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Using third-party logistics, or 3PL, can have countless advantages for a business, especially eCommerce or small businesses. Third-party fulfillment and logistics are when warehousing and transportation are outsourced. Outsourcing fulfillment processes such as inventory storage, picking and packing orders, shipping, transportation, and other logistical entities can be beneficial to a business. Outsourcing logistics can also be helpful for businesses with bulk or on-demand products. Here are some advantages of using a 3PL service provider: Cost Reduction Using a 3PL company reduces many costs, such as warehousing, shipping, and salary costs. Third parties can negotiate better shipping costs with parcel carriers because they are shipping at a higher volume than a typical individual company. And efficiencies are constantly being improved through new technologies and data, cutting costs and adding enhanced value to businesses. Inventory & Data Management If a business does not have a brick-and-mortar store or has limited capacity, using 3PL could increase inventory capacity at a lower cost than purchasing or renting warehouse space. 3PL service providers also handle data management, including auditing, which is one less thing for a business to worry about. Contacts, addresses, product turnover, and other data are handled by the 3PL provider, allowing business owners and managers to focus on more “big picture” items. Time Optimization Time is often one of the biggest issues for a company; typically lack of time to get every task done. Utilizing 3PL takes a number of things off the plate of an employee, so they can complete other areas, such as sales, marketing, manufacturing, etc. Risk Management & Accuracy 3PL companies have experts in logistics, which limits risks since they have advanced capabilities, equipment, and manpower with a narrow focus. 3PL warehouses are often equipped with advanced technologies, which also analyze data for changes in trends and double-check human error. Third parties are also often insured against loss or damaged products. Distribution 3PL companies handle all aspects of distribution, from picking and packing products to delivery. Most 3PL companies provide kitting services for larger-scale shipments, combining individual components into a larger kit for shipment. This is great for bundle promotions or campaigns that include shipments of duplicate packages to a lot of different addresses. Supply Chain The 3PL company can handle all parts of the fulfillment process. Many companies work closely with carriers and vendors to track shipments and address any issues in the process. If there are issues in the supply chain, 3PL companies can identify the problem and suggest possible solutions that can mitigate the effects. Customizable Partnering with a 3PL company can be customizable to a business. It is important to research different third parties before choosing one to partner with. An ideal third-party logistics firm will have standard services but create a plan and contract catered to specific business wants and needs. For example, some warehouses may include certain safety measures, temperature-controlled storage, and even temperature-controlled delivery. Most third-party logistics firms will work with clients to offer customized plans, but some are able to offer more services than others. Expansion If a business plans to expand manufacturing or even open more locations, using a third-party warehouse or multiple warehouses will allow for easier expansion. By working with a 3PL firm, a business can leverage new supply chains and access new markets easier. Overall, using a third-party logistics firm has many benefits. It will provide the business and its customers with a better experience. Utilizing third-party services enables business growth. With many responsibilities being outsourced, a business can focus its time and efforts on the core concern of the business, more sales! Contact Omega High-Impact Print Solutions today, to discuss our fulfillment and logistics services. Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.

The start of the new year is a time when people wipe the slate clean and start fresh. For some who have an entrepreneurial spirit, the new year means finally taking the steps toward starting a business. You have the catchy name. The logo is exactly what you envisioned. And people are going to fawn over your one-of-a-kind product and service. But how are people going to know about it? If you scroll through social media or see the ads online, starting a business and getting seen by millions of people is as easy breathing. But for the one person that succeeded in getting rich quick without having to do a lot of work, there are a million other people who failed to see success. That’s why a key component of your business plan should be the multifaceted aspects of marketing. Website A website may not seem like a necessity when starting a business. However, having a website benefits you in multiple ways: A website boosts positive brand perception when potential customers search for your product or service. It provides a sense of legitimacy. A website provides a platform to share more information about your brand, products, and services. A website is a place to build a custom personality for your brand, with almost no limits. A website increases visibility online. Think: the more places your business is located, the more likely people are to find it. If you don’t have experience creating a website, or if you consider yourself “computer illiterate,” the idea of creating a website for your business can sound overwhelming. Luckily, there is a plethora of online tools to make the process easy with templates and plug-ins. Purchase a Domain You can create a free website using a website building platform. However, they typically add their name to your domain, which doesn’t look appealing. So, you can purchase a unique domain name (typically your business name) for a relatively low cost from several web hosting services. GoDaddy is a popular web hosting service because of their advertising. However, you can research the many options available and choose the one that makes the most sense for you and your budget. Use a Website Building Platform Next, if you lack coding skills, you can build a beautiful website using any of a number of website-building platforms, such as Shopify, Wix, or WordPress. Each of these platforms offers different features and benefits. But they all have free and low-cost templates from which you can choose. Choose a template that makes sense for your type of business and the feel of your brand. Templates typically have blocks that allow you to place images or text in an attractive and functioning layout for both desktop and mobile devices. Search Engine Optimization (SEO) While building your website, make sure you are considering optimizing it for search engines to crawl the site and help you appear higher in search results on Google, Bing, or other search engines. Some of the basic ways to help your SEO are: Use “Heading” text for keywords on pages. These are the first pieces of text on your web pages that search engines see and prioritize. They also appear in the linked snippets in the search results that people see. Include accurate descriptions with keywords in your meta description tags. These are the snippets that appear in search results under the linked header. People will use this to determine if your webpage is what they are looking for. Create key pages with the least number of “breadcrumbs” to get to them. Breadcrumbs are the pathway to a page via other pages and show in the URL of that page. For example, if a visitor must click into three different pages to get to the desired page, the URL would be https://www.domainname/page1/page2/page3 . Add descriptive, concise alternative text to images. Search engines cannot “see” images, but they can read alternative text that is associated with images. By default, if you do not add alternative text, search engines will see the name of the image file. Social Media Social media is the best free space to tell your