November 27, 2018

9 Tips for Re-energising Your Print Marketing Collateral

Is your print marketing collateral stale and ineffective? We have put together nine tips to help you freshen up your print.

 

Tip One: Use speciality card and paper in different shapes and sizes

One way to breathe life into your print collateral is to use speciality paper. It can help you stand out and be remembered by your target audience. For example, textured paper can really enhance the tactile nature of your print collateral, and this, in turn, helps to make your brand more memorable. But don’t stop there. Instead of sticking to the standard shapes and sizes, mix it up a bit and use eye-catching cut-outs in sizes that surprise and delight the audience. Though be sure your choices accurately reflect your brand identity and are suitable for the target audience.

Tip Two: Use foil stamping to grab attention

Foil stamping is a printing process that uses foil in combination with dye to create luxury metallic effects on all kinds of print collateral from business cards to brochures. It can enhance print in several ways:

  • adds a strong sense of quality;
  • the shiny metallic effect serves as an excellent attention grabber;
  • it provides some additional

Tip Three: Better graphic design

As business owners, sometimes we settle for whatever our graphic designers come up with.

However, this can lead to mediocre results that don’t help us achieve our business goals.

So, take a look at your current print collateral and ask yourself: Is this really the best design for the job? If the answer is no, then consider hiring a graphic designer that has a proven track record of working in your industry and producing high-quality designs. But don’t stop there. Be sure to push them i.e. get them to dig deeper. Don’t settle for the first idea they pitch you. Be armed with a clear vision of what you want to achieve and make sure you get it.

Tip Four: Use authentic imagery

A major marketing trend now is authenticity. People are tired of cheesy, cliched stock photos that don’t reflect their own lives or reality in general. At worse, it puts people off. At best it just fails to appeal to them. This is why more and more marketers are turning to authentic lifestyle imagery as it helps brands connect with people on a more sincere level.

Tip Five: Tailor communications to different events

If you have a regular calendar of events that your business attends every year, chances are you use generic print collateral for each one. On the surface, this appears more efficient in terms of cost. However, you could be missing out on making a good impact. Different events (such as conferences and tradeshows) have their own energies, which is to say they have their own buzz and excitement. So, a good way to harness that energy is to tailor your communications for each individual event.

Tip Six: Plan ahead for events

If you know that you’ll be attending an event that requires specific communication, then it’s a good idea to plan your print collateral in advance. There’s nothing more stressful than leaving it to the last minute and rushing something through that ends up shoddy and ineffective. Advanced planning gives you enough time to develop creative ideas and allows your designers and copywriters to come up with something that really works.

Tip Seven: Go multisensory!

Scientific studies have shown that people are more likely to make a meaningful connection with your brand if their senses have been stimulated in some way. This is why print marketing is so much more powerful than digital marketing. One tactic that creative marketers are turning to is the multisensory mailshot. The idea is to stimulate as many senses as possible so as to forge a positive connection with the recipient. So, think about combining your print marketing collateral with aromas, sounds and interesting textures.

Tip Eight: Print-based content marketing

A lot of marketer’s associate ‘content marketing’ with digital marketing. But this is a very narrow view. Traditionally, content marketing has its roots in the print form. One example is the purveyor of fine food that publishes a monthly or quarterly printed magazine packed with interesting recipes and articles. By providing useful, interesting and entertaining content, they earn the respect and trust of the audience. So, in order to give your print strategy a boost, this is something you may want to include in your marketing plan.

Tip Nine: Integrate it with online marketing

Another way to give your print marketing a boost is to make sure it aligns with your digital marketing so that it becomes a tightly knit system that guides the customer through the marketing funnel. You can use the memorable and tangible nature of print to grab their attention, and then direct them to your website or social media channels where you can use the power of digital channels to convert them into leads or customers.

If you have in mind an idea for Direct Mail campaign, we are here to help you. Contact us at hello@romax.co.uk or call us at +44 (0) 20 8293 8550 to get a free quote. 

October 30, 2018

Top 5 best print ads case studies

1. Take a ‘text drive’

Before launching a new car, Kia created a fantastic interactive promo pack with a range of engaging print effects. It was sent to 100 automotive journalists to grab their attention to the new Stinger model. Kia’s goal was to make this model feel very special, and they succeed.

The pack featured eight chapters to match the car eight-speed automatic transmission. The first page gives readers a special sticker that when peeled back revealed the image of the car. It invites readers to ‘spin doughnuts’ with their finger and after tracing a circle on the page then folds out to reveal tyre marks in a microfiber cloth underneath. And then the page smells of burnt rubber – the “scent of passion” makers say. More about KIA’s innovative advertising.

