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Making the Most of Your First Trade Show: 5 Essential Tips for Success

Trade Show Image

 

One out of every two trade show attendees is planning to buy at least one product exhibited as a result of attending trade shows, according to Exhibit Surveys. Attending a trade show can connect you with eager buyers, give your business a boost and turn your product into a household name. But finding the right trade show and earning success takes careful planning and a winning strategy.

Find the right trade show

Going to the trade show as an attendee is the fastest and most insightful way to figure out if the show is right for you. It’s not enough to simply book a trade show and arrive with your booth and supplies in hand. The ultimate goal is to raise brand awareness and nail the sale, but not every trade show is created equal. Showing up with a complex, high-end kitchen gadget to a trade show exhibiting economical and simple dinner tools will only lead to failure and make you stick out like a sore thumb.

Use an online resource like Trade Show News Network to narrow down your trade show options. Look for your target audience, as well as the cost of the show. Forking over several thousand dollars for a deposit for a trade show that just doesn’t fit your product or goals is a waste of everyone’s time and your money. A trade show also can’t give you much return if you’re going into the red to pay for the event. Set aside some extra money in advance to pay for marketing your booth and travel expenses.

Take networking to a new level

It’s a no-brainer to talk to as many people as possible at your trade show and carry extra business cards with you at all times. But there are other ways to network than just chatting up a prospective buyer. Take advantage of a captive audience and use this as an opportunity to meet as many new people as you can. Follow the lead of o-ring manufacturer Apple Rubber, who attended the MedTech World’s Medical Device & Manufacturing West Expo earlier this year. They sourced an entire list of exhibitors before heading to the show’s host city in Anaheim to see who was coming and what ideas to share, as well as downloaded the trade show’s app to keep up to date with news and events from the show.

Apple Rubber also took advantage of the first annual Anaheim Booth Crawl for attendees, which served as a great opportunity to meet exhibitors while enjoying free food and drink. The event gave attendees an excuse to mingle longer without skipping out to eat and helped break the ice.

Trade show pop up booths and equipmdent

Make the Right Visual Impact for Your Brand

Trade show booths, graphics, displays and materials have never been more affordable or easier to brand with your logo, colors, and message. Talk to your printer about the huge array of designs and styles in easy to carry or ship, set up and reuse trade show booths and hardware. From pop-up display systems and retractable banners to table cloths, signage, printwear for employees, collateral handouts and promotional items, make your booth stand out from the crowd with you own unified look.

Devour constructive criticism

Learning how to embrace constructive criticism as a means to refine your product is essential for any trade show attendee, but especially for a first timer. Retail buyers and sales reps know what sells and why. This feedback can provide valuable insight about your product you won’t get anywhere else. A good trade show will draw in hundreds or thousands of experienced industry insiders. Rebuking their advice is a missed opportunity to devour high-level feedback and compile more market research data.

Nail your pitch

Master your elevator pitch. Highlight your product’s benefits, features and a short and sweet explanation of how it works. But to really stand-out from the crowd, you need to wow the attendees with what your product can do to solve their problem.

AquaPodKit experienced this first hand at a recent trade show. Entrepreneur reports that AquaPodKit saw their booth failing to attract attention at a hurricane preparedness trade show, so they went to buy a bathtub at Home Depot, put their product in it and filled it with water to show how much it could really hold for a family of four. Soon attendees were lined up to get a closer look at exactly what AquaPodKit could do.

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Making Print Social: Interactive Media and Integrated Marketing

 

info graphics and interactive media

Infographics have become wildly popular both online and in print. Graphic designers create visually inventive ways to convey otherwise confusing, unclear or tedious information that work well in print layouts and also draw readers online. The graphic-as-step-by-step-explanation trend is almost cliché – so much that The Atlantic was able to explore the trend with its article “The Rise of ‘In One Chart’ In One Chart.”

