Is Your Brand Being Conveyed Appropriately?

After having two discussions about “branding” today, I thought that this blog-entry truly revealed itself to me. “Branding” is the process of establishing a “brand identity”. A “brand identity” is a personality comprised of traits and characteristics that is given to an inanimate object. Typically, one of marketers’ key goals is to establish a brand’s identity through marketing communications. For example, Timberland, an internationally iconic brand, carries a brand that signifies durable, high-quality boots and clothing. Timberland’s brand is also synonymous with social-responsibility and giving back to the community.

Ultimately, whether conscious of it or not, we convey brand identities as well. Twenty-five years ago, Michael Jackson used to convey a brand-identity of a brilliant pop singer and choreographer, a fashion trend-setter, and ultimately, a legendary pop-icon. Nowadays, his brand-identity has strayed significantly. And it is safe to assume that because of the potency of Michael Jackson’s negative-branding, he will never be able to sway his brand to benefit his music career, ever again. This isn't how we remember The King of Pop, is it?
Of course, in every communication that a person or a company makes, they can align or stray from their brand-identity, which after time can cause a broad deviation between intended and actual brand identity.

But does your printer understand your brand identity? Let’s face it, commercial print is a key component of your marketing-mix, and if you are not partnering with a printer who understands your brand identity, then the layout, screening-type, trim-size, paper stock, ink, finishing, and binding decisions, which covers an immense breadth and depth of printing decisions, can significantly affect your brand identity. If you are a publisher, you’re affected even more; print decisions directly affect your final product! Still don’t have a clue what I’m talking about? Here is an example:

“You’re a long-term health and life insurance provider, known for “going the extra mile” for your customers through value-added services. To capture the Baby-Boomer market, a vast generation moving towards retirement, you’d like to send an 8-page brochure outlining value-added services like acupuncture, massage therapy, and fitness education that will enhance your customers’ quality of life.

You decide to print heavy ink coverage on a high-end uncoated sheet that contains significant PCW recycled content (with FSC certification), and you print an overall satin aqueous to protect the ink coverage, while preserving the texture and aesthetic appeal of a premium uncoated stock. The stock suggests a soft, value-focused message; the eco-sustainability of the sheet suggests a concern for environmental and social responsibility; the satin aqueous, although used primarily as a tool in this example, adds a soft-touch to the piece.”

Branding is absolutely crucial to the success of your company, whether you are a marketer or a publisher. If you are not working with a printer who understands your branding decisions, than you may be missing out on print decisions that are in the best interest of your brand identity.

How Does GRACoL 7 Solve Some of Your Problems?

Do you buy commercial printing? Do you need more time and money? Read on...

In case you are unfamiliar, GRACoL 7 is a set of very rigorous color standards that premium commercial printers uphold. Essentially, GRACoL 7 lays out specification targets for cyan, magenta, yellow, and a handful of color combinations. In layman terms, for example, “is a 40% cyan density proofing and printing like a 40% cyan density?”

GRACoL 7 standards means that we scan and track the proofers and presses to see where a deviation may be occurring. Over time, we monitor and correct long-term deviations. Of course, there may be select circumstances where a client is on press and they decide, for example, that they want to run magenta high, which will cause an unusual skew in our GRACoL measurements.

But with proper testing, we can capture proofer calibration or press-performance issues, with minimum impact on clients’ projects. This allows us to provide proofs and press-sheets that are much more fine-tuned than most commercial printers in the industry.

More importantly, how does this impact your job? If you review your proofs, this can save you a lot of time and money, and can insure that you exceed your quality expectations. If you’re already far too busy and don’t have the time or the budget to travel to each and every press-check, our G7 Master status (meaning our adherence to GRACoL 7 continuous improvement standards) allows you the piece of mind to know that there is no one in the commercial print industry that can produce more accurate color.

If you would like to learn more about this, I encourage you to contact my team and I, so that you can meet my prepress group and see first-hand what we do to continuously improve the performance of our projects.

Thinking About Perfect Binding???

If you are anything like me, you truly admire the look and feel of a perfect bound book. However, there are some things that you may want to think about before you send your files out, for a perfect bound book…

Cross-overs: Cross-overs are any images that are split between two pages. This can be as simple as a single tone, or as complex as a circular face! Remember with any cross-over that the two pages won’t be side by side on the form AND that we have to account for the image being pulled into the gutter (a.k.a: into the spine). This is because when a reader opens up to a page with a cross-over, they don’t mash open the book so far that you can see the spine.

Ultimately, a good pre-press team will account for this, and create slivers of mirror images in the form-layout that are only intended to act as assurances in case a cross-over opens a little further than expected.

It’s also good to know that some cross-over images are more susceptible to error, so that you can minimize their use. Cross-overs that are diagonal or circular images may open up a bit differently depending upon where they are located in a book. Additionally, any slight misfolding will miscue the cross-over.

Cross-overs have a huge significance in the press-room as well. A quality-focused production team will make accurate notation of cross-overs on page-layouts so that press-operators accurately match color. As managing cross-overs is not an exact science, there can be some slight shifting during folding as well. This can make the cross-over image on one page slightly higher than the image on the other.

Managing Spine Strength: The most common means of measuring spine-glue strength is by utilizing a page-pull test. A page-pull test is performed by a machine that essentially locks the front half of a book with one anchor and the back of the book with another anchor, and then grips onto a center page (similar to opening the book like a banana). The machine pulls on the page until it releases or tears from the spine. The industry standard is a 2.5 result, or 2.5 pounds per linear inch. Because upright and oblong books have different glue-areas/spine-lengths, oblong books tend to open flatter and sometimes, can be weaker.

The glue-type is normally dependant upon the use of the book. For casual reading, the most standard glue type, EVA, or ethylene vinyl acetate, will work fine. For very rigorous use, PUR, or polyurethane reactive glue is the best option. However, PUR glue is typically a higher material and manufacturing cost and requires a minimum 24-hour dry time.

There are numerous other concerns that printers must take into considerations to improve spine strength, like better notching standards; but for most projects, you can determine between the two most commonly utilized glue types. Additionally, as a best-practice, we knock-out ink and varnishes in the glue area to encourage better gripping of the paper fibers.