brand story, promote your products, and engage with the largest audience. But there are best practices to get the most out of your social media experience: Identify the best platforms for your target audience. There are plenty of social media platforms to choose from, but if your target audience isn’t present on them, it’s a waste of your time and energy to post there. When using multiple platforms, create user handles that are consistent and identifiable across all the platforms. Utilize the most appropriate type of media for the platform and speak to the audience. It’s easy to copy and paste a post across all platforms. However, the tone and message on one platform may lack effectiveness on another platform. Engage with your followers. Many businesses make the mistake of having a one-way conversation on social media and not engaging with other users. Create content that generates conversation, then engage in that conversation. Video content is king. Statistics show that video posts get more views and more engagement on social media. Create calls to action that drive traffic to your website or other selling platforms. Social media is a great tool to… be social. But for businesses, the goal should be to get sales. There should always be a call-to-action (CTA) that will get people to buy what you’re selling. Collateral Marketing Materials In addition to the online presence and promotion, you should also use collateral materials that are going to help you generate new business and get customers to keep coming back. There are countless materials that can be utilized. But here are a few to consider to promote and grow your business: Postcards – These can be sent out as direct mailers or included in packages to provide more information about the product or service. An effective postcard will include a sale or call-to-action to drive visitors to a store or website. Brochures – Brochures are a great informational tool to promote features and benefits, as well as upsell additional products or services. Product Tags – Product tags may come as an afterthought, but these pieces are an additional tool to provide useful information, tell a story, or upsell other products or services. Signage – Signage is commonly viewed as a marketing tool for physical store locations. However, signage can also be used to promote online businesses. Consider lawn signs, posters, billboards, banners, and other signage that can be placed in high-traffic areas. Vehicle Wraps and Decals – If you drive a vehicle, you can use it as a mobile billboard for your business. With a wrap or decal, you can put your business in front of every person that sees your vehicle and put yourself in front of them as well. Promotional Products – This is a broad category that covers products with your brand on it. This could be stickers, magnets, cups, calendars, pens, shirts, hats, etc. Promotional products are a great marketing tool to spread brand awareness and build brand loyalty. Use a Marketing Agency Starting a business can be overwhelming, and just managing the operations can take up all your time. If that’s the case, consider utilizing a marketing agency with a team that is dedicated to marketing your business. Most marketing agencies will work with you on strategies, planning, and implementation, and suggest the best courses of action to get the most return on your investment. Omega offers marketing services through a team with decades of experience marketing B2C and B2B brands, with a specialty in small businesses and startups. Contact the Omega team today to learn how they can jumpstart your marketing efforts. Written by Omega High-Impact Print Solutions Marketing Director, Jake Coburn

Commercial printers produce high-quality products in a quick manner using high-efficiency machines. Many commercial printers specialize in a specific type of print. And many commercial printers offer services in addition to printing. Before working with a commercial printer, it is important to do your research about your options for the project you are looking to complete to ensure you will get the best results. Here are five tips to be well-prepared for working with a commercial printer: 1. Explore Options Research commercial printers that have the capabilities and services you desire. You may get a slightly better price working with an online commercial printer but working with a local or small business print company may be in your favor. Local print companies often are more convenient, provide better customer service, and offer overall better print quality. Know who you are printing with; look at reviews and past projects done by the printer. 2. Ask Questions It is important to discuss the potential project with the commercial printer you may want to work with. During this step, you should discuss essential details, such as time frame, important dates, print capabilities, price range, and other details specific to your project. This is the time to ask any questions about the project or print process. If you do not know specific print terminology, always ask for clarification. If the representative does not sound knowledgeable or seems to be vague in explanations, that could be a red flag. 3. Clear Design Direction If you have your own design, great! Make sure your colors, fonts, images, sizing, etc. are how you want them, and you checked for spelling and grammar. Most commercial printers offer design services for a fee. But you get the expertise of a designer that knows how to create something visually appealing. If this is the route you go, make sure to articulate your vision as clearly as possible. Provide specific design direction with colors (provide Pantone or other color references if necessary), font styles, text, images, and other pertinent details to make sure the designer has a good understanding of what you are looking for. If you have a specific vision in mind, but lack the artistic abilities, draw a rough sketch! 4. Prepare Files If you created a file for print, preparing that artwork file is one the most important steps in the process when working with a commercial printer. All commercial printers work differently and may have specific steps or rules for preparing files. If the commercial printer has a guide, use that. Digital files should be sized and scanned appropriately. Printers often use the terms DPI (dots per inch in a printed image) or PPI (pixels per inch in a digital image on a screen). Both refer to the same thing – image resolution. Photographs and artwork should have a resolution of 300 DPI for the best quality and never below 200 DPI. Images with lower resolution may appear blurry or distorted. And remember, taking a small image with a low resolution and making it larger with a higher resolution will not magically make it a better-quality image! At Omega, image files are required to be Hi-Res PDF with 1/8'' bleeds and crop marks. If there is a die or spot varnish, native files are needed. All files should be ZIP and then sent via an ftp link on the website or wherever the printer collects them. Providing your commercial printer with the correct materials and files will make it more efficient for all parties involved. 5. Get a Physical Proof How photos and graphics look digitally may differ from how they look on paper. To ensure that you are pleased with the product, have the printer create a physical proof for you. Getting a proof will let you see how the colors, sizes, and other elements look printed on the substrate you chose. You can then fix anything that does not look right or share new project details with your commercial printer. The printer should not proceed until you have given a signed approval of the proof. The printer should have a quality check process. So, in terms of quality of the print, this process should be smooth. If you follow all these tips, you will have the tools needed to work with a commercial printer on your next print project. When you do all your preparation correctly, it makes the job easier for everyone involved. Contact Omega High-Impact Print Solutions today, to discuss working together on your next print project! Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.

