12 reasons why printing can boost sales and grow your business

1. Create the right image for your business

Nothing communicates your brand in quite the same way as printing. The ability to create high resolution images on superior quality paper or boards, or select from a range of textured or specialty stocks printed with creative or even quirky designs offers every business the ability to communicate the image that’s right for their business. A printed communication is tactile and permanent. It is a piece of your business right in the hands of your customer or prospect.

2. Mailed promotions preferred over email

There is a perception that email is an easy and effective way to deliver advertising messages, but the reality is much more complicated. For one, deliverability rates are getting lower and lower as email marketers battle to get their message past various levels of filtering, let alone opened by the recipient.

Importantly, recipients actually prefer to get communications from businesses in the mail. According to Australia Post research, 72% of respondents preferred business communications in the post over email. They believed that a printed mail piece was much more likely to get their attention, and they were more likely to spend time reading it than an email. The respondents also said they were more likely to keep the printed mailing and do something as a result of the information they received in the mail. This is a powerful validation that Direct Mail is still an effective marketing tool when it is executed correctly.

3. Powerful way to build brand equity

Successful brands become iconic because the market understands what the brand represents in terms of the key values of the organisation, its capabilities, and how the organisation is differentiated from its competitors.

Brand marketing is about much more than simply exposing the market to a brand image on a regular basis. It is about educating your market and becoming recognised as a relevant and meaningful business that people want to deal with. A printed campaign is an effective way to combine the imagery of your brand with effective sales messages and quality information that build equity into you’re your brand.

 4. Educate your market – People buy what they understand

One of the quickest ways to win new customers is to educate them with quality information that helps them understand how your product or service can solve their problem or help them get what they want. The better they understand, the more they want what you’ve got. Printed information such as Newsletters, Fact Sheets and Direct Mailings are all highly effective ways to educate your market and get them buying from you.

 5. Targeting specific segments produces results

Contemporary marketing is all about micro-segmentation of your market. The sales message that is right for one segment can mean nothing to another, even when you are selling the same product or service. Printed marketing communications are unique. They can be targeted with precise accuracy to specific demographics and individuals, and you don’t need to be concerned about Spam laws if you are sending unsolicited content.

6. When you need results – NOW

Almost every business is looking for rapid results when they implement a marketing campaign. A printed Direct Mail campaign is still one of the only marketing methods available to business that can predictably get a targeted message into the hands of a target market – when they want it to happen. The content of a Direct Mail campaign is also typically designed to prompt a quick response from the recipient using time limited offers and copy that motivates the target into action.

 7. Drive traffic to your web site

Having a web presence has become an essential part of the communications strategy for many businesses, but the constant challenge is generating quality traffic. Even the web giants, such as Google, have used printed Direct Mail campaigns to target prospective customers and drive traffic to their web site. This integrated approach to marketing makes it possible to leverage the selling power of more than one media, maximising the awareness and response from your market.

 8. Make your message last

Marketing can be expensive, so you want it to last. While many forms of media are momentary, printed communications are intrinsically long lived. As long as the information you have created is relevant and of value to your prospects and customers, they can keep it for future reference even if they are not ready to make an immediate buying decision. Information Marketing tools such as Fact Sheets and Newsletters are an excellent way to keep your brand and your message in front of your market for weeks, months even years.

 9. Create referrals without doing a thing

Referrals are a valuable growth tool in any business, and the best referrals are those that are spontaneous and genuine and happen when a customer or contact passes on information from your business to a friend, family member or associate because they want to, not because you asked them for a name to call. Quality information that educates prospects and helps them make an informed buying decision is always going to be valued over overt advertising material, and is much more likely to be passed around.

 10. Build relationships with existing and prospective customers

Managing and building quality relationships with your market is critical to the success of any business. Strong relationships mean prospects are much more likely to buy because they know and trust the business, while existing customers tend to be loyal and buy more because they have a clear understanding of how the business can add value to their life or business.

Building relationships is about maintaining an ongoing dialogue with your prospects and customers through every contact they have with your business, including your marketing communications. With printed communications, it is possible to deliver a strategically managed stream of information to your market that educates, builds trust and motivates buying behaviour.

11. Measurable and flexible

Creating marketing that generates the maximum response possible often requires a process of testing and measuring. Unlike many media, responses to printed communications, such as a Direct Mailing, are highly measurable. By creating a number of versions, it is possible to measure key metrics such as response rates in targeted demographics, copy test headlines and body copy, test a range of offers, and price test to determine optimal price positioning.

 12. Affordable marketing

There is a printed marketing solution for every budget. With digital printing, it is possible to print a short run direct mailing (from supplied artwork) for just a few dollars. As the quantities and complexity of the mailing package increase, so does the cost of the total campaign, but the economies of scale achieved with larger runs make the cost per contact very low compared to most media.