Grain Direction and Fiber Growth: There are a couple of unique considerations to remember about the paper in your book if you have printed the text on a web-press. First, you will very likely experience web-growth, which is an uneven, but approximately 1/32 to 1/16 of an inch, growth of the text beyond the face of the cover. This is naturally caused by moisture that returns to fibers after web-dryers remove it during a press-run.

If the grain direction runs parallel to the spine, this will cause waffling, which are slightly wavy pages and spine. As the fibers re-gain moisture and try to grow, the fibers put an immense strain on the fibers that are bound to the spine, causing a slight waving.

What Can Be Perfect Bound?:
1.) Two-Page Signatures: Different than saddle-stitching (where the minimum signature page count is four-pages), we can bind in two-page signatures. This allows you to produce the most optimal page count for your needs. This also allows…

2.) Inserts: One of the many benefits of perfect binding is that you can bind-in nearly anything! This opens the door to be able to bind-in 2-page inserts of a variety of substrates. Sticker-pages, posters and other fold-outs, varying stocks, two-page BRCs, tear-away envelopes, magna-strip tip-ons; the options are nearly limitless. Of course, we consult with our bindery manager and production team well in advance to discuss the feasibility of an insert. But the options are significantly greater with perfect binding.

3.) Fold-Outs: Fold-outs are text or cover pages that fold-out beyond the trim of the book. When a fold-out is folded in, I would advise to plan the fold-out to be slightly smaller (1/8”) than the final trim. This allows for the perfect binder to accomplish binding in a single pass, without three-knife trimming off the fold.

4.) Tip-Ons: We accommodate tip-ons the same for perfect binding as for saddle stitching. Essentially, tip-ons are tipped on to flat-sheets prior to folding.

The World In 2010 (a digression for the moment)

This is a heavy one. Pardon me while I digress for the moment and not discuss commercial printing/business/marketing, but instead, something that undoubtedly effects us all...

I was inspired to blog, after recently reading an article on “sustainability”. Sustainability, as most first-world societies think of it, refers to preserving our environment and natural resources so that we don’t irreversibly destroy the Earth in which we live upon. As an advocate for living an eco-sustainable life-style, I truly appreciate discussing and voicing my opinion on this topic.

Eight years ago, I introduced myself to eco-sustainability during my studies in college. I entered an introductory environmental conservation class as an elective, thinking that it would be a gravy-train to an easy “A”. Raised in a suburban, middle-class, conservative right-wing house-hold, I had never truly encountered the macro-appreciation of our planet’s resources. During this class, we had many open-discussion forums, in which the class quickly realized that I was a right-wing “wolf in sheep-skin”.

During this time, the Kyoto Protocol had become a key environmental conservation issue. The Kyoto Protocol is a treaty proposed by the United Nations that asked major economically developed countries to reduce their carbon emissions, to regulate climate change (i.e. Global Warming). As a business and marketing student, I adamantly argued to the class that although I was in favor of reducing emissions, this would cripple our economy; an argument that many U.S. political leaders still support. While my studies in this course didn’t make me an environmental-steward overnight, they left a lasting impression that has given me a unique perspective on what it truly means to me to live and hopefully encourage others to live, a conservative life.

Eight years later, I find that sustainability caries an even greater poignancy in our society. With some of the world’s largest companies at their knees, with a real-estate and mortgage industry crippled, with an auto-industry that is beyond repair, and with financial markets, currencies, and a world-economy that is nearing The Breaking Point, sustainability seems to be a valuable principle in the business world. Let’s face it, the web of domestic industries and international markets are so tightly intertwined, that if one of the “pillars” of our economy begins to crumble, the entire “roof” can cave in; as was the cause of our current economic climate: the mortgage industry.

We (society) mindlessly over-consumed. We over-sold mortgages to borrowers who couldn’t pay them back; we over-compensated executives who were required to beat performance goals, regardless of how they accomplished it; we promised share-holders to beat profits and grow our companies, regardless of the cause-and-effect; we over-produced, growing our manufacturing capacity to meet the peaks of demand (peaks that will very likely, never be met again); and now, we have over-extended our credit, writing trillion-dollar stimulus bills backed by overseas bonds and by printing currency backed by nothing, which will in turn lead to SERIOUS inflation (in 8 to 12 months, when our income remains the same, and inflation causes the market prices to grow by 20 to 40 percent, we won’t be able to purchase what we used to with our dollar).

Sustainability, as defined by Webster’s Dictionary is, “relating to, or being a method of harvesting or using a resource so that the resource is not depleted or permanently damaged”. We, economically developed societies, now have dual responsibilities: make business and personal decisions that encourage economic AND environmental sustainability. If we do not, we will eternally punish ourselves, the millions of plant and animal species who lived peacefully for millions of years prior to human-kind, and our generations to come, by irreparably destroying our most important resources: our Constitution, our values and our principles that America's forefathers founded our country upon, our free-market economy, and our entire planet’s fragile eco-system.

Marketing Execs: The Proof Is In the Numbers!

I just read a great article on the challenges marketing executives face in this recession. The article was based upon the theory that when corporations are looking at ways to downsize upper-management/C-level marketing executives, they primarily look to apportion value of an employee by the quantifiable results that they have established. For COO’s this may be something like: “I introduced lean-manufacturing techniques which resulted in a labor cost reduction of 5%”. For marketing execs, addressing how revenues are a direct correlation to their marketing efforts is a bit more difficult. And let’s face it, although radio, television, and out-of-home advertising are key components of the marketing-mix, the lack of trackability is a hindrance. Additionally, these marketing-mediums leave little room to further target a market.

Again, I’m not disparaging the other mediums; advertising experts claim that a multi-channel marketing effort, or the combination of numerous marketing mediums, is the most effective approach. However, when given the opportunity, commercial print can be a crucial way to track ROI and drive a more targeted message to your customers. Wanna’ know how?

Here are a few ways…

Campaign Type: Version direct-mail to broad demographics
Definition: Gang-run versions of your direct-mail to communicate messages that are relevant to broad demographics (e.g. geography, gender, age-generation, etc).
For Example: Consumers in the northeast make purchase-decisions far differently than those in the southwest, at a bare-minimum, is your direct-mail message relevant to that need?
How To Do It: Sort your target mail list by broad demographic. Print different versions on the same sheet or if necessary, make plate changes.
Trackability: Can track response rates of particular demographics.

