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 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 or give us a call 020 8293 8550 and we will create it together.

February 2, 2016

Technology Past and Present

The March of Technology from the 1980’s to Today

by Malcolm Saunders, Pre-Press Team Romax

80s – BUZZ BUZZ BUZZ!!! Goes the old analogue alarm clock I used to have, as an apprentice off to work in the 80s, shocking, brash and waking up the whole house…….

Today – compared to the relaxing ambient soothing alarm clock sounds most of us have on our phones today, I know what I prefer!


80s – Downstairs for Breakfast, at the table, listening to the radio…….reading the newspaper…..having conversations with the rest of the family (No morning TV then!).

Today – In the sitting room eating breakfast off my lap watching TV, from a choice of hundreds of channels, whilst checking social media and news on my phone….



80s – Out the door and off to work…..’how are the trains today?’ Not a clue, I’ll find out when I get to the station! Pull on my earphones and press play on my Sony Walkman, Beastie Boys cassette to ease me through the journey.

Today – Out the door and off to work – my train is delayed, I know, I have checked on my phone! On the train and flick through the free newspaper. Beats earphones on and chose from 7000 tracks, decisions decisions…….



80s – Arrived at work, do my parents know? No, they just assume I made it there OK!

Today – Arrive at work, text the wife to let her know I’m here safe and sound whilst grumbling about late trains!



80s – Stand at my lightbox, scalpel, ruler and eyeglass in hands, ready to start a day of final film planning (lithography – the print trade). At lunch, ask to use the boss’s phone to call my girlfriend, he’s in a good mood – thanks!

Sit at my desk, switch on my computer, and do what required 4 different staff back in the 80s. Whilst keeping in touch via email and text, with friends and family from all around the world, with the tap of a finger and thumb.



80s – Hometime – Hop onto the train, buy the Evening Standard, continue listening to the Beastie Boys on my Sony Walkman, though they are starting to sound like Barry White?! Great, the batteries are running out, will have to charge them up this evening!!!

Today – Facetime my wife to let her know I’m on my way home, have a lovely chat with our 3 year old Son, and she warns me of train delays using the travel app technology. Put my music on shuffle for the journey home – that can have some nice surprises………Pink Floyd followed by The Arctic Monkeys?! How random!


Technology today

Marketing Schedule80s – Home – Telephone my friend to see what’s going on tonight, he’s out, so I ask his Mum to call me when he gets back in.

Dinnertime and we are all sat around the table, chatting and discussing our days, and what’s on TV tonight. After washing up we all sit down in the living room and watch TV, with a massive 5 channels to choose from!

Bedtime and time to settle down with a book………..goodnight!


Today – Back home, and time for some quality time with my Son, playing, and watching funny dogs and cats clips on Youtube. Then off to bed for him with a story or two read to him….

Then time for a run, I text my friend to join me but he shares his location, at his local pub, oh well, a run on my own it is. Off I run listening to more shuffled music (Guns and Roses v Johnny Cash). Whilst my Running App measures every step I take, every elevation during the run, and speed too amongst many other readings.

Dinner when I get in whilst I watch live news coverage through cable TV, with the teenagers all in their bedrooms with their mobile devices and dirty cups and plates. I facetime my Brother in Australia, then it’s time for bed, and time to settle down with a book………..goodnight!


This has very briefly touched on the massive changes in our everyday lives, I sometimes cannot understand how we all used to get by with the lack of technology as covered above, but I sometimes long for the closer family times, the irony being that social media has made a lot of us pretty unsociable!

Another point to note is some things do not change, the comfort of reading a newspaper first thing in the morning, and the reading of a book at night too. This highlights that although technology is running away, print still stands strong in our lives, and will, I think, for a very long time.


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: +44 (0) 20 8293 8550

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