The Printing Process: Die Cutting

Every morning this week, I’m running a series of guests posts about different printing methods – so if you’ve ever wondered why certain printing methods are best for certain kinds of designs (or cost more than others), this is for you!  You can read the previous installments covering digital printing, engraving, screen printing, letterpress printing with antique type, and foil stamping all right here.  Today, the talented team at Egg Press is here to talk about the technique known as die-cutting, which they use to produce unique shapes, edges, and message windows in greeting cards and other stationery design elements.

What is Die Cutting?

Die-cutting is a process used in many different industries to cut a thin flat material (in our case, paper) into a specific shape using a steel cutting die.  It can be used to punch out a decorative shape or pattern to incorporate within a larger piece, or it can be used to create the main shape of an object by cutting the entire sheet of paper in an distinct/designed way.  More simply put: for us it’s way of making a hole in paper in a desired shape using the same presses that we use for letterpress printing.

Like letterpress, a die-cut element draws attention to the 3D nature of paper and the character of the material itself.  We mostly use die-cutting as a feature – taking an industrial process and turning it into a design element.  As a letterpress print shop, here are some common ways we use die-cutting:

• to create die-cut windows for messages on greeting cards
• to create a unique shaped greeting card (examples include heart die-cuts, scallops, mini-paper sculptures)
• as a design element in one of our new wedding suites
• to create die-cut coasters, hang tags, and rounded corners on business cards for clients
• to make the boxes in which our cards are packaged

The Printing Process

The process of die-cutting is easy for us as letterpress printers, as the set-up is similar to letterpress printing.  Instead of a type-high printing plate we use a type high wood mounted steel cutting die.  The shape of the cutting die is often something we’ve designed and ordered from our local die-makers.  Instead of tympan paper and packing (used to control the impression when printing), we use a sheet of metal on the press bed giving the die a hard surface to cut against.

The first few steps are essentially the same as letterpress printing, although since we’re not using ink we’re always sure to remove the rollers from the press before we start.  We don’t want the dies to damage our rubber rollers!

Next, we attach metal plate/backing onto the press bed by locking the die into the chase and inserting the chase into the press.  Then we’re ready to turn on the press and make a cut.

Pop out the cut shape (paper is still taped to press bed).  Slide your mock-up proof underneath – align your mock up with the cut sample – hold in place.  Make any necessary adjustments, start cutting, and enjoy the confetti!

Tips + Advice

Though die-cutting can produce unique results, it’s not for every print job.  This is why it’s not very commonly used, and why it can be so distinctive.  A die-cut can add a decorative element or a functional component to a design.  For stationery or invitations, creating a die-cut silhouette for your suite may add interest and a vintage feel.  Using a small punch-out within the invitation as a motif can be a nice touch (in this case, a modern feel).  A functional die-cut might be something like a half-moon thumb hole on an open ended envelope, or a notch system in a folded piece.  There are many possibilities for die-cutting, but the medium has limitations.

Complicated shapes or patterns may not work (ask your printer or die-maker).  There is a minimum size for die-cut elements.  The maximum size of the die-cut will depend on the capability of the press you are using.

Paper can affect the outcome – this is something to consider when choosing your paper or choosing to use a die-cut element.  In our experience, thinner paper has less resistance and seems to cut more cleanly while thicker stock can yield mushy edges.  Cotton paper can leave a ragged edge.  Finally, when mailing something with a die-cut element it’s a good policy to mail it in an envelope for protection.  It might not be a good choice for a postcard mailer or rsvp card.

SOURCE: http://ohsobeautifulpaper.com/2012/01/the-printing-process-die-cutting/

If you're still with us, chances are die cutting would be an interesting choice for your company! Marketink can help you decide the best format for your materials. Give us a call to schedule your free 20 minute brainstorming session. 866-245-6723

Large Format Printing Ideas To Make Any Business POP!

It's the new year, you have your inventory ordered and staffing arranged, but have you given a thought to the visual experience that each customer will have when they enter your shop? Have you transformed your retail space to draw customers in and give them the complete experience—the ultimate, visual WOW? The holidays are over but during the season, we picked up a few tips that you can use all year long to spice up your businesses empty spaces. Here's a few tips to really make your store POP!:

Transform Window Spaces
Obviously the outside of your store is what visitors see first—whether it's your building architecture, the brand sign, or the window front. While the crowds of people are moving past your store, entice them to stop in and learn about your brand and products with irresistible window graphics and messaging! A vibrant, creative display covering your whole window can add an extra stream of people through your doors.