Campaign Type: Version direct-mail with project-specific call-to-action response mediums
Definition: Utilize project-specific phone-numbers, URLs, promo codes, etc., to track specific direct-mail pieces.
For Example: You’re excited about a direct-mail concept that your team developed, that you feel is going to drive a 12% response rate. Track it with a phone-number or URL specific to this direct-mailer. Or track various versions of a direct-mail piece with a handful of different phone-numbers.
How To Do It: Create specific mediums that you want to drive responses to. For a variety of mediums (e.g. phone-numbers), utilize black plate changes to maintain low cost.
Trackability: Can track specific direct-mail pieces / designs / versions / etc.

Campaign Type: Targeted inserts
Definition: Magazine or newspaper inserts that are versioned specific to the demographics of the particular newspaper or magazine.
For Example: You’re a women’s bath and body retailer and you’d like to pursue your broad target demographic, which is: women ages 30 – 55. This market is then further divided into smaller key demos: 1.) Women who are stay-at-home moms, 2.) Women who are “white-collar” employees, 3.) Women who are “blue-collar” employees. You version your inserts specific to publications that key to these demographics.
How To Do It: Choose publications that fulfill your key markets. Apportion your versioning requirements to circulation volumes. Use this ratio to gang-run on the same sheet.
Trackability: Can track specific demographics, based upon publications’ proven demographics.

Campaign Type: 1-to-1, four-color versioning (catalogs)
Definition: Utilize consumer-specific information to drive higher response-rates through individualized call-to action. 1-to-1 variable 4-color has shown to create 10 times a higher response than normal response rates!
For Example: You’re a odd-gifts cataloger and you know that Joe Schmoe frequently buys products in “Category G” which is sports memorabilia. On the cover of the catalog, in full-color, it says, “HEY JOE SCHMOE, WE JUST ADDED NEW SPORTS MEMORABILIA ON PAGE 22”.
How To Do It: Work the data in your mail-list to include variables that can be used to call each customer to action and groom the mail list extensively. With some experience pre-press work, the cover is printed via 4-color digital and married to offset printed text. This combination produces most efficient print-cost.
Trackability: Can track increase in ROI and repeat purchases.

Would you like more ideas or specifics on how to accomplish similar concepts? Ask me to consult with you during the concept stages of your next marketing campaign! In this day in age, a good print-partner combines an expertise in marketing and branding and how to excute marketing concepts with an extensive knowledge in print technology and print-production.

Driving the Most ROI, Value, and Shelf-Life Out of Your Marketing

If you’re like me, you watch Fox News every morning with the same anticipation as preparing for the "big scare" in an M Night Shyamalan film. With multi-national corporations’ stock prices at all-time lows, there’s no question that everyone has been affected by this economy in some way. For consumers and businesses alike, the ultimate goal has been to drive the most value out of their budget. For businesses, that means driving the most ROI from their marketing spend. And while I am an advocate for a multi-channel approach to marketing, there can't be enough said for the ROI (and stability) of print. Here are some DMA study results from www.PrintInTheMix.rit.edu, that will help address your concerns.

-Close to 40% of consumers surveyed have tried a new business for the first time because of information received via direct mail.

-Nearly 70% report renewing a relationship with a business after a period of time because they received a direct mailing or promotional item.

-Here are average ROI figures; for every $1 spent, the dollars in ROI are.
Direct Mail (Non-Catalog)
2003 - $15.50
2007 - $15.58
2008 - $15.55
2009 (projected) - $15.50
2013 (projected) - $15.66

Direct Mail (Catalog)
2003 - $7.12
2007 - $7.23
2008 - $7.28
2009 (projected) - $7.25
2013 (projected) - $7.29

AM versus FM Screening

After having a recent in-depth discussion on screening, I thought that I’d share the two types of Acme’s screening capabilities:

AM Screening

-Definition: AM screening, or Amplitude Modulation screening, is the conventional screening seen most often in commercial offset printing. In AM screening, the dot pattern is a repeating floret pattern. Tone-density change is seen by amplifying or reducing the size of the dot. Standard AM screening at Acme is 175 LPI (or lines per inch).

-Some of the major benefits are:
1.) Easiest screening type to make color moves on press.
2.) Smoother tones than FM screening.

-Some of the major disadvantages are:
1.) Unwanted patterns and effects (e.g. moiré patterns) are more likely.
2.) Difficulty truly representing very low densities (it will look flat).

-Some of the uses:
1.) Projects that require control of color on press (i.e. typically any product-focused or corporate-focused projects)

FM Screening

-Definition: FM screening, or Frequency Modulation screening, is also referred to as stochastic screening. This screening utilizes one very small dot size (20 microns), in a randomized pattern, with frequency of the dot to create tone-density change (i.e.: the less number of dots, the lighter the density). At Acme, we utilize staccato screening, which uses two a 20 micron dot in the low and high densities and a 25 micron dot in the mid densities, thus allowing for a much smoother mid density range.

-Some of the major benefits are:
1.) Able to capture much greater details.
2.) Very vibrant color.
3.) Reduced moiré dot patterns.
4.) Dot patterning is more similar to Epson proofs than AM Screening (though, the dot shape differs)

-Some of the major disadvantages are:
1.) Get ready…this is THE biggest reason why you might not want to consider FM screening: it is very difficult to make color moves on press.
2.) Clustering due to randomization of dots.

-Some of the uses:
1.) Projects requiring vibrant colors (e.g. outdoor photography, etc.)
2.) Projects with very fine detail.
3.) Projects with objects that have a tendency to moiré.
4.) Projects with objects that have very low densities (e.g. glass/crystal-ware, etc.)

Every project has different requirements, so it’s best to have your favorite print rep (me....if I’m not your favorite, I’ll still help you out!), consult with you prior, to understand the benefits and disadvantages that it will have on your project!

Printing Is A Commodity?...Not My Offering.

