Recently, several polls have shown that 66% of the coveted 18–34 demographic trust offline print media more than online information, especially in areas such as financial information, catalogs, and household or health products. In contrast, only 8% found Facebook a trustworthy source for general product information. The only category where online information was preferred was travel, and then only by a 42% to 35% margin.
Direct mail and other offline options still need to be included in marketing plans. Mail as a trusted source of information has been growing in all age brackets. In 2010, 36% of US respondents, up from 29% in 2008, said information is more private sent through the mail. And 20% said they trust information received by mail more than online, up from 12% in 2008.
So, when wondering how to engage your customers, even those in the 18–34 age bracket, don't exclude direct mail and print advertising methods. Trust is a major factor in driving consumers to these relevant and powerful marketing channels.
By all means diversify your marketing efforts, but don't forget to include offline and direct mail printed pieces.
Sources:
http://www.epsilon.com/News%20&%20Events/Press%20Releases%202010/Young_Adults_Strongly_Prefer_Offline_to_Online_Sources_for_Marketing_Offers_Research_Reveals/p893-l3
http://marketingpowersactivate.com/2010/08/young-consumers-like-offline-channels-for-marketing-offers/
Tuesday, November 30, 2010
Wednesday, November 24, 2010
Free Planning Calendar for 2011
From now until December 31, 2010, Lorraine Press is offering to send you our annual 2011 wall calendar for free!
It's poster-sized at 38 inches by 24 inches, and shows the year at a glance. The calendar's background photo, a summer sunrise, was taken from right outside our back door by Kent Brinker. To receive your 2011 calendar, please send an email to info@lorrainepress.com which includes "Calendar Offer" in the subject line, and has your name and mailing address in the body of the email. One calendar per email address will be sent.
It's poster-sized at 38 inches by 24 inches, and shows the year at a glance. The calendar's background photo, a summer sunrise, was taken from right outside our back door by Kent Brinker. To receive your 2011 calendar, please send an email to info@lorrainepress.com which includes "Calendar Offer" in the subject line, and has your name and mailing address in the body of the email. One calendar per email address will be sent.
Monday, November 22, 2010
Need to find a logo?
There is a fun website called Brands of the World that has "the largest library of freely downloadable vector logos." If you are looking for a vector version of a company's logo, this website just might have it. The larger and more well-known a company is, the more likely its logo is there. To download a logo, you just have to sign up, and the best part is that it's free. It even lets you search for a logo to see if it's there before you have to log in.
Also, being a large repository of logos, this website is great for just browsing and seeing what logo designs are out there.
So replace all those low-resolution, fuzzy logos people supply you with and get the proper vector art at Brands of the World.
Also, being a large repository of logos, this website is great for just browsing and seeing what logo designs are out there.
So replace all those low-resolution, fuzzy logos people supply you with and get the proper vector art at Brands of the World.
Thursday, November 18, 2010
It's easy, just click to upload your files.
Are your files too large to email, and you are out of writable CDs and DVDs, and you just don't have the time to get out of your comfy chair to get them to Lorraine Press? Never fear, we've taken care of it for you.
Without moving from in front of your computer, you can send your large files to us. Just go to our website, and on the far right of the logo is a green button that says "file upload." Click there.
It brings up a three-step form where you put in your name and who at Lorraine Press you've been working with, then you browse to select your files from your computer, and then click the "Upload" button. That's it. Once your files are done uploading, we are alerted that your files are waiting.
That's all for sending the files to us, but here are some hints to help your files sail smoothly through the murky waters of the Internet.
When sending your files, it's easiest for us to find all your pieces if you put them into one folder. (InDesign makes that easy with their "Package" feature.) Even better, compress that folder so you are sure that nothing gets lost. Here's how: On a Mac, right click on your file or folder and go down the menu to "Compress...". On a PC, right click on your file or folder and go down to "Send to...", and then choose "compressed (zipped) file." You end up with one neat and tidy package all ready for uploading.
Another reason for compressing your files, particularly if you are using a Mac is your fonts. Many Mac fonts won't survive the voyage unless they are safely inside a water-tight container. (Meaning, they don't reach us in a usable format unless they are compressed first.) That's why a pdf with embedded fonts works so well. You don't have to send us the fonts if they are already included!
