Print SMART

What Makes Print Unique in the Marketing Mix?

Print continues to be one of the stronger, if not the strongest, forms of advertising when it comes to triggering actions by consumers. An international communications research survey found that 73 percent of consumers prefer conventional mail over other advertising methods. A separate study conducted by the U.S. Postal Service found that households respond to 5.1 percent of direct mail compared to less than 1 percent for email, paid search, online display ads, and social media ads each. The data shows that print is not dead and actually triggers responses in consumers.

According to the Direct Marketing Association, 65 percent of consumers have made a purchase as a result of receiving direct mail. Many businesses are now learning that they can strengthen their marketing strategy by combining traditional marketing methods with digital efforts.

One way that businesses are combining the two is by including social media channels on business cards. When social handles are added to business cards, prospects are likely to visit and become a fan or follower of the company page on Facebook and other popular platforms. Companies can now market to these digital visitors at a lower cost, and prospects will see organic posts, which can lead to purchases.

Business card with social media handles

As technology has grown and developed, so too has the print industry. Business cards formerly contained websites URLs, but now information can be embedded within QR codes. QR codes allow businesses to directly connect customers to the website and social media handles. Even QR codes have seen improvements with customization options that include colors and patterns for integrating brand into the design.

QR code on business card
QR codes are not just limited to sending prospects to your website; they can also be used to share videos, files and pictures.

What tools make the print experience possible?

Over the last few years, the print industry has incurred a lot of changes that which have allowed operations to run smoother than ever. Some of the major tools and changes implemented include giving customers the ability to view full 360-degree digital soft proofs, a fully equipped online designer and a team of file review specialists before files go to print.

Advanced designer tool DaVinci Designer, available at OvernightPrints.com, allows anyone to become a designer in minutes regardless of their design experience and without the need for expensive photo editing software, such as Photoshop. The tool is simple to use and packed with features that anyone can understand.

DaVinci Designer example
DaVinci also allows users to easily add special effects and finishes to their designs, such as texture and spot UV.

Aside from being an award-winning design tool, DaVinci also renders full 3D soft proofs. Its viewer lets users completely rotate artwork in a full 360-degree space and can even display the difference in lighting. This proof allows users to make sure that spot UV and texture layers will print as desired. Design edits can be adjusted directly in the designer tool without needing to change print files.

Traditionally print providers had to print hard proofs to send out to clients. Hard proofs increased the overall production time and cost of printing. Now proofs can be easily viewed online.

Whether designing prints within the designer or uploading files, users can take advantage of DaVinci’s 3D viewer. After files have been uploaded, a soft proof will be available for review.

Online printing services like OvernightPrints.com offer file reviews before print. A team of dedicated file specialists check design files before they are sent off to our printers to help eliminate any potential errors, saving customers considerable time and money in misprints.

Integrated design file review

In conclusion, the print industry is the best it’s ever been with new technology improving processes throughout the printing process from design to production. Regardless of the uproar that many think the digital age has had on the print industry, the changes have allowed for new technology to emerge and strengthen the industry.

Article contributed by Anthony Cafone, social media specialist at OvernightPrints.com.

You Might Also Like

SXSW’s Flatstock is a Gallery of the World’s Best Music Poster Artists’ Works

Sports Tournament Brackets 101: Mad for college basketball

Quick Guide to Visual Merchandising

The Only Trade Show Survival List You Need

Coolest Camera Tech from CES 2018

How to Plan Celebrity Meet & Greets at Events

5 Tips to Prepare Your Comic Con Booth

What are Creative Uses for Bookmarks That Don’t Involve Books?

Business Card Tips: What Does Your Business Card Say About You?

