Dynagraphics Printing https://dynagraphicprinting.com Your Quality Commercial Printer Mon, 03 Feb 2020 19:40:40 +0000 en-US hourly 1 https://wordpress.org/?v=5.3.2 When It Comes to Profits, It’s Time to Sort Your Customers https://dynagraphicprinting.com/when-it-comes-to-profits-its-time-to-sort-your-customers/ https://dynagraphicprinting.com/when-it-comes-to-profits-its-time-to-sort-your-customers/#respond Mon, 03 Feb 2020 19:40:40 +0000 https://dynagraphicprinting.com/?p=1792 Let’s face it. When it comes to profitability, some customers are worth more than others. That’s why, before deploying any marketing plan, you need to know who your most profitable customers are. Understanding Customer Lifetime Value (CLV), or how much a customer is worth over time, is a critical part of the equation. One customer [...]

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Let’s face it. When it comes to profitability, some customers are worth more than others. That’s why, before deploying any marketing plan, you need to know who your most profitable customers are.

Understanding Customer Lifetime Value (CLV), or how much a customer is worth over time, is a critical part of the equation. One customer may spend $250 with you initially, but then never order again. Another customer may order only $150 the first time, but then become a loyal (and far more profitable) customer who orders thousands of dollars’ worth of products over time.

This is why in order to understand the true profitability of your customers, you need to look at campaigns from a broader perspective. If you were to look at the ROI of the above campaign in the short term, you would think the first customer netted the highest ROI. But it was the second who was the most profitable.

How do you determine CLV? First, you need to decide which measure (or measures) you are going to use.

  • Do you want to determine CLV based on revenue generated?
  • Do you want to use profitability?
  • Do you want to include hard dollar values only?
  • How about the frequency of purchases? Is having consistent, predictable revenue streams more critical than larger, less consistent ones?
  • How important are other factors, such as social media influence, to your calculations?

You also want to consider your customer acquisition cost (CAC). If you use static direct mail combined with generic email, you may spend less but net fewer customers. Or you can run a short-run, highly targeted campaign that costs more overall, but acquires more customers and has a lower CAC that results in a higher CLV.

Customer Lifetime Value is an important calculation, but its value to your marketing strategy depends on the accuracy of the numbers you put in. Talk to us about creating accurate CLVs for your customers.

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Small Marketing Budget? No Problem! https://dynagraphicprinting.com/small-marketing-budget-no-problem/ https://dynagraphicprinting.com/small-marketing-budget-no-problem/#respond Thu, 09 Jan 2020 17:54:17 +0000 https://dynagraphicprinting.com/?p=1785 Just because you have a limited marketing budget doesn’t mean you can’t have big results. With the right strategy, you can maximize your investment, no matter how much you have to spend. Let’s look at seven ways to do that. Find and target your best audience.You might think that the more people you reach, the [...]

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Just because you have a limited marketing budget doesn’t mean you can’t have big results. With the right strategy, you can maximize your investment, no matter how much you have to spend. Let’s look at seven ways to do that.

  1. Find and target your best audience.You might think that the more people you reach, the better your sales, but that’s not necessarily true. You’ll make more money by finding 100 people who spend $250 each than 500 people who spend $50 each.
  2. Get expert advice — upfront.Involve us in the design of your printed and digital projects from the beginning. With print, in particular, we can recommend paper, ink, trim sizes, and layouts that save you money.
  3. Be smart with your postage. Postage rates are always rising, so don’t mail less—mail smarter! Let us advise you on creating mail pieces that minimize your postage expense while maximizing your ROI.
  4. Switch from letters to postcards. Postcards can deliver key information at very low cost, with near certainty that your message will get seen. Ask us for assistance in creating low-cost postcards that meet USPS specifications for reduced postage.
  5. Establish yourself as an expert.When prospective clients need your product or service, you will have instant credibility if they have seen your name elsewhere in print. Create a newsletter or blog, write articles for magazines, newspapers and journals, or consider producing your own branded magazine.
  6. Get out there.Be visible in your local community. You might be surprised how many jobs you can win by being a featured speaker at a local event or networking at a trade show. Utilize online networking resources, such as LinkedIn.
  7. Partner with non-competing businesses.Identify companies that offer complementary goods and services, and create cooperative marketing collateral using a pool of shared dollars.