One more tip is having the latest version of Flash. Your computer will interact with our file upload site much better with newer versions of Flash. Also, when compressing your files, keeping "illegal" characters (for example: *, &, ?, /, ') out of your file names helps ensure that we, on the other end, will be able to decompress your files without trouble.
And there you have it. "Neither snow, nor rain, nor heat, nor gloom of night" will stay your files from reaching us. It's that easy.
Without moving from in front of your computer, you can send your large files to us. Just go to our website, and on the far right of the logo is a green button that says "file upload." Click there.
It brings up a three-step form where you put in your name and who at Lorraine Press you've been working with, then you browse to select your files from your computer, and then click the "Upload" button. That's it. Once your files are done uploading, we are alerted that your files are waiting.
That's all for sending the files to us, but here are some hints to help your files sail smoothly through the murky waters of the Internet.
When sending your files, it's easiest for us to find all your pieces if you put them into one folder. (InDesign makes that easy with their "Package" feature.) Even better, compress that folder so you are sure that nothing gets lost. Here's how: On a Mac, right click on your file or folder and go down the menu to "Compress...". On a PC, right click on your file or folder and go down to "Send to...", and then choose "compressed (zipped) file." You end up with one neat and tidy package all ready for uploading.
Another reason for compressing your files, particularly if you are using a Mac is your fonts. Many Mac fonts won't survive the voyage unless they are safely inside a water-tight container. (Meaning, they don't reach us in a usable format unless they are compressed first.) That's why a pdf with embedded fonts works so well. You don't have to send us the fonts if they are already included!
One more tip is having the latest version of Flash. Your computer will interact with our file upload site much better with newer versions of Flash. Also, when compressing your files, keeping "illegal" characters (for example: *, &, ?, /, ') out of your file names helps ensure that we, on the other end, will be able to decompress your files without trouble.
And there you have it. "Neither snow, nor rain, nor heat, nor gloom of night" will stay your files from reaching us. It's that easy.
Tuesday, November 16, 2010
Don't forget about your holiday printing needs!
Lorraine Press can save you time this busy holiday season. It may seem early to be thinking about holiday greeting cards, but if you order now, you can check this off your list.
Not only can we print your holiday cards, but we can personalize the inside message and then mail them out for you, too. You can order them now, and then choose which day in December you would like them mailed out. The more on your list, the merrier we'll be to help you out! And you can relax, knowing that your holiday greeting cards will look fantastic and will be done on time.
Contact us today to fulfill your holiday card needs!
Not only can we print your holiday cards, but we can personalize the inside message and then mail them out for you, too. You can order them now, and then choose which day in December you would like them mailed out. The more on your list, the merrier we'll be to help you out! And you can relax, knowing that your holiday greeting cards will look fantastic and will be done on time.
Contact us today to fulfill your holiday card needs!
Monday, November 15, 2010
Two Unspoken Marketing Messages
This time of year, a certain kitchenwares store sends me a catalog in the mail. This is interesting only because it sends me two catalogs a year, even though it produces more than that. I am sent a catalog right before the holiday season and right before my birthday. I don't think the store knows my birthday (but it might), but I do think it has gathered enough data about my husband's shopping habits to know that those are the two times of year that we are most likely to be a receptive audience, and it knows that it is worth the money and time to send out the printed catalog.
Also, I am sent daily emails from this company. Mostly I delete them after a quick 2 second glance. However, if I ever click through to the website, it tracks how long I look at items. Then, the next day's email is geared towards the item, or category of items, I spent the most time looking at. Also, I receive emails when there is a special event at the store location closest to where I live. A third type of email I receive is a reminder of consumables I have purchased before. Awhile after purchasing these items, I receive a message of "Remember this? Have you run out yet? Do you want more?" This company is gearing its marketing towards when I shop (actually, mostly when my husband shops for me!) and what I usually shop for.
One other kitchenwares store I shop at pursues a different route. It seems to blanket its market with a generic weekly mailer and ubiquitous discount coupons. It doesn't tempt me personally to go to its big box store, but instead hopes to catch my eye with something on sale, but it doesn't know what in particular got me there. I go there, coupon in hand, when a friend is registered there or I need a certain item right away. I don't receive emails from this company, and it doesn't respond to my purchases by recommending similar products or coordinating items. But this store keeps its name in the forefront by constant generic reminders of "Hey, I am here!"