Marketing is the creative process or activity used to attract and engage an audience. When it comes to marketing a business, there are two main forms from which you can choose: print and digital. Print marketing is a more traditional method, although it has become very advanced with technology, and digital marketing is more common these days with future-forward thinking. Both are proven to increase the success of a business but require different tactics. Digital Marketing Digital marketing is advertising performed online and by using digital media outlets. The internet, television, radio, and mobile phones are media outlets that can be used to promote and market a brand or product. Web Search (SEO)- Web search or SEO, also known as search engine optimization, is the process of improving the quantity and quality of website traffic. This is important to have your website appear higher in the list of results when someone searches on Google, Bing, or another search engine. Website- A website provides a platform to share more information about your brand, products, and services. The display of a website is important because it can often increase online visibility and brand recognition. Social Media- A s different online platforms are growing; they can be used to target an audience and promote products and services. It is important to understand what social media platforms your target audience is using. A very different demographic uses Facebook vs. TikTok, which is becoming one of the most used social media platforms in the world at the time of this post. Targeted Ads- Targeted digital ads are used to target a specific demographic or niche. Targeted ads can be catered toward a location, age range, purchase history, and much more. Email Marketing- Email marketing can be used to send messages via email to prospective or return customers. Email can also be used for newsletters, promotions, updates, and much more. Video- Using videos such as commercials or live streams can be a professional and informative way to market. Videos are attention-grabbing and memorable. Influencer Marketing- Influencer marketing is a newer form of marketing that uses social media gurus with a large following to promote a product or service for your business on their social media platforms. Advantages of Digital Marketing There are many financial and environmental benefits to digital marketing, including: Low Cost- The cost of digital marketing can be low cost depending on which platforms and outlets are used. For example, television and radio marketing would be more costly than social media marketing. Sustainable- Digital marketing is often an eco-friendlier way to market a business compared to print marketing. Versatility- Digital marketing opens various opportunities for a business and has multiple content and platform types. Production- Digital marketing has a fast production rate and quick response rate. Targeting- Digital marketing can be used to effectively target specific audiences. Analytics- Digital marketing is also a great tool for tracking and measuring analytics. These analytics include return on investment (ROI), cost-per-click (CPC), customer acquisition cost (CAC), and customer lifetime value (CLTV). Information from these analytics can be taken to help engage customers at all buying stages. This will help with future lead generation. Credibility- Utilizing digital marketing builds a brand presence and credibility. For larger brands, it is an option to apply for social media verification on specific platforms. Digital marketing also helps increase customer loyalty with frequent communications. Disadvantages of Digital Marketing Although there are not many, there are a few downsides of digital marketing. The digital world is extremely saturated with content and users, which can make it difficult for small businesses to attract viewers and engagement. Because of this, creative and engaging marketing tactics need to be utilized; and even then, may be lost in the clutter. The digital world is rapidly advancing, and it can often be hard to stay up-to-date or ahead of trends. Marketing experts need to study algorithms and analytics of multiple online platforms to produce successful digital marketing. Print Marketing Print marketing is advertising using printed materials such as brochures, signage, direct mail, and business cards. Print marketing is the “traditional” form of marketing with which most people are familiar and believe they understand. Brochures and Flyers - Printed brochures and flyers can be useful for marketing in-depth information. These are great pieces for handouts and mailers to current and prospective clients to describe products and services. Signage - Signage is a large category that covers small, large, indoor, outdoor, permanent, and temporary pieces. A few examples include POP displays, wayfinding signage, banners, company signs, etc. Direct Mail - Direct mail is one of the most important print marketing materials a business or organization can utilize. Direct mail has a higher response rate than most common digital marketing materials. Examples of direct mail pieces include postcards, promotional announcements, coupons, thank yous, etc. Business Cards - Business cards are the perfect print marketing material for promoting oneself or a business. Business cards can be crafted to have tailored designs and text to match your brand. Promotional Materials - A business can use promotional print products internally for employee use and externally for customer use or gifting. Examples include magnets, notepads, decals, stickers, etc. Advantages of Print Marketing There are many reasons why print stands out to consumers and is an effective form of marketing. These include: Traditional- Print marketing has been used for hundreds of years and has the research to back up its success. Tangible- Print is tangible, which makes it more memorable. Accurate- Print is often perceived to be more accurate and trustworthy compared to digital media. Custom and personal- A large benefit to print is that it can be personal and customizable. Because print is personal, it can help build meaningful connections. Effectiveness- Print is efficient, measurable, and has a large reach. Print can even be used to direct someone online or to promote online sales. Disadvantages of Print Marketing Although print marketing is a traditional method, it still has its downsides. Contrary to digital materials, which can be uploaded and distributed in minutes, print has a longer production and distribution timeline. Print is also often more costly than digital media and could take up a large portion of a marketing budget. For sustainable brands, print can be a potentially environmentally unfriendly marketing method. Advantages of Digital & Print Marketing Together (Multimedia Marketing) Statistics show that by utilizing both digital and print in your marketing strategy, you will elevate your brand recognition and get better results. Individual consumers interact differently with digital and print media. By using both mediums for marketing, you increase the likelihood of reaching your target audience through more touchpoints and getting a better return on your investment. Conclusion So, you may ask: Which is better? At Omega, we believe that businesses need both digital and print marketing to succeed. Digital marketing and print marketing can be effective on their own, but utilizing both optimizes efficiency and achievement. Omega can provide endless print marketing and digital marketing services to anyone in need! Contact us to learn more about how to utilize and integrate digital and print media into your marketing strategy! Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.

