Integrated Marketing – Page 5

August 1, 2012

Pursuit Horizon: Cross country documentary in the making

Ever wanted to shove off and hit the road to see what lies out there for you? That is a popular fantasy for most of us working stiffs – some folks actually make that dream come true.

Enter Zach Settewongse and Amanda Pollard: they decided to grab life by the handlebars, heading out on their high tech motorcycles on a journey of over 8,500 miles around the US, filming their own adventures for a documentary, blogging and exploring the frontier of the information revolution. They camp when they have to, and let circumstances take them where they need to go – a brave adventure that brought them through Asheville and for an overnight stay here at ImageSmith. We were inspired by how they are exploring where technology and a sense of adventure can lead you.

You can follow Zach and Amanda’s crosscountry odyssey at their daily blog and through weekly podcasts, or check out interviews on YouTube. Remember to “LIKE” them on Facebook.com/Pursuit Horizon or “Donate” to their trip and help keep Pursuit Horizon on the road longer.

Rely on your printer for advice and direction in deciding what options are out there for your marketing budget. They should be able to provide you with the latest information and innovative ideas in print and integrated marketing. 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.

July 25, 2012

Presentation Folders: Create a Branded Marketing Presentation Kit

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.

June 8, 2012

Heat Up Summer Marketing & Sales with Promotional Products

Summertime is a great season to distribute the most popular promotional products: sunglasses, stadium cups, towels and t-shirts, caps and visors, sunscreen, sports equipment, lanyards, caribiner clips, travel accessories, and gear for the beach. Customers and employees love receiving useful items, and everywhere they travel with these gifts will give your brand exposure in a positive light. Imprint a QR code on promotional products to drive visitors online in a traceable way. You’ll be able to track which products created the most response, and will develop a campaign to unite the message you brand on your promotional items with your website and other marketing materials for a truly integrated campaign.

Finding a product that is relevant to your business and desired by your customer base should be easy… in fact the hard decision will be narrowing down which item you want to invest in to promote your business. To browse through a huge selection of promotional products that are available for branding, go to our online store. You may also want to read our other blog articles for information and ideas on branding, promotions and integrated marketing. Remember, the more useful and desirable the item is, the longer it will stay in the hands of your potential customer. A banner ad on a website is seen for a few seconds – they can hang onto that handy flash drive or water bottle bearing your logo and compliments for months to come.

Consider these points when deciding on promotional products:

Brand, brand, brand: promotional products generate brand awareness and exposure. You can choose an object that relates to your enterprise itself or to a specific message you want your business to convey. For instance, if your emphasis is on helping clients solve problems, choose a calculator; if you want to highlight your timeliness – a dashboard clock or calendar. Promotional products should be ordered to match your exact brand colors and imprinted with your logo, tagline and other messages.

People Like Gifts: unlike a flyer, banner ad on a website or text message, branded merchandise has a physical presence and value. Promotional items are not thrown away, but often regarded as a gift. Their value and usefulness will keep them on your customers desk, in their purse, on their keychain… and that keeps your brand refreshed in their mind each time they see it.

Low Cost (and low minimum orders): when you order promotional products, you receive a price per piece that is far lower than the usual retail cost, and the selection is vast. Some items are very inexpensive, and others are much more high end. Test the waters with a low cost item, or reward valuable customers with a keepsake item for the holidays… all branded with your logo, contact information and message. Set-up charges are minimal and you will pay a discounted price per piece on orders. Most items generally have a minimum quantity requirement.

Creative relevance: with such a diverse selection of products to choose from, you have a great oppportunity to get creative. Work out a tagline that makes sense with the product and work it into your larger marketing campaign. A quick example: if you run a insurance business, you could give away branded rain ponchos or small umbrellas with the tagline “We’ve got you covered.” If you want to emphasize the your company’s environmental commitment, think about seed packets, herb garden starter kits, or products made from recyclable materials. You get the idea… get creative.

Check out the diversity of items you can incorporate into your marketing plan: frisbees to hot sauce, yo yo’s to surgery scrubs. The variety is eye-opening. Do yourself a favor and browse the promotional products catalog – you’ll get inspired with products that can get your business noticed and remembered.

For help? 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.

May 17, 2012

Print, Globalization & A Little Green Bug from China

A little green bug from China really got me thinking about small business and the new globalization of marketing.

Wide format printing of banners, signs, floor murals, POP displays, outdoor signage, wall decor and other graphic displays keeps our Mutoh printer very busy. Rush orders are no problem, and we often rely on overnight shipping to get the media delivered to the shop on time for an order. One such material that was overnighted recently was a vinyl banner material that is great for outdoor displays. The original manufacturer of the material is, according to the product descriptions, in China. While I’m sure the matierial is usually sitting in a middle-man’s warehouse somewhere, theoretically it could come directly from China to our shop floor in a matter of days.

