The Secret To Retaining All of Your Clients

Just a few short years ago, successful businesses treated their customers the way farmers treat their crops: They were impersonal, transactional relationships. They made sure there was enough water, they kept the weeds out, and when Thanksgiving came around, there were lots of yams to harvest.

Successful companies no longer get away with this kind of behavior.

Customers aren't yams. They need to be listened to, conversed with and treated as individuals.

Today, a much better way of thinking of your customers is like family. Here are three reasons why:

(1) Talk About Yourself Too Much, Your Family Ignores You. What happens if you go home, sit down in the kitchen and talk about your work for fifteen minutes? Chances are everybody else will move to the living room. They don't want a lecture, they want a conversation. The same idea goes for your customers. They don't want to hear about all your new products. They want to have a conversation about how you can help solve their problems.

(2) You Can't Buy a Family. Where did your family come from? It wasn't bought, it was built, probably over a long time. Advertising agencies may tell you they can sell you customers, but they actually give you vegetables. To get a customer, you have to build a relationship. You have follow them on Twitter, comment on their blog and listen to them. BE INVOLVED!

(3) You Should Eat Turkey With Your Family. Your family may be a lot of work, it may drive you nuts sometimes, but your life is better with them in it. You need to invest in your relationship with them. You need to go eat turkey -- or whatever it is you eat -- with them. If you treat them like vegetables, a commodity you tolerate every once in a while, you'll lose them. The same goes for your customers. Spend time with them, communicate with them, invest in relationships with them and they'll be around for a while.

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

USPS Direct Mail Promotions for 2014

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!