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

How I Can Increase Your Direct Marketing Respone By 35%

...a long one, but worth the read...trust me

And while I naturally have questioned the place of digital printing (toner-based) on this very blog, I provide you now with some interesting news. Acme Printing has formed an official partnership with a large New England based digital printer. And while we can directly manage an entire digital print project, our intentions are somewhat more complex.

BUT FIRST, 1:1 or 1-to-1 print marketing is the process in which a printed communication is printed and marketed specifically to the end-recipient. This data-driven process can only be accomplished through extensive up-front programming and prepress, and with the proper digital printing technology (e.g. Xerox iGen, HP Indigo, etc.). A 1:1 piece contains any combination of static graphics/text and:

1. Semi-variable (which refers to a pre-set group of variable images/messages – like a picture of a dog and a message "You like dogs").
2. Completely variable (which contains a message that is completely specific to the recipient – like "John Doe, you like dogs"),
3. And there’s a mix (like a picture of a dog pulled from a pre-set group of pictures and a message like "John Doe, you like dogs").

According to the "Personlized & Database Printing: The Complete Guide" by David Brody and Frank Romano, there is a 34% increase in response and a 35% increase in response time over a typical print marketing piece. For our clients, whether it be a catalog, a sales kit, or a direct-mailer, we are now capable to manage the entire project of marrying digital and traditional offset projects. The benefit of marrying the two is that both the response effectiveness of digital 1:1 and the cost-effectiveness of offset are achieved (for example, marrying a 1:1 digital cover and a 32-page offset text). This is something I coined the term mix-media-printing for.

The Future of Direct Marketing (Part 3)

This post is nearly an EXACT parallel to the Bourne Ultimatum - a third sequel that is more action-packed, has better dialogue, and overall, is more exciting (and both of the main characters have rapidly receding hairlines). So, now that you've decided that direct mail is the most effective way to market to your customers AND how you're going to measure the effectiveness, it's time to determine what service provider is best for your needs (click the picture and you'll get a full-sized view). And certainly I try to be unbiased with my opinions, but COME ON...Acme Printing is able to achieve all of the top requirements! Well, I can't promise there will be a "Part 4", but if George Lucas can do it, then so can I.

The Future of Direct Marketing (Part 2)

Let's face it: sequels stink. I'm here to change that stereotype with next part of "The Future of Direct Marketing" (that's a big claim...this better be good).

In the last post, I discussed that the most preferred means of communication to your customers (BY FAR), is direct-mail. So now that we know direct-mail is the best way to reach your customers, you have to know how to measure Return On Investment.

Check it out in the graph, respondents were asked what they used to track the ROI on direct-mail programs.

I should also mention that respondents said a good response rate is a whopping 12.6% and a poor response rate as 8.3%. This is a huge jump from the average 2% response rate of recent past.

You know where I got this stuff, but I've got to say it anyway: The PERF Report - http://www.psda.org/education/perf.aspx.