Blog posts of '2024' 'December'

It might be the digital age, but print media can still be an effective tool for marketing your brand. There are a lot of different ways to get your message and branding out there, and print media should be part of that mix for any business that wants to widen the scope of the people it reaches. Just like with digital marketing, using print media doesn’t have be made completely on your own. Using a quality Denver commercial printer can help you get the right materials to reach the right demographic.

Taking the time to understand the process can also help guide you to create more impactful print media. From the design to the message, print marketing has to make a quick impression in today’s fast moving world. You not only want your printed materials to grab your audience’s attention, but you also need them to be impactful enough to get that audience to look up from their phones. That can be a tall order with a society immersed in their devices, but here are some tips to get your target audience to look at you in a different light. 

Different Types of Print Media

There is a wide variety of print media that can be used to get your message across. While some people will immediately think of newspapers and magazines as print media, don’t forget about things like flyers, brochures, pamphlets, or even posters and billboards. Each of them can be used to target different types of audiences, but all of them can be effective if crafted properly. Understanding your target demographic is imperative, and your printer can help you come up with some design ideas to go along with the proper medium. 

Thanks to the internet, newspapers might not have the reach that they used to, but they can be good for reaching a broad audience. Magazines are typically ideal for reaching niche markets with targeted content. However, both of those may have in-house advertising teams that could impact your final advertisement. You’ll have more control over the design of things like brochures and posters – which are both very effective for delivering detailed information to a local market. Posters and billboards have high visibility, and brochures can quickly reach a large number of people, as well. 

Compelling Content & Design

If a piece of print media isn’t engaging, it might not be worth the paper it’s printed on. This comes down to crafting solid, relevant content and combining it with impactful design. From the content side, headlines have to be catchy to grab attention, while the rest of the content must have clear messaging that’s consistent with your brand’s values and identity. Adding high-quality visuals will enhance the visual appeal of the piece while also bolstering the message. These should all lead to a clear call to action that encourages immediate response or engagement. 

When creating the overall design, make sure to be consistent. Your branding should have its own colors, fonts, and logos, and those items should be used consistently throughout all of your marketing and advertising. Brand consistency is one of the most important things across all marketing, but the look also has to be pristine. Clean and professional layout will ensure readability and help with visual appeal. Be sure to use high-quality paper and printing services. When making an impression with print materials, it’s really easy for your target audience to recognize cheap materials. They won’t hold up as well, either, so taking the extra step to get high-quality materials is an important step. 

Create a Clear Call to Action

There is a specific purpose behind every advertising campaign, and your print media and marketing need to shout this goal from the rooftops. You want your message to be delivered without confusion, so that your audience will be able to process the message quickly and efficiently. It can take some time to craft these properly, so be sure to use the resources at your disposal. An experienced Denver commercial printer should be able to help you align your message with the medium. This is arguably the most crucial aspect of reaching your audience and getting the marketing to be successful. 

Not all of these goals are going to be directly dealing with you making sales. Maybe your company is overhauling its brand, or opening a new location. These things also need to be apparent, delivering a clear call to action for those you’re trying to reach. Whatever your main directive is, the print media has to be created accordingly. Getting the right design will help frame this call to action so that there isn’t any confusion as to the message you’re trying to get across. 

Memorable Brand Awareness

There have been multiple studies done that show that advertisements and marketing done on print media outperform their digital counterparts. It’s easier for your brain to absorb the content on print advertising, as the tangible, physical interaction with the medium sticks with us longer. Think about it: When most people see an ad pop up from a website or on social media, the first thing they look for is the button to click out of it. Print media doesn’t have that luxury, allowing for the marketing and advertising to stay with the audience longer. 

Digital ads may reach a larger audience, but print media allows you to target a direct demographic within your audience. If you customize items like pamphlets, brochures, and posters – and put them in the right traffic areas – you can get a greater response from your target audience. You can also collaborate with other businesses or media outlets to create co-branded campaigns for a wider reach. Print media is also much more effective than digital when distributing materials at relevant events like trade shows and other events. This can maximize exposure to the right audience, instead of trying to splash a digital campaign that may or may not land in front of the eyes of the right people.