This doesn’t mean you should run away from infographics, though. They rose to ubiquity because they work: people enjoy them and they help explain complex topics quickly and succinctly. But infographics are inherently a one-way street. The designer and client are communicating with their audience, but the audience cannot talk back. This is why interactive media is a great new frontier for marketing. Users often spend more time with interactive media and they remember its message better afterwords. The following are some great examples of ways to take advantage of interactive media within any marketing campaign:

Quizzes

Dish Network has a Netflix quiz that is close to its television-addicted audience’s heart. With a series of questions, it helps determine what type of Netflix binger you are. Test takers answer some of the questions with responses like “I occasionally skip work to finish a season” or “I lost track of days somewhere between starting “Breaking Bad” and finishing “Mad Men.” Similarly, SnapApp created a quiz entitled “DDI: Common Leadership Styles,” and has reported great results with this as well as with many other quizzes it has put together.

This type of content is fun for users, it encourages them to stay on the website for an extended period of time and it prompts them to share the results with their friends on various social platforms. THIS IS GOLD. Quizzes are good investments to get users interested in looking at your content and promoting it for you – for free.

Contests

New York’s premier hip hop radio station, Hot 97, has remade itself for the digital era. One recent advancement is a contest to find up-and-coming artists called “Who’s Next.” For this contest, the station identifies local amateurs with potential, and each person or band creates a profile page to upload his or her songs to attract positive votes from listeners. A community has developed around the contest, and now the station has a small army of loyal fans who come to the site regularly to check for new music, watch videos and read the bios of those who hope to be the next big star.

Running contests encourages followers to check your site regularly, which gives you the opportunity to promote your product or services to them.

Visual Storytelling

One of the most beautiful examples of compelling visual storytelling comes from the New York Times. It’s story, “Snow Fall” tells the tale of a skier trapped in an avalanche on the Cascade Mountains in Washington state. From maps and video interviews to incredible photos and informative animations, this story has it all.

Although most companies don’t have anything this poignant to tell, the process helps turn all kinds of stories into captivating content. For example, McDonald’s put together an interactive site for user-generated “100 McDonald’s Moments.” This is designed to “remind people why they love the McDonald’s brand experience and core products,” explains Razorfish. The idea proved to be a success since the collection grew from 20 moments to 100 over a month of marketing. Razorfish also notes that the average visitor spent more than seven minutes on the website.

Stories enable visitors to spend more time on your site and engage with the content. Find or create a story that relates to your target market, and encourage visitors to look around for more interactive content.

 

Of course, all of this is part of the strategy of integrated marketing – using all the avenues of connection between you and the public in concert to boost the power of your marketing. Print, website, social media, face to face – it just makes sense to coordinate across all these interactions for greater results. For example, here’s a quick link to a story about how Traveler Beer uses social media to drive interest in their new Shandy drinks. Or this link about how Coca-Cola has generated huge buzz with their VDP marketing of personalized drink bottles.

We can all learn some creative ideas from how the big players use integrated marketing to create powerful returns. But the benefits are in no way limited to huge budgets or huge corporations. Even the smaller companies can coordinate their social media, blog and website with their print and direct mail to generate greater results in their marketing. In short, any content that makes your marketing “social” will be more successful for you and more engaging for the people you reach.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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NCOALink and CASS Processing: Get Your Data Back After Each Direct Mailing

Man receiving mail

Direct mail marketing works. It is a powerful driver of sales and success for businesses large and small. Yet because postal rules are confusing and the procedures are time consuming to follow, we normally pay a professional – often our printer – to handle all those mail headaches. What we overlook is the very important step of getting our “corrected” mail list back from the service provider! Your data, in order to qualify for bulk mail discounts, has been “corrected” – improved, standardized, updated – complete with additional reports on the remaining faulty addresses. After each mailing, you will want to reintegrate this corrected data into your database – otherwise you continue to pay for postage and printing that never reaches your target.

Some Eye-Opening Stats on UAA Mail

UAA: Undeliverable As Addressed – for mailers, this equates to throwing money down the drain. Mail lists generally contain many errors and misinformation that make an address undeliverable – typos, nonstandard abbreviations, redundant and incomplete address information, data entered into the wrong fields, even just plain incorrect delivery addresses. Also, people and businesses frequently move, leaving mailers with out of date contact info. Consider the following stats:

  • As much as 25% of your database will deteriorate after one year, according to HubSpot. People move, change email addresses, change jobs….and if you are still trying to reach them with the old contact information in your database, you are wasting money.
  • In 2013, 6.8 billion mailpieces (or 4.3% of those processed by the USPS) were deemed UAA. (source: Mailing Systems Techonology)
  • UAA mail costs direct mail marketers over $6 billion each year. (source: Mailing Systems Techonology)

The Easy Fix… and You’ve Already Paid For It!