The Walls are Your Canvas!

Now that your window display has motivated passers-by to stop and and check out your wares, have you given any thought to livening up the store by adding color, graphics, or messaging to your walls? Probably not. Just think, that empty wall is your canvas to do with as you wish! Advertise sales! Or maybe just a colorful, patterned design to add some pizzaz to your place, and encourage patrons to linger a bit longer. Printed decals make it easy—no more paint cans, brushes, or stencils. NO MORE MESS! Your wall is your oyster… do whatever you wish to it and decorate it to your heart's content. Make it shine! It's all about the customer experience, and good design increases the chance that customers will return to your store.

Effectively Use Floor Space
When it comes to "floor space," you're probably thinking about the logistics regarding clothing racks and displays. While this is definitely important, you can also think of floor space as the empty area that is available for you to use to enhance your customer's experience. Perhaps you could use it to add color to your storefront, advertise holiday sales, or for way-finding around your store. One of my favorite examples of a brand effectively using floor space was L.L. Bean's floor graphics depicting a pond and trail. The trail led throughout the mall with a description that read "Follow me to L.L. Bean." With people's inherent reaction to following signs, floor graphics could be a valuable marketing tool for your store —an effective tactic for toy stores and other children's retailers.

Draw Attention to your signs using LED backlights

If you're looking for a way to make your storefront really SHINE compared the others on the strip, an LED backlit sign would do the trick. The light box remains installed on your storefront, while the bright, shiny banner can be changed whenever you want! Just think of the possibilities—your store could BEAM  and add a BRILLIANT aura to the location.

Use SkyBanner Systems to Utilize Ceiling Space

Use a SkyBanner system to shout out your latest sale or marketing promotion making your brand literally shout over the rest. There is also the potential to generate extra advertising revenue by letting the brands you carry advertise in your spaces. Put that empty ceiling space to work, whether it's through holiday greetings or advertisements. Either way, it's win-win for you!

Remember, these examples are holiday advertisements, but just because the holidays are over, doesn't mean you can't sell like it's the holidays all year round! Marketink is here to help you do just that. We offer plenty of large format printing options and are here to help you decide what's best for you. visit http://www.marketinkgroup.com for more information. 

USPS Direct Mail Promotions for 2014

6 Unique Holiday Greeting Card Ideas for Your Company

It’s that time of year again when everyone is getting ready to jingle bell rock out of Q4 and into Q1 of the new year. Amongst all the hustle and bustle of the holiday season, don’t forget to send out those anticipated greeting cards to your beloved clients and all of the people who help make your business a success! Stand out in the stack by taking inspiration from these awesome ideas from around the web.

This “Evidence of the holiday season" holiday card has a clean execution and positive impact is . A gentle connection to Law (the "evidence" pun), and a positive holiday message makes the whole thing work.

3D isn’t just for the movies. Bring your companies holiday card to life with a 3D message and a pair of 3D glasses! It’s surely one that no one will forget.

Speaking of 3D how about literally transforming your card into a 3D holiday card? This law firm actually won several “most creative business holiday card” last year!

Simple and sophisticated. Nike’s holiday card from 2012 is very simple and boldly draws your attention right where they want your eye to go, to their logo.

This holiday card was created via some fancy photography. It requires a little more labor but the outcome is well worth it! You could make a variety of these using different messages as well.

This one we just had to save for last because it’s so cool!

The pieces of this card are not a puzzle, rather they are cut outs that make a usable tree ornament when you put them all together! This is something that can be used for years to come and is a great way to show you care.

We hope these ideas have got your brain going. At Marketink we offer free 20 minute brainstorming sessions to help you expand your ideas and create the best marketing materials for your company.

Click here to schedule yours now!

5 Tips for Making the Best Holiday Mailers this Season

The holidays are a special time. If you have not yet started planning a direct mail marketing campaign, you have best be getting a move on! The holidays are a great time for you to do some promotional activities for your brand and product offering. They’re also a time when customers are really looking to purchase items. Thus, it’s important to make sure that you get a fair share of that holiday market.

Before you start sending out the usual holiday postcards and catalogues, it is important to note that you are not the only company who will be sending out mailers to their prospective clients. Other companies would also like to promote their products and/or services and secure their share of the holiday market. That being said, it is important to make your direct mail package stand out. Here are a few ways you can achieve terrific holiday direct mailers.

Holiday Design
Enlist the help of a few elves from a commercial printing company. They can greatly help in terms of design to make your mailer look appropriate for the occasion. Also, they offer a variety of services that speed up the packaging process and ensure that your mailer has all the right components just in time for the holidays.