Track Effectiveness of Print Campaigns

It’s much easier to track the impact of digital marketing campaigns, as there are multiple software programs built to do exactly that. However, it’s not impossible to get the same information from your print media marketing campaigns. You can use unique QR codes, web addresses, or even coupons to track and measure your return on investment. These special codes or URLs are typically lead to unique landing pages that can easily be tracked through Google analytics. Vouchers or coupons for discounts are perfect for tracking this, as you’ll know how many marketing items were sent out, and how many were used. 

You can also gather important feedback from customers and clients that ask about the effectiveness of the campaign. This can give you valuable insight from the exact audience you’re trying to reach, which can help improve the impact of future campaigns. It’s also important to understand how the print marketing is doing alongside your digital marketing campaigns. Analyze your sales data to correlate how these campaigns are working together to get a better idea of how to improve each. 

Integrate With Digital Marketing

If you’re using QR codes or are redirecting to unique websites, be sure to include those in your digital marketing, as well. This cross-promotion can create a very good balance between both worlds, and can bolster the impact of both digital and print marketing campaigns. Advertising and marketing is about providing value to your clients and customers, and being present on a variety of different platforms will help keep you relevant and at the top of mind. Every time you’re advertising a service, it’s delivering the potential to help your target audience. 

Working both sides of the coin when it comes to digital and print can have an overwhelming impact. If done correctly, it can get you in front of the right customers – whether they spend all day on their smartphone or not. This gives insight into a larger customer base, and can help you learn more from the data. Use the insights from both tracking and feedback – from both print and digital – to help you refine your strategy. Don’t be afraid to experiment with different designs on both platforms, to see what part of your branding reaches the most people. Be sure to stay current. Keeping up with industry trends will also help you adapt your marketing strategy on both sides so you can reach the optimal number of potential clients. 

Marketing is tricky, but it’s mainly about grabbing the most attention. While many people can’t live without their smartphone in their hands, there’s still a huge demographic out there that can be impacted by print marketing. Print media has been a successful way to market items for centuries, and it is still effective now. It just has to be done properly. For more information on how print media can help boost your brand awareness, reach out to the experts at Cottrell Printing today.

Large format prints are a great way to make a bold statement that’s aimed at a larger group of people. These can take the form of anything as small as posters to much larger banners and murals. Done right by a trusted Denver printing company, and they can deliver striking detail with crisp colors and high-resolution imagery to get your message across. They’re great for marketing, and can be printed on a wide array of materials like paper, fabric, vinyl, and canvas – to name a few. 

While these prints are known for their remarkable ability to get your message and imagery across, they’re commonly used outdoors. Thanks to their larger size, large format prints will be placed on buildings, over walking paths, or anywhere else they might reach that boasts a lot of foot traffic. They can be very durable, depending on the materials and printing techniques used. 

Choose the Right Materials

The lifespan of your printed materials is important, because you want your message to last as long as possible in most cases. If you simply need the large format prints for a one-off project that might only be up for a short period of time, less durable material like paper might be good enough for you. However, if you want a banner or signage that needs to be put up and last a long time, there are other options that are likely better. Materials like vinyl, mesh, or polyester will be more durable in the long run, and are designed to hold up under some heartier conditions. 

Vinyl is a very popular choice for outdoor signage and banners because of its durability and weather resistance. They’re typically waterproof and tear-resistant, and many are also resistant to the sun’s harmful UV rays. Mesh is designed specifically for outdoor banners where wind resistance is a serious concern. The perforated structure allows air to pass through, keeping the wind from damaging the material. Polyester is generally used in fabric banners, flags, or other displays thanks to its light weight and versatility. They may not be as durable as vinyl or mesh outdoors, but can be treated to enhance durability. 

Ink Makes Difference

Printers can use a variety of different inks and toners for large format projects. When there are a concerns about how a particular print might hold up under certain conditions, the ink can play a big role. There are some inks that are UV-resistant or solvent-based, and those are commonly used to prevent outdoor prints from fading due to exposure to the sun and water damage. These inks adhere well to the common materials used in large format prints, giving a level of protection for longevity to the project. 