When you pay your service provider to mail your marketing pieces, you are paying them to check and correct your data against the National Change of Address (NCOA) database, and – as far as is possible – to standardize and “fix” any errors in the addresses. In order to receive discounted bulk mail rates, this must be done and certified within 180 days of the mail date (90 days for Carrier Route discounts). The USPS doesn’t want undeliverable mail in their system any more than you want to pay for postage that yields no return.

Sample of Corrected AddressIf you do not receive your “corrected” data back from your service provider after all this work, your database retains all the original errors and the process gets repeated on your next mailing – only now the addresses are older and more likely to have already been dropped from the NCOA resource. With each repetition, more addresses “deteriorate” and become UAA, costing you more money and a decreased response rate. Why pay for this mail list “cleaning” and they toss it away after one use?

NCOAlink and CASS processing will standardize all abbreviations, misspellings and update any registered Change of Address moves on file with the USPS. For the addresses still identified as UAA, NCOA processing will provide reports detailing the reason each address was rejected, as well as a listing of all changes that were made. You can use this information to research and correct your UAA entries, or just delete them entirely. The key is to reintegrate the newly corrected data back into your system.

 

What happens to the database you hand your mailer?

Below is some more general information about the details of NCOA processing. This is the part most of us are glad to pay someone else to handle.

Your data, when creating a VDP or variable data printed mailing, may include many fields of information in addition to those necessary for mailing: age, email, income brackets, customer numbers, amounts due, subscription information, and on and on. That data – necessary for the VDP mailpiece – travels along untouched with your mail list during NCOALink certification. In order to receive discounted bulk mail rates, your mailer processes your data through NCOALink (which includes CASS, DPV, LACSLink, and SuiteLink).

National Change of Address (NCOALink) is the database of everyone in the US who has filed a Change of Address with the US postal service. Access to it is licensed to service providers and made available to mailers so they can keep up with individuals and companies at their permanent addresses. If your best customer moved from New York to Los Angeles, this is how you stay in touch with them without interruption. The NCOALink process also includes:

USPS CASS Report Form 3553CASS (Coding Accuracy Support System) processing will correct and standardize addresses. It will also add missing address information, such as ZIP codes, cities, and states to ensure the address is complete. Starting with 2007 Cycle L, CASS software will also perform delivery point validation to verify whether or not an address is a deliverable address and check against the USPS Locatable Address Conversion System to update addresses that have been renamed or renumbered. Also, Error codes are offered to help you understand what might be missing or incorrect with your addresses that do not + 4 code.

DSF2 processing relays delivery point information received from mail carriers. It includes DPV® (Delivery Point Validation), LACSLink® (Locatable Address Conversion System), and SuiteLink® processing.  Together, these identify vacant, residential, business or seasonal address information, increasing the deliverability of your mailpieces and allowing mailers to more accurately target who receives a mailpiece.

Your service provider will be happy to return your NCOALink and CASS certified mail list to you as either a DBF or Excel compatible text file for reintegration into your database. Many of the newly created fields in your data are necessary for USPS processing and Intelligent Mail Barcode creation – these can be deleted by you without any problem, or you can request that your service provider return to you a file with only the fields you originally exported in your mail list.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Turn to Your Printer for Multimedia Marketing Support

Embroidery, wide format printing, and more

 

Printing businesses have expanded their services far beyond just printing on paper. Product lines include design services, integrated marketing and direct mail, promotional products and the production of marketing materials as diverse as wide format signage and embroidered or screen printed clothing. In other words, your printer is now your marketing specialist.

Printers Deliver Customer-Friendly Online Tools

Original Apple Computer Co. logoDigital technology arrived early in the print world with desktop publishing, photo editing, and graphics technology revolutionizing the business throughout the ’80s and ’90s. Back in the early days of email, printers were among the first to seize upon that technology to deliver goods (in this case, printing proofs) to customers as soon as they were available. No more driving downtown, finding parking, and hoping the client was available to look over proofs so the job could go ahead.