Text Drive KIA

2. Check your head

Shampoo brand Head & Shoulders created a recent interactive ad in the magazine. They invited the readers to test their head for dandruff, by merely scratching their head over the page. Since one of the sides of the ad is entirely black, it will highlight for those with the dry scalp any flecks of dandruff that falls from their head. Such action will push readers to consider using the anti-dandruff shampoo. Ingeniously simple, it proves that print’s low-tech approach can often be the most effective. 

3. The washable book

Infectious diseases transmitted via hand are still significant issues in developing countries. More than 6,000 children lose their lives every day over this problem. Japanese company ANGFA created an interactive print ad where kids would need to use the block of soap, this way they decided to educate young people to use it. The company created a technology where colourful print would appear after it is washed with the soap. As a result, Washable Book was created. This campaign was very successful and boosted soap sales for the company by 1,730%.

4. The ad that sends you to sleep

When it comes to innovations in print IKEA is not a stranger. Their goal was to promote the range of beds, and they came up with the idea of creating a print ad that puts readers to sleep. They used several techniques in their ad that helped to nod off. Firstly it’s printed with lavender ink, a scent known to make people feel relaxed and improve sleep quality. Then, by plugging the ad into the USB charger it becomes a white noise speaker, helping to keep the noise down and aiding sleep. Even the visual of the ad was created to relax the reader by drawing them into a circular pattern. More information about IKEA’s campaign. 

5. The print that saves lives

Proving that door drop mail is as effective as any other form of marketing when it comes to public service. Grey Group Poland took a simple piece of paper and turned it into a print ad that reached over 40 million people, potentially saving thousands of lives. Such ad was created to prevent deaths from carbon monoxide poisoning, and it instructed the recipient to hold the page of ad up to the home intake vent. If it stuck to the vent, then the house had a good air circulation. But if it didn’t, it indicated that the vent might be clogged, posing a significant threat of carbon monoxide poisoning. The campaign was so successful that there are plans to roll out to other countries. More information about Grey Group Poland campaign.

If you have in mind another great idea that can help you to increase your sales or, like in these examples, save lives we are always here to help you. Please contact us by e-mail at hello@romax.co.uk or give us a call 020 8293 8550 and we will create it together.

February 22, 2016

Logo Design the use of Colour in your Brand

The use of colour in your brand is a big decision, what to remember when designing a logo:

The use of colour in your brand creates a great deal of thought and discussion.

Recommendations range from:

  • Use colours near to each other on the colour wheel (e.g. for a “warm” palette, use red, orange, and yellow hues).
  • Don’t use colours that are so bright that they are hard on the eyes.

As well as a good use of colour in your brand, the logo must also look good in black and white, grayscale, and two colours so that wherever the logo is to be used in mono print, web, colour print or mobile it is always recognisable to your clients

Breaking the rules sometimes is okay; just make sure you have a good reason to!

K.I.S.S. (Keep it Simple, Stupid)

The simpler the logo, the more recognisable it will be.

Scalability:

A logo is not effective if it loses too much definition when scaled down for letterheads, envelopes, and small promotional items. The logo also has to look good when used for larger formats, such as posters, billboards, and electronic formats such as TV and the Web.

12 essential rules to follow in logo design

Even if you are on an absolute budget you should still print a brand/logo/message in mono for additional impact on your marketing print.

Using the colour in your brand for maximum marketing impact


Colour printed envelopes are 9 times more likely to be opened than envelopes that are not
. If your direct mail outer packaging contains No message, No brand and No colour this equals a missed opportunity.

 

ZSL Colour Envelope
ZSL London Zoo Colour Envelope

 

How does your brand compare on the Colour Emotion Guide

Direct Marketing Romax = Blue = “Trust, Dependable, Strength”

Our Managing Director’s favourite colour is yellow according to the colour emotion guide (and him!) this reflects Optimism, Clarity and Warmth, so should we have a yellow logo? On the same guide, Blue denotes Solid and Dependable, demonstrating ‘Strength of Character’, so the brand would reflect that too? We should therefore have a happy (yellow) and a dependable (blue) logo. But what if our clients hate yellow and despise blue?  What to do?

The key here is that your brand is something that becomes known over time and as long as the logo is easily recognisable and that the message and ethics that the business promotes are reflected in the brand by regularly promoting them and positioning the brand at every opportunity, and every marketing message, this will become engrained in the positive psyche of your clients and potential market.

Our clients that make great use of this to improve their marketing message:

Vulcan Envelope

Vulcan  – Charity

 

 

 

 

 

Marlowe Colour EnvelopeMarlowe Theatre – Arts Venue

 

 

 

 

 

Demelza Colour EnvelopeDemelza – Charity

 

 

 

 

 

So much time is spent designing your logo to reflect your brand, it would be foolish to not include it at every opportunity, to reinforce your organisation’s marketing message, so get your brand recognised. Or you can raise the design contest and choose a logo that suits the best for your business description.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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