Marketing and Advertising is a very exciting and demanding business. I now have been with my new company one month, and I'm slowly moving from selling ink on paper to a design and concepts to help people achieve their goals financially.
In reading yesterday when it comes to Digital Print it is interesting, as at first having your name printed on a card or marketing piece was kind of cool and caught the individuals eye. (A purple Cow experience!) Then came PURL's personal URL's
The PURL and digital card works as we can get information off of the individual, but then again the info is brief and not in real depth of what is going on with the company, and it is still a situation which we can't hit the hot button of the client if they are not ready to buy.
This is where Digital Print and Direct mail is headed, as we want to have the information but lead the client, customer or end user to the point when they are ready to buy, they will pick our Customer to purchase their items.
How do we do this?
It is Data, Data, Data.
We have minimal information right now on almost everyone in the United State if they have a social security card and a mail box. This gives us income and a few other items, but now we have to know when the urge is to buy and what item they might want to purchase!
There are now capabilities to track the patterns of people, what they watch, what they read and what they buy.
This program knows if Chevy is selling the new Malibu and it sells for $23,000.00 we first know what demographics the car is targeted to. Now we look to look at children in the home, if the children are under the age of 14 or over the age of 19 then this is not the right family as the 19 year old is already in college or has a car and at 14 the parents are not looking yet to purchase a car.
But lets move the kids to 15 and 18, now the Parents are looking to either upgrade their car or the kids are getting a new car for their birthday or off to college.
But how do we get them to buy a Chevy verses a Honda for the same price?
We know viewing habits of this demographic, we know where they probably shop and what their bank account is.
And now we target these area with the proper commercial, we market inside the store with the right magazines and now we show the Malibu at the bank window advertising a low rate of interest.
We now have are targeted market starting to get uncomfortable and also aware of the product.
Now we do the direct mail piece as the buyer is ready to take a look, and they are ready to buy.
By the third mail piece to the home, Dad is talking Malibu and with an offer in the mail piece, it is time to entice the buyer into the dealership and we just did.
How is this all done?
Digital print, the magazines are printed to go to a certain type of a store, the bank lobbies have certain pictures of cars depending on location, the kid we know their age due to what they have filled out paper work in life.
We have now walked the client down the road to get them to walk into the dealership
Data, Data, Data
It is done daily and this Matrix system will only get better or worse!
But the excitement of building a plan which works is very rewarding
Hoonia
Tuesday, June 29, 2010
Tuesday, June 15, 2010
New calls
Now that I've changed companies I'm now having to start over again, this doesn't bother me other than it is very hard work calling and talking to voice mails, sending out notes and trying to be on top of the game.
Well today the game and the call comes head to head as I have my very first appointment to speak about my new company. A person who has never heard of me, and have never heard of my new company.
The sweat begins!!!
Alan
Well today the game and the call comes head to head as I have my very first appointment to speak about my new company. A person who has never heard of me, and have never heard of my new company.
The sweat begins!!!
Alan
Tuesday, June 8, 2010
Mailing list and more
In the raising money business it is a percentage business and your data is KING!
Here you go with some information.
We have programs which will bring you a bit over a 14% Return on the mail, and with this we also know we get around $18.00 per donation. With this information it becomes mathematics! You get $18.00 per envelope, you mail out 1000 envelopes you get $2520.00 in return, but the cost to produce might of been $5500.00 so you are now in the hole.
But lets look at 50,000 will net you $126,000.00 in donations and the cost to produce is about $15,000.00. Not a bad investment.
But lets say we rent the list and go prospecting, this only nets about a 1% to 2% return and now this 50,000 only nets you $9,000.00 and you are now back in the hole at it still cost you the $15,000.00 to produce the piece.
You see why the data and list is so important.
Direct mail is easier if you know the percentages you have to WIN and it is all about the WIN
Hoonia
Here you go with some information.
We have programs which will bring you a bit over a 14% Return on the mail, and with this we also know we get around $18.00 per donation. With this information it becomes mathematics! You get $18.00 per envelope, you mail out 1000 envelopes you get $2520.00 in return, but the cost to produce might of been $5500.00 so you are now in the hole.
But lets look at 50,000 will net you $126,000.00 in donations and the cost to produce is about $15,000.00. Not a bad investment.
But lets say we rent the list and go prospecting, this only nets about a 1% to 2% return and now this 50,000 only nets you $9,000.00 and you are now back in the hole at it still cost you the $15,000.00 to produce the piece.
You see why the data and list is so important.
Direct mail is easier if you know the percentages you have to WIN and it is all about the WIN
Hoonia
Monday, June 7, 2010
MAIL AND LISTS
As I have now started with a new company I'm finding new ways to mail!
One of the items I've learned about is the mailing list. I've always said we could find the clients for you and lets talk about demo graphics.
We can do this, but this is called prospecting, and if you are prospecting than you will get a lower response rate, than you will if you have your own mail list.
I find if you get your own list we can use some of the products we have and we can get you up to a 14% return on the list.
If I have told you I could find you clients in the past, we can but only expect a 3% return instead of the 14%
More to come as I learn
Alan
One of the items I've learned about is the mailing list. I've always said we could find the clients for you and lets talk about demo graphics.
We can do this, but this is called prospecting, and if you are prospecting than you will get a lower response rate, than you will if you have your own mail list.
I find if you get your own list we can use some of the products we have and we can get you up to a 14% return on the list.
If I have told you I could find you clients in the past, we can but only expect a 3% return instead of the 14%
More to come as I learn
Alan
Thursday, June 3, 2010
The new Adventure
Last week or last Monday I resigned from my company which I either owned or worked at for the last 28 years. It was not as hard to leave as I thought it should be, but I did it!!!!
But now I work for another company, and in no way shape or form am I a owner, a former owner, a potential owner with desire to own a company, I'm in sales for a company which does non profit and I'm so excited to really get started and today I got my computer and a office, so I'm blogging now but can't wait to make my first sales call.
To keep you all informed!!!!
Alan
But now I work for another company, and in no way shape or form am I a owner, a former owner, a potential owner with desire to own a company, I'm in sales for a company which does non profit and I'm so excited to really get started and today I got my computer and a office, so I'm blogging now but can't wait to make my first sales call.
To keep you all informed!!!!
Alan
Monday, May 17, 2010
Practical Jokes
I read today where a couple of kids were suspended as they filled the atrium at their school with water, and put gold fish in the atrium.
The printing industry is full of practical jokes, From HOT INK, to paper stretchers!
My all time favorite one was we were printing something on the press and the newbie came over and the pressman ask the rookie that he needed the bottle of half-tone dots and would he goes ask prep for the bottle!
This kid went into Prep and they said they were out and need to buy more and they sent him to my office. I laughed and gave the kid $10.00 and sent him to the supply store to purchase a bottle of HALF-TONE DOTS.
I called ahead to make sure the Supply store was in on the gag and they said they would have the bottle ready for him.
So downtown this kid went with instructions to purchase a bottle of halftone dots. He came back with a bottle of colored water which they had made, he walked up the the pressman who was now on another project and proceeded to drink the bottle of halftone dots in front of the kid.
