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- The Importance of Print in Rebranding
The process of rebranding can be time-consuming and challenging, but it is important to go through a thoughtful exercise to ensure it is effective. Whether rebranding your whole business or a specific product, print is a necessary aspect of rebranding. What is rebranding? Rebranding is a marketing strategy that updates the image and identity of a product or company. You can rebrand a product line, service offered, or an entire business. Rebranding can be the creation of a new name, terminology, symbol, logo, design, concept, or a combination of all. Changing your business's overall look or aesthetic can be a big part of rebranding. Logos- When a company does a full rebrand it often changes the logo. This is to convey to customers and potential customers that there has been a change to the brand. It has become popular for brands to make their logo simpler or even make it look retro/vintage for a nostalgic effect. Colors- During a rebrand, it is often a risk to change the company colors. Colors are a huge factor in brand recognition. It is often best to stick with the company's original color palette across all products and platforms. Tagline- Typically, a rebrand results from a new direction or desired perception of the brand. A new or altered tagline can help articulate what the rebrand means. Taglines should be short and clearly state the brand’s purpose or service. To rebrand or not to rebrand? The decision of whether to rebrand a product or company can be tough. Aside from the time that goes into developing the rebrand, it can often be costly and there are risks involved with making changes to an established brand. A few reasons rebranding might be the right choice: 1. Sales are stagnant or dropping. A rebrand can provide a jolt to sales with the introduction of something “new” and exciting for customers. 2. To stand out against competitors. Over time, brands in similar industries may utilize elements from their competitors that start to make them all seem the same. A rebrand is an opportunity to create something that stands out. 3. Outdated brand image. A brand can inevitably look dated over time with changing trends and technologies. A rebrand allows the opportunity to create something fresh and current. 4. Repositioning. It may be time to reevaluate where the brand or product lives in the market and adjust the marketing strategy. 5. Changing markets. Markets change over time, and it affects how customers perceive brands. What may have worked years ago may not be relevant in today’s market. 6. Redefining your audience. Like repositioning, redefining your audience can help determine whether your brand or product is still relevant or needs an update. People change, and it may require a brand to change as well. Target Market and Demographic When deciding if rebranding is the correct marketing strategy for your company, it is important to research how it will affect your target market. Will the target market or demographic of your brand or product change due to rebranding? If the answer is yes, further research must be done to develop a promising marketing strategy. Different marketing and print materials will be needed depending on the change in demographic. Brand Recognition Brand recognition is vital to a product or company. Brand recognition involves the acknowledgment of a company’s overall message within its design elements and marketing features. It is important to be able to maintain brand awareness when rebranding. A drastic rebrand may call for more costly marketing tactics from loss of brand recognition. A common mistake during rebranding is ‘modernizing’ a brand. This is often a mistake due to loss of brand recognition and loss of the original brand appeal. Customer loyalty and brand recognition are important assets to maintain. Print Needed for Rebranding When rebranding, print needs to be updated to match the rebrand. Business stationery, promotional materials, event materials, and product print materials must all be updated post-rebrand. Essential print materials that always need to stay current with information while staying on brand are: Business cards Campaign print materials Promotional print materials Brochures Product labels Stationery Direct mail Postcards Mailers (announcing the rebrand, promotions, etc.) Working with a commercial printer Now that you know what items you need to be printed when rebranding, the next step is finding a commercial printer to work with. It is important to come prepared with updated logos, graphics, and print materials. Make sure that files are high-resolution, sized accordingly, and in file types that lend themselves well to editing. Size, finish, and all other print details can be discussed with whomever you chose to print. If you need help creating new designs for your rebrand, the printer will be able to help and give creative advice! Contact us to get started on your rebranding print materials! Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.
- Best Practices for Creating an Effective Window Cling
Window clings, also known as window decals or stickers, can be used as a marketing tactic or to simply add appealing visuals to a window. Window clings can enhance the appearance of a building and build curiosity for businesses, offices, or even homes. They can be used to take up entire window space or can be a small decal that provides information or promotions, such as a logo, hours of operation, or seasonal sales. Plan: To create effective window clings a well-thought and detailed plan should be constructed. 1. Objective- The most important detail when planning, is the objective. Having a clear objective or motive will allow for an optimized result. What do you hope for the window cling to accomplish? 2. Target audience- If you are using window clings as a marketing tactic, defining and analyzing your target audience is a must. Whom do you want to react to the window cling? 3. Location- It is important to be intentional with window cling locations. It should be easily visible and a main focal point. Where is the window cling going to get the most views? 4. Measurements- Measuring the size of the window (including trim) is needed to have an accurate fit and high-quality graphics. These measurements will be used throughout the design process. 5. Quantity- It is important to know how many window clings are needed. Will it be a full window decal or multiple decals? Design: The overall look, aesthetic, and design of a window cling are essential. The design process allows creativity to shine through. Free downloadable window cling templates are available online so that you can explore design ideas. However, make sure when using a commercial printer to work closely with their designers to ensure you are working within their parameters. 1. Content- Deciding on the content used for the window cling can be tricky. It is important to have a list of what you want the cling to convey. Is it just text or an image, or is it both? Sometimes a simple look is better and better conveys the message. Other times a more creative visual will make a bigger impact. 2. Colors- Make sure that you factor the color of your windows into making the decision of the colors used on your window cling. Most windows are tinted dark gray or black. So, light colors such as white, yellow, or beige will stand out the best. 3. Fonts- Choosing a font that is easy to read is important. Common fonts used for window clings are sans serif and bold, such as Avenir, Futura, Helvetica, and Verdana, just to name a few. Intricate fonts may be tougher to read. You should also make sure the font size is large enough to see from far away if you want passersby to read the information. 4. Size- Taking correct measurements in the planning process is vital as it will be a huge factor when deciding on sizing and design. There is no standard size for a window cling as they follow the size of any window. They can be customized to practically any size. 5. Shape- Window clings can be cut to any desired shape. So, there is no need to limit a design to a square or rectangle. If working with an oddly shaped window, you can follow the shape of the edges. But make sure your measurements are correct! 6. Substrate- Substrates used for window clings are die-cut stickers, clear stickers, and vinyl lettering stickers. The most common and durable are vinyl window clings. If designing with a transparent sticker, make sure to consider how the design will look if there is light shining through, versus dark. 7. Text- The text on window clings should be concise and appropriate. Text is not required on window clings but is highly recommended. 8. Imagery- Window clings do not have to be text-only. Imagery such as graphics and logos can be added to enhance window clings and tend to get a better response. 9. Finish- Window clings can have finishes added to make the window cling transparent, opaque, or perforated. Ask your printer what options they have available and what makes the most sense for your application. Benefits and effectiveness of a window cling: Adding window clings to a building are beneficial for multiple reasons. They are cost-effective, can enhance appearance, increase visibility, build brand or product awareness, help expand your audience, and have longevity. Window clings can also be considered to add privacy, rather than closing less flattering shades or blinds. If you need to update your window clings for promotions or new information, they are easily replaceable. Utilizing window clings can be an effective, eye-catching, and memorable marketing tactic. Contact our team of expert designers and installers for help on your next window cling project! Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.