Dimensional Mailers
As stated earlier, yours won’t be the only company that will be sending out direct mail to clients. When your potential client finds a stack of ad mailers in his mailbox, their tendency is unfortunately to just chuck it out. But if your mailer has bulk or is three-dimensional, your customer will be curious about what it is. That’s the opening you need. Dimensional mailers naturally cost more but the profits they generate make them worth it. Most direct mail companies offer holiday discounts which could greatly help you in terms of costs.

Promotions
Attract them with discounts, freebies or special deals. Create a sense of anticipation by adding special contest prizes which they can win if they avail of your product or service.

Reward Your Loyal Customers
Tis the season for giving. Reward your loyal customers with discounts, freebies or exclusive deals. For example, if you have a customer who purchased an mp3 player last year, offer them a huge discount on this year’s latest model. If you sell clothing, offer a discount on your most popular pieces or on next season’s collection. This will make your customers feel valued and will ensure that they will be your clients for a long time. These can also help bring back clients who looked elsewhere last year. 

QR Codes
The advent of QR codes present many retail possibilities. You can instruct your printing co. to include QR codes in your mailer representing a free small product that your clients can claim when they scan and send it to you. You can also arrange a scavenger hunt with these QR codes. Have your clients scan as many QR codes as possible. When they rack up a certain number of points, reward them with prizes which may include freebies, discounts, tickets, etc. This will make shopping more fun and exciting for your customer base.

Here at Marketink we are happy to provide you with free 20 minute marketing consultations. If you’re looking for some help brainstorming, feel free to schedule your appointment. http://www.marketinkgroup.com Happy holidays!

7 Personalized Gifts That Your Clients Will LOVE

Having a hard time figuring out what to buy everyone on your list this holiday season?  Want your gifts to be unique and special?  Whether you’re buying something for your clients or your employees, we have compiled a list of some personalized gifts at varying price points that you can truly make your own.

Say goodbye to those impersonal gift cards or email blasts and say hello to these one of a kind options:

1. Picture Puzzles –  Young, old and in between everyone loves puzzles! They offer hours of fun and boost brain power and logic.  You can purchase your picture puzzles for beginners with only 20 pieces or up to 300 pieces to really challenge your clients. Give your clients a puzzle to remember you by! Use your logo or a bright memorable picture in the puzzle.  Picture puzzles can also be framed and transformed into beautiful wall art.Use your personal photos or hand-made design to make it truly unique!
2. Custom Coffee Mugs – Grab a gourmet bag of your favorite coffee beans and pair it with a custom coffee mug that you designed.  Old and young alike can design mugs with their original artwork, photograph or funny saying.  Great for tea and hot cocoa drinkers as well, just swap the coffee for organic loose tea or rich hot chocolate.
3. Mouse Pads – Custom made mouse pads are personal gifts that you can present to colleagues and clients.  They are inexpensive and also make terrific stocking stuffers! Since computers are used everyday, it’s a great way to get your message in front of them and remind them daily of who you are are what you do!
4. Personalized Apparel – Who doesn’t like getting a new hat or a t-shirt? If you’re planning to give out some personalized apparel, make sure your logo is subtle. You don’t want to send the message that you want them to advertise for you, rather you want them to have something fashionable and fun.
5. Photo Buttons – If you have more clients than you can count or you are a teacher who wants to surprise her students with a little something special, photo buttons are just the thing!  They say “I’m thinking of you” without doing major damage to your holiday spending budget. Whether they are traditional pin back buttons, mirrors, key chains or coasters, they are fun and can also serve as decorations for your gift boxes.  Another great idea is to add photo button coasters to a gourmet basket or mirror buttons to a spa basket.
6. Personalized notepads – Small gifts can be the perfect add-on to gift baskets or paired with an engraved pen and stationery.  Personalized notepads are just the thing to add a personal touch to complete a package.  Great extras for teachers and your employees.
7. Calendar– Probably everyone you know has gotten a calendar for Hanukkah or Christmas at some point in their lives.  It’s a great gift to ring in the New Year.  Make them funny or festive.  Great for home or office.

With the holidays fast approaching, we hope these 7 personalized gifts make your shopping fast and easy.  Clients and co-workers will appreciate the time and effort put into each and every one.  Remember to send us photos of your customized creations and happy shopping!

http://www.marketinkgroup.com

Planning for a Successful Small Business Saturday

With consumers tightening their purse strings, small business across the nation have a much harder job acquiring sales.  Although the general feeling is that this year will be more successful than last, there’s still work to be done.  Small Business Saturday, created by American Express, is all about encouraging consumers to shop locally and support their community.