There are many cost-effective ways to maximize your marketing budget and get great results even from limited dollars. Just plan ahead and plan smart!

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3 Tips for Keeping that Project on Time https://dynagraphicprinting.com/3-tips-for-keeping-that-project-on-time/ Wed, 20 Nov 2019 17:11:08 +0000 https://dynagraphicprinting.com/?p=1778 How the marketing world has changed! Whether you are being asked to produce projects in print, email, mobile, or for your website, schedules are compressed. There are more channels to integrate. Everything is more urgent. How do you keep everything running on time and on a budget? Here is a quick guide from Workfront, a [...]

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How the marketing world has changed! Whether you are being asked to produce projects in print, email, mobile, or for your website, schedules are compressed. There are more channels to integrate. Everything is more urgent. How do you keep everything running on time and on a budget? Here is a quick guide from Workfront, a project management platform, for simplifying the project management process. These steps apply whether you use third-party project management software or not.

  1. Improve the intake process. Most marketing departments have requests coming in from multiple directions. How do you keep track of how much work is coming in, what the expectations are, and what the priorities should be?
  • Create a single funnel for all work requests. Whether it’s one person, a dedicated email address, or a software program, create a single point of contact. No more sticky notes, text message requests, or “desk flybys.”
  • Develop a template that gathers the details of each project. What is the scope? What is the timeframe? Collecting all (and we mean all!) of the information upfront in a systematic, standardized way allows you to prioritize and manage projects effectively.
  • Set up a response protocol. How many times do people submit a second request because they think the first one fell into a deep, dark hole? Respond to each request within a set time frame.

Step 2: Set up a standardized workflow. Have weekly kickoff meetings with all of the stakeholders. Get agreement on timelines and details. You don’t want anyone coming back later and saying, “I didn’t agree to that.” Or, “That’s not what we discussed.” Ensure that everyone is in alignment with the scopes upfront (no scope creep!).

Also answer questions such as:

  • Who will be spearheading each project? Someone must be ultimately accountable for moving the project along.
  • What is the schedule for updates? With regular, detailed updates, things stay on task, and people are held accountable.
  • Are any of these projects repeatable? Whether it’s direct mail, a landing page, or an email blast, setting up templates for a similar and ongoing project can save you tons of time.

Step 3: Streamline approvals with digital proofing. Establish a clear understanding of who needs to review and approve work. When does that work need to be approved? When possible, collaborate in a digital tool that gives everyone visibility into the process.

It doesn’t take specialized tools to improve the project management workflow. It requires stakeholders working through a centralized point of contact, in a centralized environment, so everyone stays in the loop. Set up protocols, communicate expectations, and stay consistent. Then watch things move along more smoothly.

 

 

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Tips for Mailing on a Budget https://dynagraphicprinting.com/tips-for-mailing-on-a-budget/ Fri, 08 Nov 2019 19:13:45 +0000 https://dynagraphicprinting.com/?p=1773 As the leading direct mail experts in the Reno market (and beyond) Dynagraphics knows that Postal costs are one of the most substantial items in a marketer’s direct mail budget. But even if your budget is tight, don’t compromise this critical customer contact and retention tool. Don't mail less. Mail smarter.  Here’s how: Keep your [...]