Solvent-based inks contain pigments that are dissolved in a solvent, which evaporates during the printing process. This leaves a pigment behind on the material, making it very resistant to fading, water, and abrasion. UV-curable inks are cured using ultraviolet light immediately after print, allowing for fast drying and increased durability. They for a tough, scratch-resistant layer on the material that resists fading and weathering. There are plenty of other inks available, and different products will use different inks based on the material being printed on and environmental considerations. Be sure to discuss all options with a professional printer to make sure you’re getting the right ink with the right durability. 

Consider Environmental Conditions

It’s important to take all of the environmental conditions of the place where the large format print will be displayed. Extreme heat, cold, humidity, or exposure to saltwater can have a serious impact on prints posted outdoors. Prolonged exposure to sunlight can cause colors to fade and materials to degrade over time. Prints exposed to rain, snow, or high humidity can cause some materials to warp, and wind can put a strain on the material – causing tearing, fraying, or detachment from where they’re mounted. 

While Mother Nature can be unkind to the durability to outdoor prints, there are plenty of man-made environmental concerns to worry about, too. Airborne pollutants – like chemicals, dirt, and dust – can accumulate on outdoor prints. This can cause discoloration and staining, or it could deteriorate the material of the print. They may also be subject to physical wear and tear from contact with abrasive surfaces or vandalism, so be aware of where they’re hung or posted to avoid some of these issues. 

Protect with Lamination

Applying a protective laminate can significantly increase the durability of large format prints, but it will generally come with an added cost. However, this cost is a sound investment for those who want their large format prints to be outdoors for a long period of time, or if they’re going to be in a place where there are heavy environmental concerns. This additional protective layer not only gives a bit more protection, but it can enhance the image quality, color saturation, contrast, and sharpness. This process can be done with a glossy or matte finish, which can also add depth and vibrancy to the image. 

Lamination creates a waterproof barrier that prevents moisture from seeping into the printer. This is crucial for outdoor prints that might be exposed to rain or other precipitation. Laminating your large format print will also make it more resistant to chemical damage from pollutants and other contaminants in the environment. Many of the films used for laminate are designed with UV inhibitors to block the sun’s damaging rays, giving long-term preservation. 

Proper Installation

Getting your large format print installed properly can play a large role not only in its impact on potential viewers, but also how it holds up over time. Making sure the print is securely adhered to its mounting surface is essential, as this will prevent the print from peeling or lifting – which can happen due to wind and other issues with weather. If you’re hanging materials like banner, be sure they’re pulled to their proper tension during installation. This will help keep the print taut and flat, minimizing the risk of sagging or flapping. This will also help to maintain the item’s visual appearance. 

It’s also important to make sure that the large format print is properly aligned. This doesn’t simply mean it’s lined up visually, but also that it’s positioned correctly and uniformly on the surface. Misalignment on the surface can create weak points that make the print more susceptible to damage or deterioration. The large format print should also be installed in a way that allows for easy access for maintenance and repairs. This will make it easier for periodic cleaning and inspection, and will also make it easier to perform any necessary adjustments to the sign in the future.

Keep Up with Maintenance

Regular maintenance, such as cleaning and inspections for damage, will help prolong the lifespan of outdoor prints. No matter where your large format print is posted outdoors, it’s going to come into contact with environmental factors – especially if it’s intended to stay there for a long time. Cleaning off dirt, debris, and other pollutants can prevent damage to the material and the print’s overall appearance. Accumulation of dirt, dust, and grime can degrade the quality of the image, making colors fade or looking dull. 

Exposure to the elements like sunlight, rain, and wind can also lead to some damage and/or fading. Some materials might be more resistant to fading or physical damage than others, and applying protective coatings can also extend their lifespan. While it’s important to put the large format prints in a place that can minimize this exposure to the elements, sometimes that’s not possible. Your experienced Denver printing company may also be able to give maintenance guidelines based off the material it’s printed on. 

Get the Right Advice

Working with the right printer can make all of the difference in the world in getting the most durable signage for your needs. When it comes to large format printing, the printing company should have plenty of experience with different materials, inks, and how it will hold up overall in various weather conditions. Customer service is paramount in these situations, as these large format prints typically have to be created within a budget. You may have some questions about durability for the printer, but hey should also be asking you questions about where the large format prints will be posted, duration expected, and other things. 