- Benefits of Multimedia Marketing
Multimedia marketing is a form of marketing that utilizes and integrates multiple mediums, typically a mix of traditional media and digital media. These can include email, social media, promotional materials, direct mail, television, print materials, digital marketing services, etc. Combining different forms of media has been proven to reach a larger targeted audience and have better results than a single media approach. Traditional Media Email: Email marketing can be used to send messages via email to prospective or return customers and clients. Email can also be used for newsletters, promotions, updates, and much more. It is best to send email marketing through an email marketing software, such as MailChimp, Constant Contact, SendInBlue, SendX, or other platforms. These allow you to manage contacts and see how people engage with your emails. You should also send from an address with your company’s domain. For example, marketing@businessname.com . Radio: Radio ads are still a trusty source for marketing, especially if your business is focused on local business. Depending on your product or service, radio could be extremely beneficial. Sounds are often very memorable and a great way to market. Television: Using television as a marketing platform is often one of the more expensive mediums to utilize. However, it allows you to reach a large audience and can be targeted, based on the channels and time of day your advertising runs. Marketing on television can be a beneficial investment if your product or service has a visual element and you are able to create a high-quality production. Print materials: Printed materials will always be needed, no matter how popular digital media becomes. The most beneficial print materials to use for multimedia marketing may include: Promotional Materials - Print materials used for sales, giveaways, special events, etc. Flyers, coupons, brochures, magnets, etc. Direct Mail - Direct mail can be personalized to make customers feel valued and has been proven to have a higher engagement rate when compared to email marketing. Mailers, flyers, brochures, invites, thank-you, postcards, etc. Signage - Signage and displays are a necessity for all brick-and-mortar businesses and are useful for promoting other businesses as well. POP displays, wayfinding signage, banners, company signs, etc. Digital Media SEO: 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. Social Media: As 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. There is a very different demographic that uses Facebook vs. TikTok, which is becoming one of the most used social media platforms in the world. Remarketing: Remarketing or retargeting is used to engage audiences who interacted with your brand in the past by using marketing tactics based on their consumer behavior. Retargeting can be done by upselling to existing customers, engaging with leads based on what they clicked in your marketing emails, or their behaviors on your website through tracking codes. Multimedia Components Text: Words used to communicate information. Font and color are important and should be consistent across platforms. It is important to maintain a “voice” and “personality” for the brand. Graphics: Logos, visuals, and graphics are used to display a story or information via images. If the brand is higher end, the graphics used in marketing should convey this level of product or service. Animation: Videos, GIFs, and graphics with movement are used to add animation to media. Many free or low-cost online tools allow non-designers to create animated media that looks professional. Audio: Sounds and sound effects can accompany or enhance a visual aid. Sounds should fit the theme of the media and be on trend. While jingles have lost popularity in recent years, using a slogan, music, or other sounds that customers recognize and associate with the brand can help spark reactions. Interactivity: A computer-based tool that allows users to interact with multimedia. This allows a two-way conversation or engagement between the brand and the customer and can lead to more information gathered for the brand. The benefits of multimedia marketing are endless. Multimedia marketing has various benefits for a brand. It helps increase brand exposure and inbound traffic, improves SEO metrics and search engine ranking, and helps build better conversion rates and increased credibility. Using multiple media channels to market can help boost a brand locally, regionally, or even globally. As a company that offers a product or service, multimedia marketing can help you engage with customers throughout the whole purchase journey. Brand recognition is acquired when a potential customer sees your company across multiple platforms and experiences recall. Multimedia marketing can help position a company to be the best solution for a potential customer. There are many new multimedia marketing trends for enhancing a business: Blogging: Writing and posting blog posts on your website can help boost SEO, build credibility, and raise brand awareness. It is important when creating blog posts to write engaging, useful content that potential customers may be looking for. Podcasting: Podcasts have boomed since 2020, with more ways to create and post content online. Having a podcast allows a brand to discuss different topics in depth with its audience, engage with customers, and build credibility. Live Video Webcasting: Many social media platforms allow for free live video webcasting and broadcasting. This can help increase social media traffic and viewers, and allows brands to engage with customers in real-time. Photo/Video Sharing: Photo and video sharing is currently the most popular way to market a brand, product, or service. There are countless online platforms that allow for photo or video sharing at no cost. However, spending some ad dollars can exponentially increase the reach of content. How to capitalize on multimedia marketing. When implementing multimedia marketing, ensuring that it aligns with your marketing strategy is essential. Set clear objectives to capitalize on initiatives and ensure that the tools used are all cohesive. Once objectives are created, the right type of media use should be determined. Customer wants, needs, interests, and emotions must be identified. Visuals and branding should always stay consistent throughout all platforms. Consistency showcases a clear message and strengthens brand recognition. It is important to research, test, and adjust when using multimedia marketing. Keeping an audience engaged. If your audience isn’t engaging in your multimedia marketing and content creation it is not going to be beneficial for your business. It is important to track analytics and engagement. This can be done using CRM platforms, such as HubSpot, Infusionsoft, Salesforce, or other online marketing services. Staying up to date by researching current marketing trends can help keep users engaged. Create your brand presence across multiple platforms. At Omega High-Impact Print Solutions, in addition to our ability to print on nearly endless mediums, we provide services to help with your multimedia marketing. Contact us to get started on your next project! Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.