The look on the kids face was priceless, as the supply store had Hand written H2O with dye in it, fatal if swallowed.
The kid didn't work much longer with us, and now that I remember he kept my $10.00, but it was worth every cent!
Alan
The printing industry is full of practical jokes, From HOT INK, to paper stretchers!
My all time favorite one was we were printing something on the press and the newbie came over and the pressman ask the rookie that he needed the bottle of half-tone dots and would he goes ask prep for the bottle!
This kid went into Prep and they said they were out and need to buy more and they sent him to my office. I laughed and gave the kid $10.00 and sent him to the supply store to purchase a bottle of HALF-TONE DOTS.
I called ahead to make sure the Supply store was in on the gag and they said they would have the bottle ready for him.
So downtown this kid went with instructions to purchase a bottle of halftone dots. He came back with a bottle of colored water which they had made, he walked up the the pressman who was now on another project and proceeded to drink the bottle of halftone dots in front of the kid.
The look on the kids face was priceless, as the supply store had Hand written H2O with dye in it, fatal if swallowed.
The kid didn't work much longer with us, and now that I remember he kept my $10.00, but it was worth every cent!
Alan
Thursday, May 13, 2010
What do people pay attention to?
In the world of advertising and marketing, what is it people pay attention to?
I have a friend who sells the advertising which you will see right before a movie starts. When she walked in a room and told people that, everyone said how they hated that kind of advertising and could never tell you one ad they saw!
Stacy use to sell Bus advertising, you know the boards on the side of a bus.
Well in the world of getting the message out, we have Internet, bill boards, TV there must be 25 to 50's ways to advertise you product. Our company we use to use delivers now has a COKE sign on the side of the truck!!!
But What do people pay attention to?
And the only awnser I know is Demographics.
The marketer must know who they are selling to, as if they don't know then they are trying to hit the mark in the dark. Good luck!
People will respond, but advertisers must know when they post an ad in any media you want to post it in, is you are only going to get a 1/2 percent of the market which will pay attention to your ad.
That means 99.5% of the people will not see or pay attention, but the return on the .05% is worth GOLD!
Alan
I have a friend who sells the advertising which you will see right before a movie starts. When she walked in a room and told people that, everyone said how they hated that kind of advertising and could never tell you one ad they saw!
Stacy use to sell Bus advertising, you know the boards on the side of a bus.
Well in the world of getting the message out, we have Internet, bill boards, TV there must be 25 to 50's ways to advertise you product. Our company we use to use delivers now has a COKE sign on the side of the truck!!!
But What do people pay attention to?
And the only awnser I know is Demographics.
The marketer must know who they are selling to, as if they don't know then they are trying to hit the mark in the dark. Good luck!
People will respond, but advertisers must know when they post an ad in any media you want to post it in, is you are only going to get a 1/2 percent of the market which will pay attention to your ad.
That means 99.5% of the people will not see or pay attention, but the return on the .05% is worth GOLD!
Alan
Monday, May 10, 2010
An Observation
I have a 15 year old daughter, she has her phone, she has her Facebook, Twitter and all the other items electronically in the world! She never says, but I know she does get advertising sent to her on these electronic gadgets.
Now the 14 to 21 age group female are the largest spending group in the United States!
The other day a piece of mail came to my daughter from one of the clothing stores. It was personalized too her. It stated there was a sale on these days, and to get this kind of discount she needed to bring this coupon to the store to receive X.
She started running off, saying she needed to go to this store as she saw ...........................!
I asked as we were getting into the car, didn't she get this as a twitter?, email? or some other form of Internet galactic babble?
She said she didn't know as she has never read or remembered seeing any of this sent to her.
By this time we were at the mall, and we purchased the item or items shall we say, she wanted.
As we drove home I finished up and asked, "What made you made you want to go to the store to purchase this item's?"
Her comment was this! " Dad they sent me a letter with my name on it, and they knew I like this particular store! The showed me some clothes I really liked and wanted, and I could see the pictures and prices, and I had to have them!"
I guess the social media part is growing, but the new technology is PRINT!
Alan
Now the 14 to 21 age group female are the largest spending group in the United States!
The other day a piece of mail came to my daughter from one of the clothing stores. It was personalized too her. It stated there was a sale on these days, and to get this kind of discount she needed to bring this coupon to the store to receive X.
She started running off, saying she needed to go to this store as she saw ...........................!
I asked as we were getting into the car, didn't she get this as a twitter?, email? or some other form of Internet galactic babble?
She said she didn't know as she has never read or remembered seeing any of this sent to her.
By this time we were at the mall, and we purchased the item or items shall we say, she wanted.
As we drove home I finished up and asked, "What made you made you want to go to the store to purchase this item's?"
Her comment was this! " Dad they sent me a letter with my name on it, and they knew I like this particular store! The showed me some clothes I really liked and wanted, and I could see the pictures and prices, and I had to have them!"
I guess the social media part is growing, but the new technology is PRINT!
Alan
Wednesday, April 28, 2010
Points of Hue
Colors can make a client either purchase, or run away depending on what you are trying to say.
Color Communications Inc has done this study and I thought it was interesting to share.
Blue-based reds (such as raspberry red) are associated with more expensive products. Stick with yellow based reds (like tomato red, which is imagined as less expensive) if you're looking to downplay a high price.
Use orange to play up affordability. Yellow is the first color they sees, and when used with dark colors for high contrast (e.g. black type on a yellow background), it become more powerful and more easily read.
Choose green to convey possibility and hope.
Blue connotes confidence and safety, making it a great choice for financial and medical institution mailers.
Purple is especially hot right now, but it's typically used with high fashion, sorts teams or sweet treats (e.g. chocolates or perfume) rather than direct marketing.
Black conveys a strong sense of power, promise and the ability for high contrasts. Add sheen or matte to black, and it becomes more powerful.
White (especially when presented tone on tone) implies sophistication and formality - but also a high-end price point.
Color Communications Inc has done this study and I thought it was interesting to share.
Blue-based reds (such as raspberry red) are associated with more expensive products. Stick with yellow based reds (like tomato red, which is imagined as less expensive) if you're looking to downplay a high price.
Use orange to play up affordability. Yellow is the first color they sees, and when used with dark colors for high contrast (e.g. black type on a yellow background), it become more powerful and more easily read.
Choose green to convey possibility and hope.
Blue connotes confidence and safety, making it a great choice for financial and medical institution mailers.
Purple is especially hot right now, but it's typically used with high fashion, sorts teams or sweet treats (e.g. chocolates or perfume) rather than direct marketing.
Black conveys a strong sense of power, promise and the ability for high contrasts. Add sheen or matte to black, and it becomes more powerful.
White (especially when presented tone on tone) implies sophistication and formality - but also a high-end price point.
Tuesday, April 27, 2010
Direct Mail vs. Mailing
Yesterday I ran into a friend who works for a direct mail house here in town. Now I do mailings also so we had a cup of coffee and we talked a bit.
Now he has been in the direct mail industry 25+ years and I have been in it maybe 2 years.
We talked about equipment, and technology and after about 15 min. his comment was, You are in the mailing industry, you are not in the Direct Mail industry!
I said explain.