Many businesses have turned away from printed marketing materials, like direct mail, or substantially reduced their investment in the medium. Long gone are the days of sifting through a mailbox full of coupons and advertisements from local businesses. With the promised reach you get from advertising online, it’s hard to blame many businesses for making the decision to go digital. However, the trend to completely cut print marketing from budgets may have been too extreme, and it has left a void for savvy businesses to take advantage. As of October 2022, over 3 million businesses were advertising on Facebook, according to statistics provided by Meta for Business. Another study found that 78% of businesses rely on advertising via search engines and social media. But independent research has found that the amount of money businesses need to invest in advertising online to see a return has increased over the years, making it cost-prohibitive for many small businesses. So, if you are planning to return to the “traditional marketing” method of direct mail, how can you put yourself in a better position to see a return on your investment? Identify Your Target Audience When putting together a direct mail campaign, you have the ability target a very specific group of people and businesses (depending on your product or service) with multiple demographic variables or cast a wide net without much filtering. Before producing a direct mail campaign, the best practice is to identify the audience you want to target for your promotion. If you do not have a list of addresses and you are working with a commercial printer to produce your direct mail pieces, they should be able to help you get a list of customers. Some common variables to consider are: Location Consumer vs. Business Income Level or Annual Revenue Industry (if a business) Age Gender Race Employment Education Level Some of these variables may not be important to consider for your specific product or service. So, if a demographic identifier is not important, do not limit your reach more than necessary. Generate Urgency or Solve a Need To get a recipient to react, you need to give them a reason to do so by creating a sense of urgency or highlighting a problem or need that you can solve. A marketing piece that just provides product or service information lacks a call-to-action (CTA) that will get people to act. Limited-time promotions are a popular strategy for getting people to act within a specified amount of time. This method is great to drive short-term traffic to your website or physical business. Make sure to include a promotion code or instructions for redemption so you can track where customers originated. Another popular strategy is to highlight an issue or need that recipients are likely to have and identify how you can help. This is a great method if you properly identify your target audience and send your direct mail to that audience. For example, home repair services to homeowners, or retirement planning services to employed men and women that are over 40. You know who benefits the most from your product or service. Design to Stand Out A well-planned direct mail campaign can fall flat if the materials lack a design that makes recipients see it, read it, and act. Get creative with the shape, colors, graphics, and interactive features. When many people think of direct mail, they think of a flat piece of cardstock or a letter size envelope with materials inside. That is typically the low-cost, low-return option. Utilize creativity and best practices when designing your marketing piece: Add color throughout the piece. A black and white printed piece won’t grab anyone’s attention. Highlight your main message or promotion with text and/or color that contrasts the rest of the piece. This should be the first thing the recipient’s eyes go to. Avoid low quality graphics or photos. In the eyes of the recipient, a poor image equates to a poor product or service. Limit the amount of text. Use the piece as a quick-read introduction and your website or physical business location as the place for more information. Make the piece interactive with folding, slots, inserts, or other elements that get the recipient engaging with the piece. Include a personalized element, such as a first name. There is a psychologic trigger that makes people respond to something that has a personal element they relate to, such as a name or birthday. Build Brand Recall Creating a one-time advertisement, digital or printed, is unlikely to generate enough of an impression to build brand recall. You should plan a campaign that includes a sequence of multiple advertisements that will trigger a person to recall your brand, as well as the products and services you offer. A campaign is likely to be more successful with a multimedia approach, or a combination of both digital and traditional marketing. This strategy reaches people with multiple touchpoints and in different media, with which they are likely to interact in different ways. For example, you can create a campaign that includes a direct mail piece, a Google advertisement, and a Facebook advertisement, all of which have a similar look and message or promotion, so the recipient/viewer repeatedly sees your brand and is more likely to react. Measure Results One of the most important aspects of putting together a direct mail campaign (or any marketing campaign), which many people forget to consider, is methods for measuring the results. Measuring results will help you not only determine if a campaign was successful, but also adjust strategies and elements as necessary. There are several ways to measure the results of your direct mail: Use a unique coupon code that is only used by direct mail recipients. Create a unique website landing page that is listed on the direct mail piece. Your website analytics will allow you to see how many people visited that page and how many resulted in conversions. Include a QR code in the design of the direct mail. This can lead to a unique landing page or an existing page on your website. Your website analytics will allow you to see how many people originated from the QR code. Add a questionnaire when someone contacts you or checks out that asks how they heard of your business or where they heard about the promotion. If your call to action is a phone call, set up a dedicated toll-free phone number that forwards to your business number and track how many calls come from the toll-free number. Or you can pay for a call tracking software that tracks where calls originated, and many will also record calls that you can later play back. Let Omega High-Impact Print Solutions Help Capitalize on the “novelty” of direct mail marketing for your business. At Omega High-Impact Print Solutions, we can assist with your direct mail marketing in multiple ways: Create a verified list of addresses based on your target audience. This list can be as large or small as you need, based on your desired reach and budget. Provide variable data printing (VDP), which allows personalization of individual pieces and can enhance your marketing initiative. Graphic design services to develop pieces with eye-catching graphics. Marketing services to develop a results-driven campaign to get the most from your investment. Contact us today for your direct mail marketing initiative! Written by Omega High-Impact Print Solutions Marketing Director, Jake Coburn

With NYFW quickly approaching, we thought we would discuss why print is still relevant in the fashion industry. NYFW is taking place this year from February 10-15. Shops, models, agencies, and designers have all spent months preparing, and included in that preparation, are printed materials. While going fully digital is popular, most industries still require print materials. In the fashion industry, print is still relevant as a part of clothing and accessories, as well as marketing. The fashion industry is competitive, and print can help identify a brand. For an event like NYFW, which only happens once a year and is broadcast globally, it is an opportunity for a fashion brand to make a big, long-lasting impression. Adding unique print techniques such as foil stamping, embossing, die cutting, or varnishing are just a few ways to enhance printed materials and stand out. Foil stamping makes a print project look more luxurious and sophisticated by creating a shining impression on the substrate. Embossing creates a raised or etched design on the substrate, making it look almost three-dimensional. Die cutting is used to create custom shapes and designs on a substrate. Varnishing can be used as a protectant to create a gloss, matte, or silk look. A varnish finish can give the perception of higher quality or value to a print. There are many finishing techniques available that can enhance a print project's design and style. Print for the Fashion Industry: The fashion industry consists of the design, manufacturing, and marketing of apparel and accessories. Print materials are used for a variety of events, promotions, and other purposes by businesses in the industry. Here are just some of the ways print is used in the fashion industry: Magazines & Catalogs - Magazines and catalogs are still common in the fashion industry for new product launches. Printed magazines and catalogs help build brand awareness, spread knowledge, and can be used as direct selling tools with coupons, links, and QR codes. Lookbooks – Similar to a catalog, lookbooks are used to show a brand’s design aesthetic, mission, and products. Typically, the purpose of a lookbook is for inspiration, rather than for pushing sales. Business Cards – Like most industries, business cards are still a useful tool in fashion for networking, as well as promoting a store, agency, or business. This is especially true at events like NYFW where people are introduced to lots of new contacts and can be overwhelmed by all the activities. Event Signage – The most common signage that people think of when it comes to fashion events are step-and-repeats. These are ideal for marketing where lots of photos are taken. But other common signage includes banners, wayfinding, and environmental graphics. POP Displays - Point-of-purchase displays are used in storefront displays to highlight a brand or specific product at the point customers are ready to make a purchase. Many POP displays are designed and provided to retailers by fashion brands. Invitations – For an event like NYFW, people are likely to get invitations to multiple events. So, creating invitations that stand out is important to get desirable attendees. Printed invitations are more likely to make an impact than an e-vite. Packaging – A fashion brand should have packaging that is equivalent to the style of the clothing or accessories. Custom-branded boxes, bags, and other packaging are essential for a brand to have credibility. Hang Tags - Hang tags are a printed piece in fashion that is not often considered. However, creative hang tags, not to be mistaken with price tags, are a great way to market the brand story and message, as well as provide useful information. Rack Cards, Flyers & Brochures – Rack cards, flyers, and brochures are other useful tools for retail displays or to include in packaging. These are perfect for providing more information about the brand and product. Print for Models: Many models are switching to digital portfolios. However, a good way to stand out, and be prepared, is to have printed materials available. For castings, or even in improvised situations, providing printed materials will leave a lasting impression. There are two print items that every model should have: Portfolios - A portfolio is a collection of past work. Models typically bring a printed or digital copy of their portfolio to castings and events. Composite Cards - A composite card, also known as a comp card, is a printed card used by models detailing their most recent and best photographs, headshots, measurements, contact information, and other important modeling info. Print is still very relevant and needed in many aspects of the fashion industry to elevate a brand, product, or event. The fashion industry is known for trendsetting. So, if print is relevant in the fashion industry, you can bet that it can be utilized for all industries. Need to update your printed materials? Contact Omega today for all your print needs! Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.