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As the leading direct mail experts in the Reno market (and beyond) Dynagraphics knows that Postal costs are one of the most substantial items in a marketer’s direct mail budget. But even if your budget is tight, don’t compromise this critical customer contact and retention tool. Don’t mail less. Mail smarter.  Here’s how:

  1. Keep your list up to date.

The most reliable way to reach your target audience is to use postal mail, but people still move. According to the United States Postal Service, 14% of Americans change addresses annually. Use change of address tools like the NCOA (National Change of Address) database and “enhanced” NCOA (which adds the use of third-party data) to make sure your mail reaches its destination.

  1. Get addresses right.

Ensure that your addresses are deliverable. This means they have been checked, updated, or “certified.” The National Deliverability Index (NDI) rates the percentage of deliverable addresses in a list. Know your number!

  1. Remove duplicates.

For every duplicate you mail, you are wasting money. Bob M. Jones might be the same as Robert Michael Jones and B. M. Jones, so make sure to find out. Lists need to be “scrubbed” to ensure that each individual or household only receives one piece of mail.

  1. Select your audience carefully.

Mail only to recipients most likely to buy. One family-owned automotive company, for example, was regularly getting less than 1% response rates to its mailings, so it invested in creating a demographic profile of its best customers. Once it knew what its best customers looked like, it targeted new customers that looked just like them. The results? Response rates tripled, and the mailing brought in 33% more revenue per customer.

  1. Be relevant.

Only mail information of relevance to your audience. Instead of mailing promotions on lawn care to everyone within a specific ZIP Code, for example, only target people who own standalone homes with yards. Don’t waste money mailing to people in condos with no need for your product.

Need help optimizing your postal costs using one or more of these techniques? Let us help!

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What Drives Color Trends? https://dynagraphicprinting.com/what-drives-color-trends/ Mon, 28 Oct 2019 18:00:42 +0000 https://dynagraphicprinting.com/?p=1770 What influences the graphic designers who are designing your marketing collateral, direct mail, packaging, and displays? According to Jack Bredenfoerder, director of BV Color Strategy, five factors are impacting the use of color in any design project: How the eye sees color. This refers to the interaction of the object, the light source, and the [...]

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What influences the graphic designers who are designing your marketing collateral, direct mail, packaging, and displays? According to Jack Bredenfoerder, director of BV Color Strategy, five factors are impacting the use of color in any design project:

  1. How the eye sees color.

This refers to the interaction of the object, the light source, and the observer. The same color appears different to the eye based on lighting conditions. Depending on how and where color is used, color choices will differ.

  1. The culture around us.

Design trends are influenced by the culture around us, including colors of state, colors of religion, color conventions, and colors of groups (sports teams, corporations, organizations, schools).

  1. Psychology of color.

Not everyone agrees on the emotions or meaning that colors evoke, but there is little disagreement that certain colors inspire certain emotions. Use color to do more than look pretty. Use it to influence emotion.

  1. Color fads, trends, and cycles.

There will always be color fads, trends, and cycles. To anticipate emerging trends, Bredenfoerder suggests watching the New York runways and the Hollywood red carpet, since fashion designers are often harbingers of the trends that reach the world of print and digital design.

  1. Color influence and forecasting.

Color forecasting is an active, ongoing creative process that incorporates more substantial influences such as politics, medicine, and culture. Today, the yearning for simpler things of life can be seen in color trends that relate to playfulness, nature, and joy.[1]

The takeaway? Color is a powerful tool, but just like fonts and design style, they are always shifting. Don’t get stuck in the past. Dynagraphics is the leading expert when it comes to print and mail marketing. Reno and beyond. Reach out to us to discuss your next progrect. Our knowledge will make all the difference!

 

[1]https://www.pantone.com/color-intelligence/articles/colors/color-trend-highlights

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Print and Digital: Complements, but Not Interchangeable https://dynagraphicprinting.com/print-and-digital-complements-but-not-interchangeable/ Sat, 05 Oct 2019 12:30:06 +0000 https://dynagraphicprinting.com/?p=1763 In the marketing world, (and here in Reno),we regularly hear about print and digital marketing being used together. Dynagraphics wants you to understand how digital and print media reinforce one another, so rather than seeing the two as competitors, marketers are encouraged to integrate them. However, integration doesn’t mean that the two channels are interchangeable, [...]