Direct Mail also has the unique assurance that your marketing is being delivered into the hands of a qualified, targeted contact, so you know that there is a high probability that your mailing will be seen, opened and read by a person with an established need or desire for your product or service.

How digital printing can boost customer engagement, and sales.

Marketing that fails to engage prospects and customers is just noise. The communication process has changed dramatically over the past decade or so. The days of simply interrupting your market with broad based advertising messages, and expecting them to respond, are gone.

Unique messages for unique market segments.

Today, the modern consumer controls the dialogue they have with the businesses they buy from. They no longer accept simply being sold to. They expect businesses to engage them with communications that are informative and relevant to their personal needs, aspirations and self-perception. Anything less is simply ignored.

Almost every product and service can be sold to a range of market segments, but each segment is generally motivated to buy for very different reasons. Take a massage therapist for example.

One segment could be the self-indulgent luxury spa market, while another could be professional sports people looking to maximise performance, or a therapeutic massage for those recovering from serious injury. Same cores skills, but each segment is going to relate and respond to a very different marketing message.

Get your message out where your customers are.

Even in this age of the internet, a printed promotion is still one of the most effective ways to create awareness, particularly if your business services customers within a local market. It also gives you the opportunity to get your name out in the marketplace when you need to, not wait passively for prospective customers to find you on the internet.

Digital printing makes short runs with multiple variations affordable and quick.

Engaging customers with content that they are going to respond to is critical in any contemporary marketing campaign, and digital printing is a proven way to do it.

Traditionally, the setup costs made printing short runs with multiple content variations very expensive. Digital printing, on the other hand, is quick to setup and change from one version of artwork to the next, making short runs of multiple variations affordable and quick.

Need four or five different versions and different quantities for each one? Not a problem.

Need to get your message out there in a hurry? That’s not a problem either. As long as your artwork is ready to go, we can often turn your job around the same day, or within 24 hours if it isn’t urgent.

If you don’t have any artwork, our in-house graphic designer can create professional, high quality artwork that is sure to grab your markets attention.

For more information, call us on 8278 2899, or email Janet at janet@butterflypress.com.au.

How to prevent colour variation between your design and the printed job.

The use of colour in contemporary marketing communications is easy and cheap thanks to modern printing technology, but there can be challenges in reproducing the colour you see on your monitor in the printed job.

The colour difference between what a client thought they had designed and the final reproduction is one of the most common challenges faced by both designers and printers. The reason for the variation is rarely due to either party actually doing anything wrong, but rather a range of variables that can all influence colour reproduction.

Computer monitors

Computer monitors are one of the most common reasons why the designed image can look very different to the printed reproduction. Unless a monitor is calibrated for print production, colours can be viewed very differently from one monitor to the next.

Even the difference between the type and brand of monitors can lead to enormous variation in how a colour appears on screen. For example, a colour that looks dark on a monitor may actually print much lighter and brighter, or conversely, darker and more saturated.  

Desktop Printers

The printing technology used in desktop printers is very different than the technology used in commercial printing processes. Desktop printers are also generally not calibrated to any colour standard.

Printing a proof on a desktop printer can only ever be used as a guide to how the finished job will look when it is printed commercially.

RGB versus CMYK

When it comes to reproducing colour photographs or special colours and effects, most computer users typically use RGB to scan, select and save images and colour.

While this is fine for home use, printing technology requires images to be saved as a CMYK image, because this is how the colours are separated for printing.

A colour or image that was created as RGB will not necessarily look the same when it is separated into CMYK. To avoid this problem, always select colours and scan images as CMYK during the design process.

Choice of paper stock

The choice of paper stock can have a significant impact on how colours appear on a printed sheet of paper.

Uncoated paper is much more absorbent that coated paper, and tends to make colours appear lighter and even slightly washed out compared to the strong solid colour that a designer sees on their monitor.

Conversely, glossy coated stocks can sometimes make dark solid colours appear even more saturated than a designer anticipated.

Minimising the risk of colour variation

To help minimise the risk of colour variation, talk to us about your artwork if you think there is part of the design that could be a problem.

We can also provide you with a digital proof, which will give you a close representation of how your printed job will look.

If you are unsure about any of the design processes, and would like some professional help, we have a graphic designer who can design your printed job for you, or modify your job ready for printing from your original file.

For more information, please contact Janet on 8278 2899, or email janet@butterflypress.com.au.

Building a winning brand

Every business owner knows that building a successful brand is an essential part of marketing success, but what is a successful brand?