There has been a heavy gravitation toward digital marketing over the past two decades. Many businesses and individuals have relied exclusively on digital marketing to promote. The result has been a flooded market that has become ultra-competitive for face time and left many small businesses unable to compete with large corporations that have multi-million-dollar marketing budgets. In 2022, the “duopoly” of Google and Meta raked in over $280 billion in ad revenue. The total global digital ad spend reached over $560 billion . But with inflation continuing to creep up and a recession on the horizon (if not already here), digital ad spend is going to drastically slow in 2023 and businesses are going to focus marketing budgets on initiatives that are proven or more likely to yield higher ROI. This includes print, which has traditionally done very well in marketing, and presents a nostalgic element that many in the younger generations are grasping for. Here are the print marketing trends we can expect to see in 2023: More Direct Mail As email became a popular “free” tool to send marketing materials, traditional marketing mail fell to the wayside and mailboxes have been left mostly barren. But the exodus of direct mail marketers has left a void in an arena that has reported 5-9% response rate, compared to less than 2% for email. Much of this can be attributed to the advancements in technology and data used for direct mail campaigns. Marketers can hyper-target individuals and businesses based on many of the same demographic characteristics used in online advertising. And rather than competing with hundreds of advertisements vying for attention on a small screen, direct mail pieces are sometimes the only media the recipient has in front of them. Expect to see marketers return to mail origins with more direct mail campaigns filling mailboxes in 2023. Personalized Elements Commercial printing has come a long way from the days of printing presses that use plates and can only print a single graphic repeatedly. These days, digital printers and more advanced technology allow us to incorporate personalized elements in individual pieces using variable data printing (VDP). So, marketers can target individual people and businesses with unique elements that are specific to them – names, messages, images, or logos, for example. Research indicates that over 75% of consumers are more likely to do business with a brand that sends them personalized communications and a slightly higher percentage indicate they are more likely to do repeat business. As marketers have become savvier in the capabilities of print personalization and how to use it, expect to see more targeted marketing materials with personal elements included. Information available in the public domain, purchasing habits, and more are all fair game. Material Exploration We are fully immersed in an age of DIY, enhanced by the number of tutorials people can find online or on TV. But this is not necessarily a bad thing. The trend has made people more willing to try new things and tap into their creativity. As a result, the limits of what can (or should) be done are constantly tested. Luckily, there are nearly countless varieties of materials that can be used for printed marketing materials. In terms of substrates, paper is the obvious substrate that people immediately think of. But even with paper, there are hundreds of styles, weights, finishes, etc. that can be used. Beyond paper, the capabilities of printing with other substrates, such as aluminum, acrylic, glass, PVC, foam, and more have increased exponentially over the years to the point where you might not even be able to tell what material is being used. In an increasingly competitive market, expect to see more varieties of materials used in printed marketing materials in an effort to grab attention and make a lasting impression. Also expect to see more materials with sustainable elements and brands to highlight their use of the materials. Experiential Packaging Packaging that is an experience in of itself is not new, evident in the mass quantity of “unboxing” videos that can be found online. But much of the experiential packaging to-date has been reserved for special gifts to small numbers of recipients or the iconic tech brands, like Apple or Microsoft. Look for more creative and personalized packaging to be implemented by brands in 2023 as marketing teams look to generate more organic and user-generated content from customers. Also expect to see more sustainable materials used in packaging, as an increasing number of consumers report willingness to pay more for sustainable products. Streamlined Digital Alignment Multimedia marketing has been proven to be more effective than single media marketing strategies by increasing touchpoints with repetitive messaging. Many marketers understand this. However, many marketers also struggle to effectively execute campaigns that translate well between digital and printed materials. Traditionally, digital alignment in printed marketing materials has consisted of including a website and social media icons in the piece. In the last few years, QR codes have become much more prominent as businesses embraced the tool during the COVID pandemic and marketers gained a better understanding of how QR codes work. However, there are even more options that have been introduced in recent years and are still in the early adoption phases of their development. NFC tags are like QR codes in that they are digital symbols that connect users to a URL via a smartphone. However, instead of the user opening the camera on their phone to scan the code, they simply tap their phone to the NFC tag, and it takes them to the link. NFC tags can also be smaller than QR codes, so have less of an effect on the design of pieces. Most new smartphones include NFC tag capabilities. SnapTags work the same way as QR codes – the user scans it with their smartphone camera. However, unlike QR codes, SnapTags can be applied to logos and images by adding a black and white ring around the image, which the phone camera scans. Image recognition scan technology doesn’t even need an image that is obviously a code. For businesses that have an app, developers can build image recognition into apps that allows users to use the function to point at images and get information, make a purchase, or activate another experience. Bluetooth beacons (BLE) are technology that don’t need a scan at all. The small beacons can be placed on materials and transmit signals to nearby smartphones to send push notifications. These are great for location-specific marketing methods, such as physical store locations, to send marketing promotions as customers are making buying decisions. Expect to see more strategies that align printed marketing materials with brands’ digital presence and make it easier for customers to access desired digital pages, apps, and tools via more seamless methods. Written by Omega High-Impact Print Solutions Marketing Director, Jake Coburn

Large format print (LFP) , also known as wide format print (WFP) , can be a spectacular marketing tool for businesses of all kinds. Nothing makes quite the impact that LFP can, quite literally commanding the attention of anyone in its vicinity. For this reason, large format print is a great way to help businesses garner attention, and, as a result, sales. However, marketing in this way is not foolproof. Size alone cannot offset the inefficacy of a poorly executed print project, and as LFP is considered by many printers to be a specialty service, choosing the wrong print shop can often result in a wasted investment. For this reason, it’s important to work with a printer that can deliver quality results. At Omega High-Impact Print Solutions, we’re proud to say that over the years, we’ve been able to make a name for ourselves as a leader in large format print for more reasons than one. Even though our expertise is exemplified in our previous work, which you can view here , we’re going to tell you exactly why you’ll want to choose us for all your future large format printing needs. 