I recently read an interesting quote regarding printing being a commodity, that I assume was intended to encapsulate the entire industry. While I agree that there are a great deal of commodity printers (a majority of the industry) who compete solely upon how they can operate as efficiently as possible (often making sacrifices that adversely affect their clients' work), in many cases, I disagree with this claim.

In fact, the most vital trait of the printing industry is by no means a commodity: intellectual property. And what differentiates "Printer A" from "Printer B" is the amount of intellectual property that they have in each operational-field (e.g. sales, estimating, customer-service, pre-press, scheduling, press, bindery, etc.).

Intellectual property is the reason why a client flies or drives by tens…hundreds…perhaps thousands of commercial printers to attend a press-check; intellectual property is the piece-of-mind that a client experiences in not having to attend a press-check, while expecting (and receiving), the color and quality that they anticipate; intellectual property is a production team who’s primary concern is making a client’s project work, regardless of the after-hours they have to put in; intellectual property is the fine-tooth comb that production and pre-press use to groom a project before it goes to press, so that at completion, the project exceeds a client’s expectations.

Surprisingly, I often meet people in the graphic arts community who ask and expect that I offer in-house die-cutting, foil-stamping, embossing, and other trade finishing/bindery functions. It doesn’t surprise me that they expect that; it surprises me that there are other print-reps whose elevator pitch revolves around a piece of equipment that their competitor doesn’t have. And while other printers make small capital investments in equipment, I believe that the most important trait of a printing organization is the tradition, reputation, expertise, and…well…intellectual property that they bring to their clients.

So while some may choose to consider printing a commodity; I do not. Instead I expect that I, and my organization, continue to deliver upon the utmost premium intellectual property.

Banks Utilize Direct Mail In Financial Unrest

An interesting article by Aaron Baar of "Marketing Daily" (11/28/08).
___________________________________

Banks Fight Poor Image With Direct Mail Pieces
by Aaron Baar, Friday, November 28, 2008, 12:52 PM

Banks are fighting bad news headlines with messages of their own in the form of direct marketing.
According to Mintel Comperemedia, the country's banks sent 42% more direct mail solicitations in the third quarter of the year than they did during the second quarter. Moreover, the 53 million offers sent during the third quarter of 2008 was nearly twice the number sent during the same period in 2007.
Much of the increase is from banks looking to assure customers that their money is safe, particularly as ownership of many banks and financial services companies is changing rapidly. "There's an increase in assurance going out to 'current' customers," Pamela McHugh, president of Comperemedia, tells Marketing Daily. "When we're looking at all the mergers and acquisitions taking place, there are new players, and the communication tends to be reassurance to old customers and reassurance to [newly acquired] ones."
Along those lines, the banks have switched their direct-mail messaging from mortgages and loans to more savings-oriented products like CDs and deposit accounts, McHugh said. According to Mintel, banks sent more than 300 times more savings-related direct mail pieces to current customers in the third quarter of the year than the second. Direct mail solicitations for checking accounts were up 90% during the same period.
Although the banks were focusing their efforts on reassuring current customers, they also used the unrest to increase communications to fuel customer acquisition. According to Mintel, new customer direct mailings were up 8% over the previous quarter.
"It's not as significant as the customer communications mail. But banks are trying to take advantage of the uncertainty in the marketplace," McHugh says.
As the turmoil in the bank industry is expected to continue, so will the continued use of direct mail, according to Mintel. "With banking, direct mail is so easy," McHugh says. "I think they'll continue with direct marketing, particularly for retention, but for acquisition as well."

A Storm Is Ahead: Fight the Storm or Turn Back?

There’s no hiding the overt: the national unemployment rate is above 6%, credit is frozen, the Dow is…well…down, and Uncle Sam’s talking about borrowing a few more $100 billion to save other crumbling cornerstones of our country’s economy. The overt is that we’re in a down market.

And while the talking heads are telling us that tomorrow is the end of the world (anyone else getting tired of the doom and gloom?), I’m searching for some much needed optimism. The optimistic truth is that the pillars of our country’s economy are our hard-working citizens. Yes, we’re in a recession. And yes, the media is telling us that there is chaos and strife ahead. But chaos is the catalyst for discovery and creation.

I pulled a section from a great article I read: “Marketers should draw lessons from such examples of charging ahead despite recession, says Ed Rensi, former CEO of McDonald's USA through the early 1990s recession. Unfortunately, he says, companies usually do just the opposite. They cut staff, which he says leaves those left behind overworked and risk-averse. And they cut marketing, which props up profits short term but erodes market share down the road (“Recessions Are Great Times To Be In Marketing”, Thom Forbes, Ad Age).”

We are going to face hard times ahead that will put a strain on our businesses and our consumers, but in the end, the pillars of our nation’s economy (our people, our traditions, and our ethics) will still stand strong. If you position your marketing efforts to “fight the storm”, instead of yielding, you will come out the successor.

What Does GRACoL Mean For Your Print Projects

What is GRACoL? (Hint: regardless of the type of commercial print work you produce, it can have an effect upon your work)

Well, if you’re a graphic designer, to you it may only be a profile that you choose for your profiles. However, the significance behind “GRACoL compliance” is very crucial to how your project is printed. So what is GRACoL compliance?

Well, it’s a continuous improvement process for printers to align their proofers and presses aim towards a specific performance target called grey-balance. Grey-balance is the combination of a specified density of CMYK to create a perfect neutral grey. If a commercial printer is printing in perfect grey-balance, it would mean that regardless of the press and paper, they would achieve the neutral grey if they printed the specified densities of cyan, magenta, yellow, and black. This would mean that a printer would have to continually test different paper stocks on different presses to finally achieve grey-balance (and of course paper and press performances are continually evolving).

Think of grey-balance as baking a cake. Regardless of the oven it’s baked in and the types of flour, sugar, milk, etc, the cake would always taste the same, because you had tested all of the types of ingredients and ovens and knew how they would all factor into the final outcome of the cake.

But it’s much more quantitative in the printing world. To test, we continually scan test-sheets and review the variation of expected densities and actual densities of CMYK across the entire sheet. We then tell our plate makers what plate curves will need to made to accommodate for the variation. Our proofers then output a proof that takes into consideration the stock and press it will be printing on.