There is a lot that goes into creating a visually striking large format print, and the print company wants it to remain long-lasting just as much as you do. Open communication during the creation process of the prints is also imperative, so that there will be no surprises when the final product gets delivered. While it’s important to work with a printer that can give top-notch quality, but will also go the extra mile to make sure the durability is there, too. For more information on the durability of large format prints, and how to get them to work for you, reach out to the experts at Cottrell Printing today.

When putting valuable resources into a commercial printing project, it’s important that the job gets done right – and at the quality you expect for materials carrying your brand. By making sure these quality issues are addressed early in the process, it can go a long way in securing the best quality for all of your large format printing in Denver. 

Lower quality prints can cause a multitude of issues. From improper colors to the wrong paper and ink selection, there are a number of things that can go wrong. By working with a trusted Denver printing company, you can mitigate some of these potential issues. The most important thing is to work with a professional printer that will communicate with you throughout the process, and here are some things to do to ensure you’re getting the quality from your commercial prints that you deserve. 

Be Clear From the Start

One of the most crucial steps to getting the best quality from your commercial printing projects is to outline clear objectives and requirements for the project up front. Give clear specifications about the size and colors needed in the project, as well as any direction toward the paper type and finish. The more detailed the instructions, the better. This will help give a clear and concise directive for printer as far as tools, paper, and inks that can be used in the project. It will also give you an indication as to how receptive the printer is to open lines of communication. 

It’s also important to know what the purpose of the large-format print project will be, and what type of audience you’re trying to reach. Knowing your audience and purpose can help guide your design choices and give the printer better insight into material selection. Having a defined purpose for your project will also help streamline the process. It will give the printer a clear understanding from the start, and establish meaningful lines of communication that will remain open through the rest of the project. Nobody knows your vision better than you do, but the professional printer may be able to offer insight into how to achieve that vision. 

Get the Right Printing Method

There are a number of different printing methods that can be used, and all of them are beneficial for specific situations. For example, screen printing is a great option when printing large surfaces (like posters) or textiles (like large banners). This can be a great option for creating stunning large-format prints that keep their clarity and help your colors to remain vibrant. Screen printing is also cost-effective for high-volume runs. It’s important to note that this is best suited for designs with limited colors, and is not ideal for photographic or highly-detailed images.

Wide-Format Inkjet printing is also great for high resolution and color accuracy, and the printing can be done on a number of different materials. It’s well suited for short to medium runs because of the quick turnaround times. These are just a couple of the more common types of printing, but there is a wide array of options – depending on your specifications. Your professional printer will know the best option for your project, and will likely give you a couple of options, depending on your budget. Be sure to talk to them about all of the advantages and disadvantages of any printing method to set your project up for the best results. 

Prep with High-Quality Design Files

Preparing high-quality design files can help make sure the final project meets your expectations. The higher the quality, the easier it will be for your professional printing partner to replicate your ideas in the final printing. Make sure images and other graphics are high resolution (at least 300 dpi) at the final print size. This will help make them clearer and easier to see, sharpening the overall image of the print. It’s also crucial to avoid scaling up images beyond their resolution capabilities. If they get stretched too far, those images can appear pixelated. 

Convert your design to CMYK color mod, as this is the color space used by commercial printers. RGB is typically for digital screens, and can result in some discrepancies in your color when printed. For fonts, make sure to embed all fonts into the PDF file, or convert the text to outlies to prevent font substitution issues. Make sure the text is easy to read and keep it away from the edges or folds, if possible. Your professional printer might have other specifications or instructions, so make sure to check with them to ensure they’re getting the right design files to properly create your print project. 

Proofing & Review

Always request a proof (either digital or physical) before the final, full print run is started. This will help you check for accuracy with colors, alignment, and overall quality of the project. If there is any text on the printing project, be sure to carefully review for any errors with grammar, spelling, or otherwise. It’s imperative not to rush this step. Nothing damages credibility like a misspelled word in a large poster or banner, and 100 percent of those mistakes can be fixed by simply taking your time when reviewing before the final run is printed. 

You may also want to consider some finishing options, depending on the project. Your commercial printing partner should recommend some that are appropriate. These can range from laminating or embossing the final project to protect it – or applying a UV coating for projects that will be outdoors for a long period of time. If it’s a banner that could be impacted by windy conditions, wind holes or slits may be added to reduce the impact. Talk to your professional printer about any post-printing options they may offer, as it can extend the life of your commercial print, or make it more effective.