1. Equipment It goes without saying that no job can be done properly without the right tools. When it comes to creating large format print materials, this rings especially true. Being the specialty print that it is, specialized machinery is needed to bring LFP projects to life. Most printers, if they have any LFP capabilities at all, typically depend on one or two machines for all such projects, which limits options for design, substrates, and size. This is not the case with Omega. Between our New Jersey and Florida locations, we have over 10 pieces of state-of-the-art LFP equipment on site, with plans to add more yet! Just a few of our standout pieces of equipment include: Vutek H5 Digital LED Printer (seen above) Produces high quality graphics on substrates up to 120 inches in width, and 2 inches thick. HP Latex 570 Printer Yields print specialized for outdoor use up to 64 inches in width. Epson Stylus Pro 9900 Prints on virtually any type of media up to 44 inches in width. Heidelberg Speedmaster SM74-6P+L Great for large runs, suitable for substrates up to 20 x 29 inches with 6 color dedicated tower coaters. Zund High Performance G3 3-XL1600 Digital Router & Cutter Cuts, kiss-cuts, creases, perforates, scores, engraves & marks various substrates up to 89 x 126 inches in area, and 4.3 inches thick. While this abridged list by no means catalogs the entirety of Omega’s LFP equipment, it does provide insight as to the range and quality of the machinery that has helped solidify Omega as a leader in wide format print. 2. Experience Large format print, while an extremely effective marketing tool, is an investment, nonetheless. Nobody wants to put a significant amount of money into a sloppy, ineffective piece of print. In fact, poorly executed print marketing could even cause you to lose money , giving current and potential customers alike a bad impression. This could taint their trust in you as a business and turn them off from doing business with you. That is why it’s important to work with a company with as much experience under their belt as Omega. With over 70 years in the biz, we’re no amateurs when it comes to the printing process, including large format. We have seen thousands of LFP projects through, from start to finish, over our many decades in service. And it’s reflected in the consistent quality of our work. Working with an inexperienced printer can not only have an adverse effect on the quality of your large format print but can also negatively impact lead time and overall cost. A printer that lacks knowledge and experience, is much more likely to outsource work they lack the competency to complete themselves. They may not have the necessary materials to complete a large format print project on hand, resulting in them having to rush order supplies. All of this will make for slower service at a higher cost. When you partner with Omega, a highly experienced large format printer, these issues become virtually nonexistent. 3. Installation When it comes to installing large format print, it’s never cut and dry. As much as we would love it to be a simple process that any Average Joe can accomplish, this is rarely the case. More often, installing LFP requires specific tools and techniques that only a professional installation team can provide. Luckily, Omega offers our own installation services, eliminating the need to put time and effort into finding a third-party installer. Plus, you can take comfort in the fact that Omega's team specializes exclusively in the type of installation you’re looking for, whereas a third-party installer most likely offers generalized services. Our specialized installation can prove to be a lifesaver in more ways than one, for anyone looking to invest in large format print. For one, using Omega’s LFP installation services means that you are assured that your print will be installed safely and properly. This means you won’t have to worry about whether your final product will look bad, whether you will suffer property damage, or whether you or others will be harmed during or after installation is complete. This is especially important when hanging LFP over sidewalks, walkways, and entryways, because if it falls and hurts someone below, you would be liable. When done correctly, large format print can be a huge game changer for any business looking to boost their marketing efforts. However, it’s important to remember that not all printers are created equally and choosing the wrong one can result in a poor finished product, wasted time, wasted money, and wasted opportunity. Luckily, when you consider our superior equipment, experienced team, and specialized installation services, the right choice couldn’t be clearer. Put simply, choosing Omega High-Impact Print Solutions for all your large format printing needs is a no-brainer! Written by Omega High-Impact Print Solutions Marketing Manager, Emily Steel

Whether you are recruiting for a job position, enrollment, membership, or other reasons , print marketing is a great tool to utilize. In addition to providing information about the recruitment, printed materials also help promote your organization. With this in mind, it is important to make the materials exciting and engaging! They should pique the interest of the targeted demographic. Types of Print Materials for Recruiting There are many types of printed materials that can be utilized for recruiting. However, this does not mean you need to use all of these materials. Direct Mail - Direct mail can be sent to a targeted group of individuals and personalized using variable data printing with data collected from you or through lists that can be acquired online. Direct mail with variable data has a personal touch that can help drastically increase responses. Flyers - Flyers can be distributed manually or made available in high-traffic areas where interested people can grab them. Perforated paper allows for tear-off sections so people can return a form and retain the informational section. Brochures - Brochures are a great low-cost resource for conveying a lot of information in a small piece that is well-organized and easy to distribute. Brochures are the perfect print for educating someone about an organization and a position. Business Cards - Business cards are an essential tool for a recruiter to network and provide contact information for potential recruits. Business cards are also a marketing tool, if done correctly, that can make a good impression on the recipient. Name Tags - Name tags are often overlooked, but great to have at recruiting events where people can meet hundreds of new contacts. A nice name tag can help make a recruiter look more professional and make the organization and person more memorable. Displays – Pop-up displays, banners, backdrops, and other event displays can be used at events, as well as in an office or storefront where there is foot traffic from non-employees. A nice display can provide a visual of who the organization is, as well as the people who work there. A proper display helps show credibility and professionalism. Promotional Items – Branded promotional items are great giveaways to leave people with something to remember about your organization. Especially at recruiting events, a good promotional item can generate good recall. Some examples of common promotional items that can be used for recruiting include bookmarks, notepads, planners, lip balms, and pens. Information Print is personal. Personal information that is directed toward the desired demographic should be incorporated into print marketing for recruiting services. The information on printed recruiting materials should include details, expectations, requirements/eligibility, location, compensation, and contact information. Design The design of printed materials for recruiting should all be uniform. A clear message should be tailored to the demographic of an audience or individuals that you are trying to recruit. All of the printed items should be an introduction and invitation to your brand. They should be designed to feel welcoming, beneficial, and opportunistic. Include consistent brand logos, colors, fonts, and graphics. Limit the number of fonts to only one or two. If using images, use high-quality original images that you have the right to use. Get creative with shapes, sizes, or embellishments, such as foiling to make the print stand out. Add a QR code or other interactive element to lead people directly to an online landing page for application or more detailed information. The more ways you can connect with your target demographic, the better. 4 Elements of Good Print Materials These four items are the most important takeaways when creating print marketing materials for recruiting services: 1. Easy to read - clear, engaging, and concise details. 2. Easy to act - hook, call to action, contact info, and/or landing page. 3. Eye-catching - graphics, imagery, spacing, and shine. 4. Relevant - information and design must be relevant to the position, organization, and targeted demographic. Benefits of Utilizing Print for Recruiting Services In a digital world, it is still important and relevant to use tangible marketing tactics. Recruiting is marketing heavy and print materials are a necessity, especially when at an in-person event. Utilize print to strengthen your recruiting efforts and let Omega’s design team help you make the most impactful visuals. Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.

