naming structure?

Having a file naming structure helps you in a number of different ways.

• It helps you stay organized, so that you can save time
• It reduces the chances of mistakes
• It makes communicating with clients easier
• It makes working with team members easier
• It makes files and folders easier to search for
• It improves SEO
• It improves the readability of the file names
• It elevates your professionalism as a graphic designer

How should I name my design files?

There are many different file naming conventions and there isn’t a “right” way, but you need to include the elements that are important to your own workflow. The following list contains some elements that many graphic designers find helpful in file names. Pick the ones that you think would help you identify the file more easily:

• Client name, initials or last name (e.g. JohnDoe)
• Client’s brand (e.g. JDBrand)
• Name of client’s campaign (e.g. SummerCampaign)
• Channel within that campaign (e.g. blog)
• Component needed for channel (e.g. image)
• Date (e.g. 2019_05_30)
• Version number (e.g. v01)

You will very likely not need all the elements. For example, maybe you only work on one project per client, and you specialize in business cards. In this case, you probably won’t need the name of your client’s campaign. Or maybe you tend to finish a project in one day, so you need the version number more than the date. Choose the elements that meet your unique work needs.

Now string these elements together to create your file name. If it looks too long, check out the next section below.

How long should my file name be?

If your file name is too long, it tends to get truncated when displayed. This truncation varies between operating systems and devices, so there isn’t a set number of characters. Your goal then is be as concise as possible.

With shorter names, you will be able to see the full file name easily. They are easier to type when you’re communicating with clients or team members, and faster to scan when you’re in a hurry. With shorter names, however, you will likely need more project folders and folder levels to provide the additional information not included in the file name.

Example: JohnDoe > JDBrand > SummerCampaign > Blog > JDblog_01.png

Example: JohnDoe > SummerCampaign > Blog > JDblog_01.pdf

Longer names, on the other hand, already have plenty of identifying information in them, so they don’t require a very complex folder structure. They also make it easier for you to run a search because they likely include details about your project. Unfortunately they tend to get truncated so that you can’t see the full information. Long names also slightly increase the file size.

Example: JohnDoe > JDBrand > summercampaign_blog_image_v01.png

Example: Blog > JohnDoe > summercampaign_blog_image_v01.pdf

Examples of File Naming

Here are some examples of file names so that you can see different file naming structures. You will notice that some contain more information than others. Again, it should be need-based.

• Doe_Blog_image_2019-05-30_V01
• blog_banner_2019-05-30-v01
• doe_blog_banner01
• jdoe_blog_20190530_v01
• JD_blogbanner_v01
• jd_blog001_v1
• jd_banner_01

Tip: If you have a large volume of projects to archive, use a project number instead of a project name. Just make sure you have a record of which numbers correspond with which projects.

File Naming Do’s and Don’ts

Do’s

• Do name files with SEO in mind if it’s going on the web (use keywords)
• Do use 0’s in front of single digits to preserve chronological order (e.g. 01 instead of 1)
• Do save changes as new files
• Do stay consistent with your naming structure
• Do use international standard date notation (e.g. 2019-05-30)

Don’ts

• Don’t use spaces or special characters except underscores and dashes
• Don’t name files that only differ between upper and lower case
• Don’t use words such as final, new, updated, fix, or edited

Conclusion

Naming your files in a structured manner can look like more work in the short run but in the long run it saves time, reduces mistakes, and elevates you professionally as a graphic designer. It makes working with a team easier and increases your productivity, so that you can focus on growing your design business instead of opening and closing the wrong files. For More Information on this Blog or any of our Marketing Products Call: 516-561-1468