- Printing For Schools
Although you may not have thought of it this way, in addition to being educational institutions, schools are businesses too. Every business needs print materials, including K-12 and higher education institutions; though, the print materials may differ a little bit in their message and purpose. Schools can use print for more than handouts and assignments. Printed materials can be used for events, promotional products, and more. Here are some of the most important printed materials for schools: Institution Materials Institution materials can include both informational and promotional items. These materials will be used in and around the school, as well as mailed or sent home with students. Printed institution materials may consist of posters, handouts, brochures, flyers, coupons, yearbooks, report cards, planners, calendars, forms, certificates, labels, stickers, decals, magnets, student ID cards, notepads, letterheads, envelopes, and signage. All institution materials should include identifiable elements of the school, such as the school’s name, logo, mascot, colors, slogan, or other identifiers. Event Materials Special events are an exciting social aspect that enhances the school experience. Using printed materials, both before and during events, build excitement and participation, and can improve the visual experience of the event. Consider print materials for events such as open houses, proms, graduations, theater, sporting events, and others. There is a wide variety of printed materials that you may need: banners, signs, invitations, flyers, tickets, programs, cards, wayfinding signage, displays, and more. Marketing and Fundraising Materials Schools cannot solely rely on digital marketing efforts, like a website and emails, for promotions and fundraising efforts. Schools need to take a multimedia marketing approach to maximize the response rate. That means both digital and printed materials. Print solutions for school marketing and fundraising can include informational mailers, postcards, brochures, flyers, professional documents, greeting cards, and promotional packages. Educational Materials Educational materials include items used for learning, teaching, and classroom functions. Printed educational materials that are needed by schools include packets (welcome packets, course work), worksheets, booklets, window or table clings, learning cards, posters, whiteboards, and more. In addition to paper materials, Omega offers printing on multiple substrates, as well as lamination and finishing services for a variety of educational materials. Operational Materials Operational materials are often overlooked. However, these materials are just as important for schools as they are for any other business. Operational materials for schools can include directories, employee handbooks, newsletters, disciplinary slips, hall passes, contact cards, and safety/emergency plans. Why you should choose Omega High-Impact Print Solutions for your school’s printing: Omega High-Impact Print Solutions has been providing commercial print solutions for over 70 years and has experience working with educational institutions from Pre-K to colleges and universities. Omega has the ability to create all of the above-printed materials, customized to individual needs and match school colors. Additionally, Omega specializes in unique finishes, shapes, and large-format printing. Our experienced team of print experts can help guide you to the best solution for your next print project! Contact us to get started on your print project today! Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.
- Pre-Print Design Tips
Like all things, there are pros and cons of creating printed materials versus leaving them as digital media. However, with an understanding of the many possibilities print offers, you can create something that is as attractive and impactful as a digital piece, if not more. One drawback of printed materials is that once they are produced, they are final. There is no option to make a little edit and quickly republish (without added time, costs, and headaches). Therefore, arguably the most important part of the print process is what happens before the printing begins. So, here are four pre-print tips to make printing easier and to give you a better chance at making the most amazing, impactful, award-worthy printed material imaginable. Consider the substrate on which you are printing. Unlike digital materials, where your canvas is always a digital screen, print offers a plethora of substrates; the material on which you can build your masterpiece. With the advancement in print and material technologies, it’s astounding how many options are available. So, what are some popular substrates available to you? · Paper: This entire article could be dedicated to the various paper qualities that are available. But for a quick overview, there are several characteristics to choose from when deciding on paper: weight, coating, color, glossiness, and smoothness are just a few. A heavier weight with a matte finish is common for what you see used for packaging. Lighter weights with a glossy finish and high smoothness is typically what you see for magazines or brochures. · Metal: You may have thought of metal for etching and cutting, which are great options (and Omega can provide), but you can print on various metals as well. Metals like steel, aluminum, copper, and chrome, each offer unique color, shine, and hardness that can alter the way a print looks. An eye-catching option to consider with metal is a mix of engraving and printing to add extra visual interest to the engraved area. · Plastic: The term “plastic” encompasses a wide range of materials, including vinyl, polypropylene, polyester, acrylic, and more. A nice aspect of plastic substrates is that there is such a wide variety that offers unique looks and feels. Think about flexibility, opacity, color, and hardness. · Wood: You know wood can be painted, etched, and carved. It can also be printed! Using special inks designed for wood printing, you can even create high-quality prints on wood that look like photos. It is important to consider the type of wood that is being used for the end application and to make sure the print is sealed properly. Otherwise, as the wood adjusts to temperatures and moisture, it expands or contracts and can alter the look of a print. If you are working with a commercial printer, they should have substrate samples for you to see and touch. They should also be able to guide you to the substrate that makes the most sense for the look you are trying to achieve, as well as your budget. Colors look different when printed. There are several reasons that your printed materials can look different when compared to what you see on your screen. You should never rely on your screen for color matching when doing a print. · RGB vs. CMYK: You may have heard of RGB and CMYK when referencing colors. RGB stands for Red-Green-Blue and CMYK stands for Cyan-Magenta-Yellow-Black. These refer to the color mixes that make the end color that you see. RGB is used for digital screens and CMYK is used for printing. · Screen Brightness: Screen brightness is a variable that many people do not consider when viewing colors. But this variable has a significant effect on how color appears. A screen with the brightness set to a higher level may make colors appear