NCET explores business and technology
When talking to business owners about using print for their marketing, more often than not they worry about not knowing how to do it correctly. With any investment you want to do it right so that it pays off. Following is advice on how to develop top print collateral.
Identify who you’re talking to. The goal with marketing is to create conversation, create buzz. Finding who your target audience is and what makes people react. Get specific. The more specific, the better results.
What result do you want? Lead them to your website, be inspiration for purchase, brand awareness? Having thousands of Twitter followers or Facebook Likes is nice, but it means nothing if you can’t get followers to take action. Whether talking about a Tweet, blog or print ad, text needs to inspire people to do something beyond just reading. This can help you know what kind of piece to create, and how to reach your audience.
If you don’t have that designer eye, and don’t have an in-house designer, hire one! This piece should reflect your business, and should bring about your brand and goals that appeal to your audience. Just as we are not experts in your field, no one expects you to be one in ours. And here you thought that colors and graphics were simple, right? A photo with bad lighting can be reworked to project its best but if you don’t have the tools you are not maximizing the potential.
When creating a marketing piece on screen with the tools you have, monitors are comprised of an RGB (red/green/blue) gamut. Digital printers are collaborated with a CMYK (cyan/magenta/ yellow/black) gamut.
What you see on screen is not necessarily the end result. The red Pantone (PMS) color for Coca Cola is PMS 484 or C 8%, M 92%, Y 100% and B 33%. This color is consistent throughout their brand. If you paid for logo design and brand, straying can be detrimental to your brand. People do recognize, so be consistent, hold your printer accountable.
Structure / Stock / Layout
This matters. Request samples to view and feel. There is a minimum postcard weight to be in compliance with the Post Office. Did you know that dividing an 8.5×11 piece of paper is not the right template for a trifold brochure? Panels need to offset to make for a balanced piece. Which is more important, time or money? With an expert in design and print, headaches can be eliminated in advance which saves time and money.
Call to Action
The more compelling the better! Inspire people with your call to action – A visit to your website, brand recognition or getting the phone to ring. If you have achieved one or more of these, you call color your piece successful!
Toni Quiruz is Director of Marketing/Sales for Digiprint Corporation and NCET’s VP of Membership. NCET is a member-supported non-profit that produces networking events to help individuals and businesses explore and use technology. This column first appeared in the Reno Gazette-Journal.