His comment was if you are doing postcards, with either variable data or just an address this is just mailing as the card itself gives a call to action, but the card is more informative, rather than having the end user do something with the piece!
I somewhat agreed with that statement, but said go on.
Direct mail is a process which gives the end user exactly what they are looking for, and if you are calling an action to either donate money, or purchase an item, the direct mail piece has several pieces and a reason for you to have a call to action.
He said the post card drives people to the Internet to buy. Direct mail has the end user pick up the phone and go!
I say all this, to say I'm in the mailing industry as the campaigns he has done was very awesome.
I'm learning every day
Alan
Now he has been in the direct mail industry 25+ years and I have been in it maybe 2 years.
We talked about equipment, and technology and after about 15 min. his comment was, You are in the mailing industry, you are not in the Direct Mail industry!
I said explain.
His comment was if you are doing postcards, with either variable data or just an address this is just mailing as the card itself gives a call to action, but the card is more informative, rather than having the end user do something with the piece!
I somewhat agreed with that statement, but said go on.
Direct mail is a process which gives the end user exactly what they are looking for, and if you are calling an action to either donate money, or purchase an item, the direct mail piece has several pieces and a reason for you to have a call to action.
He said the post card drives people to the Internet to buy. Direct mail has the end user pick up the phone and go!
I say all this, to say I'm in the mailing industry as the campaigns he has done was very awesome.
I'm learning every day
Alan
Thursday, April 22, 2010
Payment / Credit
It is 2010 and everyone knows money is tight and giving credit is a prayer and a hope in the first place, but it is something which has to be done, and writing hot checks are still a crime and not paying is still a pain in the butt.
More clients are on COD than ever before, but is this really a bad situation?
As if you pay for it when your recieve the product than it keeps your books clean, and if you are not trying to collect the money than you are able to do what you do best.
And wasn't it the credit issue which got this country in trouble in the first place?
Yes I've had a frustrating day!
Alan
More clients are on COD than ever before, but is this really a bad situation?
As if you pay for it when your recieve the product than it keeps your books clean, and if you are not trying to collect the money than you are able to do what you do best.
And wasn't it the credit issue which got this country in trouble in the first place?
Yes I've had a frustrating day!
Alan
Tuesday, April 20, 2010
Mistakes in Specs
In the 27 years I've been in this business I've seen a ton of specs on projects, and they have been written on cocktail napkins and they have been given on the phone, and they have also been emailed.
But a common mistake happens a lot, and this is in the bindery part of the specs.
People seam to get that their project is going to print 4 color, and they have designed this to be a certain size, but how does it fold? How did you get to your final size? and once we are finished folding or doing what ever you want to do with this piece, lets talk about packaging!
Last week I had a magazine which need to be estimated, and I had others who were bidding on this project. I asked about how much did he want the boxes to weigh? The awnser back was well I don't know what do you think?
That doesn't sound much of a problem but in a situation where the client is buying more on price, here is the problem.
If I try to save the end user and I put 20 lbs per box, we are talking about 100,000 magazines, this is almost 650 boxes to box the project @ 1.25 per box, but if the other guy says put it in a standard 40 lbs box, he has 325 boxes @ 1.30 per box. This is $390.00 saving on just the material of boxes, this does not include the labor to tape and lable the boxes, as this will add about another $200.00.
So the other guy has saved almost $600.00 on this project and per the specs we are both in compliance. But my 82 year old mother can move my boxes, but she can't even move the others.
So when giving specs on a project tell us how you want it packaged, as when you get the project and the box comes and you throw you back out trying to move it. Remember we as vendors are trying to get as much margin in these down times and if I can make it up in boxes and packaging then I will.
Alan
But a common mistake happens a lot, and this is in the bindery part of the specs.
People seam to get that their project is going to print 4 color, and they have designed this to be a certain size, but how does it fold? How did you get to your final size? and once we are finished folding or doing what ever you want to do with this piece, lets talk about packaging!
Last week I had a magazine which need to be estimated, and I had others who were bidding on this project. I asked about how much did he want the boxes to weigh? The awnser back was well I don't know what do you think?
That doesn't sound much of a problem but in a situation where the client is buying more on price, here is the problem.
If I try to save the end user and I put 20 lbs per box, we are talking about 100,000 magazines, this is almost 650 boxes to box the project @ 1.25 per box, but if the other guy says put it in a standard 40 lbs box, he has 325 boxes @ 1.30 per box. This is $390.00 saving on just the material of boxes, this does not include the labor to tape and lable the boxes, as this will add about another $200.00.
So the other guy has saved almost $600.00 on this project and per the specs we are both in compliance. But my 82 year old mother can move my boxes, but she can't even move the others.
So when giving specs on a project tell us how you want it packaged, as when you get the project and the box comes and you throw you back out trying to move it. Remember we as vendors are trying to get as much margin in these down times and if I can make it up in boxes and packaging then I will.
Alan
Monday, April 19, 2010
Home Depot
I went to Home Depot over the weekend, and when I walked in I was asked to fill out this survey. The questions of the survey was bogus, but the information they recived from me was awsome, and there was one question which I would like to know the awnser after everything is taken.
The question was this:
How do you like to recieve coupons and promotional material?
Via of mail
or
Via of email
I asked the person who was taking the survey the question what had he seen on the awnser, but because I was there fairly early on a Saturday morning the 5 which were before me all had said MAIL!
We can look at this two ways?
People in their 30's or younger don't get at Home Depot at 8:15 AM, or the Boomer generation knows how to fix things and the X & Y don't.
I would guess the later as chances are they at least stayed up past 10:00 PM on a Friday night?
But it was a very good question
Alan
The question was this:
How do you like to recieve coupons and promotional material?
Via of mail
or
Via of email
I asked the person who was taking the survey the question what had he seen on the awnser, but because I was there fairly early on a Saturday morning the 5 which were before me all had said MAIL!
We can look at this two ways?
People in their 30's or younger don't get at Home Depot at 8:15 AM, or the Boomer generation knows how to fix things and the X & Y don't.
I would guess the later as chances are they at least stayed up past 10:00 PM on a Friday night?
But it was a very good question
Alan
Wednesday, April 14, 2010
Print is Dead, and athe Ipad took it over?
Well the Ipad has been out 2 weeks at this point, and the reviews are coming back in. The first point which is needing to be fixed is the Ipad is a WiFi based computer, just like all the other computers in the world, and depending on the strength of the signal is how strong your computer is.
Can you download a movie to watch, just on WiFi? Seems like the catch up is what will take so long?
So far the Aps for the new Ipad don't do anymore than what the Iphone does.
So is Print Dead?
Well the first day Apple sold 300,000 Ipads, with 300,000 instruction manuals inside the box, they also needed 300,000 boxes, and also buck slips of sort.
Hmm? Looks like Apple needed some print also
Alan
Can you download a movie to watch, just on WiFi? Seems like the catch up is what will take so long?
So far the Aps for the new Ipad don't do anymore than what the Iphone does.
So is Print Dead?
Well the first day Apple sold 300,000 Ipads, with 300,000 instruction manuals inside the box, they also needed 300,000 boxes, and also buck slips of sort.