March is marked as a time to commemorate and celebrate the role of women in American history. For the print industry, which dates back thousands of years and, of course, since the beginning of American history, there is no shortage of women that have had a positive impact on printing directly or indirectly. However, for the most part, their contributions have gone unheralded and it is indeed difficult to find very much information without diving into a full-blown research paper. But we are going to take a moment to recognize a few of the many women, as well as women-focused organizations, that have made, and continue to make an impression on the print industry. Elizabeth Glover Through unfortunate personal circumstances, Elizabeth Glover is credited with bringing the first printing press to America, then the Thirteen Colonies, when she arrived in Cambridge, Massachusetts in 1638 with her children, sans her husband who died during the voyage from England to the colonies. The couple made the journey with the printing press and intentions of starting a printing business. Elizabeth followed through on those plans immediately upon her arrival. The press’s first documents were printed and distributed in early 1639, according to The History of Printing in America . Three of the most valuable documents ever printed – Oath of a Freeman , An Almenack , and Bay Psalm Book – were printed using Glover’s printing press. Bay Psalm Book was the first book ever printed in America and only 11 copies of the original 1,700 copies printed, still remain today and sell for millions of dollars. Mary Katherine Goddard Mary Katherine Goddard got her start in printing at a young age at her brother’s print shop in Providence, Rhode Island, where her mother and she did much of the actual printing and publishing. In 1770, Mary Katherine took over managing her family’s second print shop in Philadelphia, which published the Philadelphia Chronicle and Universal Advertiser. In 1776, Goddard managed the printing of the first copy of the Declaration of Independence that included the signers’ names, establishing herself as a key figure in the creation of the United States of America. Mary Ann Shadd Mary Ann Shadd was the first woman publisher in Canada and the first Black woman publisher in North America. In 1853, Shadd founded The Provincial Freeman , a weekly paper dedicated to anti-slavery. Because of the gender inequalities and limitations placed on women and people of color during the time, Shadd enlisted male contacts to be listed on the masthead of the paper. However, she ran all aspects of the paper. Mary Ann Shadd has been honored for her activism in a number of ways in both Canada and the United States, including induction into the National Women’s Hall of Fame, designation by Canada as a Person of National Historic Significance, recognition at BME Freedom Park in Ontario for her and The Provincial Freeman, and a statue unveiled at the University of Windsor in Ontario. Women in Print Alliance From the PRINTING United Alliance website, the Women in Print Alliance was organized with the purpose of “connecting and empowering women in the print community so they have every opportunity to excel… creates opportunities for women in the printing industry to excel through connections, networking and content specifically for this rapidly growing group within the industry.” The Women in Print Alliance is comprised of women professionals within the print industry. The group acknowledges progress has been made for women in the print industry, but the group highlights that there is still a gap that exists between male and female professionals. The Alliance provides resources for women, such as forums, mentoring, education, and professional development. More information about Women in Print Alliance can be found here . Girls Who Print From the Girls Who Print website: “Girls Who Print is the world’s largest online network of women in the printing industry with more than 9,500 global members spanning all segments and career paths.” The organization was founded as a small LinkedIn discussion group, but rapidly grew to thousands of members that have joined a group that brings the woman’s perspective to the print industry. Girls Who Print offers a variety of benefits to members and followers, including mentorship programs, a blog, a podcast, education, and awards. More information about Girls Who Print can be found here .