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In the marketing world, (and here in Reno),we regularly hear about print and digital marketing being used together. Dynagraphics wants you to understand how digital and print media reinforce one another, so rather than seeing the two as competitors, marketers are encouraged to integrate them. However, integration doesn’t mean that the two channels are interchangeable, as one new survey shows. Consumers still want a choice.

A survey commissioned by Two Sides North America reveals that U.S. consumers are unhappy with corporate initiatives forcing them into digital-only communication and eliminating paper-based options. Many of the questions related to bills and statements, but the results apply to marketing communications, too.

Consumers want to be able to choose whether to receive paper bills and statements, and they don’t want to have to pay extra to do it.  For example, 79% of respondents want the option to continue receiving printed information, and 77% would be unhappy if they were asked to pay for it. More than three-quarters (79%) felt that paper options were easier to read compared to screens.

There is also suspicion about the motives of companies forcing their customers to go paperless. Overwhelmingly (85%), consumers agreed that cost savings is the main reason companies use claims such as “Go Paperless—Go Green” or “Go Paperless—Save Trees.” More than half (57%) question the truthfulness of such claims.

So use digital and print-based communications wisely. Use email when you need to touch base quickly, such as sending company news, alerting customers to a flash sale, or offering reminders. Use print where digital communications are not as strong, such as for . . .

  • In-depth communications.
  • Contacts that contain highly personal information.
  • Mailings that involve brand or personal trust.

Studies also show that information is easier for people to understand and recall in print, so use print for “weightier” topics and messages that require attention to detail. If you want to move customers to digital communication, ask first. Don’t make the decision for them.

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Are You Giving Your Mailing List Enough Love? https://dynagraphicprinting.com/are-you-giving-your-mailing-list-enough-love/ Fri, 27 Sep 2019 12:29:25 +0000 https://dynagraphicprinting.com/?p=1760 Quick! If you had to identify the most important component of your marketing, what would you say? Did you say your mailing list? If so, make sure it gets enough love. As your trusted partner for mailing and print marketing in the Reno area, Dynagraphics is providing you some basic steps you should be taking [...]

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Quick! If you had to identify the most important component of your marketing, what would you say? Did you say your mailing list? If so, make sure it gets enough love. As your trusted partner for mailing and print marketing in the Reno area, Dynagraphics is providing you some basic steps you should be taking to keep your list in top shape.

  1. Address correction.If you do bulk mailings, the United States Postal Service requires you to run your list through NCOA within 90 days of every mailing. Even if your mailings don’t fall under the “bulk” category, using NCOA on a regular basis is just a good idea.
  2. Enhanced change of address.NCOA is only about 80% effective. It only works for people who file their change of address with the Post Office, and it is only accurate for those who have moved within the past four years. Enhanced change of address services tap into the data from third parties and can yield 20­–40% more matches than NCOA alone.
  3. Address accuracy.You should be running your list through CASS (Coding Accuracy Support System) on a regular basis, as well. This corrects and matches street addresses to postal specifications.
  4. De-dupe names.It’s easy for duplicates to sneak into your mailing list (for example, Jane Smith and Jane A. Smith may be the same person), but it’s just as easy to remove them.
  5. De-dupe households. Unless you are selling to businesses in which multiple practitioners may be at the same location (such as an office building), why send multiple direct mail pieces to the same address?
  6. Deceased suppression.This is another mailing service that may be unfamiliar to many marketers, but it should be a regular part of your routine.
  7. Service endorsements.With service endorsements, you are asking the Post Office to let you know if mail cannot be delivered because of an incorrect address. If a new address is available, the Post Office will provide it. If not, you can remove the name from your list.