much more vibrant and contrasting, which may not be achieved in a print. · Substrate Color: The color of the substrate can alter the color of ink. Rarely will the ink have 100% opacity. So, some of the color from the substrate will show through and affect how the color of the ink appears. · Ink Type: The type of ink that is used for the print can also affect the color. Some specialty inks can provide a metallic or glowing appearance, while some others can have the appearance of watercolor or oil. Depending on the type of ink used, it can change how a color looks. Review every piece with a very critical eye. One of the worst feelings when creating prints is getting the final piece and finding an error. As mentioned before, there is no quick edit and republish option for prints. So, always go through an approval process to review information, spelling, grammar, images, logos, color, etc. If color and the substrate are key pieces of the material you printed, make sure to get physical samples approved before moving forward. Provide print-ready design files to your printer. This is a tip that will make the process move more smoothly when working with a commercial printer. There are several things you can do to ensure your design will print how you designed it after you hand the files over to your printer. · Work and save the files in the correct color mode. Remember, RGB is used for digital and CMYK is used for print. When working in Photoshop, Illustrator, InDesign, Acrobat, and other Adobe programs, you have the option to select which color mode you are working in and which color mode to save the file. · Make sure the size of your design is the final size of the piece. For example, if you want a 16” x 20” poster, create your design on a canvas size that is 16” x 20”. If the printer needs to adjust the size of the file, it could result in cropping and lower quality. Not to mention, additional costs. · Always save your file at a high resolution. You may have heard of the acronyms DPI (Dots Per Inch) or PPI (Pixels Per Inch). DPI refers to the number of printed dots contained in one square inch of a printed image. PPI refers to the number of pixels contained in one square inch of a digital image. Many people in the industry use these terms interchangeably. 300 DPI is the recommended minimum resolution to use for print files. However, depending on the end use and size of the print, some printers may be able to produce an acceptable print with a 150 DPI file. Again, this is dependent on how important the quality of images and other elements are to your piece. · Include crop marks and bleeds in the final file. This is especially important if you have a design with elements that go to the edge of the page. Crop marks are used for the printer to know where to cut the substrate. Bleed is the extra amount of space added around the edge to account for any cutting inaccuracies. If you want graphic elements to “bleed” off the page, make sure the elements go to the bleed line. · Use layers for printed pieces with lots of elements, multiple inks or finishes, or folding or cutting. This allows the printer to identify the elements that are being printed with each ink or finish, as well as what should be printed versus folded or cut. For example, if you are creating a piece with an element that will have a foil print and the rest will be printed with ink, the element that will be printed with foil should be on a separate layer from the rest. Omega High-Impact Print Solutions has been providing expert print guidance and production for over 70 years, with experience printing a wide variety of inks, substrates, and finishes. Our team of in-house designers can assist in getting your files accurate for print and will work with you each step of the way. Contact us to find out what we can do for your next print project! Written by Omega High-Impact Print Solutions’ Marketing Director, Jake Coburn.
- Questions to Consider When Building a Website
Building a website can be a daunting task, especially if you are new to web development. There are many factors to consider, from design to functionality to user experience. In this blog post, we will discuss some of the key questions to consider when building a website. 1. What is the purpose of the website? Before you start building a website, it is important to determine its purpose. Is it an e-commerce site, a blog, a portfolio, or a corporate website? The purpose of the website will influence the design, functionality, and content. Websites that are attempting to generate sales online will have different layouts and calls to action compared to websites that are used solely to showcase a brand, products, or services. 2. Who is the target audience? Knowing your target audience is crucial to the success of your website. Are you targeting a specific demographic or a general audience? Will visitors be familiar with your brand or will the website be an introduction for most visitors? Are visitors web savvy or do they need to be guided through the web experience. Understanding your audience will help you design a website that meets their needs and preferences. 3. What content will the website have? Content is the heart of any website. What type of content will your website have? Will it be mainly text-based or visual? Will it be static or dynamic? The type of content will determine the structure of the website and its functionality. 4. What design elements are important? The design of your website is critical to its success, not only for the experience, but for search engines finding it as well. What design elements are important to you and your target audience? Do you want a minimalist design or something more elaborate? Do you want a specific color scheme or font type? 5. What features and functionality do you need? The features and functionality of a website will depend on its purpose and the needs of the target audience. Do you need an e-commerce platform, a blog, or a forum? What about social media integration, a contact form, or a newsletter signup? Make a list of the features and functionality you need and prioritize them accordingly. 6. What platform and technology should you use? There are many platforms and technologies to choose from when building a website. Should you use a CMS like WordPress or a website builder like Wix? What about programming languages like HTML, CSS, and JavaScript? Consider your technical skills and the complexity of the website when making this decision. Platforms like WordPress and Wix provide free or purchased templates that are coded to make the building process easy and function properly. 7. How will you promote and maintain the website? Building a website is only the first step. You also need to promote and maintain it. How will you drive traffic to the website? Will you use SEO, social media, and/or paid advertising? How will you maintain and update the website? Will you do it yourself or hire a web developer? In conclusion, building a website requires careful planning and consideration of various factors. By asking these questions and taking the time to think through your options, you can create a website that meets your needs and the needs of your target audience. Omega provides website building and management services for clients both small and large. Contact our team to discuss the options that make the most sense for you and your website.
