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Embroidery or Screen printing? Tips to Keep Your Brand in Style

Custom Apparel

Branded custom apparel and accessories are affordable, powerful marketing tools. What makes them unique in the world of marketing is their desirability…. embroidered or screen printed with your logo, tagline or mark, they are something you do not have to work to put into someone’s hand. Like all promotional products, custom branded items are useful and appreciated by your customers. What other type of advertising media could you seriously put a pricetag on and sell as merchandise?

3 Ways to Promote Your Brand with Custom Apparel

  • Reward staff for a job well done or customers for their loyalty. It will both express your gratitude and serve as a highly visible reminder of your quality and generosity.
  • Provide staff and employees with branded “uniforms” or work attire, regardless of the type of business. Screen printing and embroidery offer a stylish, crafted finish to almost any garment you could need. You recognize the UPS drivers immediately – do your customers recognize your employees? Even if you feel your business is not suitable for a uniformed workforce, an embroidered shirt in your brand’s color for employees who deal with the public is attractive.
  • Consider offering branded clothing and accessories in a sort of “gift shop” for the public as well. For instance, if you are in the restaurant or food business, why not offer customized aprons, chefs hats, oven mitts and kitchen towels for sale? When customers wear your brand or use these items in public, there is no better form of effective advertising… and best of all, that’s FREE brand exposure!

You’ll have no trouble finding a huge array of clothing and items to choose from when investing in custom apparel. All types of quality merchandise in current styles are available: t-shirts, polos, oxfords, fleece, sports gear, caps, scrubs, gloves, blankets, linens, tote bags, accessories and more. Use your imagination to decide what works best with your brand in terms of color, style and usage.

Once you choose the items you want to customize, put some thought into what will work best for both your budget and the look of the finished pieces. The type of item will usually determine whether screenprintng or embroidery should be used. Use the tips below to help you decide:

Screen printing

  • Best for T-shirts, shopping bags and other comodity items
  • Pricing is based on quantity, as well as number of colors and sides printed
  • Group multiple products into one order for quantity breaks. Best quantity breaks are at 25, 50, 75, and 100 pieces.

Embroidery

  • Best for higher-quality items like button-down shirts, polos, jackets and caps
  • Pricing is based on number of stitches and number of locations on item to be embroidered
  • Quantity price breaks are not as significant as with screen printing, but great for small orders. Can do as few as ONE!
  • One-time set up fee to digitize logo – can be used on multiple product

Rely on your printer for advice and direction in deciding between what options are out there for creative ideas that fit your marketing budget. They should be able to provide you with the latest information and innovative ideas in print, signage, apparel and integrated marketing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Shop our full ImageSmith catalog online here. We can work with you to find the best option to suit your needs. Please note, prices in online catalog do not include decoration, but call us for a quote at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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3 Logo Makeovers: 3 Reasons for a Brand Refresh

Autumn must be the time of year for updating brands – there seem to be several high profile changes recently. As companies evolve and markets change, brand gurus try to reflect new attributes and appeal to new market segments through relevant upgrades to their corporate identities. Often companies that are approaching a milestone, such as an anniverary, will deem it time to update their image. Changes in the nature of the business, the marketplace, public perceptions, trends, or the company’s mission also can justify a change. Below are three recent examples of corporations that recently responded to change with just such a makeover.

Changing Consumer Demand: Arby’s

I recently wrote about Wendy’s upcoming image remake and their accompanying planned changes to their restaurants and menu. Arby’s, in the same fast-food market, has similar updates planned in their attempt to appeal to health-conscious consumers looking for fast food choices that are also healthy, organic and interesting. Responding to competition from other chains, both Wendy’s and Arby’s see the importance of updating their menus and the importance of reflecting positive changes in their image. (Read more on these changes at Arby’s in a great article from NPR.)

I’ve always enjoyed the cowboy hat in the Arby’s logo, but am not a fan of the new bevel or extruded filter on the shape now. It seems unnecessary and a little dated. The typography of the name “Arby’s” has changed to all lower case, and the apostrophe now has an odd design in it, one I assume MIGHT be representative of a meat slicer? It’s hard to tell. The new tagline, however, is “Slicing Up Freshness™.” All this emphasis on sliced meat is perhaps due to the popularity of fresh-sliced meats such as Boar’s Head and an appeal to the postive image of fresh deli sandwiches.