Hmm? Looks like Apple needed some print also
Alan
Tuesday, April 13, 2010
Making money
I work with people who want to make MONEY for themselves and it is my job to help you make those dollars, but clients don't see it this way?
Why?
It is a stigma which makes print as a commodity item.
With call centers, reciving centers for products or cash, clearing houses, it is still one big market and it is all called the GRAPHICS INDUSTRY and print is one small part of this industry.
If you want to make MONEY, and I'm talking BIG MONEY talk to a rep which knows how to do this and also let us build you a plan with web and all the ways of the media to help build you a brand.
It isn't just INK ON PAPER anymore!
Alan
Why?
It is a stigma which makes print as a commodity item.
With call centers, reciving centers for products or cash, clearing houses, it is still one big market and it is all called the GRAPHICS INDUSTRY and print is one small part of this industry.
If you want to make MONEY, and I'm talking BIG MONEY talk to a rep which knows how to do this and also let us build you a plan with web and all the ways of the media to help build you a brand.
It isn't just INK ON PAPER anymore!
Alan
Monday, April 12, 2010
Avacado & Turkey Sandwich
This weekend I experimented with an Avacado, Turkey and Rosemary Bread and the results were GREAT!!! What a great taste.
But it brings me to design, to trying new things, and I feel the graphics industry is so worried about price, and so worried to get out of there box they won't try anything new!
Last week I recieved a bid , and they put down 14 vendors to give them a price.
Now how much of IN THE BOX do you want to think about? and I'm afraid this is where the industry is going as they don't want to try anything new.
I've preached and spoke about interactive magazines, but that might not work?
But what would happen if it did work? Just maybe the taste sensation of the Rosemary with the garlic pepper, and the fresh Avacado is a taste bud rush you would like to have another?
The same is with design!
Alan
But it brings me to design, to trying new things, and I feel the graphics industry is so worried about price, and so worried to get out of there box they won't try anything new!
Last week I recieved a bid , and they put down 14 vendors to give them a price.
Now how much of IN THE BOX do you want to think about? and I'm afraid this is where the industry is going as they don't want to try anything new.
I've preached and spoke about interactive magazines, but that might not work?
But what would happen if it did work? Just maybe the taste sensation of the Rosemary with the garlic pepper, and the fresh Avacado is a taste bud rush you would like to have another?
The same is with design!
Alan
Friday, April 9, 2010
Paper cost again
It was announced today by the summer paper will go up $5.00 per hundred weight. What this means to you is higher cost in paper.
As always we will look to find away to keep this cost under control, but expect about a 3% to a 5% increase in print cost come November.
But then again it might not happen due to this is an election year?
Life of print
Alan
As always we will look to find away to keep this cost under control, but expect about a 3% to a 5% increase in print cost come November.
But then again it might not happen due to this is an election year?
Life of print
Alan
Tuesday, April 6, 2010
Something fun to do on press
We do some fun things on press, from Metal FX to gloss & dull varnish, but one of the things which is not well known, but looks awsome is:
Take DULL cover stock, print 4 color process on it, Knock out a lay down HIGH GLOSS varnish, then coat the entire sheet with Aquoes Matt coating. The effect is pretty cool!
Alan
Take DULL cover stock, print 4 color process on it, Knock out a lay down HIGH GLOSS varnish, then coat the entire sheet with Aquoes Matt coating. The effect is pretty cool!
Alan
Monday, April 5, 2010
What the market is saying?
On Friday the I-Pad came out, as people stood inline and purchased this new technolgy. What will it do to the industry as a whole?
Currently they are promoting it with Nextscape to watch movies, I tunes is promoting it to sell books & the internet and as long as they promote this, this way then nothing will change. But I see the item as a place to put more AP's and sell clients to produce an AP and make themselves more interactive. If this starts to happen I could see a drop in the day to day business we call print.
Time will tell
Alan
Currently they are promoting it with Nextscape to watch movies, I tunes is promoting it to sell books & the internet and as long as they promote this, this way then nothing will change. But I see the item as a place to put more AP's and sell clients to produce an AP and make themselves more interactive. If this starts to happen I could see a drop in the day to day business we call print.
Time will tell
Alan
Friday, April 2, 2010
Good Friday
Not much of a blog today as it is Good Friday and it is a good time to put togather the day as most companies have off, but we work!
Don't know why, but this is has always been the way!
Happy Easter
Alan
Don't know why, but this is has always been the way!
Happy Easter
Alan
Tuesday, March 30, 2010
Paper grain II
In a earlier blog I talked about how 8.5 x 11 is standard and all papers are purchased to get the most out of an 8.5 x 11.
When we buy paper we purchase sizes like 25 x 38 or 23 x 35 and various other sizes like this. The one item which is not know to the public is the bigger measurement 38 or 35 is the grain direction of the paper, and since most presses are 26 x 40 grain direction does not come into effect on a daily basis. Until the designer makes up a odd size, like 7 x 15 which fold down to a 5 x 7.
We have choices if I cut the 15 out of the 38 we get 2 out, and the 7 goes into the 25 3 times meaning we are getting 6 pieces out of a press sheet.
But the piece is layed out CROSS GRAIN!!!!!
Now as a printing firm we have to look at this piece different. We have to look at this first will there be any paper stretch? YES but not too bad, but the one big item we have to look at is CRACKING and does the job need to be scored? YES due to we are folding against the grain and the sheet will break when folded. I will also break when scored, but we are helping the score.
This is one of 1 million options when we look at paper and what we produce.
We will always get paper stretch as we smash the sheet, but we also will fold and do all kinds of stuff to a piece of paper to get the design you want.
To fix this it is better we run the folds with the grain, but we only get 3 out of a sheet and from there the price went up due to buying more paper.
It is not an easy decision
Alan
When we buy paper we purchase sizes like 25 x 38 or 23 x 35 and various other sizes like this. The one item which is not know to the public is the bigger measurement 38 or 35 is the grain direction of the paper, and since most presses are 26 x 40 grain direction does not come into effect on a daily basis. Until the designer makes up a odd size, like 7 x 15 which fold down to a 5 x 7.
We have choices if I cut the 15 out of the 38 we get 2 out, and the 7 goes into the 25 3 times meaning we are getting 6 pieces out of a press sheet.
But the piece is layed out CROSS GRAIN!!!!!
Now as a printing firm we have to look at this piece different. We have to look at this first will there be any paper stretch? YES but not too bad, but the one big item we have to look at is CRACKING and does the job need to be scored? YES due to we are folding against the grain and the sheet will break when folded. I will also break when scored, but we are helping the score.
This is one of 1 million options when we look at paper and what we produce.
We will always get paper stretch as we smash the sheet, but we also will fold and do all kinds of stuff to a piece of paper to get the design you want.
To fix this it is better we run the folds with the grain, but we only get 3 out of a sheet and from there the price went up due to buying more paper.
It is not an easy decision
Alan
Monday, March 29, 2010
Paper Grain
This is an area where most people do not understand.
Paper has a grain, and paper becasue it is a wood product expands, shrinks and will actually grow as the paper gains moisture, and this is Blank paper. Now we are going to put ink on this sheet and do all kinds of nasty stuff to this wood product.