- How to Make Content People Actually Want to See
Social media platforms have become a must-have for businesses of all sizes to connect with their audience and establish a solid online presence. But let's face it, in a sea of content, it can be quite a challenge to create material that truly catches people's attention. In this blog post, we'll explore some practical tips on how to make social media content that people actually want to see. Know Your Audience First and foremost, you need to know your audience to know what they want to see. To create content that really strikes a chord with them, it's crucial to understand who they are, what they care about, and the challenges they're facing. Take the time to develop detailed marketing personas that capture their demographics, interests, pain points, and motivations. And don't forget to tap into social media analytics tools to gather data on their behavior, preferences, and engagement patterns. This information will be your secret weapon in tailoring your content specifically for whom you want to reach. Be Genuine Another important factor for creating content people actually want to see is being authentic. For the most part, people naturally know when someone is being fake or insincere. That's why it's essential to be honest and relatable in your content. Share your brand's story, values, and personality in a way that feels natural and genuine. You don’t want to give your viewers a used car salesman spiel by force-feeding them over-the-top sales pitches. Instead, focus on providing value, education, or entertainment to your followers. Utilize Visuals Visuals are your best friend when it comes to making captivating content. They're much more engaging and memorable than plain text. So, it’s imperative to include eye-catching visuals in anything you post. Maintaining a consistent visual style that aligns with your brand's aesthetic and tone is also a great idea. This will create an attractive feed that your audience will be compelled to explore. Provide Value Delivering value is crucial when it comes to fostering trust and cultivating loyalty amongst users. Sharing useful tips, tutorials, or resources that address your audience’s pain points is a great place to start. Alternatively, you could choose to educate them on subjects pertaining to your industry. By offering solutions to their problems or responding to their frequently asked questions, you establish yourself as a reliable and valuable resource they can count on. Creating social media content that truly resonates with your audience takes time, effort, and creativity. By understanding your audience, being authentic, using visuals, providing value, and engaging with them, you can create content that stands out and sparks engagement. Just remember, social media is always changing. So it's important to experiment, learn, and adapt your content strategy to keep up with the evolving trends and preferences of your audience. Written by Omega High Impact Print Solutions’ Digital Marketing Manager, Emily Steel
- How Color Marketing can Increase Your Sales in 2021
It's no surprise that color impacts a consumers purchase. In fact, Digital synopsis concluded that 93 percent of shoppers purchase a product based on it’s visual appearance . From the packaging on your favorite brand, to the luxurious styles of your living room - you made a choice based on how these colors look and make you feel. But, what is more important is understanding why you actually chose such colors. To start...Color is not owned by artists! All marketing professionals should understand the psychology of color because no matter what - color will always be used. Properly utilizing colors in different marketing and advertising materials is very important. The importance is not only for the brand identity of businesses, but to the consumer they are appealing to. Here are 8 colors we looked into and how understanding them can increase your sales in 2021. Red Red is the most powerful color to be used in color marketing. Since it is very dynamic; it has the ability to show affection, love, fear and survival. Because of red’s powerful nature, it comes off as an energizing color; making it portray strong feelings. If your business is looking to have a strong presence over your consumers, red will be the go-to color for your brand. Moreover, many businesses will use red when they want to create a sense of urgency. Such as a flash sale, or a percentage off an item/service. Keep in mind though, because of this color’s overwhelming power, it can represent demand and aggression. Therefore, the context of red's use should be examined thoroughly. Blue Blue is one of the most used colors in the world; even outside the realm of marketing and business. This is because blue is well known for the trust and dependability it showcases. To add, blue is a mentally soothing color for consumers because of it’s reliable and responsible traits. Blue sparks a mental reaction., allowing consumers to be calm, decompress and function in a more ideal mental state. But, with all this good, there are some downsides. Blue is the hardest color to see on the color spectrum, because it requires the most light to be seen and takes the longest to identify. This can lead to this color sometimes being distant or cold if used in large amounts. In short, blue is a favored color by masses because of its stabilizing mental states. In marketing, blue imulates trust, and strong relationship building. Green The color green represents harmony, balance and health. Green holds the ability to create a balance between emotional and logical thinking processes, making it easier to decipher between right and wrong. Since green is the most common color of nature, it represents peace, life and rest. The feeling of growth is also described when looking at this specific color. Such growth can be showcased through objects or even wealth. Green holds little to no negatives, such as materialism and greed; but it is overall a positive color for representation. Yellow Yellow stands strong as the foundation of all things cheerful and optimistic. Almost always, yellow will be the color to represent overall happiness. Going off of the color spectrum, yellow possesses a long wavelength. This makes it one of the most powerful colors to use in marketing, especially when attempting to target the psyche of consumers. Because of the long wavelength, yellow is the easiest color to see. It's even the first color infants are able to respond to! The downside to too much yellow is it can lead to consumers feeling fear, anxiety and even inflict self esteem issues. Being able to find the proper dose of yellow will lead to your brand making consumers feel confident, lifted and feeling inspired. Orange Orange is