Small Businesses and Printers

How can a small business or start up use a printer?

Let's make a list of simple start-up ideas:

1. Design your logo
2. Help you with the rest of your brand
   
3. Print business cards and letterhead
4. Run a direct-mail campaign
5. Print and distribute a brochure about your company
6. Publish a catalog of your products
7. Help you with a newsletter
8. Print flyers for local distribution
9. Print any internal, specialized forms you may need to run your business
10. Connect you with other people in your business

Hmmm....that last one is interesting. You, mean network with people? Oh, yeah, connect me with people either in my same business or potential customers. Maybe a partner or supplier. Yes, your printer probably belongs to chambers of commerce and other networking groups and most likely, is a small business themselves.

Not a bad list.

The Executive Pressman

www.executivepress.com

Five Direct-Mail Terms to Know

Direct-mail marketing is alive and well. In the interest of helping you understand how it can work for you, here are five terms from this business that help make clear what makes this marketing option work.

1. Compiled list .Names and addresses taken from directories, newspapers, public records. People who have something in common. Compiled lists are usually the least useful or responsive for direct marketing. Response lists are better.
2. Control Group .Every database promotion should include a control group of customers who are not exposed to the promotion. The success of the promotion is measured by the difference in response of the promoted group compared to the control group (after subtracting the cost of the promotion).
3. Conversion rate. The percentage of responders who become customers.
4. Database Marketing. Collecting data on customers and using it to provide recognition and services to customers, resulting in increased customer loyalty and repeat sales.
5. Direct Response. Advertising or promotion that seeks not just to provide information, but to generate an inquiry, order or visit.

We'll bring up more terms in future posts. In the meantime, this will help you understand what makes this interesting business tick.

The Executive Pressman

www.executivepress.com

(some content courtesy of the Database Marketing Institute, www.dbmarketing.com)

Five Printing Terms You Need to Know

Remember vocabulary tests in school? While this won't be a test, it is importnat in business to have a broad and varied vocabulary. It helps you communicate.

A good person to be communicating with clearly is your print service provider. So today we are talking about print terminology that is valuable to know.

Let's pick five terms to become familiar with:

1. PDF
2. Digital printing
3. Offset printing
4. Press proof
5. Green printing

A PDF is a software program/product developed by Adobe that allows for a piece that is to be printed to be packaged for ease of production. Most desktop computers have the program and many printers can work directly from these files to finished printed product easily.

Digital printing is imaging done by a printing machine (press) using laser, inkjet or solid-ink technology to make the images. Xerography is a form of digital printing.

Offset printing is traditional printing that is done on a printing press and uses plates and image-transfer processes. Used primarily for large run jobs and specialty projects (catalogs, for example).

A press proof is a review of the printed project as it comes off the press during it's initial run. Ink color and density and image quality can all be judged at this time and corrections made.

Green printing is a broad term that encompasses what a printing service provider does in terms of using environmentally safe products and processes. Soy inks, recycled papers and careful recovery and use of solvents are all a part of being a green printer.

For more information, please visit www.executivepress.com. Or call us at 214-217-7000.

The Executive Pressman

On-line Ordering

Does your print and mail house offer on-line ordering? If not, here are some things to consider that make this service offering invaluable:

• The convenience of delivering to-be-printed files electronically.
• Reviews and proofs can be accomplished remotely and electronically.
• Orders can be reviewed and placed online.

By placing, processing and managing orders on line, you do the following:

• Save gas
• Save travel time
• Speed the process--no time lag
• Increase productivity
• Increase quality--more attention to detail and fewer revisions.

For more information on how an on-line ordering system works, contact us at www.executivepress.com.

The Executive Pressman

Positive First Impressions: Building Your Brand

A first impression is always the best impression--or at least a lasting one. Some things to consider as you build your business and along with it your brand:

• Does everybody in your company have the same design and style of business card?
• Do you all know the key messages you are expected to deliver when talking about the company?
• Does everybody have or know an "elevator speech"?
• Does the receptionist (the "director of first impressions") answer the phone in a consistent fashion?
• When your prospects or clients come to your website to they see the same image or have the same impression as when they come to your office or meet your representatives?
• Do all your media (web page, brochures, offices, trade show booths, ads) have the same branding (logos, colors, messages)?

Thinking and inventorying these items will go a long way toward to building your brand in a positive way from the first impression. And don't forget to act on that list!

The Executive Pressman

www.executivepress.com

Brand Brand Brand!

We hear the word all the time: Brand.

What exactly is it?

1. A logo?
2. A typeface?
3. Actions and words?
4. All of the above?
5. None of the above?

Well, it is parts of 4 and 5. Really. There are the elements of brand and then there is the image of brand. There is also the brand promise.

Wikipedia defines brand as a "the identity of a specific product, service or business."
Do you know your brand or brand identity? Are you:

• Consistent in its use?
• Clear in its appearance and identity?
• Able to articulate the promise of your brand?

Look at how others define and use their brands. Talk with marketing professionals and other known experts if you aren't clear. Reach out to your network to get the best ideas and then apply them to your business plans and objectives.

Consult with us at Executive Press. We can help you define and implement your brand.

The Executive Pressman

The Value of of a Good First Impression

You’ve heard it before. You never have a second chance to make a first impression.

Think about the first time you did business with a company. If you had a bad experience, you may not give them another chance. What impression does your business give? Here are some tips to leave the right first impression with your customers.

• Consistency. Whether it is with your marketing materials, your physical location or your employees’ appearance and service, you need to send a consistent message.
• Employees. You aren’t the only one that works with your customers. So it’s important to train your employees to give the same level of service you would give.
  
• Get feedback. Want to truly know if you are making a good first impression? Then ask your customers for their opinion.
  

If you want to portray a professional image you need to look at these important details and approaches. For more information and for help in making a good first impression, please visit www.executivepress.com.
The Executive Pressman