Clients, too, loved the new email services. So it was no surprise that once the web took off, printers quickly created websites to serve their customers even more quickly. Now they can upload files to print, preview them and place the order. By 2007, an industry report from First Research predicted that by 2010, 30 percent of all print jobs would have to be completed within a day. Short run, digital printing now fills that demand.

Today, printers offer online tools to help customers create and order their own marketing. Many offer professional design services or templates customers can use to create their projects. Customers can review the designs, approve and send them to production right away — all in a single online visit. (They can also save their work for later review.) Local printers will deliver the goods directly to the doorstep or business office, as well as providing technical and marketing advice for planning an overall marketing strategy for businesses both large and small. According to the Xerox blog, printers whose businesses grew by 10 percent or more in 2013 attributed some of it to web-based services.

Eco-Friendly Printing Pays

Printers have embraced green technology and sustainable business practices. The print industry has long been a leader in recycling and sustainable business practices. Soy ink (long a requirement for many federal government contract bids), water solvent inks, and the use of paper products endorsed by the Forest Stewardship Council (FSC) and other agencies give customers the satisfaction of knowing their print marketing is eco-friendly. Many customers choose to brand their print with this commitment to environmental stewardship as a part of their marketing outreach. In turn they can promote their good corporate citizenship through social media on outlets like LinkedIn, a leading site for business marketing and information. LinkedIn is a great place to post important business news and updates for clients and your industry, as exemplified by LifeLock.

More Products Than Ever Can Be Print-Personalized

It used to be that printing T-shirts was an expensive undertaking that required a minimum number of shirts to print. Digital technology makes it possible to affordably print even a single T-shirt. While the technology may not quite be the same quality as a silk-screened shirt, it’s pretty darn close and with proper laundering, digitally printed images can last nearly as long as a silk screen.

Custom EmbroideryEmbroidery is a great way to create custom branded clothing, uniforms, hats, bags, and many other items that will put your name and logo directly into people’s lives. Outfit your staff with branded print wear, or create items to sell or even give away to clients. They will become your own team of mobile advertising!

Mugs and other personal gift items are also fair game for personalization thanks to sublimation dye printing, a great way full service printers have diversified their printing businesses, says the industry news site MyPrintResource.com. A sublimation printer can print on anything made from a polymer base or polyester, which covers a lot of ground from Christmas ornaments to sports equipment to phone cases. The selection is huge, and you can browse an online catalog to find exactly the right promotional product to brand for your unique marketing plan.

Graphic Display BannersWide-format printing creates posters, banners, POP displays, bus signs, indoor and outdoor signage, trade show booths, and other large printed material.  Your printer will help you design and customize these items with your own logo, colors, photography and graphics for exactly the impact you want. Xerox predicts wide format printing will grow 65 percent each year through 2017.

Years of experience also empower a full service printer to advise you on ideas that work and that meet your individual budget. Best of all – this marketing expertise is yours FREE OF CHARGE! Where else can you find that kind of deal? If you have the right printer, you already have a highly trained marketing consultant who knows print, branding, direct mail, web strategies, social media and has years of experience in both high and low tech marketing approaches that work for businesses just like yours. The most assuring part of this partnership for you is that the print/communications company only succeeds when your marketing succeeds! Start taking advantage of this asset – the print industry itself has had to reinvent itself in this new high tech economy. They know what works. Meet with a printer today to find one who can offer you the full range of marketing options that today’s competitive and creative markets demand.

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Event Marketing for Small Business Owners

Bullhorn announcing Event

There are millions of small businesses competing against each other with websites, advertisements and marketing campaigns vying for the attention of consumers. It is difficult to stand out from the crowd in such an environment, but event marketing puts your brand right in front of consumers in a way that other forms of marketing can’t.