different, but impressive because of its psychological effects. Since Orange is a combination of red and yellow; it possesses red’s power and yellow’s fun energy. This combination provides excellent representation of comfort in shelter, food and warmth. Orange is also a motivational color, leading to positive attitudes and enthusiasm in consumers. Making orange an overall great color for providing comfort to consumers in all situations. Purple Purple is best associated with brands that are known for royalty, imagination and spirituality. Like yellow, purple balances red and blue. This balance is between the spiritual and physical feeling consumers get when seeing purple. The many wonders of purple is that it represents a glimpse of mystery, while also providing consumers with a soothing aura - which is why spirituality is often associated with this color. Do keep in mind that the overuse of purple can invoke distraction from what you are actually selling to your consumers. Black Black is known to be portrayed as controlling, sophisticated and serious in terms of colors. On the color spectrum, black lacks all forms of light, making it a very reserved color to select in marketing. Black tends to stay separated from other colors. This separation is good when brands are going for high contrast and legibility. Being cautious when using black is a must due to how powerful it is. Overusing black can lead to your brand and marketing look negative. White The color white represents peace, cleanliness and new beginnings. The blank slate color also gives way to refreshment and the creation of new ideas. White can take on multiple different meanings, but the strongest meaning white represents is equality. If your brand represents simplicity, creativity and or cleanliness - then white is the color for you. Be warned, too much white can evoke the feeling of isolation and emptiness in your consumers. Understanding and properly interpreting color should be in your marketing and sales tool belt because of it’s impact on consumers' behaviors and their thought process. From where consumers look, to what they do and how they interpret things- it is all relative to color. Color helps us decide what is and isn't important, which is why as a marketing professional, understanding what colors mean to consumers is very important. Want to know which product works best with certain colors? Contact us here or call us directly at +1(609) 645-1940 https://www.business2community.com/marketing/10-colors-that-increase-sales-and-why-0366997 https://digitalsynopsis.com/advertising/psychology-of-colors-in-marketing/
- How to repurpose your content for a greater ROI
There is more to a business than owning physical assets. Digital assets, like curated content, is just as important. Content is a valuable asset in a marketing strategy. From expressing your brand message to keeping website visitors coming back, there are various forms of content. But the kicker is that one piece of content can be upcycled and repurposed. Something that was relevant to your messaging in the past might still hold true in the current environment. In this blog we will dive deep into what is content repurposing, and how you can prospur from it. WHAT IS CONTENT REPURPOSING? Content repurposing is when you take a previously created asset and reuse it in a different way. Just like when you turn an old piece of furniture into a new decor, a blog post can easily be turned into a new infographic. This marketing tactic comes in handy, because it can increase your online presence and save you time in the art room. Buffer , a simpler social media tool for authentic engagement, goes into detail about how a business can create multiple blogs or articles from one previously written peice. WHY SHOULD YOU REPURPOSE YOUR CONTENT? Depending on the size of your business, you might not have a large task team to complete all the marketing and exposure tactics you have in mind. And since there are only so many hours in a day, you should be repurposing your content to not only achieve multiple goals at once and reach a new audience, but ultimately, maximize your effort and time. There is a high chance that a piece of content performing well in one area might perform well in another. Maybe you have a social media post that is enticing customers to head to your website. Instead of thinking of a totally new way to drive traffic to your website, maybe create a Direct Mailer, highlighting the same information with a QR code, so you can track the progress! The digital world is growing! There are thousands of new users each day trying out new social platforms. But, simply reposting a blog or social media graphic with the same message; might not do as well as it did the first time. To reach new audience members , try making slight changes to the repurposed content and then upload it to your new and recurring followers. The last reason as to why you should repurpose your content is because it maximizes your effort and time! You can spend countless hours a day creating and editing content to release to the public. These tasks are pulling you away from other aspects of your business, and decreasing your ROI. By repurposing your content, your input decreases and your output increases and still upholds its quality - resulting in more time for you to focus on your business. HOW DOES IT INCREASE YOUR ROI? Your return on investment (ROI) will be higher than what you were previously doing based on your new efforts to integrate content repurposing into your marketing mix. The content you repurpose will lead to an expansion on your reach, diversify your content, improve your SEO and promote the purchasing stage of consumers. Repurposed content can expand your reach and diversify your content, because your target audiences have multiple similarities. However, your target may learn about your product in different mediums and styles. While some consumers are visual learners, others may be auditory learners. However, consistency with your messaging is key. Therefore, If you took a social media advertisement, and expanded it into radio, it should represent the same message on both platforms. Another reason it helps increase your ROI is because of the improvement of SEO. Search Engines, AKA google, prefer to crawl websites that are trustworthy. The more information that provides quality and true information, the easier it is to be recognized by the engine. The result makes your source easier to find. Lastly, repurposing content enables you to touch base on the buying stage more often than you think! Your audiences may be similar, but that doesn't mean they are all at the same stage in the purchasing journey. Customers that are teeter-tottering about making a purchase will look for strong content to help make