What does this mean for your project?

It means that the beginning point for accurate color will be easily attained. It means that FAR less compromising on color will have to be made. It means that there is a much finer target that takes into consideration many crucial factors, so that there is a very clear understanding to predicting color accuracy. It means that as long as a file is proofed with our GRACoL profile, then we can match color more accurately.

Acme Printing continues to be one of a select group of GRACoL certified printers in the northeast (we are certified in both sheet-fed and web). Additionally, we employ a GRACoL certified expert on-site to continually test and improve the performance of our presses.

For you, the most important thing, is that GRACoL is another “piece of mind”, knowing that Acme is in the small percentage of premium-quality printers adhering to these color and quality measures.

Understanding Forest Stewardship Council (FSC) and Sustainable Forestry Initiative (SFI)

So unless you’ve been under a rock for the past four years, you’re familiar with the term Forest Stewardship Council or FSC Certification. The nickel definition of the FSC employs a few key points:

1.) That the logging, milling, manufacturing, and handling of paper is done so to protect the sustainability of the forest, the waterways, wildlife, and indigenous peoples of the surrounding area, and

2.) That every party that handles FSC certified stock does so to comply with very rigorous handling requirements. The SFI or Sustainable Forestry Initiative follows nearly identical compliance requirements.

Well then, what makes the two different? To start it should be known that some of the key differences are that:

1.) The FSC carries more brand recognition because of their successful global-marketing efforts. Though, I’ve been seeing SFI billboards on the highway lately.

2.) The SFI carries has significantly more options in both premium and low-grade sheets. This is because many of our North American paper forests are owned by small private forest owners, and simply, it costs far less to carry the SFI certification for these private owners.

As Acme is both FSC and SFI certified, I have no partisanship in either. To dig further into this, I was directed to International Paper’s, "Sustainability Update" (June 2007), which provided me with the graphic below (click on picture for a full-sized image):

As I always, I invite any further questions that you have about this topic. It’s certainly a big topic that I’ve tried to compress into a few short paragraphs.

Catalog and Direct-Mail Challenges in 2008: “Overstuffed Mailboxes? Take the JUNK Out of Junk-Mail!”

A Direct Marketing Association surveyed found that consumers responded to direct marketing every 16.4 days. Eight of 10 consumers have made a purchase in the previous 12 months in response to direct marketing (i.e. catalog, direct mail, Internet search, newspapers). Of those surveyed, 28% said that they made purchases based upon direct mail efforts.*


Additionally, 73% of respondents prefer receiving new-product announcements via mail from companies they're already in contact with, versus just 18% for email. And 70% prefer mail for unsolicited information and offers telling them about products and services from companies that they don't engage with.**


The survey also found that 31 percent of consumers are less likely to discard unopened mail, including new product brochures, catalogs or other advertising materials, while 53.2 percent are likely to discard unsolicited e-mails about new products. ** In the same survey, customers made direct marketing purchases based upon:

1.) Attractive Price 35%,

2.) Customer Loyalty 16.3%,

3.) Uniqueness 11.1%,

4.) Special Offers 10.4% .*



The Goal
There are three words to live and die by in the direct-marketing world: CALL...TO...ACTION. There are many who would argue that they utilize direct-marketing efforts for branding purposes only, but the truth of the matter is that this can be accomplished WHILE including a call-to-action.


For those of you unfamiliar with a call-to-action, it refers to the message that relates what you want the consumer to do after reviewing your direct-mailer. For example, a retailer that wants to improve in-store sales may create a call-to-action that drives customers to the stores by offering a 20% in-store discount. Many B2C direct-mailers request consumers to register their information on websites, which are essentially for loyalty programs.


Regardless of the copy, the design, the production, or anything else you read in the following paragraphs, if you don't have a call-to-action, then you don't have an end result.


Effective Design
As you send the direct mail job to your designer, make sure that the creative team knows direct mail. For example, creating and designing a catalog is completely different than designing a direct-mail piece. A catalog is a merchandising tool that is typically solicited by the respondent; whereas a direct-mailer is a "catch your eye and sell the call-to-action in 3.5 seconds" tool. Essentially, the copy of a direct-mailer has to be effective enough to sell the call-to-action in the time it takes to go from the consumer's hand to the trash.


Determining the Specs of the Piece
Now that you know the call-to-action and essential concept of the piece, you will need to determine the hard specs of the job. Typically, this is where we (the printer) are able to offer recommendations to reduce costs and increase overall effectiveness. The first things we'd consider are:
1.) How many can we gang up on the same sheet to reduce waste?
2.) How does the size and weight affect postage? Will we need to seal the piece for postage regulations?
3.) What is the minimum buy on the proposed paper?
4.) Do we have other papers that may generate a better response without adversely affecting the brand integrity?
5.) Do we need to consider varnish or aqueous dropouts for ink-jetting?
6.) If there are die-cuts, unique folds, and/or gluing, will the piece function as planned?
7.) What is the rough proposed cost of this job?


From here, you can determine whether or not the value of the response rate will be higher than the cost of the job.