This material is wound onto a core and comes in 150 yard lengths. But the factory in China must lack screens on its windows, because we’ve noticed that on the back side of this material there is often the occansional squashed little green bug that got caught up in the material as it was wound onto the core. With close inspection you can make out the bright green body, mosquito-like wings and huge round eyes that still seem to be putting the brakes on mid-flight.

Now my first thought on seeing the bug is that it’s no surprise how quickly a mosquito-born disease could potentially travel worldwide. But outside the worries of public health, this little Chinese bug points out the interconnectedness of the entire world in a business relationship. That global connection effects each of us as consumers and in business. Today, the market for all of us, just like for the factory with no screens in China, is worldwide. The internet and global communications have increased your potential market to any extent you can imagine. As a printer, out next job could come just as easily from across the street as across the globe.

Integrating your marketing to include web-based and mobile outreach as well as mail, print, and signage in a coordinated effort can open up that new world of potential customers for you. It is a daunting task for an already busy small business owner. The best advice, always, is to ASK YOUR PRINTER! They are the experts at introducing you to marketing innovations and working with you to direct your brand and reach to more people, locally or globally.

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.

May 14, 2012

10 Tips for a Great Multipurpose Newsletter

In a steady, pervasive way, our economy has shifted from one where the greatest value is produced in the manufacture of goods and services to one where the greatest value is mined from data, ideas and knowledge. In such an information age, being generous with your knowledge and expertise carries a great reward. Get that information, advice, data and news out to your public with a newsletter – one that is printed, mailed and cross-purposed into an e-mail resource. You can compile the newsletter from your online blog content, or work in reverse… build your blog with the information you have gathered for your newsletter communications. While information about sales, new product lines and commerce is important, the talent and technical education you and your staff have in your field is perhaps even more valuable to your clients. Sharing it with them will make you trusted and remembered.

Content is king

For sure, all of this can be time-consuming. As small business owners, that time is precious and often scarce both for you and your staff. To help, below are some helpful tips for gathering and preparing great newsletter content.

Name your newsletter. You don’t have to be overly catchy or clever, but think of your newsletter as your own magazine, with a unique title and a clear editorial focus. A suitable, memorable name will allow it to stand out and be recognized once you have loyal readers.
Share your personality. No matter how clinical or technical your field, relay your excitement and interest in what you do for a living in a human voice. Inject your personality into the copy and let readers feel there is a person behind what is being written. Consider including a photo of yourself or your staff as well to establish that human connection with your readers.
Write what you know – use who you know. The information you already possess in running your successful business is your richest source for content. Write about your company’s mission, goals, decision making process, failures and successes. And be sure to rely on your staff as well. Every employee is a source for topic ideas and stories based on their unique experience and knowledge within the company. At the very least, require each employee to submit one story idea a month. Make contacts with other industry blogs online and ask to “guest-blog” an article for them in exchange for one of their own.
Take lots of photos – use them wisely. While stock photography serves a great purpose, nothing is more authentic than photographs you have taken yourself of relevant scenes, people, and products. Since you most likely have a great camera in your smartphone, remember to use it throught your work day. They can be used to illustrate your articles.
Establish serialized columns. Familiarity is an asset when you are vying for a reader’s time. Set up one or two features that appear in every issue of your newsletter. For instance, “FAQ’s” or “Did You Know….” or “Ask an Expert” are all regular column ideas that people are comfortable with and can easily browse.
Write smart headlines. To catch someone’s eye, headlines and graphics are at the top of the list. But remember a good headline also needs to accurately describes the topic of the article. I notice many publications rely on an incessant use of puns, song and movie titles or catchy “plays on words” as headlines. For instance, a story wind velocity and roof repair gets called “Gone With the Wind.” Is it really that funny? No. Does it explain what the article is about? Well, beyond the fact that it involves wind, no. It’s clear an editorial choice has been made that requires each article use this device as a headline. It becomes tiresome and misleading. A great pun can work well as a headline – feel free to get creative – but straight talk can also do the job.
Be accessbile. Use your newsletter to provide as many ways as possible for someone to reach you: phone numbers, web addresses and links, maps to your locations both online and in the real world. Let people know you want them to be in touch.
Do not think of your newsletter as a piece of paper. Yes, you will want to print, mail and distribute physical copies of your newsletters to employees, current clients and the public. But begin to think of the newsletter as the information itself. It will take the form of a printed piece, but can also be repurposed into blog posts, e-newsletters, and website information. Just be sure to learn the rules for email marketing and don’t let yourself inadvertently run afoul of the CAN-SPAM act.
Employ social media and the internet. Staying in touch with your industry peers online through Twitter, Facebook, LinkedIn and relevant trade association or industry websites provides you with a wealth of topic information and inspiration for your content, as well as serving as an avenue to promote your newsletter/blog/website. Check out exmples of other newsletters and a plethora of blog posts like this one giving advice on how to write, design and distribute your newsletters. Stay connected.
Be consistent. If you plan to publish a monthly newsletter, stick to your schedule. Do not miss a month, especially early on when you are hoping to gain reader loyalty. Also, be consistent in your editorial approach.