To first understand, I need to give you a visual. If you took a paper straw, and take lots of paper straws, and lay them next to each other side by side, and measure the width of your straw mat. Now roll a rolling pin over these paper straws and flatten them all out. Now measure this width!
You will find that the flatten straws are some larget then the round straws.
this is the same as in paper.
When we run paper thru a printing press we smash the paper to put the ink on the sheet, and by doing this the paper will stretch.
This is why we purchase 5 & 6 color presses, so we can smash the paper on the first unit, and print on the next 4 units. This spreads out the sheet. But what happens when we need all the units?
We will watch the last two units and will track registration, as what fit in unit one sometimes does not fit in unit 6, and we will chase this color. To the person not really looking for it, you will not see it. But to people who do this daily, it is a very tough task.
Tomorrow I will talk about cross grain as sometimes in scores and print it becomes a crap shoot?
Alan
Paper has a grain, and paper becasue it is a wood product expands, shrinks and will actually grow as the paper gains moisture, and this is Blank paper. Now we are going to put ink on this sheet and do all kinds of nasty stuff to this wood product.
To first understand, I need to give you a visual. If you took a paper straw, and take lots of paper straws, and lay them next to each other side by side, and measure the width of your straw mat. Now roll a rolling pin over these paper straws and flatten them all out. Now measure this width!
You will find that the flatten straws are some larget then the round straws.
this is the same as in paper.
When we run paper thru a printing press we smash the paper to put the ink on the sheet, and by doing this the paper will stretch.
This is why we purchase 5 & 6 color presses, so we can smash the paper on the first unit, and print on the next 4 units. This spreads out the sheet. But what happens when we need all the units?
We will watch the last two units and will track registration, as what fit in unit one sometimes does not fit in unit 6, and we will chase this color. To the person not really looking for it, you will not see it. But to people who do this daily, it is a very tough task.
Tomorrow I will talk about cross grain as sometimes in scores and print it becomes a crap shoot?
Alan
Thursday, March 25, 2010
A Friend Retires
The one thing I can say about the Graphics Industry is the people who are in the industry are ussally the salt of the earth people. The industry as a whole is a tough industry. Not ever being a designer I do know clients expect creative ideas, and on time design at the drop of a hat.
Then as the end production company the expectations are the same with thousands a variables which can happen.
This causes stress and the battles we fight to get the next project out, or the wars we have to monuever projects around to get this one project out, builds character in people.
And when you meet and like a person who you have fought with and have gone to battle with you leave a bit of yourself with them.
Mark Woodman is one of those people, and I'm very sad to see he is leaving the industry as we have stood toe to toe and have fought to get projects out and we have won.
Mark you will be missed by others and by myself, and for this I want to say Thank you for all you did for me.
Alan
Then as the end production company the expectations are the same with thousands a variables which can happen.
This causes stress and the battles we fight to get the next project out, or the wars we have to monuever projects around to get this one project out, builds character in people.
And when you meet and like a person who you have fought with and have gone to battle with you leave a bit of yourself with them.
Mark Woodman is one of those people, and I'm very sad to see he is leaving the industry as we have stood toe to toe and have fought to get projects out and we have won.
Mark you will be missed by others and by myself, and for this I want to say Thank you for all you did for me.
Alan
Wednesday, March 24, 2010
Mis non-facts about digital printing
I had a perception of digital print, which it would be perfect as we are not trying to dial in color and everything in the world is solid gold!!!
Boy am I wrong.
First of all Digital print and the equipment goes down almost once or twice a week and if you do not have someone who works or knows how to work in the equipment then you are standing still. In checking with the market, this is ALL Digital presses and it doesn't matter which manufacture you talk to, they all stop for some reason or another.
Second misconception is color and I thought there was no way to not registare a project.
WRONG, I recivied a project the other day, when the proof came the Red was hanging out about a dot. In talking with the operator he said he could fix this and did, but never thought I would hear this on a digital press.
Lastly ALL digital equipments have some kind of fusion of the ink, meaning a bit of heat hits the sheet before it delivers. Even though we have a temperature controlled room, the paper must of had just a bit of moisture and when ran it shurnk, the paper did shrink just a bit.
Once again something they didn't tell you in Digital world 101.
Thanks
Alan
Boy am I wrong.
First of all Digital print and the equipment goes down almost once or twice a week and if you do not have someone who works or knows how to work in the equipment then you are standing still. In checking with the market, this is ALL Digital presses and it doesn't matter which manufacture you talk to, they all stop for some reason or another.
Second misconception is color and I thought there was no way to not registare a project.
WRONG, I recivied a project the other day, when the proof came the Red was hanging out about a dot. In talking with the operator he said he could fix this and did, but never thought I would hear this on a digital press.
Lastly ALL digital equipments have some kind of fusion of the ink, meaning a bit of heat hits the sheet before it delivers. Even though we have a temperature controlled room, the paper must of had just a bit of moisture and when ran it shurnk, the paper did shrink just a bit.
Once again something they didn't tell you in Digital world 101.
Thanks
Alan
Tuesday, March 23, 2010
Metal FX
Metal FX is a company which invented a process to make PMS colors metalic. Before they went Bankrupt they used CGX as a test market for the product. As of this moment only a CGX company can do Metal FX.
The process is pretty cool as we lay down a special silver ink first with the other process colors on top of the metalic ink. This is pretty cool and the effects are suddle but very noticable.
Today we are running a poster for one of the NBA teams and the back ground will be the Metal FX as we have knocked out the subject matter and the effect will give a two tone look as the subject will pop off the page as the metal gives a very Red & Yellow metalic look.
Try Metal FX as we do have samples but you are not really going to find this any other place, than a CGX company.
Alan
The process is pretty cool as we lay down a special silver ink first with the other process colors on top of the metalic ink. This is pretty cool and the effects are suddle but very noticable.
Today we are running a poster for one of the NBA teams and the back ground will be the Metal FX as we have knocked out the subject matter and the effect will give a two tone look as the subject will pop off the page as the metal gives a very Red & Yellow metalic look.
Try Metal FX as we do have samples but you are not really going to find this any other place, than a CGX company.
Alan
Monday, March 22, 2010
What Now?
With the passing of the Health Bill last night we are not sure what will happen to the country? But the one fear I have is what I do for a living, which is print.
The insurance business is BIG business and all the forms, mailing and other items which effects the insurance business also effects the printing business.
Paper announced a increase in paper last week, about a $5.00 per 100 weight, (explanation on how they sell paper soon) But this increase was the first increase in a NON-catalog season.
Paper is a supply and demand product and even though it is not a true commodity it is very close as it is sold on the open market.
So if the Health care industry goes away or drastically gets smaller than the paper industry will get smaller as well as the printing industry.
The next few weeks will be very interesting, to see what the market is really going to do and we will see if paper holds or is supply goes down will the price follow.
I'll keep you posted
Alan
The insurance business is BIG business and all the forms, mailing and other items which effects the insurance business also effects the printing business.
Paper announced a increase in paper last week, about a $5.00 per 100 weight, (explanation on how they sell paper soon) But this increase was the first increase in a NON-catalog season.