Events are a tried and true method of marketing, and lots of businesses large and small use them to engage potential customers. Live Marketing reports that companies spend $24 billion on exhibiting at events every year. Here’s a look at some of the tenets to help you take advantage of the vast opportunities available to you in event marketing:

Host Events

The quickest way to have people notice you is to invite them over. Hosting an event gives you a chance to market your product to consumers while networking with other businesses. As a small business owner, your event may not be a huge convention, but this gives your brand a chance to stand center stage and make a big impression.

Think about what kind of event is right for your business. If you run a bookstore, host an event where your staff reads books to children. Or, if you run a print shop, host an educational event for other small business owners about creating marketing material. Be sure to brand your event with custom signage displaying your logo, colors, and message. Items such as pop-up banner stands and wide-format posters are affordable, portable and can be reused for other marketing opportunities.

Trade Information

Whether you host an event or attend one, be sure to put your contact information into the hands of anyone who seems interested. You can do this by creating an email sign-up sheet or by offering incentives for people who visit your site and log in right then and there at the event. Also stock your event with flyers, brochures and any other print collateral and work to put it into the hands of your event visitors. Your primary goal should be to get as much information from potential consumers as possible as well as giving them the tools to research your business after the event is over.

Asheville Area B2B Trade Show Event, 2015
Asheville Area B2B Small Business Expo

Document Everything

We live in a media-centric world, and if you don’t take pictures, it may as well not have happened. Additionally, social media gives you a chronology of people who interacted with your brand that you can broadcast to engage your followers and drive business. Playing photographer and social media guru can be a challenge, but with an up-to-date smartphone like the HTC One M9, you can handle all that and more from the palm of your hand. Take pictures of yourself and your customers, and share them on social media to link yourself to the community around you.  Include print and promotional products with QR codes to help drive traffic to your online marketing – it’s all about using every opportunity to take advantage of multichannel marketing.

Give It Away

Branded trade show promotional products
Branded promotional products as giveaways put your name in your prospects hands.

Promotional items are a cross between gift and marketing material, and they are always a hit at events. Convention-goers often get excited about all the free swag they can receive, and you can leverage this to get the crowd to advertise for you. By giving away small promotional items, such as keychains, T-shirts and hats, you can make potential customers happy and have them advertising for you wherever they go. Furthermore, promotional items drive business — Epromos reports that 85 percent of consumers do business with a company after receiving a free promotional item.

Publicize

Heading to an event won’t help you if no one knows you are there. This means you need to get the word out. Post on your website about the event and take to social media to let your followers know where you will be. Reach out to bloggers in your industry and local news outlets to let them know about the event and your role in it, so you can get some press before the event even begins.

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Beyond Emoji: A Need for New Punctuation?

Artwork for new punctuation

 

Our language is constantly evolving regardless of how many grammar and standardized rules we define. Typography, in time, evolves as well under the influence of both the spoken language and the newly emerging digital modes of interaction. Digital communications have inspired an increase in some new experimental punctuation marks – attempts to bring more clarity to non-verbal, non face-to-face conversation.

Is New Punctuation Needed?

Digital communications have run into a few unforeseen limits. Have you found yourself being more easily misunderstood in email and text messaging than you are face to face or by phone conversations? So much of our communication actually occurs through physical cues, expressions, body and hand gestures, intonation and vocal signals – none of which are accessible in a text message or a 140 character tweet!

Whenever a limitation arises in communication, language begins to morph and adapt to overcome that difficulty. It’s inevitable. Currently, emoticons or emoji are an attempt to “add on” a little explanation or commentary with unspoken cues in symbolic form. They are often used in a playful way – perhaps more as decoration, personalization or humor than a standard punctuation mark. But recently a few nominees have emerged for induction into our standard set of periods, commas and semicolons.

The Exclamation and Question Commas

exclamation comma and question commaThe Exclamation Comma, and its cousin the Question Comma (or Quoma), are attempts to move emphasis from the entire contents of a sentence to a phrase within the statement or question. The Grammarly blog cites the Exclamation Comma as an invention from 1992 that was patented in Canada, and then largely forgotten. The pressing need for either of these marks might be debatable, but they do serve a clear purpose as in the examples below:

“While I love your new outfit (exclamation comma) I’m certain the invitation called for formal attire.”

“Who do you think you are (question comma) a winner or a loser?”