their decision. Some consumers that are just becoming aware of your product/service may be looking for bite-size content that highlights key purchasing information. So, instead of thinking of multiple different ways to target these buyers, repurpose one piece that can double as bite-size or strong content. WHAT TYPES OF CONTENT ARE GOOD FOR REPURPOSING? Below are just some of the ways you can repurpose your content! Collected from hubspot and instapage ! Recreating a new blog post or article Turn internal data into case studies Turn blog content into video content Source content for an ebook Offer guest contributions to previously covered topics Create a round-up post Turn a blog article into an infographic Create instagram reels out of content Create instagram guides out of content Use statistics for social media content Turn a webinar into a presentation Create a pinterest board from infographics Turn a blog into a podcast episode It's a lot to take in, but trust us it is worth it to repurpose your content. The most important takeaway is that there isn’t always a need to create brand new assets. The repurposing process will not only save you time, but help you expand your audience’s view and ultimately, increase your ROI. If you would like to learn more, contact us here! Or call us directly at +1 (609) 645 1940 Written by Danielle Elia, Omega High Impact Print Solutions’ Graphic Design and Digital Marketing Strategist https://www.sitecore.com/knowledge-center/blog/2020/01/why-content-repurposing-is-the-key-to-positive-roi https://medium.com/@triberr/how-to-repurpose-content-for-maximum-roi-52f106d4e03d https://thrivehive.com/benefits-of-repurposing-content/ https://instapage.com/blog/repurposing-content https://blog.hubspot.com/marketing/examples-repurposing-content
- Why Catalog Print Marketing is Profitable for Your Business in 2021
In a world where everything and anything can be possible-we recommend integrating catalogs back into your marketing mix. Continue to travel down the path of digital, but don’t shy away from the tried and true forms of print marketing. Infact, Catalog print marketing is one of the most effective ways to market your business, on top of all the benefits we will go over below. THE BENEFITS OF CATALOG PRINT MARKETING Catalogs are tangable Holding something in your hands and being able to not only flip through it, but examine it, is far more satisfying than scrolling on a cellphone. And yes, you can always go back to your cell phone, just like a print catalog, but that requires you to physically remember the web address. Where as print catalogs are most likely being held on to for future use. The longer the catalog stays in your consumers’ possession; the more exposure your business will obtain. “Except for the laborious task of turning pages, dealing with something printed is almost passive; you don’t have to sit in front of a computer, type anything to search. You can hold a catalog in your hands, mark it up, put it down and pick it up again a day later. It can, and often does, stay in the house for weeks.” Source: Forbes Catalog Print Marketing is High Quality When taking advantage of catalog marketing, you are letting your customers know that your business is the premier solution when it comes to the type of products/services you sell. Print marketing, in whole, is more expensive than digital marketing. It takes more effort and more teamwork to go from conceptualism to fruition. But, the take away from going that extra mile is that your brand will stand out in a crowd of competitors. Catalogs offer exceptional quality and high appeal. Catalogs allow your business to highlight all your features and important selling points to your customers easier than a digital advertisement. Plus, the imagery on paper is displayed at a higher DPI (Dots per inch) than digital. Overall, you are showing that your business is doing things at the highest of quality and standard-never settling for anything less. “Even with everyone on the Internet, catalogs are still mailing in the billions and the reason from the marketers’ perspective is the foundation of direct marketing: catalogs work! They more than pay for the costs of getting them into the hands of customers and prospects.” Source: Forbes Tracking Catalog Results are Easy This is the part that everyone dreads, but it's easier to do than businesses think! Print catalogs that are being directly sent to your target consumers also provides a lot of data that can be analysed for better results. From the mailing information, to your call-to-actions; these allow you to better identify the trends of your sales. Once the data is collected, your business can then review the information and make decisions to perfect the future release of your catalogs. Refining and improving on your collected results will better build your brand identity and increase sales. One Catalog for your Entire Product Line Catalogs allow you to showcase your entire product line, all at once! This is where print beats digital advertising. Digital advertisements are easily scrolled over or never opened to begin with. In fact, this study published by Return path, explains that out of 5 millions consumers, 22 percent actually opened and read a digital advertisement directly sent to their email inboxe s. Where as the article published by Entrepreneur , showcased that 77 percent of consumers will sort through their mail immediately and 98 percent of people check their mail boxes daily! The likelihood of a consumer seeing your brand in print is higher than it would be in a digital form. Digital advertisements become more costly over time; especially when attempting to advertise an entire product line. Lastly, digital advertisements are limited on space; overcrowding the digital advertisement will look messy or confusing to your customers. Print catalogs, however, are being displayed to your customers in a fluid layout. Catalogs are a tried and true marketing channel that can help increase your customer base, grow your business and overall increase triple bottom line. The extra marketing expenses you inquired over catalog print marketing will counterbalance based on the impact of print marketing to your consumers. The returns are endless. Interested in catalog print marketing for your business? Contact us here or call us directly at +1 (609) 645 1940. Written by our Graphic Design and Digital Marketing Strategist, Danielle Elia https://www.marketing91.com/catalog-marketing/ https://www.conquestgraphics.com/blog/conquest-graphics/2019/03/28/20-advantages-of-catalog-marketing https://www.forbes.com/sites/loisgeller/2012/10/16/why-are-printed-catalogs-still-around/?sh=3728774579c6
- Saddle Stitching or Perfect Bound? How to Choose the Best Binding Method for Your Business.