Some Printing Ideas to Generate Higher Response
Do you ever feel like you depend too heavily upon copy and or overall design, far too often? The printing industry changes on what seems like a daily basis. With that being said, you can utilize paper, printing, or finishing processes to improve the response of your direct-mail job. Here are some ideas to help push the "pop" of your project.
1.) Unique paper stocks - Choose a paper stock that identifies with the message of the direct-mail project. A project printed on an uncoated sheet can emphasize a message of value, quality, or overall warmth. On the other side, there are a number of cover stocks that simply draw attention with unique textures and colors like: Domtar's Feltweave, Mohawk's Via, Neenah's Classic Laid, and Reich Shine (which is a pearlescent stock).
2.) Unusual sizes - Try moving away from the typical 4" X 6" or 5" X 7" postcard. Utilizing a slightly different size will stand out much more than the typical direct mailer. Additionally, a different sized direct-mail piece may fit more cost effectively on a standard sheet size.
3.) Unusual shapes - By testing different shapes you may be able to draw different responses than the typical rectangle. Consider what the message of your direct-mail is, and utilize different shapes to not only grab the consumer's response, but to also reinforce the message. You can use die-cutting to produce unusual shapes or folding and gluing to produce boxes or pockets.
4.) Mounted paper - Mounted paper is the process of gluing two press sheets (the front and the back of a direct mailer) together after printing. Essentially, this produces a thick, board-like direct mail piece, as both sheets are typically cover stocks. This mounted sheet signifies quality and strength and really stands out when a consumer receives this in the mail.
5.) Spot UV varnishing - UV varnishing creates an almost blinding sheen, and utilizing it to contrast with a non-varnished area can really draw some attention to the direct mailer. This is especially the case since I very rarely see UV varnished direct-mail.
6.) Contrast-varnishing - Try printing a gloss varnish with a dull varnish. The effects of contrast-varnishing are similar to the effect mentioned in the UV varnishing section above. Simply put, it completely mutes the sheen in the dull varnished area and enhances the sheen in the gloss varnished area and gives the piece a unique look.
7.) Unique die-cuts - In addition to unique shaped-direct mail pieces, die-cutting can also be a functional tool AND a creative way to catch attention. For example, Acme printed a direct-mail project in which when the piece opened, two simple die-cuts allowed a business card to pop up.
8.) Metallic inks - Metallic inks speak for themselves. Try utilizing metallic ink overprints, in which a mid-tone of metallic inks print over a process-color image. This is a fairly sensitive printing procedure, but when pulled off correctly (which Acme does!), the results are sheer brilliance.
9.) Double PMS hits - Double hits, or printing the same PMS image twice in the same pass creates a very deep and "turn-your-head" noticeable color. Again, so much so, that it draws attention.
10.) Tip-on - A tip-on can be any sort of printed piece that is glued to another piece. You often see this with credit-card mailers or post-it notes on direct mail pieces. There are a number of varying tip-on applications, but ultimately, a tip-on looks and feels different when you receive it in the mail. Additionally, our Pawtucket, RI facility just added tip-on capabilities in their plant.
11.) Gang-runs - A gang-run (in this direct-mail discussion) is the process of running multiple different direct-mail pieces on the same sheet. This can be utilized to create semi-variable direct-mail projects by printing a number of different direct-mail pieces on the same sheet.
Ultimately, all of these ideas may increase the budget of your project, but by no means, break the bank. Remember that it's a number game and if you spend a little more, but cost-justify this with an increased response rate, then you have succeeded!
*This source is from - "Consumers' Response to Direct Marketing: An 8 Part Series"
**This source is from - "Study: Consumers Responsive to Junk Mail" (Sass, 2007)

Catalog and Direct-Mail Challenges in 2008: “Postage Increases – Working With USPS’ Initiatives”

In addition to paper and freight cost increases, direct-marketers have also been hit with the most substantial cost yet: postage increases. The most recent postage increases are intended to have their customers automate their mail as much as possible or pay the cost for them to handle less-automated mail.

One of their proposed solutions is a “letter class rate”, which is a lower postage rate for mail that is essentially “machine-ready” mail. The basic requirements for letter class rate are:
1.) is not larger than a final size of 6-1/8” X 11-1/2” and not smaller than 3-1/2” X 5”.
2.) must have an outer stock (i.e. the cover) no lighter than 50# text.
3.) must have the address running along the longest side (i.e. along the 11-1/2”).
4.) must have two tab closures.
5.) cannot weigh more than 3.0 ounces.

Anything weighing between 3.0 and 3.3 ounces, but meets the other letter-class specifications will receive a non-automated letter-class postage, which will be slightly higher than letter-class, but lower than flat-class. For anyone who doesn’t want to compromise the specifications of their catalog, there is another solution: co-mailing.

Unless you’ve been under a rock for the past five years, in some shape or form, you’ve heard the terms “co-mailing” or “co-mingling”. Co-mailing or co-mingling is the combination of multiple catalogs/magazines with other “titles” in a single process, that are ink-jetted, sorted, and bundled together to achieve a significant pre-sort postage discount.

In addition to a huge postage discount, co-mailing also insures a higher quality and timelier in-home delivery. And while a few major long-run printers used to be the only providers who could provide this service, this service can be achieved via “off-line” co-mailing.

When analyzing a mailing, take into consideration all of the costs associated to the job, as all costs play a major factor in choosing the most optimal printing/mailing solution for you. Such relevant costs are:

1.) Pre-press, printing, and production,

2.) Any necessary freight to outside vendors or your location,

3.) All mail prep costs,

4.) Approximate postage,

5.) Any in-bound freight charges.

Looking at the full-picture is truly the best way to manage your costs.

Catalog and Direct-Mail Challenges in 2008: “Sustainable Printing – Hindrance to Some; Revenue Center to Others”

If you’re anything like me, you too feel the concerns over being more environmentally aware. We recycle everything we can: paper, plastic bags, bottles and containers; we try to manage and improve our resources (e.g. $4-a-gallon gas, our food supply, the air we breathe, the protection of our ozone, etc.); what we can’t recycle, we dispose of properly to keep our environment as unaffected as possible. Though I (just like everyone) could be better; but we do the best we can.

Groups like Forest Ethics try to manage the consumption of endangered forests by first kindly asking, and then second, if need be, forcing via public humiliation (which for some large catalogers turned ugly very quickly). Though, many catalogers and direct-marketers look at the growing concern not as a hindrance, but as an opportunity to capitalize on their market. An article entitled “How Green Are Your Consumers” by Laurie Banks (The Portland Press Herald, Friday, April 27, 2007), defines three segments of eco-concerned consumers as:
1.) “9 percent are True Blue Greens - defined as most interested and typically an influencer of others; highly educated with higher incomes.”
2.) “6 percent are Greenback Greens - these people vote with their pocketbook. They are interested in environmental issues but not always willing to spend that extra cash. They are unwilling to sacrifice comfort and convenience.”
3.) “31 percent are Sprouts - a marketer's dream, these environmental fence-sitters are undecided consumers. They evaluate environmental issues one at a time and are willing to listen and compare each purchase to their personal benefits or costs.”