Rely on your printer for advice and direction in creating and distributing your newsletters, by mail or online. 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 periodic 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.

May 9, 2012

Getting Ready for Big Data: Take a Look at Your Mail List

Our privacy is shrinking… or at least our concept of privacy is certainly evolving into something new in a world where just about everything we do, think, read, buy, eat, spend, or consume is digitally tracked. In such a world, your small business database of information on your customers is gold. It is not only how you stay in contact with clientele for invoicing, shipping, and marketing, but in the new world of “BIG DATA” it will increasingly define your profits and growth. Up until now, your data on each customer might be as straightforward as name, address and phone number or email. But as progress continues, you will be presented with the opportunity to gather FAR more data on individuals such as purchasing history, income, political and social affiliations, their avenues of consuming information and purchasing goods, their interests, dislikes, lifestyle and so on. Being able to organize, interpret and manipulate this data for more effective marketing will be at the core of your business’ success.

For now, even if your database is essentially a spreadsheet with customers and their contact information, spending the time to get all this information correct, organized, delimited and “usable” for various marketing efforts is time well spent. Standardization for every entry and every category of information is critical. If you have many folks all entering data into your system about customers or transactions, they all need to be doing so in the exact same way… the “rules” need to all be standardized so that, for instance Mary J. Sawyer, Mrs. MJ Sawyer, Ms. M. Jane Sawyer, Sawyer Mary J., and M. J. Sawyer are not all entered in your database like 5 different people! At a very basic level, that is an important first step.

We do mailings and variable data printing for many clients, and to receive what could be called “clean” data for a mailing is truly the exception rather than the rule. We have methods to “correct” and clean up data, but the sad part of that is usually clients do not want the “new”, corrected data back… so the errors continue to live and repeat in their database – a costly shame.

When you do a mailing, the USPS requires that the address information meet NCOA requirements. NCOA is the National Change of Address program that makes available to mailers the last 48 months of updated addresses where folks have moved or changed address. It flags duplicates and corrects out-of-date address information. Further sorting and certification software for mailing will standardize address spelling, zip codes, street numbers and other inaccurate information. But it is essential that once you have paid your printer or mailhouse to correct and use your database list for a mailing, that you recover that new information and reintegrate it into your database. It is the first step toward “cleaning house” and starting a good first step into the world of “big data” manipulation.

Be sure to ask your printer about how to best streamline the process of supplying your mailing list to them AS WELL AS them returning the corrected, updated list back for reintegration into your database. They will help you set up a routine that makes the file transfer flawless and easy. 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.

April 24, 2012

How to Get Your Rack Cards in Welcome Centers and All Over Town

You’ve done the hard part… designed, created and printed a stunning set of rack cards to advertise your business. (See “Print Power: Six Tips for Creating Custom Rack Cards.”) You display them in your shop and use them in targeted mailings. But what other ways are there to put these branded, custom designed pieces to work for you? They need to be out working for you – available where the right people will see them.

Rack cards are perfect for targeting the traveller and the tourist industry. Displays are seen at welcome centers, convention and visitor bureaus, chambers of commerce, restaurants, tourist attractions and local businesses. Anywhere and everywhere the travelling public is likely to visit is a potential distribution point for your rack cards, but getting into all these places can be difficult and very time-consuming. Consider hiring a distribution service.

Tourist brochure distribution businesses serve exactly this need. They maintain and service rack card displays in a variety of venues where tourists and travellers frequent. You have seen these racks in hotels, restaurants, craft shops and attractions. Tourists have come to rely on these sites for information about local events, bargains, restaurants and entertainment. The distribution services refill and service the rack displays on a regular basis – weekly, and more frequently during peak tourist seasons. They also may offer advice on or even handle brochure printing, or special deals for Chamber of Commerce members. Locally (we are here in Asheville, North Carolina – a booming tourist area) two such services that offer great distribution schedules are Mountain Information Centers, Inc. and Brochure Advertising Services, Inc.