There is a big difference between the unspoken messages these two marketing strategies are sending me.
One company knows how to capitalize on the data I've given it through my purchase and web browsing histories. It is saying, "We know your interests, and we have what you like," and this encourages loyalty to this company even though it isn't always the least expensive option. It lures me into purchases through showing me attractive products I am most likely to buy when I am most likely to buy them.
And all it took was a little time to set up data collection, connecting my name and address or email address with dates of purchases, and what was purchased. Then, that data was used to craft an individualized message. It took a little extra effort, but its reward is my continuing purchases at the times I am most susceptible to its messages.
The other store's strategy says, "We want everyone to come to us and shop our low sale prices." Not a bad message in these economic times, but definitely not personalized. There's no loyalty and there's no emotional response to this. It works because of the low prices and discounts. There is probably no better way to introduce a company to a wide area and diverse populations. But once the population knows this company is there, what more is there?
How does it retain my business? Personally, I only go there with a coupon. The low price is the draw. If this company ever stopped printing the coupons, I would probably rarely, if ever, darken their door. I am ambivalent to its existence, and would just go to another low-price leader if the coupons stopped coming. Either I don't shop there enough to make it past the generalized coupon marketing to the upper tier of individualized marketing messages, or there isn't an upper tier.
Especially now in this consumer holiday season, companies should be aware of what their marketing says beyond the advertisement's phrasing. Even small companies can collect data. It's as simple as asking a question to every customer who purchases something from you. An easy place to start is "What brought you in today?" or "How do you know about us?" And with a large enough sampling over a period of time, patterns emerge, and you will be able to craft more personalized and more effective marketing messages.
Also, I am sent daily emails from this company. Mostly I delete them after a quick 2 second glance. However, if I ever click through to the website, it tracks how long I look at items. Then, the next day's email is geared towards the item, or category of items, I spent the most time looking at. Also, I receive emails when there is a special event at the store location closest to where I live. A third type of email I receive is a reminder of consumables I have purchased before. Awhile after purchasing these items, I receive a message of "Remember this? Have you run out yet? Do you want more?" This company is gearing its marketing towards when I shop (actually, mostly when my husband shops for me!) and what I usually shop for.
One other kitchenwares store I shop at pursues a different route. It seems to blanket its market with a generic weekly mailer and ubiquitous discount coupons. It doesn't tempt me personally to go to its big box store, but instead hopes to catch my eye with something on sale, but it doesn't know what in particular got me there. I go there, coupon in hand, when a friend is registered there or I need a certain item right away. I don't receive emails from this company, and it doesn't respond to my purchases by recommending similar products or coordinating items. But this store keeps its name in the forefront by constant generic reminders of "Hey, I am here!"
There is a big difference between the unspoken messages these two marketing strategies are sending me.
One company knows how to capitalize on the data I've given it through my purchase and web browsing histories. It is saying, "We know your interests, and we have what you like," and this encourages loyalty to this company even though it isn't always the least expensive option. It lures me into purchases through showing me attractive products I am most likely to buy when I am most likely to buy them.
And all it took was a little time to set up data collection, connecting my name and address or email address with dates of purchases, and what was purchased. Then, that data was used to craft an individualized message. It took a little extra effort, but its reward is my continuing purchases at the times I am most susceptible to its messages.
The other store's strategy says, "We want everyone to come to us and shop our low sale prices." Not a bad message in these economic times, but definitely not personalized. There's no loyalty and there's no emotional response to this. It works because of the low prices and discounts. There is probably no better way to introduce a company to a wide area and diverse populations. But once the population knows this company is there, what more is there?
How does it retain my business? Personally, I only go there with a coupon. The low price is the draw. If this company ever stopped printing the coupons, I would probably rarely, if ever, darken their door. I am ambivalent to its existence, and would just go to another low-price leader if the coupons stopped coming. Either I don't shop there enough to make it past the generalized coupon marketing to the upper tier of individualized marketing messages, or there isn't an upper tier.
Especially now in this consumer holiday season, companies should be aware of what their marketing says beyond the advertisement's phrasing. Even small companies can collect data. It's as simple as asking a question to every customer who purchases something from you. An easy place to start is "What brought you in today?" or "How do you know about us?" And with a large enough sampling over a period of time, patterns emerge, and you will be able to craft more personalized and more effective marketing messages.