Paper is a supply and demand product and even though it is not a true commodity it is very close as it is sold on the open market.
So if the Health care industry goes away or drastically gets smaller than the paper industry will get smaller as well as the printing industry.
The next few weeks will be very interesting, to see what the market is really going to do and we will see if paper holds or is supply goes down will the price follow.
I'll keep you posted
Alan
Wednesday, March 17, 2010
Paper cost
It has been announced that paper will take a jump in price as this will soon be across the board jump.
Take a look at your projects and make sure you have dollars to cover yourself as we can't hide from paper increases.
Till then
Alan
Take a look at your projects and make sure you have dollars to cover yourself as we can't hide from paper increases.
Till then
Alan
Tuesday, March 16, 2010
Industry as a whole
This is a tough industry, it is tough as it is a consistant push, daily and daily again. You push the clients for files, you push the production for proofs, and you push to get the job out, and then you push to collect your money.
This is a tough industry.
But when it does work!!!!
It is the best industry
Alan
This is a tough industry.
But when it does work!!!!
It is the best industry
Alan
Wednesday, March 10, 2010
Basics day 3
For the last two days we have talked offset printing or the 3 cylinders and when and when not to use Web verses Sheetfed. Today it is Digital print!
Digital print started off as short run printing. Under 1,000 pieces, but now it has taken a life of its own.
It is short run or one off print! It is variable print, it is real BIG as in banners or any other item you can think of.
But it is expensive, and you have heard me say this before and I'll say it again and again.
WHAT ARE YOUR PLANS WITH THIS PIECE OF MARKETING MATERIAL?
and WHO IS YOUR CLIENT.
Variable is very effective, but if you do not know your market it is very expensive.
The digital market started as a XEROX black toner on a white sheet of paper. Later it was still Black in on a white paper but they upped the quality of the toner.
Later it became what we tried to sell as PLEASENT COLOR, but you could see the toner piled on top of each other, but you could actually print 4 color process.
Now we have perfect the method, and it is very hard to tell ink on paper from Digital print.
Digital is here to stay, as well as Offset and they both compliment each other.
Till then
Alan
Digital print started off as short run printing. Under 1,000 pieces, but now it has taken a life of its own.
It is short run or one off print! It is variable print, it is real BIG as in banners or any other item you can think of.
But it is expensive, and you have heard me say this before and I'll say it again and again.
WHAT ARE YOUR PLANS WITH THIS PIECE OF MARKETING MATERIAL?
and WHO IS YOUR CLIENT.
Variable is very effective, but if you do not know your market it is very expensive.
The digital market started as a XEROX black toner on a white sheet of paper. Later it was still Black in on a white paper but they upped the quality of the toner.
Later it became what we tried to sell as PLEASENT COLOR, but you could see the toner piled on top of each other, but you could actually print 4 color process.
Now we have perfect the method, and it is very hard to tell ink on paper from Digital print.
Digital is here to stay, as well as Offset and they both compliment each other.
Till then
Alan
Tuesday, March 9, 2010
More basics SHEETFED
As we have been talking about the base or our basics, the 3 cylinders system is called OFFSET print, and yesterday we spoke on the WEB and why the web verses a sheetfed press.
Quanity is really the only difference, as the equipment can run the same look, it is just the quanity which diktakes the equipment.
On a sheetfed press we still have the 3 cylinders, but the basic rule here is STRAIGHT, FLAT, and ONE at a Time. Meaning the sheet goes down a table, the sheet stops so briefly, before the press grabs the sheets and puts the ink on paper. Where the Web is the roll and it prints both sides at one time, and then folds the sheet.
You will use a sheetfed press for a million items, but ussally you are going to do something with that item, like fold it, die cut it, punch it stable it, hang it or just use it!
But each piece of equipment is used for a different purpose.
The one question which keeps coming up over and over again is WHAT ARE YOU GOING TO DO WITH THIS PIECE OF MATERIAL?, and the awnser to this question will allow us to know what piece of equipment to use.
Till then
Alan
Quanity is really the only difference, as the equipment can run the same look, it is just the quanity which diktakes the equipment.
On a sheetfed press we still have the 3 cylinders, but the basic rule here is STRAIGHT, FLAT, and ONE at a Time. Meaning the sheet goes down a table, the sheet stops so briefly, before the press grabs the sheets and puts the ink on paper. Where the Web is the roll and it prints both sides at one time, and then folds the sheet.
You will use a sheetfed press for a million items, but ussally you are going to do something with that item, like fold it, die cut it, punch it stable it, hang it or just use it!
But each piece of equipment is used for a different purpose.
The one question which keeps coming up over and over again is WHAT ARE YOU GOING TO DO WITH THIS PIECE OF MATERIAL?, and the awnser to this question will allow us to know what piece of equipment to use.
Till then
Alan
Monday, March 8, 2010
Basics 101 - 3 types
There are many types of printing, but there are only 3 which I'm very familier with!!!
We have Digital Print which is ussally Variable. Offset is based off of Sheetfed or Web printing.
Lets talk today about the WEB:
A web press is still an offset press, if you do not know what offset is it is the 3 cylinder rule, meaning a plate, blanket and impression cylinder. What makes the web different than a sheetfed press is the paper of the press.
Web printing starts with a HUGE roll of paper, and the paper is threaded thru various stations to straighten out the paper, the into the printing units to print bothsides of the paper. In this case we then run the paper of wet ink thru ovens, and we bake the ink onto the sheet. HENCE the name HEAT OFFSET But when the roll or image comes out on the other side the paper is dry as the ovens dried the ink, and from here is when the fun begins as we fold the project while it is running and it comes down ready to be finished in bindery.
Heatset print is something very easy to do, but is ussally for longer runs, or muliple page counts.
Call me at 918-605-9220 if you have any questions on they way HEATSET print works.
Alan
We have Digital Print which is ussally Variable. Offset is based off of Sheetfed or Web printing.
Lets talk today about the WEB:
A web press is still an offset press, if you do not know what offset is it is the 3 cylinder rule, meaning a plate, blanket and impression cylinder. What makes the web different than a sheetfed press is the paper of the press.
Web printing starts with a HUGE roll of paper, and the paper is threaded thru various stations to straighten out the paper, the into the printing units to print bothsides of the paper. In this case we then run the paper of wet ink thru ovens, and we bake the ink onto the sheet. HENCE the name HEAT OFFSET But when the roll or image comes out on the other side the paper is dry as the ovens dried the ink, and from here is when the fun begins as we fold the project while it is running and it comes down ready to be finished in bindery.
Heatset print is something very easy to do, but is ussally for longer runs, or muliple page counts.
Call me at 918-605-9220 if you have any questions on they way HEATSET print works.
Alan
Friday, March 5, 2010
What happened
Years ago maybe 3 to 5 years ago when we saw a typo in a magazine, program or other printed piece the comment was IT WAS THE PRINTERS FAULT!
Well with today's technology the client now is control of all their files, LIKE THEY DID BACK THEN ALSO! But now when you see a typo in the magazine, program or other printed piece, no one ever says a thing!
IT WAS THE MARKETING DEPARTMENTS FAULT!!!!