Welcome to N.C.!

If you choose not to use a distribution service, a great venue to get your rack cards or brochures into the hands of a large group of potential customers FOR FREE is through your state’s Welcome Centers. Travelers stop for a quick rest and to stock up on information about accommodations, tourist sites, events, restaurants, historical sites, and shopping. Each state operates differently and with varying guidelines, so the first step would be to contact your state tourism authority. In North Carolina your contact is the Director of Visitor Services at the NC Division of Tourism, Film and Sports Development (4324 Mail Service Center, Raleigh, NC 27699). You can find instructions at this link. Any tourism or tourism-related business is permitted to place its brochures in the North Carolina Welcome Centers, but you must first receive approval of your pieces, and then you will be provided a list of Welcome Centers and instructions on how to properly send your free materials for distribution.

Welcome Centers in NC will display your rack cards and brochures in their display units. If your pieces are larger than the standard 4″ x 9″ size, they can be displayed on tables nearby but this will be at the discretion of the Center director. Some brochures are not permitted – such as purely commercial or non-tourist related businesses, literature that rates travel attractions, political or religious tracts, etc. – but if your business is related in any way to the tourism trade in your area, check out the opportunities your state’s Welcome Centers hold.

Ask your printer to help you find out all the options that are open to you for rack card and brochure distribution sites. They can help you design, create and distribute your cards to all these places. 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.

April 23, 2012

Beginner Email Marketing Tips

Perhaps because everyone is use to having an email account and has figured out how to “cc”, “bcc” and send an email to all their friends at once, people seem to have developed over-simplified assumptions about what email marketing will entail for a small business. In order to begin email marketing in an efficient, trackable and LEGAL manner, you have to do some preparation. Below are some beginner tips that might prove helpful:

USE AN EMAIL MARKETING SERVICE. Using Outlook or a similar program to do regular email marketing or e-newsletters will quickly become overwhelming. That’s when you need the help of an email marketing service that will, among other things, maintain your lists and ensure you are meeting all legal obligations about not spamming. They will also provide you valuable reports and feedback on click and bounce rates and the effectiveness of your marketing efforts. MailChimp and Constant Contact are two excellent services used by many to manage and grow their marketing efforts online.

KNOW THE LAW. You MUST HAVE permission from every single person you send email marketing to and you must keep that information current. If you do not have their express consent to receive your marketing emails, you are sending out “unsolicited commercial email” or UCE, which is known as spam. The Federal Trade Commission can prosecute you for violation of the CAN-SPAM law. Let MailChimp, Constant Contact or other such services help you develop and maintain your mail lists to comply with this law and keep you off of spam blacklists.

THINK OF EMAIL MARKETING AS A RELATIONSHIP. When you send email marketing to the public, you do so with their permission. In order to keep them interested in allowing you that permission, give them something they want and can use – useful information, details on products, sales, upcoming advancements. And learn to read and study the reports you will receive back from your email marketing service so you can continuously hone your message. Take in the feedback from these customers and learn what they are telling you.

LEARN HOW TO WRITE A GOOD SUBJECT LINE. Subject lines, according to the CAN-SPAM Act of 2011, cannot be misleading or contain false information. Beyond that, the subject line should be interesting enough to make someone want to open it. MailChimp studied their clients emails with the best and worst open rates and found that the best were often the most straightforward. They tell what is in the email, rather than using pushy or catchy sales phrases. If its a newsletter, they call it a newsletter. Overly creative or catchy emails scored lower on this study. Read more from MailChimp about how subject lines work.

LEARN HOW SPAM FILTERS THINK. You want your email to be opened and read, but for that to happen it has to get by the customer’s spam filter on their email account. If you write like spam, you will be identified as spam. So avoid the common tricks of the emails that you hate receiving yourself: using all capital letter in subject lines, using lots of exclamation points or colored fonts, and using the words “Free” or “Test” in the subject line. Sending your email as one large image rather than html coding will get you identified as spam also.

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.

April 20, 2012

Generosity – good for business, and…well, just good!

Your business reflects your principles. They are part of your brand – the basis of how you interact with your customers and your community. Putting a spirit of generosity in the way you work will always in the end bring benefits to you, your customer, and your bottom line.

Now generosity doesn’t have to mean giving away the farm with some wacky doorbuster special. It means finding ways to show appreciation for each customer – value-added services and perks that can range from something as low-cost as friendly customer service at every contact, all the way to valued gifts and rewards. Your budget and resources will determine what level you can invest in, but the point is to act on a generosity of spirit regardless of the economics.