Friday, November 12, 2010
Recycling and Paper — Choices Abound
Many of our customers ask us about the percent of recycled fiber in their paper. Paper choices range from 100% recycled post-consumer fiber to 100% virgin fiber. And there are many combinations of recycled and virgin fiber. Some people may think that they are being the most environmentally responsible by choosing the 100% recycled fiber paper all the time, but there's more to environmentally friendly paper than the amount of recycled fiber in it.
First, the American Forest & Paper Association (AF&PA) announced this year that a record-high 63.4 percent of the paper consumed in the U.S. was recovered for recycling in 2009. The number keeps rising, but if everyone demanded 100% recycled paper for all uses, we would run out of recycled fiber very soon. Plus, paper fibers can be reused only 4-6 times before they become too brittle and break down too far to be reusable, compromising the paper's strength and performance. There isn't enough recycled paper to rely on it alone.
Also, the energy used to make recycled paper is less if the paper is "downcycled." That means that high-end or office paper is more easily recycled into newspaper or cardboard. Creating a bright white sheet of paper entirely from recycled fibers uses more energy and far more chemicals and resources than downcycling that same fiber. Because of this, virgin fiber can be more environmentally sensible for bright white high-end paper.
Knowing all this about recycled paper will make your choices easier when you have a print project in mind. In some cases a 100% recycled fiber paper will work great for your project. But keep in mind 100% recycled paper is not as strong, and probably won't last as long as a combination recycled-virgin fiber paper. It also may not fold as well, and those folds won't hold up as long as a folded virgin-fiber sheet would. But Lorraine Press has printed on 100% recycled fiber paper successfully many times, and we can advise you if we think your project would work on 100% recycled fiber paper.
There are many other choices out there that are very environmentally friendly. Some papers combine post-consumer recycled fiber with alternative fibers like bamboo, which is fast growing and very renewable. Other papers are created using 100% renewable energy, such as solar and wind power. And any paper, including 100% virgin fiber paper, certified by a third-party certification process, such as FSC, is being manufactured and distributed in a sustainable way. And if you recycle all your paper after you use it, you know that it will be used again and again.
You don't have to trade off quality to protect the environment. There are many environmentally friendly papers out there, and we at Lorraine Press can help you find the perfect paper to fit your project, your budget, and your conscience.
First, the American Forest & Paper Association (AF&PA) announced this year that a record-high 63.4 percent of the paper consumed in the U.S. was recovered for recycling in 2009. The number keeps rising, but if everyone demanded 100% recycled paper for all uses, we would run out of recycled fiber very soon. Plus, paper fibers can be reused only 4-6 times before they become too brittle and break down too far to be reusable, compromising the paper's strength and performance. There isn't enough recycled paper to rely on it alone.
Also, the energy used to make recycled paper is less if the paper is "downcycled." That means that high-end or office paper is more easily recycled into newspaper or cardboard. Creating a bright white sheet of paper entirely from recycled fibers uses more energy and far more chemicals and resources than downcycling that same fiber. Because of this, virgin fiber can be more environmentally sensible for bright white high-end paper.
Knowing all this about recycled paper will make your choices easier when you have a print project in mind. In some cases a 100% recycled fiber paper will work great for your project. But keep in mind 100% recycled paper is not as strong, and probably won't last as long as a combination recycled-virgin fiber paper. It also may not fold as well, and those folds won't hold up as long as a folded virgin-fiber sheet would. But Lorraine Press has printed on 100% recycled fiber paper successfully many times, and we can advise you if we think your project would work on 100% recycled fiber paper.
There are many other choices out there that are very environmentally friendly. Some papers combine post-consumer recycled fiber with alternative fibers like bamboo, which is fast growing and very renewable. Other papers are created using 100% renewable energy, such as solar and wind power. And any paper, including 100% virgin fiber paper, certified by a third-party certification process, such as FSC, is being manufactured and distributed in a sustainable way. And if you recycle all your paper after you use it, you know that it will be used again and again.
You don't have to trade off quality to protect the environment. There are many environmentally friendly papers out there, and we at Lorraine Press can help you find the perfect paper to fit your project, your budget, and your conscience.
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