Now you know
Alan
Well with today's technology the client now is control of all their files, LIKE THEY DID BACK THEN ALSO! But now when you see a typo in the magazine, program or other printed piece, no one ever says a thing!
IT WAS THE MARKETING DEPARTMENTS FAULT!!!!
Now you know
Alan
Monday, March 1, 2010
Advertising
If you drove in to work this morning you passed I would guess a minimum of five billboards!
Last night if you watched TV did you watch live TV or did you DVR the show so you wouldn't watch the commercials?
Yesterday was Sunday and if you got the paper what ads did you see? And finally if you picked up a magazine this weekend did you read any of the ads which were printed in the magazine?
Also what was the last email you opened which you were inspired to open and react to?
We have DO NOT CALL LIST, we have SPAM FILTERS, we block out in our minds the Bill Boards and if the song is over we scan to the next station due to we don't want to listen to the next car commercial on the radio. And I LOVE MY DVR!
So how do we get to our target market?
Direct Mail, but not just the old send out a letter to look like something important.
Jim Rhome says DON'T SUCK! make it personal, know your client and send them a variable message to drive them to the internet, and then back it up with a radio commercial to build awarness and do your job as a marketing person to get the word out CORRECTLY!
Variable Direct mail WORKS
Alan
Last night if you watched TV did you watch live TV or did you DVR the show so you wouldn't watch the commercials?
Yesterday was Sunday and if you got the paper what ads did you see? And finally if you picked up a magazine this weekend did you read any of the ads which were printed in the magazine?
Also what was the last email you opened which you were inspired to open and react to?
We have DO NOT CALL LIST, we have SPAM FILTERS, we block out in our minds the Bill Boards and if the song is over we scan to the next station due to we don't want to listen to the next car commercial on the radio. And I LOVE MY DVR!
So how do we get to our target market?
Direct Mail, but not just the old send out a letter to look like something important.
Jim Rhome says DON'T SUCK! make it personal, know your client and send them a variable message to drive them to the internet, and then back it up with a radio commercial to build awarness and do your job as a marketing person to get the word out CORRECTLY!
Variable Direct mail WORKS
Alan
Friday, February 26, 2010
Seth Godin
Seth is a man I respect as he wrote the PURPLE COW a very good marketing book.
but Seth says trying to get to the C-level is very difficult. And comment of his is:
If you e-mail me or write to me or call me without me asking first, I hate you. You are a spammer. I won't buy from you or encourage others to do so.
In the print or graphics world how do you get your message across is you do any of the above statement?
This is when your variable data comes into place and your message has to be dead ass on.
And the information provide this week is what has to take place to get to this C-level client.
Enjoy the weekend
Alan
but Seth says trying to get to the C-level is very difficult. And comment of his is:
If you e-mail me or write to me or call me without me asking first, I hate you. You are a spammer. I won't buy from you or encourage others to do so.
In the print or graphics world how do you get your message across is you do any of the above statement?
This is when your variable data comes into place and your message has to be dead ass on.
And the information provide this week is what has to take place to get to this C-level client.
Enjoy the weekend
Alan
Thursday, February 25, 2010
Basics Folding
Once again I get the question on how do I make this more cost effiecent?
And when I look at the piece it has folds perfs, scores and is twisted in several directions.
Here is some secrets to help save money.
In folding a sheet, we have to look at the thickness of paper as NO one like cracking where the fold goes. Simple rule the thicker the paper the more the crack will be. So we score the sheet, but if you are in a price competive state, than we can run the project and the folds will go with the grain of paper (paper has a grain) and we can run a scoring wheel on the folder. This will not be the best score but with the grain going the correct direction then this will be a OK score, but this will save major dollars.
This is when we can also put a perf in the sheet.
These are little things which saves not only cost, but time and with the combination of the two sometimes it is worth having a few minor flaws compared to perfection which cost way more!
My thoughts
Alan
And when I look at the piece it has folds perfs, scores and is twisted in several directions.
Here is some secrets to help save money.
In folding a sheet, we have to look at the thickness of paper as NO one like cracking where the fold goes. Simple rule the thicker the paper the more the crack will be. So we score the sheet, but if you are in a price competive state, than we can run the project and the folds will go with the grain of paper (paper has a grain) and we can run a scoring wheel on the folder. This will not be the best score but with the grain going the correct direction then this will be a OK score, but this will save major dollars.
This is when we can also put a perf in the sheet.
These are little things which saves not only cost, but time and with the combination of the two sometimes it is worth having a few minor flaws compared to perfection which cost way more!
My thoughts
Alan
Wednesday, February 24, 2010
Variable Data the next step
Now we have our data and we now know who are clients are, it is time to figure out what we want to say and to add more creditbility to my clients, but also we are wanting to find more clients to increase our business.
With variable data we want to call to action, as it is too expesive to just get someone to read and throw away, so we want a call to action. For two reasons, one is to track the response rate and the other to get a sale or a final decision. Once established this message then we send it to MR. JOHN SMITH stating their or his needs on the lititure and from there the process begins
Variable data is very effective in the market place and using varible data and pushing people to the web can be very powerful, but to do this without finding who you market is then it can be very expensive and you can get little to no results.
With Respect
Alan
With variable data we want to call to action, as it is too expesive to just get someone to read and throw away, so we want a call to action. For two reasons, one is to track the response rate and the other to get a sale or a final decision. Once established this message then we send it to MR. JOHN SMITH stating their or his needs on the lititure and from there the process begins
Variable data is very effective in the market place and using varible data and pushing people to the web can be very powerful, but to do this without finding who you market is then it can be very expensive and you can get little to no results.
With Respect
Alan
Tuesday, February 23, 2010
More about Variable Data
In trying to get information about your clients and really who are your clients there are several ways you can collect this information.
One is have a calling group call your clients and ask for the information and why are they your client, the second is to send a return postcard asking the question and having them mail it back in, but the best is a PURL.
Personal URL, and this is asking the client to go to a website which is personalized to your client and asking them to fill out a questionare and then you will give them some promotional item for their time.
But now we have this persons real reason they are your client, we know income, kids, no kids, occupation, race, various questions of habit they have, sports or events they like and this PURL questionare should be several questions long from 8 to 12 question and no longer than 3 to 5 min to fill out.
But we now KNOW, and once we get several of these back then we can start looking for others with the same qualifications and send them personal variable data to turn these non clients into clients.
When Variable data does not work is when a blanket variable peace gets sent out and there is no need.
At my home a Dentist sent me a personalize letter, which as a marketing peace it did get opened and it did get read and for a few seconds I thought about our current dentist verses this new dentist and there was no reason for me to leave my current Dentist and threw the letter in the trash, never to be seen again!
But the letter did work, it just found no reason.
What should of happend?
Maybe a search of parents who have children ages 2 or 3 and they are looking for a Dentist for their children, or People new to a city within the last 2 years, but I've lived in my house almost 18 years have two teenagers and in my late 40's, this information is out there and who ever helped this dentist spent dollars which was not needed.
This is why having proper data is so important.
Thank you
Alan
One is have a calling group call your clients and ask for the information and why are they your client, the second is to send a return postcard asking the question and having them mail it back in, but the best is a PURL.