 

Changing Technology and Marketplace: USA Today

USA Today, approaching its 30th anniversary and in the midst of a comprehensive sea change in the very nature of newspapers and print media, has redesigned its logo/masthead in a fresh, minimalistic remake that references the original logo yet moves ahead in a versatile, modern and concise way. I really like the simplicity of this change and the appropriateness of the symbolism. The new mark evolves the dated blue globe of the original logo into a simple, large circle that will vary in color to encompass diverse news sections and topics. It has a sleeker look, similar to many website icons. The new brand and the fresh page design reference a future for the newspaper that is open to all the electronic avenues into which media will flow. (Read an excellent review of the USA Today changes at The Branding Source.)

 

Changing Internal/Corporate Structure: Duke Energy

A third inspiration for a brand redesign is when a corporation’s structure changes and grows. Duke Energy is updating its logo to reflect the acquisition of another power company, Progress Energy. You want an image that remains comfortable to consumers of both brands but relevant to the evolution of the overall business. When you view these two logos side by side with the new one, you can see the attempt to retain characteristics from both marks. The most drastic change overall is in the color palette – moving to blues and greens, probably to reflect a more earth-friendly, sustainable image in a marketplace that is increasingly attentive to such concerns.

These marketing changes illustrate the importance of keeping your brand fresh. A total redesign is generally not necessary, but unless your logo is established as a thoroughly iconic image (by that I mean you are Coke or McDonalds!), most logos and marks need to consistently be evaluated and evolve over time to avoid becoming stale and giving the public an impression you do not want. Time to get started?

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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5 Tips for Customized Holiday Greeting Cards: Keep Up the Tradition

Personalized Holiday Cards

E-cards make an impression – often not the one intended. Email messages lack the physical impact of a traditional, printed holiday greeting card sent the old-fashioned way through good old snail mail. Even with a dancing flash elf that sings your name, an e-card generally says, “This is easy, cheap and (worst of all) impersonal.” The traditional mailed greeting card can be viewed as just another piece of “junk mail,” but with personalization and a targeted approach, will be a pleasing personal reminder of gratitude during the holidays. Here are a few tips to encourage you to print and mail your holiday greetings rather than e-blast them – and hopefully save both time and money in the process since both are at a premium during the holiday season.

  • Order EARLY for the best prices AND to free up your busy schedule. Your time is even more valuable during a rushed holiday season so plan ahead, ordering by the end of October. You can also reliably schedule when the cards will be mailed out to avoid any last minute confusion.
  • If time permits, consider actually SIGNING your cards. I know, that could be a lot of work! But if your list is not up in the hundreds, a signature is manageable if you decide there is not enough time for a personal note. The extra effort can go a long way in making a card memorable and appreciated. Maybe just think of yourself as a celebrity signing autographs!
  • DESIGN a customized card that is uniquely your own. You can choose online from many high-quality cards and personalize them with your business name and your own message. If you want to invest more, design your card from scratch to fit your brand perfectly and even include variable data where each card is individualized for its recipient. Also consider branded gifts for your best customers to show your appreciation.
  • For large LISTS, save time and money by mailing with your printer or a professional mail service. You can send your snail mail at First Class rates, or realize even more savings with bulk rate postage. For a more personalized look, ask your printer or mail house about using precancelled stamps in lieu of a preprinted bulk mail indicia – the cards will look more personal and less automated.
  • CONSIDER the public’s wide variety of feelings about religious holidays. Some folks will be offended if you assume they would appreciate a card with a Christian, Jewish or other specific religious sentiment. A safe way to avoid any unintentional offense when sending to a large number of people is to choose a card and greeting that simply wishes gratitude for their business at the close of the current year, or a wish for good health and happiness in the new year.

To browse customizable designs and place your order online, visit www.imagesmith.cceasy.com, or give us a call at (828) 684-4512 to discuss more money-saving holiday options.

Print is a vital component of any successful integrated marketing campaign. It works in tandem with your website, email, signage and other outreach – yet the unique power of print lies in physically reaching the hands of your potential customers. Rely on your printer for advice and direction in the creation of all your marketing materials. They should be able to guide you in everything from copy writing to the latest technology to help get your message out… if they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Storm-Tweeting, and 5 Other Twitterbombs for Small Business to Avoid

Twitterbombs to avoid for small business

As a marketing tool, Twitter has proven to be a real gift for small business. Through an active Twitter account, you can reach customers locally or globally, establish your expertise and leadership in your field, promote your business and brand, drive traffic to your website or link your marketing efforts on and offline… and best of all, it’s FREE! However, certain pitfalls seem specific to the small business owner who is overworked, overscheduled and struggling to take advantage of all the digital revolution can provide. Avoid dropping the following Twitterbombs, most being related to time management, that can derail your social media success:

1: Twitter is my soapbox.