SarcMark, Interrobang, Irony Point

SarcMark: to denote sarcasmA more formal attempt to alter the written language is an attempt at a punctuation change called the SarcMark: a registered trademarked symbol that you can purchase to use in order to denote sarcasm or irony in a statement.The SarcMark is the creation of Paul and Doug Sak who started Sarcasm Inc. They saw the need (and business opportunity) for a punctuation mark that denotes sarcasm, especially in a digital communication. As their video says, “Only $1.99 for lifetime use… and never be misunderstood again.” It works on both Mac and PC platforms, and has both a font option for type or texting, or a graphic option if you know the person on the other end has not downloaded the symbol as well. Smark marketers, the Saks have also created branded apparel and other items to encourage the use of their new punctuation.

Punctuation marks for Sarcasm and irony

The Interrobang is a combination of question mark and exclamation point, and is used by some to mark a rhetorical question that does not require an answer, or to show excitement or disbelief in the form of a question (“Did you just do what I think you did?!) The irony point (a backwards question mark) is a French attempt to create a punctuation mark to indicate there is a second meaning to what is being said.

Perhaps the proof of whether any of these marks have a lasting place in our typography will be when one or more of them make it into the standard set of glyphs for our most used font families – or even onto our keyboards. Time will tell.

 

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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“First Among Many”: Library of Congress Exhibit on Early American Printing

Thomas Paine's Common Sense

 

If you find yourself in Washington, DC this summer, the Library of Congress has a must-see, free public exhibit covering the foundation of printing in the American colonies.  Called “First Among Many: The Bay Psalm Book and Early Moments in American Printing,” the exhibit will run from June 4, 2015 to January 2, 2016. The LoC press release says the amazing collection of printed papers will:

“…tell the story of early printing in the American colonies, spanning 100 years, as printing evolved from a colonial necessity to the clarion of freedom.”

 

The centerpiece of the exhibit is two copies of the Bay Psalm Book of 1640. Only 11 copies are known to exist, and the book is both the first English-language book in North America and the first printed book of American poetry. It is also the most expensive printed book ever – having sold at Sotheby’s for $14,165,000 to entrepreneur and philanthropist David Rubenstein in 2013.

You can peruse the Bay Psalm Book online for free (see below), courtesy of the Old South Church in Boston – but nothing tops the ability to see the actual printed work in person this year at the Library of Congress.

Digital Bay Psalm Book

 

Other rare printed items from the colonial period will also be on exhibit:

  • A Poor Richard’s Almanac by Ben Franklin from the 1740s
  • Thomas Paine’s Common Sense pamphlet from 1776
  • The Federalist essays of 1788 from Alexander Hamilton, James Madison and John Jay
  • Poet Phillis Wheatley’s 1773 Poems on Various Subjects, Religious and Moral. Wheatley was the first African American published poet and the first published African American woman
  • An Algonquian Indian Bible from 1663
  • The first novel ever printed in the colonies: The Power of Sympathy, 1789 by William Hill Brown

Phillis Wheatley's poems and Poor Richard's Almanack

 

For those unable to get to DC, the Library of Congress will also maintain an online version – here. This exhibit truly highlights the role printing played in America’s founding and independence. That influence continues today as print evolves through an ongoing information and technological revolution. Print is communication – it will change, but never be relegated to just a museum exhibit.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Quick InDesign Tip: Discover the Story Editor

 

InDesign Story Editor

Many InDesign users may primarily work on image heavy, single page documents such as flyers, office stationary, business cards, posters or ads. But if you have ever found yourself in charge of laying out significant amounts of text for projects such as annual reports, directories, or even your great American novel, the often-overlooked Story Editor in InDesign can be your best friend.

 

Toolbox for PageMaker 4.0, before Adobe Systems purchase
The Aldus PageMaker 4.0 Toolbox

Like most every feature in an Adobe product, you will discover layers of functionality the deeper you decide to explore. This article intends to just open the door on a feature that is a little bit hidden. Back in the days of PageMaker, the InDesign predecessor originally produced by a company named Aldus, manipulation of text was the heart and soul of the program. Tools to import and arrange graphics and photos were essential and expanding with every upgrade, but PageMaker’s “reason to be” was styling and control of text and the Story Editor was it’s powerhouse. Whenever you work with large amounts of text, it still is today.