20 Movies You Didn’t Know Were Books First

Custom Bookmarks as Marketing Tools and Gift Ideas

How Businesses Can Give Back on Arbor Day

Iconic Gig Posters: The Art Behind the Music

Dr. Seuss’ Life Lessons You Can Use

8 Corporate Thank You Cards for Employee Appreciation Day

Expert Tips for Creating Fashion Lookbooks

Winning Movie Poster Designs from the 2017 Oscars

Your Business Card is Your Trademark

Create Cute Baby Calendars as Holiday Gifts

7 Simple Steps to Designing High-Quality Business Flyers

7 Picture-Perfect Marketing Postcards for Photographers

Unique Business Card Ideas

Patriotic Party Planner

Clever Ways to Use Coasters

Complement Your Home & Business With Coasters

Make Your Home & Office A Pleasant Place To Be

A Business Card Different Than The Rest

Take Your Business On The Road

Establishing a Design Establishes Your Company

Don’t Let Your Appetite Down

Small / Local Businesses Should Take Advantage Of EDDM

Expand Your Booklet Horizon

Rack Cards With A Twist

Are Circle Business Cards In Your Toolkit?

Gaining Awareness Without Breaking Your Bank

What Can A Booklet Do For You?

Make A Statement With Your Business Card

Bookmarks/ Think Outside The Box

Super Invitations for the Super Big Game!

Overnight Prints Keeps it Green…You Can, too

Get Buzzy With Business Cards

Create an ‘Etsy style’ Greeting Card in Photoshop

Taking Stock of Your Business Card Paper

Stop Bailing on Mailing (Services)

Summer Cleaning (Had Me a Blast)

Business Cards: Here today…Not Gone Tomorrow

QR Codes in Posters and Mini BCs

Invitations & Announcements for Dads & Grads

Postcard Marketing 101 – Using Customer Testimonials

Earth Day 2012

Be an Art Collector

Presenting the Pocket Folder

Death of the Business Card?

An Ode to H2O

Never a Second Chance to Make a First Impression

Crazy March Media, Money & Marketing

What Chlorine Free Means

The Networking Card

Roses are Red

A Paperless Society

Introducing gapingvoid Business Cards

Back to School Ideas

The Secret of QR Codes

NOTEPADS IN NEED!

Notepads now available from Overnight Prints

Overnight Prints Business Cards – Rated #1 for overall quality

Mini Business Cards

Car Door Magnets

Overnight Prints Web Commercial – how we made it!

35 of the most Inspirational flyer & postcard designs

5 ways to add value to your business cards

Top 20 Custom Movie Posters

CREATE PERSONALIZED NEW YEARS GREETING CARDS

5 ESSENTIAL TIPS ON CREATING MESSAGING FOR COMPANY GREETING CARDS

Make your own Holiday Gift Stationery at OvernightPrints!

Grow Customer Relationships with Holiday Cards

2011 Custom Calendars Available for the Holiday Season

Steve Jobs 1979 business card

Halloween Print Products for October Promotions

Augmented Reality Business Cards

3 Best Print Product Ideas

postcard vs e-postcard

Best business cards

Flyer design – upload Photoshop flyer for free

Upload your Business Cards for FREE – Overnight Prints’ new and improved online service

Creating your own Business Card file for print

The Importance of Good Print quality when creating Photo Postcards

Comp Cards – What they are and how to print them!

Facebook Like and Dislike Stamps!

Art & Design on Postcards

Greeting Card design inspiration for Mothers Day

Mommy Cards for Mothers Day

Family Business Cards

Great ideas for Custom Bookmarks & Bookmark Promotions

Create a Simple Holiday Postcard in Photoshop- using the Clipping Mask, Warp Tool, and other Text Effects!

5 Best Custom Business Card ideas from Small Business Customers!

Best Business Cards from Around the Web

5 OF THE BEST SMALL BUSINESS/SMALL BUDGET MARKETING IDEAS!

Do Your Business Cards & Marketing Materials Need Revamping?

How to Choose a Green Printer

Not Convinced? Free Samples To Change Your Mind!

Is the Cell Phone Killing the Business Card

Tis The Season: Recycle Those Christmas Cards!

Save Your Hands, Save Your Time: Self-Inking Stamps

Business Greeting Cards Aren’t Promo Items – Really

Bookmarks As A Marketing Tool: Cheap & Effective

Hassle-Free Greeting Cards

Rubber Stamp Business Cards- Create your own Hand Crafted Business Card

How to make your own fancy bookmarks

Shop the Story!