 

We are all familiar with the iconic brands that we see and consume every day. A mere glance is enough to instantly recall our own perceptions and responses to the brand. In some cases, brands that matter to us as an individual can trigger strong desires and emotions.  But is the success of these brands due to design genius, or is there something more to their phenomenal influence over us?

 

The Coca Cola brand would hardly win any design awards in a modern business context. McDonald’s golden arches is nothing to get too excited about either.

Perhaps the most uninspiring is the Mercedes Benz three pointed star set in a circle, and yet this design has become one of the most prestigious and iconic symbols on the planet.

 

The images and symbols of a business are tremendously important, and form what is called the Brand Identity. Companies such as Coca Cola, McDonalds and Mercedes Benz vigorously defend the intellectual property of these images and symbols, but they are only part of the brand story.

 

The success of all these iconic brands is due to the enormous Brand Equity that has accumulated over the life of these respective company’s, and it is something that design alone can never achieve.

 

Brand Equity is accumulated through the story that is interwoven with the brand identity through ongoing marketing communications. It is the way they conduct their business and create a specific experience that is memorable and desired by their customers. It is the environment and business persona that customers feel immersed in. And it is the things a business does that differentiates them from their competitors.

 

All of these actions create a Brand Image, which creates a psychological response in the mind of prospects and customers, good or bad. Every business is evolving a Brand Image, whether they plan to or not, simply by existing in the marketing environment.

It’s like a personality – everyone has one, it just doesn’t necessarily mean it’s a good one. When the evolution of a brand is managed, then the results can be outstanding. An unmanaged brand can spell disaster.

Building a winning brand

A brand is just like any human relationship. You can take a man or women, and put attractive clothes on them, a nice hairdo and even some makeup. They look nice, but they don’t mean anything to us until we begin a dialogue with them and start understanding who they are, their personality, and even how they may be able to add value to our life in some way. Over time we decide whether they are someone we would like to know more about, and so begins a relationship with that person.

 

A brand is exactly the same. The brand identity is the clothes, hair and makeup. It is what customers and prospects instantly recognize about the business, and prompts them to spontaneously recall the perceptions and emotions they have attached to that brand.

The personality of the brand comes from the experience you create for your customers, and the dialogue you have with your market through a planned strategy of marketing communications – the Brand Image. The prospect or customer then begins to form psychological perceptions about the brand. They may even begin to like your brand to the point that they prefer it over other brands when they are ready to make a buying decision.

 

This is when you know that you are starting to accumulate Brand Equity. This is when you know that your marketing really is working.

 

Unfortunately, many small businesses spend inordinate amounts of money on trying to achieve the perfect Brand Identity without ever creating a strategically managed Brand Image. If their marketing doesn’t work, they keep altering the Brand Identity in the belief that the design is why the brand is not connecting with their market.

 

At Butterfly Press, we can help you to create an effective Brand Identity and work with you to build your Brand Image into a powerful marketing tool for your business.

 

For more information, call Janet on 8278 2899, or email your enquiry tojanet@butterflypress.com.au.

Why Direct Mail Marketing is a powerful way to grow your business

Why Direct Mail Marketing is a powerful way to grow your business

 

In this age of the Internet there is an assumption that the web is a marketing panacea for every business. There is no doubt that the web has an important and ever expanding role to play in contemporary marketing, but so do other media. As recent research reveals, one of the most effective and fastest growing media is direct mail marketing, with performance often far outstripping web-based strategies.

 

Direct mail has a long and successful history in marketing, but with the heralding of the Internet as the ultimate solution to business growth, there was a time when it was considered ‘snail mail’, and an expensive, low yield marketing media.

 

Well a lot has changed over the past decade or so. Direct mail marketing is now one of the fastest growing marketing medias throughout the world, due in part to the reduction in printing production costs, access to quality research and list building tools and resources, and the realisation that successful web marketing takes much more than simply placing a web site online and hoping for the best.

 

An increasing trend in marketing is to create campaigns that integrate the use of web and direct mail. Generating web traffic is a perpetual challenge for marketers, with organic search results often creating very few quality leads. By using direct mail to drive traffic to a website, a business has the ability to target a specific market, and then engage them in an online experience which can include quality information, interactivity, and e-commerce functionality. Even Google, one of the largest and best-known web brands in the world, uses direct mail to drive business traffic to their web site.

 

Recent research reveals that Direct Mail has a very real role to play in contemporary marketing. Three significant studies include the ‘Roy Morgan Single Source’ study, which analyses all marketing media channels, and the ‘Reach Consumers’, and ‘Direct Mail, Email and Online Advertising’ studies, both conducted by the Open Mind Research Group.

Following are some interesting facts that came out of the studies, which may help you decide how to allocate funds for your marketing budget.