At ImageSmith, we have sought ways we can show consideration for our customers above and beyond providing quality services on schedule.

Friendly, helpful customer service – when you put yourself in the customer’s place, you can see many ways to provide information and guidance to meet their specfic needs, rather than just direct them in a way that will profit your business. Dealing with them while keeping their schedule and priorities in mind will go far in creating good will.
More than expected – seek to give your customers more than they expect. Often for us, as printers, this can mean packaging a few extras from a print run for delivery – pieces that might have just been thrown out as extras can be given free of charge as a way to say “thanks.” When we are embroidering items and have an extra, we include it with the customer’s order as a nice surprise and a way of saying “thank you for your business.”
Advertising that is also beneficial to our customers – this means promotional products. The exposure and advertising we receive from our branded promotional products is married to the usefulness of the products themselves. Sports cups, bandage dispensers, t-shirts, office supplies… the variety of available promotional products is vast. Think about which ones best fit with your brand and enjoy the process of giving them out to your customers.
Information & “paying it forward” – We live in an information age, and being generous with knowledge and expertise has a greater value than ever. I think there is often an old-school tendency to try to “guard” knowledge – when you have figured out a better way to accomplish a task, you don’t want your competitor to learn it and benefit from your struggle. But here again, being generous with your expertise builds good will, and, perhaps more importantly, establishes your authority and skillfulness in your field. To be a source people trust and turn to for information is a benefit to both them and you. As printers, we specialize in marketing and communication skills. We want our customers to turn to us a marketing consultant who has their best interests in mind.

Blogging is a great way to provide information to customers – and to receive feedback from them. Also, the world of social media allows you a powerful venue to help establish your principles in the minds of your customers. Use it to attract attention with helpful information. Being generous just makes good business sense.

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.

April 16, 2012

Print Power: Six Tips for Creating Custom Rack Cards

Rack cards are a staple of print marketing, and perhaps their greatest asset is their size. The standard 4″ x 9″ size makes it convenient, concise and appealing. As opposed to a flyer, pamphlet or folder of materials, the rack card is just the right size to pick up, slip into a coat pocket or purse and carry for later reference. This size forces you as a designer or copy writer to edit down your information and graphics a bit – leaving the essential information, but not an overload of details or offers. Here are a few tips to get the most out of your next rack card design:

The TOP half is your prime real estate: depending on both the way rack cards are typically displayed and the natural path the human eye travels across a page, the top half of the front of your rack card needs to include an eyecatching image, graphic, or type. The split second in which a person’s eye passes over the rack card is the only chance you will have to catch their attention and entice them to stop, take in the image or word and hopefully pick up the card to read further. Do not bury the main impact of the design at the bottom of the card, as many times this will be covered up in a rack display.
Include a clear call to action: The size of the card will encourage you to include only the important information. But be sure this has both a clear and easy to follow call to action: i.e., call this number, click this QR code, bring this card in today for 10% off. And don’t forget your contact information – phone number, website, and physical address. Hopefully they will be referring back to this card to find you.
Plan a series: Rack cards can be used effectively to advertise or inform about a series of products or services. Design a set with the the same graphic features, but vary the color of each so they are all complimentary. You could do one card for each of your business’ services, product lines, sale promotions, company policies, etc.
Mail ’em out to a targeted audience: Rack cards are 4″ x 9″ for a good reason – a standard #10 envelope is 4.125″ x 9.5″. Rack cards are built to be mailed. You can design them with a mail panel and use them as a “self-mailer,” saving the expense of envelopes. Target your mail recipients with a purchased list selected based on location or household income or other specifications. Also, print some pieces on heavy card stock to be used as in-store displays or handouts, and others on text weight paper to be included in mailings, billing, or any other bulk mail that you are sending out. If you are already contacting customers for another reason by mail, don’t miss the chance to include a text weight rack card insert that won’t increase your per piece mail cost.
Invest in good display racks: keep a well stocked display of your rack cards in your lobby, waiting area or near registers where customers or clients will normally pause. You can also have employees hand them out during the course of other transactions, and keep them handy for people to pick up as they come and go.
Include a QR code: quick response codes will help link your print marketing to your website and online marketing efforts in a trackable manner. Most folks are now familiar with what a QR code looks like and how to “click” it with a smart phone to access more online information. Let your rack cards serve as a link between your on and off line business.

Finally, choose a printer that can help you define the look of your printed materials, keep your products in line with the look of your brand, advise you on marketing strategies, mail and e-commerce solutions, and who can suggest other options you may not have thought about for your marketing budget. That advice comes to you free of charge – an amazing bonus of working with a quality, professional print/marketing provider.

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.