So not only does sustainable printing help you sleep easier at night, but it also has marketability! So with that being said, here are a handful of goals that will help make your project more environmentally sustainable.
1.) Forest Stewardship Council or FSC certification: this initiative is a chain-of-custody certification in which a paper is logged, milled, and manufactured to insure total protection of the wildlife habitats and forests. This certification is highly recognized and regarded by the Rainforest Alliance and the World Wildlife Fund.
2.) Sustainable Forestry Initiative or SFI certification: this initiative is a chain-of-custody certification that protects the best interest of sustaining the forests and wildlife, while also maintaining the best interest of the forest land-owners and loggers.
3.) Green energy or Green-E: The paper is manufactured utilizing a number of sustainable energy methods (e.g. wind-power).
4.) Bleaching: “ECF” or “Elemental Chlorine Free Bleaching” uses a chlorine compound, most often chlorine dioxide that significantly reduces dioxins but does not eliminate them. ECF bleaching is considered middle ground for environmental bleaching. “PCF” or “Process Chlorine Free Bleaching” uses totally chlorine free processing and includes recycled content and is considered the “greenest” method of bleaching.
5.) Paper recycled content: The recycled content refers to the percentage of the paper that contains recycled fibers. Additionally, many paper stocks contain post-consumer waste (PCW). This waste is paper that is recycled by consumers. So, for example, if a paper contains 60% recycled content and 40% PCW, this means that 20% of the paper is pre-consumer waste (any paper that does not reach the consumer) and 40% is post-consumer waste.
6.) Soy-based inks: These inks are manufactured with a soy-base and not a petroleum base. The benefit of soy-based inks is that their VOC, or volatile organic compound, content is very low. VOC content has become a very important discussion point, as the concern is that something that biodegrades releases VOCs into our soils and waterways and can potentially poison our generations to come.

If your printing rep’s concern aligns with environmental sustainability, they will be able to provide economically feasible solutions. Many of these initiatives may be accomplished with out additional cost to the job! So align yourself with a rep who can provide you with these types of solutions (**ahem…over here…cough, cough…yes, this is an expertise of mine**)

Catalog and Direct-Mail Challenges in 2008: “Do Not Mail Legislation – Fight or Flight”

It’s August; it’s time to begin preparing for the holiday season. If you’re a cataloger or direct-mailer, you have the same concerns this year as we do. In the next few blogs, I plan to address these concerns facing you and how to turn them into successful profit-centers for your business.

Catalog and Direct-Mail Challenges in 2008: “Do Not Mail Legislation – Fight or Flight”

Every time I pick up a new printing or marketing magazine, there’s at least a small mention of “Do Not Mail Legislation” which essentially will establish a “Do Not Mail” registry that consumers can add their mailing information into. And as it is believed, this proposed legislation will produce another major hindrance to the success of direct marketers.

Direct marketers are worried that prospective customer volumes will drop-off. Likewise, list-service providers, printers, and mailers believe that their business will be directly correlated to this. It’s time for a “Plan B”.

Plan B should begin by re-evaluating your marketing strategy. For many up to this point, you’ve been utilizing the “spray-and-pray” marketing strategy (meaning, “send a ton of direct mail/catalogs out and hope that you can turn a 3% response rate”). Now while direct-mail continues to be the most effective catalyst to the sales cycle, let’s take a more tactical approach to attracting high-quality prospective-customers.

Consider spending more of your marketing budget on your best prospective customers. Most likely, your best prospective customers are divided into two major groups:
1.) Those customers that currently purchase your products, and
2.) Those customers who don’t currently purchase from you, but demographically are the most likely to.
Focus on producing higher quality print and mail communications for these customers.

Some ideas to begin your thought process:
1.) Don’t send your customers “throw-aways” send them “coffe-table mail”. Meaning, mail your customers pieces that aren’t perceived as marketing tools…or “junk mail”; mail them print pieces that will have a long-shelf life, and a high-quality perception! Be creative; have you ever received a direct-mailer that you showed to co-workers, friends, and family. I have! FYI – The level of quality in a piece of print sub-consciously triggers a perception about the quality of the products/services that are being marketed and the company being represented.
2.) Drive your customers with print promotions. Coupons, freebies, rewards-programs, rebates…regardless of its name, promotions can drive your best customers into your “customer community”. This produces long-term customer loyalty.
3.) Harness the available technology and your data. Have you considered using the data you have on your customers and available data on prospective customers to its fullest extent? Personalized communications and variable data (whether it is as simple as ink-jetting codes or as complex as personalized 4-color graphics and messages) are a way to drive response rates. You have mere seconds to capture a new customer’s attention, so you’d better hit them with something good while you’ve got their eye.
4.) Shock the end recipients’ expectations by changing the look and feel of your piece. Got the “5 X 7 direct-mailer blues”? How about the “8-1/2 X 10-7/8 catalog blues”? Change the size, throw in some die-cutting, use a new stock or coating, try some varnishing techniques…whatever floats your boat! Try something…ANYTHING…new to increase the mere seconds you have capture the recipient’s attention.

I will speak to this further in a future blog called “Overstuffed Mailboxes? Take the JUNK Out of Junk-Mail!” It’s really up to you to begin changing your thought-process with the evolving times. Focus more upon your highest quality customers and your ROI will benefit.

Paper or plastic bags?

Hello respected friends and colleagues,

I was forwarded this link by a client and I thought that I'd pass it along as it really struck me.

http://tinyurl.com/6ghx85

You used to hear it all the time when you went grocery shopping: "paper or plastic bags"? This decision USED TO BE one of the most meaningless decisions you made all day.

Now, it has a particular poignance. Now, it drastically affects our global environment, our quality of life, and our economy.

Please take a look at the quick slideshow to understand why this decision has become so important.

Yours Truly,

Adam Trull

--Big changes are made up of small decisions.

Is Print An Economically Viable Marketing Media?

Well, naturally, I’m a little biased on this. As businesses begin to tighten their purse-strings, marketing is one of the foremost areas that companies look to reduce overhead. Oddly, I’ve recently been reading more statistical evidence and having more discussions about the dire importance that print continues to play in the marketing-media-mix.