Personal URL, and this is asking the client to go to a website which is personalized to your client and asking them to fill out a questionare and then you will give them some promotional item for their time.
But now we have this persons real reason they are your client, we know income, kids, no kids, occupation, race, various questions of habit they have, sports or events they like and this PURL questionare should be several questions long from 8 to 12 question and no longer than 3 to 5 min to fill out.
But we now KNOW, and once we get several of these back then we can start looking for others with the same qualifications and send them personal variable data to turn these non clients into clients.
When Variable data does not work is when a blanket variable peace gets sent out and there is no need.
At my home a Dentist sent me a personalize letter, which as a marketing peace it did get opened and it did get read and for a few seconds I thought about our current dentist verses this new dentist and there was no reason for me to leave my current Dentist and threw the letter in the trash, never to be seen again!
But the letter did work, it just found no reason.
What should of happend?
Maybe a search of parents who have children ages 2 or 3 and they are looking for a Dentist for their children, or People new to a city within the last 2 years, but I've lived in my house almost 18 years have two teenagers and in my late 40's, this information is out there and who ever helped this dentist spent dollars which was not needed.
This is why having proper data is so important.
Thank you
Alan
Monday, February 22, 2010
Variable Print lets talk!
With today's new technologies we can now customize a marketing plan directly to your client. I can show stats and how this gives you a better ROI. But before we start designing these great ideas lets talk about YOUR MARKET
Who is your client?
What do they look like?
Where do they come from?
Not to long ago if I was doing a mail campaign, I took several zip codes, a few finacial income levels and would drop the mail to what ever came up and if we were really lucky we would send out our mail and get a .25 or 1/4% of those people would respond. It was the throw a few ideas to the wall and see which one sticks.
In todays market you are going to have to know who you customers are, and this is the one of the most shocking items I find is how corporations do not know who their client are?
First steps you need to do to find out who is your real client and who you really make money from?
Start with your current billing and lets look what everyone has in common.
Lets look at the buyers and what they have in common?
Geography
and the list can go on and on, but we will find a common thread.
And while we are sorting thru this information we need to send out a few reply cards and internet post to ask WHO you are and WHY are you here?
This is a time tasking pain in the butt project, but if you are going to market to your clients and NEW clients then it if better to go hunting for bear with a bullet and not a shotgun.
Tomorrow we will talk about ideas to get people to give you this information and by the end of the week we will start showing you how to build a good variable print marketing campaign.
Till then
Alan
Who is your client?
What do they look like?
Where do they come from?
Not to long ago if I was doing a mail campaign, I took several zip codes, a few finacial income levels and would drop the mail to what ever came up and if we were really lucky we would send out our mail and get a .25 or 1/4% of those people would respond. It was the throw a few ideas to the wall and see which one sticks.
In todays market you are going to have to know who you customers are, and this is the one of the most shocking items I find is how corporations do not know who their client are?
First steps you need to do to find out who is your real client and who you really make money from?
Start with your current billing and lets look what everyone has in common.
Lets look at the buyers and what they have in common?
Geography
and the list can go on and on, but we will find a common thread.
And while we are sorting thru this information we need to send out a few reply cards and internet post to ask WHO you are and WHY are you here?
This is a time tasking pain in the butt project, but if you are going to market to your clients and NEW clients then it if better to go hunting for bear with a bullet and not a shotgun.
Tomorrow we will talk about ideas to get people to give you this information and by the end of the week we will start showing you how to build a good variable print marketing campaign.
Till then
Alan
Friday, February 19, 2010
The Basics
If we are going to give information about this industry then we are going to start wth the basics.
I'm always asked is their ways to make this more cost effiecent and the awnser is yes, change your design sizxe and this always comes back with can you give me another awnser?
The US standard for paper is 8 1/2 x 11 and everything which is made is a divison of this size.
Paper mills manufacture their paper to get the most out of what we call a parent size sheet. Which is 23 x 35 as we can get 8 - 8 1/2 x 11's out of this sheet. Now the paper mills know we like to run ink off the edge of the sheet which is called a bleed so they manufacture a 25 x 38 size to accomidate this action.
Now the 8.5 x 11 can be 11 x 17 which is a 4 page or 17 x 22 which is an 8 page and so forth. We can also run 11 x 8.5 or we can fold it to 5.5 x 8.5 or 8.5 x 8.5 and all these size is a division of 8 1/2 x 11.
The paper industry runs 3 sizes everyday and if we can run to their standards of paper get the most out of the sheet then we can be more cost effiecient when it comes to your product. Those standard sizes are:
I'm always asked is their ways to make this more cost effiecent and the awnser is yes, change your design sizxe and this always comes back with can you give me another awnser?
The US standard for paper is 8 1/2 x 11 and everything which is made is a divison of this size.
Paper mills manufacture their paper to get the most out of what we call a parent size sheet. Which is 23 x 35 as we can get 8 - 8 1/2 x 11's out of this sheet. Now the paper mills know we like to run ink off the edge of the sheet which is called a bleed so they manufacture a 25 x 38 size to accomidate this action.
Now the 8.5 x 11 can be 11 x 17 which is a 4 page or 17 x 22 which is an 8 page and so forth. We can also run 11 x 8.5 or we can fold it to 5.5 x 8.5 or 8.5 x 8.5 and all these size is a division of 8 1/2 x 11.
The paper industry runs 3 sizes everyday and if we can run to their standards of paper get the most out of the sheet then we can be more cost effiecient when it comes to your product. Those standard sizes are:
23 x 35
25 x 38
26 x 40
Now you can buy divisions of these sizes like 19 x 25 or 20 x 26 but you can see it is just a division of the standards.
So the next time you are in design and you are looking to be cost efficient then look at the finish size and ask how many of the final size can I get out of 8 1/2 x 11 and if the awnser is one then you are good to go, as a 7 x 10 piece is 8.5 x 11 to our industry and the cost will be basically about the same when it comes to paper.
With Respect
Alan
Thursday, February 18, 2010
Where is Print really going?
It is said the web will take over print? In some parts this is a correct awnser but here are a few facts which needs be known.
According to Printing Impressions: Print world wide will increase from $706 Billion dollars in 2008 to $724 Billion in 2014.
I'm not saying there are markets which will not be effected and totally go away, but these markets were short term in the first place like the Annual report, business forms and etc. But print is very much alive but like everything else in the world it now looks totally different.
If you will look back at this site either daily or weekly I will keep you informed about this crazy world we call GRAPHIC ARTS!
You will get my knowledge, and at times you will get my opinion but I will promise you this I will always state my reasons and not just VENT because of this world we call PRINT!
With Respect to all
adp
According to Printing Impressions: Print world wide will increase from $706 Billion dollars in 2008 to $724 Billion in 2014.
I'm not saying there are markets which will not be effected and totally go away, but these markets were short term in the first place like the Annual report, business forms and etc. But print is very much alive but like everything else in the world it now looks totally different.
If you will look back at this site either daily or weekly I will keep you informed about this crazy world we call GRAPHIC ARTS!
You will get my knowledge, and at times you will get my opinion but I will promise you this I will always state my reasons and not just VENT because of this world we call PRINT!
With Respect to all
adp
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