Twitter is a conversation, not a monologue. Well, it can be a monologue but people both online and in daily relationships do not enjoy being preached at and quickly tune out. You have a forum to announce your information, but also a great opening to learn what your potential customers are thinking. You want to encourage people to read your posts AND to respond to them. As in any conversation, the process demands both the ability to listen and a commitment of time (a precious commodity for a small business owner). Which leads to the next point…

2: I don’t have time to talk to everyone.

Answer all Replys and DMs (Direct Messages). Ignoring someone’s comment, or forgetting to thank them for a Retweet, is a sure way to generate ill will on Twitter. Check for DMs regularly and browse the @Connect feed, which will give you a history of Retweets and followers. You can respond briefly when appropriate and thank them for their interest even if you don’t agree with their comment! Oh, and remember to wear a thick skin and take the high road… social media communications can often be brutal.

3: I am not here to follow.

For myself, the most damaging signal I see for a business account on Twitter is when they have a number of Followers, but are themselves following no one. This clearly says “I want no contact, I only want people to listen to me.” Again, Twitter is a conversation, not a one-way forum. Follow potential customers, local buisnesses, experts in your field, everyone who has contact with you! They have valuable information to provide you as well.

4: Storm-Tweeting

This habit really irritates many on Twitter: you don’t have a lot of time, so when you get online you tweet multiple times in a row – sometimes dozens! – then disappear until the next day. The timeline of your followers fills up with you avatar over and over. Irritated and feeling ambushed, your followers will at best not read all of that flurry of information, and at worst, Unfollow you. Often it is a time management problem, and for many the solution is a free dashboard application such as Tweetdeck that allows you to monitor, schedule and manage your tweets and replies on your own time. If you find yourself Storm-tweeting, this may be worth checking out.

5: My account is dead.

The worst. If you build up a following on Twitter, you should commit to using and contributing to it DAILY (you can slide on weekends if you must). If you leave it inactive, you have essentially made a public announcement that your business is, well, sort of dead! You’ve left a Twitter-corpse lying in the public domain. If you abandon your Twitter account, by all means deactivate it.

6: TMI, or “Did you really just say that?”

Up front, you should take some time to decide what voice you want to speak with on Twitter. You can be a completely business-like entity, unlinked to any individual person. You can be a parody account, the voice of your brand or a brand mascot, or a multi-faceted voice of many employees all tweeting under the same name. But whatever you choose, set some guidelines for your approach in terms of what topics to cover and how to handle various interactions. Revealing some personal details or day to day events in your company will interest followers and humanize your brand. If taken too far, this can also work to alienate followers or create an impression that is unprofessional or unpleasant. In other words, while it is not productive for a small business to have a completely robotic, non-human voice on Twitter, it is probably worse to use your brand’s account to announce pet peeves, physical ailments, or “I just ousted @SoandSo as the Mayor of Lolita’s Bar and Grill.” Be aware of the tone and voice you cultivate publicly. And never, ever engage in spats or arguments, no matter how tempting!

If you have been guilty of a few of these, don’t feel bad. There is real social media learning curve for us all and the “rules” are generally in flux as times and technology change. Remember that your Twitter account is a public representation of your self, your company, your brand… have fun and expand your knowledge and contacts as well as seek to gain a solid ROI. If you enjoy the interaction, your followers will as well. Your online presence will be more fully rounded and attractive to your audience, and you will also discover a great deal that you would never have been privy to otherwise. Following people and businesses in your own town and your own field will keep you better informed than any news outlet or nosey neighbor ever could. Being better informed makes you better equipped to effectively market your business.

Follow us! @maryimagesmith (Print, Design, Technology, Sustainability – Asheville & Western North Carolina)

 

Rely on your printer for advice and direction in design, print and integrated marketing. They should be able to guide you through the latest changes and introduce new technology to help get your message out… if they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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On the Psychology of Marketing: Fear, Anxiety, Profit?

The psychology behind marketing and sales

Whether a flyer for your local restaurant or a million dollar Madison Avenue campaign, marketing succeeds by stimulating triggers in your psychological make-up. “Save money.” “Feel better about yourself.” “Eat.” Often the flashpoint marketers want to reach in order to get you to act is found in your anxiety and fears – fear of being left behind, not being “good” enough, not being a part of what everyone else is doing. Whether this is ultimately good or bad is debatable, but as consumers we should be aware of how and why we spend our money. Caveat emptor. It is also something to consider when you as a marketer of your own business are shaping your brand and business culture. An essential question is do you want to meet the needs of consumers by playing off of their insecurity, anxiety or fear of the future?