Less clutter – more opportunity to cut through

Australian households only receive an average of just 1.9 addressed promotional mail items per week. Most of the mail they receive is unaddressed marketing and catalogues – or junk mail. It is hardly surprising that one of the fasted growing product categories throughout the global printing industry is direct mail.

People really do read their mail

The research also discovered that people really do read their mail, something that often can’t be said for email marketing. The latest figures from Roy Morgan Research reveal that 71.7% of addressed promotional items received by households are either read, kept for future reference, or passed on to someone else, such as a friend, relative or associate. This is outstanding when compared to email open rates, which are a dismal 22.5%.

Direct Mail enhances perception of the brand

Consumers feel more valued by a business that sends them communications by mail, with 64% saying they had a better impression of a business that sends them information my mail, with their perception of email considered the cheap, no effort option.

83% of consumers agreed there was a place for both email and mail, with 60% saying they would prefer businesses to approach them by mail first, then by email.

62% of consumers agreed that they were more likely to click on an online ad if they have received something in the mail from the company first.

An interesting finding was that 58% of consumers said that they receive so much Spam that they have started ignoring email.

Why consumers prefer the printed direct mail marketing channel

When asked which marketing channel consumer’s prefer, and why, the following points were overwhelmingly in favour of printed Direct Mail Marketing.

· Printed Direct Mail was nominated as the channel that consumers are more likely to spend time reading.

· Printed Direct Mail is the channel more likely to grab attention.

· Printed Direct Mail makes people feel more valued.

· Printed Direct Mail is the channel that makes people more likely to do something, such as make an enquiry or a purchase.

 

How consumers want to receive information in the future

 

One of the most interesting results came from a question about how consumers would like to receive information in the future. 71% said that they would still prefer information to be sent to them by mail, with 60% anticipating that promotional messages will be targeted to their needs. This sends an important message to every business that consumers want to receive targeted and relevant marketing communications.

 

Direct mail is relevant for businesses of any size, and is capable of creating sales opportunities in almost any industry. If you would like to know more about how direct mail marketing can work in your business, please call us on 8278 2899, or email Janet at janet@butterflypress.com.au.

 

Digital printing creates affordable new marketing opportunities

 

Contemporary marketing is all about being reactive to opportunity, targeting unique segments within a market with specifically targeted messages, strong visual communications, and developing an informative and interactive dialogue with prospects and customers.

From a campaign execution perspective, this all boils down to fast, professional, full-colour short-run printing, which at one time would have meant an expensive printing bill, but not any more.

Digital printing makes it possible to print a single full-colour sheet if that’s all you need, run multiple variations of a primary design, or simply provide an efficient, low cost way to print short-runs.

As long as your artwork is press ready, we can generally turn your job around in just a few hours.

Digital printing has the flexibility to print almost anything that can be produced using conventional printing technology such as business cards, letterheads, brochures, flyers, booklets, self-adhesive labels and a whole lot more.

Digital printing is also the perfect solution for creating professional looking presentation material for that important meeting, seminar, workshop or trade show. This is also an affordable and effective way for retailers, wholesalers or any business wanting to project a strong, consistent brand image through their point of sale and promotional material.

What’s great about digital printing is that there is no compromise on quality – the result truly is outstanding. Even trained printers struggle to see the difference.

Digital printing opens up a whole new world of opportunity and presentation standard for even the smallest business.

If you would like to know more about how Digital Printing can work for your business, give us a call on 8278 2899, or send an email to janet@butterflypress.com.au.

 

More than just ink on paper

How we can help you grow your business

Printing has long been a primary marketing communications media for businesses large and small. For many businesses, it is the only media.

What makes printing so appealing is the low cost relative to other media, the ability to target a campaign at specific markets, the enduring nature of printed promotions, and the flexibility to customize designs quickly and get a job printed and out into the market in days, or even hours if necessary.

Today, the greatest marketing challenge for any business is creating campaigns with a message that cuts through to their market and differentiates them from their competitors. As these challenges intensify, business owners are increasingly choosing to deal with suppliers that can help them achieve their marketing objectives.

At Butterfly Press, we have responded to the challenges faced by our clients by increasing our range of marketing services.

We have a creative team that is experienced in marketing communications and can help you develop concepts and ideas, create marketing and communications strategies, develop creative high impact graphic design and write professional marketing copy that influences and motivates buyer behaviour. Our team can even help you set up the processes to manage your campaign.

Distribution is also an important part of the marketing process. Achieving the best result requires a quality list and making the right choice when it comes to the distribution method. We can advise you on the most effective distribution method for the campaign you are running, and help you set up or source a mailing list if you decide to run a direct mail campaign.

To find out how we can help you make your marketing more effective, call our office on

8278 2899, or email Janet at janet@butterflypress.com.au.