For one reason or another, there seem to be a surprising number of misconceptions floating around surrounding print marketing. Whether concerning its efficacy, functionality, or even its ethicality, there seem to be rumors swirling around every aspect of this time-tested marketing practice. Unfortunately, taking such misinformation at face value can result in missed opportunities to strengthen your marketing strategy. That’s why we’re here to debunk these printing myths for you and show you the light when it comes to print. Myth: Print is bad for the environment. Reality: Print is sustainable. Paper is often misconstrued as being a leading cause of deforestation, and thus, bad for the environment. To be fair, the logic behind this sentiment seems solid at first. Paper is made from harvesting tree and deforestation is caused by over-harvesting trees. So, paper must cause deforestation. However, this is simply not the case. Most paper companies in North America certify that their paper comes from sources that practice sustainable forest management . These practices ensure that trees, one of the planet's only renewable resources, reach the end of their life cycles before being harvested, thereby keeping forestland sustainable. This initiative also financially incentivizes landowners to continue sustainable harvesting of their woodlands, rather than urbanizing them or permanently converting them for some other purpose. Myth: You can’t track the ROI of print marketing materials. Reality: There are plenty of ways to track the ROI of print marketing materials. You might be thinking, “How on earth could you possibly track the ROI of print marketing materials?” You may not be able to track how many people look at your printed materials. However, your marketing pieces don’t need to be digital for you to measure their success. There are several trackable elements that you can include in your print campaigns to measure your ROI: You can use unique coupon codes to see how many sales occurred as a result of customers viewing your ad. QR codes are another great way to track your print. These can be connected to campaign-specific landing pages that allow you to gauge print-driven traffic. You could also include unique social media hashtags that are easily measurable by looking them up on a given platform. If the main goal of your print campaign is to simply get customers to reach out, unique emails and/or phone numbers are a fantastic tool to track these interactions. Myth: Print can’t be customized on a customer-to-customer basis. Reality: Print can be easily personalized via variable data printing. Many people believe that you must print one cookie-cutter design for each individual print job. This poses a problem, especially when it comes to direct mail. Naturally, you would want to add touches of personalization, like names, greetings and other components that tailor your campaign towards different segments of your audience. Luckily, this insinuation couldn’t be further from the truth. Technology now exists that allows you to modify individual aspects of your print, from one piece to the next, in one single run. This is known as variable data printing. Modern machinery has made it possible to do this quickly, effectively, and economically. So it’s perfectly within reach for the average business owner to create personalized print for all their customers. Myth: Print is not an effective marketing tool these days. Reality: Print is just as effective, if not more, today as it has ever been. Today, in the age of digitization, it’s a somewhat common belief that print has become an obsolete form of marketing. If you share in this belief, you may be surprised to learn that print marketing is just as effective as ever and is even superior to many other marketing mediums in a variety of ways. Don’t believe us? Just look at these statistics: 82% of consumers trust print ads when making purchase decisions. Roughly 80% of consumers act on direct printed mail advertisements . 77% of consumers report recalling brands that advertise through print. Print ads are among the top most preferred advertising mediums according to consumers. Print ads require 21% less cognitive effort to process than other types of ads. On average, consumers devote their focus to print ads for 20 minutes or more. Consider that, online, your target audience is being constantly bombarded with distracting content. With print marketing, the number of potential distractions is cut down drastically, making it more possible to engage the target enough to convert them into customers. This is not to say that digital ads should be pushed to the wayside. Digital ads are still effective; however, print can supercharge its efficacy when used in tandem. In fact, when you combine print marketing with your digital marketing efforts, ROI has been shown to increase by a whopping 400%. Now that you know the facts, are you ready to kick your marketing efforts into high gear by investing in print? There’s no better time than now, and no better printer than Omega.Get in touch with one of our printing experts today, by calling (609) 645-1940 , or by simply clicking here. Written By Omega High Impact Print Solutions’ Digital Marketing Manager, Emily Steel

How many times have you entered a shop that you hadn’t originally planned on entering? Can you remember what exactly made you go in? Chances are you don’t quite recall. But think about this: would you have still entered if the store had no sign? Would you have even noticed it in the first place? On the flip side, how many businesses have you been made aware of thanks to outdoor advertising, without ever having seen the storefront itself? This is just one example of how powerful outdoor signage can be. We see outdoor signage everywhere, every day, but we rarely think about how important it really is from a marketing standpoint. In this article, we’ll explore the benefits of outdoor signage and why every business should incorporate outdoor signage into its marketing strategy. 1. Let Customers Know Where You Are The chances that you would be able to locate a certain place of business, even if you were actively trying to, without outdoor signage would be next to impossible. Sure, you could peek inside a window and cross your fingers that you’re in the right place, but let’s be honest; who’s doing that? You probably wouldn’t even get out of the car to check, or just assume the place is out of business. Without outdoor signage lighting the way, your chance of attracting customers is abysmally low. 2. Generates Revenue One of the superpowers of outdoor signage is its ability to influence impulse purchases. When you have enticing and impactful outdoor signage advertising your shop, passersby may become curious enough to check out your wares and make a purchase. This is especially true if your storefront happens to be in a shopping center or area with generally high foot traffic. 3. Nearly Endless Options No business is one-size-fits-all, and luckily, outdoor signage isn’t either. Not only can you customize these marketing tools in just about any way you like, as far as branding, colors, and graphics go, but there are so many different kinds to choose from. Hanging signs are great if you are on a tighter budget and want flexibility, since these small, economically priced signs can be hung from doors, windows, walls, and other places. You may choose to go with wall signs to utilize the exterior of your shop to catch the eye of potential customers. Or, if you really want to go big and maximize your visibility, you can choose to go with high-rise or pylon signage. These are just a few of the options available. 4. Brand Awareness Even when your outdoor signage isn’t luring customers to your store today, that doesn’t mean it won’t entice those same people tomorrow. This is thanks to the brand awareness that outdoor signage can generate. People are exposed to these signs all the time, whether they’re on bikes, driving, or just strolling by. These onlookers will regularly see your sign, and this exposure will ingrain your brand’s name, logo, image, or anything else they may connect with the location into their minds. Brand awareness is created by this ongoing relationship, and ensures they’ll remember you. When they’re in need of a product or service you offer, you will be the first business to come to mind. 5. Cost-effective While you might not immediately assume this about outdoor signage, especially large format types, it is true that this marketing tool gives you more bang for your buck than most. As previously stated, outdoor signage can literally be the deciding factor in whether a single soul steps foot in your store. Boom. Value added. Outdoor signage is also quite durable since it is designed to withstand the elements, ensuring you’ll be able to use it for years to come. Boom. More value. Outdoor signage is truly a worthwhile investment that is sure to pay for itself in no time. Outdoor signage can truly be deemed one of the most powerful marketing tools out there. Not only can it mean the difference between getting noticed and going unseen, but it can also help your brand stick in people’s minds and ultimately boost your revenue to new heights. However, low-quality signage may only serve to drive customers in the opposite direction, so you should make sure you work with a trusted printer like Omega. Want to make sure your outdoor signage is up to snuff? Check out the link here to see some of our previous work and submit an estimate request! Written by Omega High Impact Print Solutions’ Digital Marketing Manager, Emily Steel