The latest crop of television ads, mostly for smartphones or tech gadgets, portray people hopelessly outdated and behind the times because they don’t have constant access to pics or information that happened only seconds before. They sit sadly in the dull past of a few moments ago while their friends gloat and brag about their knowing the latest thing. AT&T’s 4G network bases their new campaign on the slogan “Don’t be left behind” – ine commercial even plays off the punchline: “That’s so 2 seconds ago.” Samsung and others are using the same approach. The fear these companies are targeting is the current, media-fed, universal concern that we are overwhelmed in a sea of quickly changing technological advancements and must struggle to stay on top of the latest trends. It is an impossible task – one that over time we will come to terms with by realizing no one can or should be on top of EVERY tech innovation. But that time has not arrived yet… we have an emotional reaction to each new app, social media site, or tech gadget that we PERCEIVE to have been adopted by all the folks on the cutting edge, therefore meaning we have failed to stay current. We’ve always tried to keep up with the Joneses, but the pace of change has made that more and more difficult.

Now the flip side of this argument is that these companies are offering you the chance to make your life easier, to stay current – rather than putting you down for not having their timesaving invention they are offering you the chance to join their team, to be part of the in-crowd. Yet the tool being used to push your emotional buttons and incite you to action is an assault on your sense of security, an attempt to speak to your fear of being left behind.

You can see this tactic throughout advertising – sometimes subtely but frequently in an unapologetic effort to make consumers feel less than whole. Are you young enough, pretty enough, thin enough? Do you dress well, have fresh breath, a clear complexion? Don’t be overweight, bald, depressed, tired, hungry, uneducated, out of touch, out of fashion. Compare yourself to these young, rich, sexy, carefree, overachieving images – feel inferior, and then react by consuming.

Not all advertising works through this channel. Marketing can appeal to the more noble aspects of the consumer and can be the basis for providing people with information they need to improve their lives, health, and self concept. Truly believing in your product or service is a great home base for starting your marketing message. A great example of a well-known campaigns that begins with this starting point is L’Oreal – “because you’re worth it,” currently celebrating its 40th year. Dove launched its Campaign for Real Beauty campaign featuring “non-traditional” or more full figured models and sought to reach women by encouraging their self esteem rather than playing to their insecurities. The first few years saw an increase in sales, but eventually the campaign tanked and critics noted Dove did not stay true to it’s insistence on the “realness” of beauty! Note that self-esteem seems to be an enemy of cosmetic and beauty supply sales!

Much marketing seeks to meet the very real needs of consumers with an appeal to logic and financial sense rather than an emotional appeal. Whenever a store offers a coupon, sale or merchandising discount, they are offering a benefit to the consumer which will save them money. It is an encouragement to make a rational decision in your own best interest which also benefits the seller. In a competitive marketplace however, marketers have learned the power a psychological approach.

The psychological component of successful marketing is a rich and interesting field. As you seek to market your own business, service or online venture, give yourself the time to consider the “voice” of your brand, the conversation you will be having with your public. Playing to fear and anxiety has proven a successful marketing strategy, but it is also not the only successful one. Many times humor is used to let us laugh at ourselves rather than feel criticized. It is essential that you be aware of the voice you give your brand. Something to consider!

 

Rely on your printer for advice and direction in shaping your brand and bringing it to life. They should be able to provide you with everything from encouragement all the way to the complete design, layout, copywriting, production, multi-purposing and distribution of your marketing outreach. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Printing Custom Flyers: 7 Ideas to Get Your Money’s Worth

printed full color versatile flyers

Custom, full color flyers are a true workhorse of any solid marketing effort. They function as handouts, sales sheets, product cards, event announcements, coupons, direct mail, or invitations. Even with today’s online competitive marketplace, they remain a central, effective tool for putting into your potential customers’ hands the information you need them to have. Digital printing now allows you to customize and personlize flyers as never before for shorter runs at lower costs with very quick turnaround times.