Small Business Saturday is celebrating it’s fourth year and is truly a salute to the many local small businesses that make this nation great.  This year Small Business Saturday will take place on November 30th.  Retailers are already beginning to prepare for what they hope will be a great start to the holiday shopping season. The tricky part about it, is that Small Business Saturday is only once a year so it’s important that you do it right to keep customers in that “shop local” mindset all year long. Here are a few ways in which you can do just that.

Get the word out!

Due to a late Thanksgiving and early start to Hanukah, retailers are getting a much earlier start to their holiday sales promotions than previous years.  Small Business Saturday may not be as well known as Cyber Monday, but is gaining in popularity as more and more people promote it.  Small business owners are seeing the benefits of joining this initiative to boost the local economy.

There are several ways retailers can get the word out with custom print products.  

Some small business owners may choose to hang banners on their storefronts to announce the coming event. Others use additional marketing tools like save the date magnets or use promotional postcards to encourage holiday shoppers to show their support for the small business owner.

Gifts for all!

Small businesses are not only offering discounts on Small Business Saturday, they are celebrating the season by presenting their customers with small promotional gifts.  Everyone loves a free promo whether it’s a small sample of peppermint hot chocolate or custom notepads featuring your business logo.  

Other small retailers may opt to present their customers with promotional coupons for use at a later date to encourage repeat business.  It’s not about just getting consumers to support your business that one day, but throughout the year.  It’s really about building relationships which is what most small businesses are made of.

Celebrate with the Community

This year American Express has formed a new program asking community stores to band together and create special events for shoppers.  These Neighborhood Champions have arranged events such as parades, treasure hunts through stores and giveaways.  Local community leaders are promoting their town’s Small Business Saturday on Social Media and radio.  Small business owners understand that there is strength in numbers and combining their efforts makes for a more successful shopping event.

And…Don’t forget to:

Deck The Halls!

If you’ve ever been to the mall at Christmas time – and who hasn’t?!- you can’t escape the smells and sounds of the holidays.  Christmas carols play in every store and windows are adorned with wreaths and holiday lights.  It’s a winter wonderland, Santa’s even there to hear your Christmas wish.

Small businesses have to take a note from big business retailers and transform their stores with dazzling seasonal decorations.  Cafes, bakeries and restaurants should take the time to add holiday inspired drinks and pastries to their menu.  Small businesses need to get festive and inspire the mood of the holidays in their customers.

Retailers are optimistic that this holiday shopping season will be more profitable than the last.  With initiatives like Small Business Saturday, small business owners are geared up for a successful season that will drive new traffic to their stores and help them gain new customers that will keep coming back throughout the year.

We know that running a small business is a labor of love.  We wish everyone an amazing holiday season.  Let us know how your business celebrated Small Business Saturday.

Is Print Marketing Still Important?

What we couldn’t have possibly imagined just a decade ago has become a reality: everything has moved online. We shop online, we do our banking online, we play online, and we even socialize online. In addition, research shows that when making buying decisions, the first place people go to for researching their options is the Internet.

Which brings up the question, if everything takes place online these days, and especially if you’re an online business, should you still use printed marketing materials such as brochures as part of your marketing strategy?



Why printed marketing materials are still valuable
The short answer is yes. Marketing is never about just one medium. It’s always a mistake to focus on just one aspect of marketing and to neglect the others. A good marketing campaign utilizes many different mediums to generate many different leads, then nurtures them until they are ready to become customers.
So, while “online” is really hot these days, the physical world still exists, and there are enough potential customers who, after the initial online research, expect to see printed material. These people typically find it difficult to trust a business if it’s completely virtual. They need to know that you have a physical address, a phone number, and that they can see a brochure or other types of printed material before they commit to you.
If you ignore these consumers, you have just lost a segment of the population that could have been interested in your solution.
No doubt, when you plan your marketing budget, you need to pay special attention to online components, including your Web site, your blog and your social media accounts. Ideally, you want to have a great logo, and you want your logo to appear on all online venues (main site, blog header, Twitter background etc.)
To keep your brand highly unique and identifiable, you should also have the same logo appear on your business cards and on any printed marketing materials such as brochures and flyers.