When looking for the best binding solution for your printed materials, there are many factors that need to be considered before sending your project to production. Some of which involve choosing between Saddle Stitch or Perfect Bound bindery techniques. This decision can’t be based on simple aesthetics either, there are advantages and disadvantages when choosing one technique over another. BELOW ARE THE MAJOR DIFFERENCES BETWEEN SADDLE STITCH AND PERFECT BOUND BINDERY METHODS! SADDLE STITCH BINDERY: If you’ve ever stood in the check outline and squinted at some of the magazines’ screaming the latest fake news, then you have seen saddle stitching in the wild. Saddle stitching is one of the most popular bindery techniques on the market today. The theory behind the name “saddle stitching” comes from the folded sheets of paper being manipulated over the holding apparatus, waiting to be stapled. Each side of the sheet, hangs over the sides, giving Saddle Stitching its name. After the sheets have been set and folded properly, staples are then “stitched” through the paper, creating a booklet-like structure. Typically, two staples are the standard when saddle stitching substrates, but if the substrate is larger; more staples can be stitched into the spine as needed. HOW MANY PAGES CAN BE SADDLE STITCHED TOGETHER? When it comes to making booklets, magazines, catalogs or anything of that nature; one folded substrate is equal to four “pages”. This is because the front and the backs are counted as a page. So, for every sheet added to the process, the page count will increase by 4. Depending on the thickness and weight of the substrate you are going to be printing, 64 pages (16 sheets) is a good limit. However, if the substrate is very thin, you could print approximately 100 pages (25 sheets) before the booklet can not lie evenly on a surface. WHY CHOOSE SADDLE STITCH BINDERY? Saddle Stitch binding is one of the most cost effective binding methods on the market. Saddle Stitched magazines or booklets still look professional and presentable. Moreover, Saddle Stitching does not add excess weight to the project; shipping costs will remain lower. Saddle Stitching can be used for both long and or short runs, as it is less costly to print and bind projects this way. EXAMPLES OF SADDLE STITCHING BINDERY: Magazines Seasonal booklets Books Catalogs Brochures Maps Pocket pamphlets PERFECT BOUND BINDERY: Perfect bound bindery involves the application of glue to construct the pages and the spine together. To create a perfect bound, our print operator stacks the pages together to create a clean block. After, our operator distorts the spine edge of the block; exposing paper fibers so the glue will hold strong. Next, the glue is added to the distorted spine and lastly wraps the cover around the block. Our print operator makes sure the glue has adhered to the spine while the perfect bound binding is curing. After curation, any trimming and touch ups are made. This binding method does not have a seam, which makes the Perfect Bound more flexable and aesthetically appealing to consumers. WHY CHOOSE THE PERFECT BOUND BINDERY METHOD? There are many advantages to consider when using the Perfect Bound technique for your print job. The primary advantage when utilizing the Perfect bound method over Saddle Stitching is its’ professional and visual appeal. Perfect Bound Bindery is not as cost effective as Saddle Stitching, but it is less expensive than producing hard cover books. Perfect Bound books also stack easier than Saddle Stitched books. The best advantage of Perfect Bound is having unlimited customization options. Any color and or finish you'd prefer to use is available when choosing this method. Lastly, Perfect Bound Bindery allows you to print on the spine, giving your business another surface to reach potential customers through. EXAMPLES OF PERFECT BOUND BINDERY: Annual and corporate reports Thicker product brochures Magazines Catalogs Soft cover books Journals If your business has any questions regarding what method of binding you should consider, contact us here or call us directly at +1 (609) 645 1940. Written By: Danielle Elia, Graphic Design & Digital marketing strategist https://www.soloprinting.com/blog/saddle-stitch-vs-perfect-bound/ https://calitho.com/what-is-saddle-stitch-binding/ https://www.formaxprinting.com/blog/2010/02/book-printing-lingo-what-does-perfect-binding-mean
- Types of Digital Printing Your Business can use
There are many benefits of choosing Digital Printing as your go-to printing method for your business. Not only is digital printing at the forefront of printing technology, it is also the most efficient way to print. Digital printing techniques do not use traditional inks and plates like Offset Lithography Printing . Take note of the different styles of digital printing we are going to cover, this way your business is prepared to print campaigns. TYPES OF DIGITAL PRINTERS Sheet-Fed Production Printers: Sheet-fed Digital Production Printing Presses are the ideal choice when a business needs printed materials in large volumes at high-speeds. This method is also best suited for graphic communications. The file formats that can be sent to the printer can be in various formats such as PDF, BMP and or JPEG. High resolution images can be displayed in fine detail when choosing this method. Cut-Sheet Digital Presses: Cut-Sheet Digital Presses refer to the substrates being “free sheet”. The Free sheet bundles can come in stacks of 500 or more and are often sold to businesses by the stack. Businesses can choose to have the free sheets vary in paper weights, colors and or paper coatings . Typically, the substrate size used in Cut-Sheet Digital Presses are 8.5 x 11, 8.5 x 14 and 11 x 17; but various sizes can be chosen. Full bleed sheets are also available for this printing method. Free Sheet substrates work on both inkjet and laser printers, if the paper tray accept various sizes. Production Inkjet Printers: Production Inkjet Printers are best known for being a single-pass inkjet system for printing. Production Inkjet Printers are capable of supplementing web and or sheet fed presses. This method of print enables businesses to utilize variable data print methods and or require fast turnaround times. Continuous Feed Printers: Continuous Feed Printers also go by the name of ‘continuous form paper’. This method uses substrates that are connected by a perforated edge. To add, this substrate takes on the appearance of an accordion, allowing the feed for the printer to be continuous. This method is often used in roll fed inkjet production printers that are producing high volume jobs. The best types of jobs for this method are typically personalized catalogs, direct mail campaigns, coloring books and variable data methods. DIFFERENT STYLES OF DIGITAL PRINTING On-Demand Printing Printing on demand is a new and upcoming form of digital printing. This technology is best suited for small businesses that do not have a warehouse or the facility to hold products. With On-Demand Printing, a order must be placed before the printing process can begin. This method of printing is perfect for smaller quantities of production. Variable Data Printing Variable Data Printing is the use of elements such as images, text and or graphics that can be changed from one substrate to the next. There is no need to stop and reset the printer from copy to copy, because the digital printer is aware of the variables prior to print. This type of printing is best suited for Direct mailers, calendars, Customize Postcards, Flyers, Brochures, & Letters. Be aware, when confirming your business needs variable data print, there must be a external file attached to your digital file indicating the variable information that needs to be printed. Web-to-print Printing Just like On-demand Printing, Web-to-print Printing is a new and upcoming digital printing style. This method is best suited for e-commerce business or a company that needs remote publishing. Take note that this is primarily for websites! Companies that utilize web-to-print are facilitated in services like web design, media marketing and or online/system as a service. According to the requirements of the business, there are different types of digital printing that can be chosen . Since the technology of digital printing is still new and continuously adapting; there are endless print possibilities. If you are is interested in digital printing for your business, click here or call us directly at +1 (609) 645-1940 Written by our Digital Marketing Strategist, Danielle Elia https://alwaslprinting.com/types-of-digital-printing/ https://www.xerox.com/en-us/digital-printing/insights/what-is-digital-printing