An article titled "The Future of Print In Marketing Communications", written by PressTek’s Director of Marketing and Communications discusses exactly the role that print has played and will continue to play in the media-mix. Simply put, "print is the igniter for the other media in the integrated marketing campaign". Why do you ask, is this the case, well because:

1.) Print is more sensory that TV, radio, Internet, word-of-mouth, etc.,
2.) Print is there when the consumer needs it…and when it’s there when the consumer doesn’t need it, it is tucked away…or hung on the fridge….or kept on your desk…etc.,
3.) Print is easier for the consumer to be communicated to…consumers receive marketing communications at completely different pace…I may review print (or any marketing communications), at a different pace than someone 50 years my senior.
4.) Print is trust worthy. Internet communications could be coming from any fly-by-night company…or for that matter, some creep looking to swipe your credit-card number.

Here’s a couple of cool facts for you:
-"According to Mintel Comperemedia, a media monitoring service, direct mail offers sent in 2007 to companies' current customers increased 17 percent from 2006." --www.printinthemix.rit.edu
-"A recent Pitney Bowes/International Communications Research study found that 73 percent of consumers prefer to receive product announcements and offers via US mail from companies they do business with." The Future of Print In Marketing Communications
-"Among the various advertising media in 2006, direct mail was the top choice of advertisers followed by newspapers and television." United States Postal Service (2006). Household Diary Study. www.printinthemix.rit.edu

Hey marketers, check out "The Future of Print In Marketing Communications" on www.whattheythink.com.

Files du Jour…Proofs a la Carte – How to Manage the Costs and Time of Your Pre-Press

How important is it really, to know how files are arriving and what types of proofs to utilize during estimating and production? Actually, it's extremely important. File type/delivery and proofing is a major factor in determining cost and time necessary for pre-press (especially on high-page count projects). So when determining an estimated cost and schedule for a project it’s crucial for us to know these factors.

Files
The most typical ways for files to arrive are:

1. CTP or high-resolution print-ready PDFs (least amount of pre-press time needed). An important note, when providing CTP files, it’s always of benefit to provide a source file JUST IN CASE, a last minute change needs to be made to the file.
2. Images are high-res and in position.
3. Images are not in position, and page assembly is required (most amount of pre-press time needed).

Proofs
Your proofs are determined by your needs. The following are typical proofs:
1. Iris…or digital dylux...or dummy proof. These proofs are intended to show only how the pages will be collated, how the project will be finished, and is utilized to check copy. We produce a digital dylux on every project as a QA measure.
2. PDF Proof and/or “Dialogue” remote proofing. Before I begin, at a bare minimum on a job that has more than one-color, I absolutely recommend at least producing a set of Epson proofs so that we have something to match on press. With my disclaimer out of the way, PDF proofs are just as they sound: a high-res PDF that is really only intended to show that we made something like a type-change, added an image, etc. Taking that a step further, we offer a service called Dialogue, which allows for online collaborative proofing. The interface, which is similar to Photoshop, allows remote users to log in and do such tasks as check color builds of an image and review other user’s comments and leave your own. This is immensely valuable for clients (for example) who have many team-members involved, but are not within the same geographic proximity. Ask for a “test-drive” of this value-added service if you are interested.
3. Epson approval proof. Epson proofs are also utilized for approving color, but are faster to produce and significantly less in cost. I recommend Epson proofs for projects that are going to be produced on a gloss sheet, are not absolutely color critical (though you may not be able to tell the difference between an Epson and a Kodak), and/or a very high page-count project.
OR…
4. Kodak approval...or job-stock proof. These proofs are intended to show 100% accurate color on job-stock. These proofs typically cost the most and are the slowest, but are necessary for projects that do not require a gloss coated #3 domestic stock. This is because our Epson proofs are proofed on a stock similar to a gloss coated #3 domestic sheet.

As always, pre-press and proofing can be a huge time and cost expenditure. Be as explicit as possible so that we can help supply you with an accurate estimate and schedule.

Who Is The MATLET Group, Acme's Parent Company?

So, you may know A LOT about Acme Printing, but how much do you know about the other sister plants that we can cross sell into? Check out more at: http://www.thematletgroup.com/.

Central Florida Press
Capabilities
· Three six color-40” Sheetfed presses
· Two Web presses with 24.8 and 23.526 cutoffs
· Full in-house bindery
· Mailing label ink jetting
· Pick and Pack Fulfillment
· Custom Data Solutions
· Production Automation

NOVA Marketing Services
Assembly Services
· Kit and folder assembly
· Shrink-wrapping
· Collating, inserting, packing
Pick and Pack/Inventory Management
Real time, web order processing and inventory management
Direct Mail
· Three-dimensional, highly personalized packaging and mailing services
· Data and mail preparation, laser printing and ink jetting services
Organization
· In fulfillment business for 24 years
· 98,000 sq ft production facility with 100,000 sq ft bulk storage facility
· 2-Shift operation
· On-premise temporary agency to support large production requirements of up to 150 temps per day

Packaging Graphics
Printed Packaging Products
· Blister Cards, Insert Cards, Stretch Pak Cards, Folding Cartons w/ window
Thermoforming Products
· Blisters, Clamshells, Trays,Tri-folds, Multiple substrates
· both virgin and recycled films
· ranging from 7.5 – 62.5 gauge.
· Other In house Process Capabilities
· Full in house pre-press department
· Consigned raw material program
· Various equipment capabilities

The MATLET Group’s Strengths
1. Diverse manufacturing platform
Products and services that encompasses the whole print supply chain -- from prepress through fulfillment and distribution
2. Broad geographic scope with four plants in the U.S.
With multiple locations in the United States, we are able to provide printing and distribution services in more than one region
3. Recapitalization to expand technological infrastructure
The MATLET Group believes in investing in state-of-the-art equipment and technology that’s continually updated to offer the latest industry advancements
4. Long-standing customers
We are trusted by some of the nation’s largest companies
5. Nation’s largest minority-owned printer
We can help your company reach its supplier diversity goals, while working with a supplier that has a track record of success in meeting and exceeding customer expectations. The MATLET Group is a Corporate Plus® member of the NMSDC.
6. Stewards of the Environment
The MATLET Group holds FSC, SFI and ISO 14001 certifications