Communication is Key

Throughout the project, be sure to maintain clear and open communication with the printing company. From the initial meeting, you should have an understanding as to communication lines. Be sure to give the printer detailed instructions on your vision for your commercial printing project, and don’t be afraid to ask for clarifications with any part of the process. Customer service is a cornerstone of any good commercial printer, as they want your project to come out exactly the way you want it – just like you.

One of the most important parts of proper communication is establishing clear timelines. Every project has a certain deadline, and your printing partner should be proactive in reaching out and telling you where things are at. By keeping in close contact during every part of the process, you’ll also be able to instruct the printer if there are any potential changes. They’ll also be able to tell you if anything comes up, or if there are better options for your project as those issues arise.  Most importantly, this will keep you from any surprises from the printer, and ensure that both of you are on the same page. 

Choose a Reputable Printing Partner

Experience and reputation go a long way when creating professional prints, as all that experience will give them the best insight into every aspect of the project. Finding customer reviews is easy now, and most reputable printers will readily have samples of their work to show you. Those samples should show the range of their capabilities, and help you assess the quality of their work. While it’s important to look at samples of projects that are similar to yours, don’t hesitate to ask to view some other projects, as well. This will give you a good overall idea of the versatility of the printer, as well as the clarity of their work over multiple projects. Look for a printer with a solid track record to take some of the stress out of the process. 

Technology is also important. Make sure they have modern equipment and the technology that can handle your specific requirements. Every project is different, and has different timelines and expectations. By working with a professional printer that is up-to-date with all of their equipment shows you they are keeping up with trends and making sure they have every advantage available to their clients. Staying on top of the changing technology in the industry will also lead to a higher quality finished product. 

There’s a lot that goes into your printing project, and working with the right commercial printer can go a long way in creating that ideal project. Having a professional printer that is invested and communicates from the start of the project to the final printing will help take some of the stress out of the process, and reinforce that you’re going to be happy with the final product. For more information, reach out to the printing experts at Cottrell Printing today.

Online marketing might often take center stage in today’s digital age, but direct mail is still a very powerful and effective tool for reaching a wide variety of customers. Unlike emails that can be easily deleted, overlooked, or sent into a spam folder, a well-crafted piece of direct mail can grab attention, build awareness for your brand, and drive customers to take action. However, the success of these campaign usually hinges on how thought the design is and how carefully that design has been executed. 

Working with an accomplished and experienced Denver printing company can get you started on the right foot to make sure your direct mail campaign has the best chance for success. Because of their experience in this realm, the printing company can point you in the right direction as far as branding, colors, printing techniques, and the best ways to help grab the attention of your potential clients. Their creativity and attention to detail is paramount, but it’s only a small part of the overall picture needed to create a successful campaign. 

Understand Your Audience First

Before you even start to design the physical piece of direct mail, it’s critical to have a clear understanding of your target audience. This is more than just simply figuring out who you want to reach. What are their interests? What are their pain points? What do they need? Demographic information – like age, gender, location, and income level, to name a few – can really help tailor your message to resonate with the right group of potential clients. 

For example, a direct mail campaign that you want to target young professionals might focus on convenience and time-saving offers. If you want your campaign to take aim at retirees, you may want to emphasize comfort and security. It’s all about understanding the group you’re trying to reach. If you have any data on the demographics of your customers, or if you have a very good understanding of the clientele you’re trying to reach, create buyer personas to represent those ideal customers. This will guide your design choices, messaging, and overall strategy for your campaign.

Set Clear Objectives

Once you know who you’re targeting, it’s time to set some guidelines for your campaign. This means figuring out what you want to achieve with through the use of direct mail. It can be any number of things from simply trying to generate leads or promote a new product, or you might want to drive traffic to your website or encourage repeat business. No matter what your objectives are, making sure they’re clear and concise can help shape your entire campaign. Don’t be afraid to be specific with your goals. Set metrics that you’ll be able to easily measure so you have hard data on the success of the campaign. 

These objectives will help dictate the type of mailer you use, the calls to action you implement within the direct mail campaign, and how you’ll measure the success of it once the campaign is completed. Having these objectives in place early will give you a clear view of whether or not it was successful, enabling you to alter and tweak things for future campaigns. Knowing the goals of the campaign at the forefront will eliminate a lot of questions throughout the process, as it will give you a clear direction to move forward. 