How to create an effective brochure
Now that we’ve established the importance of brochures and of other printed marketing materials, here are a few handy tips for writing and designing an effective brochure:
1. Make it visually appealing. Design is extremely important when it comes to brochures. If the design is boring or cluttered, people won’t bother to read your text. Look for a small business graphic designer who has a lot of experience and can show you samples of their previous work. Better yet, make sure they have positive testimonials on their site, or on a third party site.
2. Focus on benefits rather than on features. Prospects don’t care about your product’s features. They want you to answer the question, “what’s in it for me?” and your brochure needs to be able to answer that question, or it will be tossed!
3. Keep it short. Do you really need a 10-page brochure? Generally, short, catchy brochures with a large font and a clean design are better than long, tiresome, technical brochures.
4. Make it personal. Write your brochure in a direct, conversational tone – as if you are talking with a person face to face. The more personal and direct your tone is, the easier it will be for prospects to connect with your message.
5. Include a call for action. Every marketing material should include a call for action, and this is true for brochures as well. A call for action can be as simple as ending your brochure with the sentence “Need ____? Call today” and your phone number. The idea is to present the pain, your business as the solution, and to encourage the prospect to take immediate action by calling you.
6. Get it printed right. Align yourself with a print partner that understands your needs and goals and that is willing to work with you to help you achieve them by providing with you with professional knowledge and great quality yet cost effective printing options. 
Whether you have a physical location or fully operate online, your small business marketing strategy should include online marketing materials AND printed marketing materials. This combination will make sure you don’t neglect an important segment of your potential market.

If you would like to discuss in more detail your ideas about this or other print marketing materials please call us at 866.245.6723, our team at Marketink is ready to brainstorm with you and help you produce great print collateral to fit within you marketing strategy and budget.

ORIGINAL SOURCE: http://www.designleap.net/blog/2010/04/importance-printed-marketing-material.html

5 Thanksgiving Marketing Tips to Wow Your Clients

Thanksgiving represents one of the most crucial marketing seasons of the year. You’re trying to cash in on the upcoming holiday season by promoting Black Friday sales, Cyber Monday sales, and this year we’ve got Small Business Saturday too. To complicate things, all of your competitors (at least, those worth their weight) are ramping up their own Thanksgiving marketing efforts so you have to anticipate their moves in order to beat them at their own game. Your goal is to craft creative marketing ideas that will help you stand out, get noticed and reel in a hefty return on investment this Turkey Day. Here are five Thanksgiving marketing tips that will help you do just that.

1. Send calendars to your customers

Thanksgiving marks the beginning of the end … of the year. Many people buy calendars for the upcoming New Year while they’re out holiday shopping for friends and family. Head them off at the pass by printing and distributing your calendars before Thanksgiving. If you can design a calendar that strikes a chord with your customer base, you’ll be positioned to market to your customers each and every day all year long. What better investment could you ask for?

2. Launch a cross-promotion with a nearby business

See if complementary and non-competing businesses are interested in partnering with you on a creative cross-promotion. Theaters, restaurants and hotels are all great promo partners; but if you’re creative you can find a way to partner with just about any business there is. A grocer might offer discount Christmas tree print coupons from a tree farm to anyone who purchases a turkey, for example.

3. Bring people together, host a Thanksgiving event

Whether it’s a publicity stunt or a charitable turkey dinner, hosting a Thanksgiving event is one of the best marketing strategies on the planet. If you can show potential customers a good time or give back to the community that gives to you, then you can earn free press and a loyal customer base that will make yours a happy Thanksgiving for years to come. Promote your event by printing postcards, posters, flyers and banners.

4. Start marketing as soon as your finish your Halloween candy

The early bird gets the warm isn’t just an old adage or contemporary cliché, it’s a true statement. When it comes to branding, repetition is key. You can’t simply say you have something on sale once and expect potential customers to remember it weeks down the road (even if your offer is phenomenal). Combine these two concepts and you know that if you want to turn a profit from your Thanksgiving marketing, you have to start early and maintain momentum through the holiday season. Start right after Halloween don’t let up until the eve of Thanksgiving (or morning, if your local paper delivers on Thanksgiving and you can print flyers) for best results.

5. Don’t skimp on marketing materials

Customers equate the quality of your products and services with the quality of your marketing materials. If you print a cheap and flimsy desktop postcard, your products will appear cheap and flimsy. If you print a professional postcard, however, using state-of-the-art printing presses with quality inks on high-quality paper, your postcard will transfer that aura of quality to your products and services, and you’ll yield a higher return on investment. Gobble, gobble! Let us know what creative ways you’re marketing to your clients in a comment below and please do feel free to share, we’re very THANKFUL to have you here!