Here are a few tips to keep in mind when designing and purchasing flyers in order to get the most bang for your buck:

Power Up Your Brand: quality graphic design is within the reach of every budget today thanks to the amazing advancements in desktop design software. Take advantage of that! Every time you are lucky enough to catch a potential customer’s eye, you want your look to be consistent and to carry the same impression. That instant of positive recognition is your brand at work. Be vigilant in making sure all your printed material coordinates with your online presence, your signage, your store displays… and a flyer is probably the easiest place to manage that look you want. Choose a printer that can assure you of the proper color match, paper choice, “look and feel” and can design everything you need with your precise brand specifications.

Repurpose as Direct Mail pieces: When you print flyers for in-store distribution or use at an event or trade show, follow up that effort with a direct mail distribution using the exact same piece. You will save printing costs by producing more at one time. Design your flyer to be a “self-mailer.” One third of the back will be a mailing panel with your return address and the mail indicia you need so that when folded and tabbed shut, it will mail at automation-compatible rates through the USPS.  Also a standard letter-sized piece of paper which is folded into thirds will fit into a regular #10 envelope along with any other pieces you want to distribute.

Consider VDP: The more personalized a direct mail piece is, the more successful. VDP, or variable data printing, uses a source spreadsheet of recipients to personalize each individual flyer you print. That can be as simple as including the person’s name in the “Dear John” salutation, to actually switching out the images within a flyer’s design, or targeting individual offers to individual people within the same printing and mailing. Remember that your database of current and potential customers is marketing gold… the more precise and detailed your spreadsheet is, the more flexibility you have in targeting specific groups with specific offers.

Connect to your website through QR codes: Ever made a QR code yourself? Go here to try it out and see how easy it is. Do people really “click” and use QR (or quick response) codes? Studies show QR code usage has exploded over the past year, and they are free to create and easy to include on your flyer, providing a link from the physical part of your marketing to the virtual. Even if someone doesn’t scan and follow the code to your website, seeing it on the product lets them know there is more to be found from you online – a fact that might influence them later on. Include the QR code!

Produce a set of matching flyers:  one each for your product lines or services, or to highlight different aspects of your offerings. When you create all of these at the same time, you will save both design and production costs, as well as ensuring a consistent branding on all the materials. They look great displayed together, or collected into a folder for sales calls.

Include a coupon: Give people a reason to hang onto your flyer. The longer it is in their possession, the stronger the impact you are making. Design an eye-catching coupon that can be torn off and redeemed. You will be able to track the results and see how effective your promotion was, whether they are redeemed online or in person. Coupons are also a good way to collect contact information from customers so they get into your database for future targeted marketing: at the very least, ask for name, address, and email on your coupon!

Be specific! Give people the information they need to know in order to do what you want them to do. Seems simple, but can so easily be overlooked! Tell them the exact price, availability, sale dates, return policy, hours of operation, delivery information, etc. If you solve any nagging questions up front, they are more likely to consider their purchase right away, or choose you over someone who’s procedures seem murky or confusing.

Rely on your printer for advice and direction in choosing and branding your promotional items. They should be able to provide you access to just about any item you can imagine. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Presentation Folders: Create a Branded Marketing Presentation Kit

Present a fresh image with branded full color folders

Every business needs a branded, high-quality, printed presentation folder to be used by all sales staff and marketers whenever making a call or attending a conference or seminar. Develop a set of innovative, interesting presentation kits all using the same branded folder and you can ensure your customers feel special when they receive this packet. The best strategy to leverage ROI:

Brand. Custom design your folder and make it be an eye-catching, classic representation of your business and your look. You can choose from many different sizes, paper types, and pre-diecut designs in order to save cost but still be unique and true to your own style.

Order a large quantity. The folders are multipurpose and can be used consistently by all staff for many purposes, thereby ensuring one look, one standard, one brand. It is the same reason UPS dresses their workforce in a recognizable uniform and why Target stores are synonymous with their large red circle logo. You want your business to maintain and further its brand recognition, and presentation folders are a great way to help establish that for yourself. By ordering a large number, you will be using them over a long period in a consistent manner.

Make it (and fill it with) something people will want to keep. A quality folder will be remembered and used by your clients, and you want them to travel home with them. Fill them with all the information you DIDN’T have time to cover in your face-to-face meeting, but also include giveaways or gifts to stimulate even more interest and use from your folders. Consider customized flash drives, key chains, pens, notepads… there are an endless variety of promotional products to make your message more powerful and successful, and to make your customer feel special.

To browse through the huge selection of presentation folders, and promotional products available, go online here. Also, check out our blog for information and ideas on branding, promotions and integrated marketing or visit our website.

 

Rely on your printer for advice and direction in choosing and branding your promotional items. They should be able to provide you access to just about any item you can imagine. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.