Choose the Right Format

There are a number of different formats that direct mail can come in, and each have their own distinct set of advantages. When selecting the format, it should align with your campaign objectives as well as your budget. A lot of this will depend on the message you’re trying to send. Use some of the larger options if there is a lot of information you need to get out, but consider the smaller items if you’re simply looking to create awareness about a promotion. 

Postcards are a very popular option for a variety of different campaigns. They’re cost-effective and simple, making them ideal for short messages and the aforementioned promotions. Self-mailers are folded mailers that don’t require an envelope, offering more space than a postcard but lower cost than some of the larger items. Letters are great for detailed offers or messages, and they can be viewed as a more formal option. They are also a great option if you want to include personalized content. Brochures offer more space to showcase multiple products or services, while catalogs are perfect for businesses that are trying to promote a wide range of products. Talk to those at your Denver printing company to find out which might be best for your campaign. 

Develop a Compelling Message

Right at the heart of any direct mail campaign is the message you’re trying to get across. It needs to be clear, concise, and compelling enough to motivate the recipient to take action. Grabbing and holding their attention is key, since many people’s attention span can be fleeting when it comes to pieces of mail. Without the right message, any direct mail campaign can fall flat – meaning lost resources and potentially distancing yourself from potential clients or customers. 

One of the main elements is the headline. This is typically an attention-grabbing large bit of text that will be the first thing the recipient sees. It needs to be attention-grabbing, which means it has to be bold, benefit-driven, and relevant to the audience. Once you have your attention, you need concise body copy that is focused on the benefits you’re trying to impart on the recipient. Keep it simple. They don’t need to know a bunch of inside tech talk or jargon. Follow this with a call to action that should be clear and easy to follow – whether it’s clicking a QR code, going to a website, or simply redeeming a coupon. Don’t forget to tailor your message to the recipient. Use their name and build it to their specific interests or needs. Personalization increases engagement and response rates. 

Create an Impactful Design

Good design can significantly bolster the overall effectiveness of your direct mail campaign. Along with being visually appealing, it should also be easy to read and aligned with your brand’s identity. Be sure to consider a number of design principles when creating your campaign. Colors are probably the most important aspect of your design, so it’s important to choose colors that align with your brand. Use the colors in your logo or other branding to create a uniform and consistent look. 

It’s also important to choose fonts that coincide with your overall branding. Make sure those fonts are easy to read, and be sure to show a clear hierarchy between your major headlines, subheadings and body text so that your content is easy to take in. Choose high-quality images to balance the overall look and make your mailer more engaging. By selecting images that are relevant to your message, it will resonate more with your audience. While all of the text and images are important, be sure not to overcrowd the overall look of your mailer. There’s power in that white space, too, as it helps to create a clean organized look and can be used to the reader’s focus to the other key elements. 

Ensure High-Quality Printing

The quality of your printed materials has a huge impact because it reflects your brand’s image. Poor-quality printing can make even the best designed direct mailer look unprofessional. That focus on quality starts from the paper. Make sure you choose a paper stock that feels substantial and not flimsy, but also aligns with your brand’s image. For example, a luxury brand may opt for a thicker, glossy paper, while an eco-friendly brand might choose recycled paper if it aligns with their message. You also want to choose something you know will stand up to the rigors of the delivery system. 

You’ll be able to coordinate these things with your Denver printing company, but also consider using particular printing techniques to make your mailer stand out from the crowd. Things like embossing or foil stamping can really make your mailer send a unique message that grabs their attention the moment they see it. The most important factor in getting high-quality printing is working with a trusted expert. They’ll be able to make great suggestions specific to your project, and they’ll also be able to show you a proof of the item before it hits the first mailbox. Always proof your design before printing in order to catch any errors or inconsistencies. This will avoid costly mistakes and make sure you’re delivering the right message. 

Designing and printing an effective direct mail campaign requires careful planning, creativity, and attention to detail. Take a serious approach to your direct mailer. By focusing on the right design and using the right print company, you’ll be able to use direct mail as a powerful marketing tool to add to your arsenal. For more information on how direct mail can work for you, reach out to the experts at Cottrell Printing today.