Artwork from PageMaker Story Editor

The most basic function of the Story Editor is to allow you to see overset text that fills up a text frame or page without having to go ahead and flow the rest of your text onto new pages or off on the pasteboard area. Click within a block of text and hit Command+Y (Ctrl+Y) or Edit > Edit in Story Editor to open up your text in its own window. Think of it like a “word processor” view of the entire placed text, scrollable even for hundreds of pages in one long view. (The original Aldus software manual described the Story Editor as “PageMaker’s word processor.”) This view of your text does not show line breaks, styling (other than basic bold, italic, underlined), or other design/layout attributes – what you get is the raw complete text where you can write, edit, correct, search and manipulate without the distractions of the layout. (If you are familiar with WordPress, the Story Editor is similar to the Text or HTML view rather than the Visual tab.)

From this window you can work on large amounts of text flow in a multi-page document. If you are still writing your content, or just searching out edits and corrections, this view gives you the control to write and edit without turning pages, screen redraws, or design distractions. If you ever find yourself confused as to why a portion of text is not “acting” as expected, check the Story Editor to see any hidden text variable or markers such as Drop Caps, Index Markers or Hyperlinks. Often you can delete or edit these here much easier than in the normal layout view. Even if you are just working on text that is difficult to see on screen due to size, rotation or special effects, a quick Command+Y will let you see and edit the text in a straightforward window and the changes will update live in both displays. The Story Editor is also the place to manage more advanced tricks like footnotes, XML or tagged text, and conditional text.

Open your Story Editor just to get a feel for how it can benefit you in your own style of working with InDesign.

Story Editor Preferences Pane
Set the font and appearance for your Story Editor view

Be aware that each independent text block or series of linked blocks will open its own Story Editor window – there is not one single Story Editor for an entire Indesign document. Also know that you can customize the look and display of your editor from the InDesign Preferences/Story Editor Display window. Take a few moments to explore the Story Editor and save yourself a lot of time, clicks and frustration on future design jobs.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Posted on

Dos & Don’ts of Office Graphics

Wall and floor graphics, POP signage, banners, suspended print signage, window clings, custom wraps of furniture or equipment… creative signage for the workspace or retail space can make a world of difference in successful branding. Here are some hints to help you start thinking about success with workplace branding:

 

There are plenty of tactics to employ when designing graphics to use throughout the workplace. Contrary to this, there is a plethora of ways to prove your buffoonery when creating those visuals. This quick overview will show some of the dos and don’ts of adopting graphics to advertise your business and promote workplace morale.

Wide Format Graphics
Using custom wall murals to visually brand your business. Image courtesy of: http://www.megaprint.com

Do! – Branding

Branding your business is a fantastic marketing technique that every business needs. Branding your company successfully should ensure that you are the first option that springs to mind when your customers need the services you provide.  It is important to ensure your branding tactics are both informative, yet visually pleasing enough to be remembered by your customers. Create that environment with custom wall graphics, floor graphics and any number or creative wide format print options.

Too much signage is only a distraction
Sensory overload is never a good design strategy. Image courtesy of: http://www.wombatgroup.com

Don’t! – Advertising Overload

Granted that it is resourceful, but one mistake companies make when designing advertisements is overloading the audience with too much information. A successful advertisement should stand out to your customer, while providing an effective amount of information – creating a desire for your product.

Motivational Banners for the workplace
Motivational banners to ensure workplace teamwork. Image courtesy of: http://www.emedco.com

Do! – Promote Office Ethics

Everyone needs a little motivation within their workplace. Banners can be a great way to promote workplace values, assets, or policies. Pieces like this can serve as a reminder to promote morale within the office, and show customers the values you hold within your company.

Overall, when designing your office or retail space, strive to make a big impact yet an impact that will represent your business as a whole. Make sure to be creative with what you produce, because the last thing you want to do is to construct a design that will be easily overlooked.

Author Paul M. Thomas, guest blogger, has many years of experience in the signage industry.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

Call us 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 print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.