How many of these services do you use on a regular basis? If you need help with your mailing service and maintaining your list, we’ll be happy to help.

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3 Tips for Creating a Visual Brand https://dynagraphicprinting.com/3-tips-for-creating-a-visual-brand/ Thu, 22 Aug 2019 15:05:36 +0000 https://dynagraphicprinting.com/?p=1755 Top brands have key written marketing strategies, but they have visual strategies too. Think about some of today’s most iconic brands—Nike, McDonald’s, Disney, Dynagraphics ; ). Just one glance and the entire brand—its core messages and key products—rush into your mind. Do you have a visual brand? If not, how can you create one? Be [...]

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Top brands have key written marketing strategies, but they have visual strategies too. Think about some of today’s most iconic brands—Nike, McDonald’s, Disney, Dynagraphics ; ). Just one glance and the entire brand—its core messages and key products—rush into your mind. Do you have a visual brand? If not, how can you create one?

  1. Be consistent with brand colors.

There’s a reason top brands place such importance on their brand colors. Think Tide Orange and Coca-Cola Red. Not only are these brand colors used for products and logos, but they infuse every aspect of these companies’ marketing, both digital and print.

Even if you don’t have an official brand color, identify colors that are consistent with your company message and image. Use them consistently throughout your materials. Color can be a consistent presence in all of your marketing materials that triggers visual memory.

  1. Tell your story in pictures.

What’s your brand story? How can images of your products tell that story? For example, from a branding perspective, Harley-Davidson doesn’t sell motorcycles. It sells independence and freedom. Visuals of the open road are as important as the motorcycle itself. Likewise, Lexus doesn’t sell cars. It sells prestige. Its advertising shows cars driven by men in expensive suits or by women dripping with luxury.

What feelings do your print materials need to evoke? Are your products designed to give people financial freedom, make them better moms, or boost their social standing? If so, what images will reinforce those messages?

  1. Go professional.

Stock imagery works in a pinch, but it tells a general story, not yourstory. Try hiring a professional photographer and using pictures of your storefront or corporate offices, your employees, and your products in use (rather than just house shots). Build a visual identity based on real people, places, and things associated with your company.

 

Visual branding is a powerful tool — use it!

 

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Top Reasons to Use More Visual Content https://dynagraphicprinting.com/top-reasons-to-use-more-visual-content/ Tue, 23 Jul 2019 22:15:04 +0000 https://dynagraphicprinting.com/?p=1750 You’ve spent weeks developing the messaging for your Spring Fling mailer or your annual fundraising letter.  You know your audience. Your message is on target. The call to action is compelling. You can’t wait to see what happens. The campaign drops and the results are… disappointing.  What went wrong? One question to ask is, “Did [...]

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You’ve spent weeks developing the messaging for your Spring Fling mailer or your annual fundraising letter.  You know your audience. Your message is on target. The call to action is compelling. You can’t wait to see what happens. The campaign drops and the results are… disappointing.  What went wrong? One question to ask is, “Did I use enough visual content?”

When creating any marketing campaign, graphics and images are a must. There are three things to remember about the importance of visual content:

  • 93% of communication is non-verbal.
  • 90% of the information transmitted to our brains is visual.
  • People remember about 20% of what they read, but as much as 80% of what they see.

Also, consider the following data about graphic content from around the web:

  • 55% of website visitors spend less than 15 seconds of  actively reading text on the page.
  • Social sharing more than doubles when images are used.
  • For posts without images, the average number of Facebook shares is 28. With images, it jumps to 65.
  • For tweets without images, the average number of Twitter shares is ten. With images, it jumps to 20.

Strong, powerful graphics are critical to any print or digital marketing program and can make the difference between your message being noticed and remembered and not. How many images do your marketing communications use?

Data source: http://blog.hubspot.com/marketing/boost-engagement-visual-content

 

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How Strong Is Your Direct Mail Foundation? https://dynagraphicprinting.com/how-strong-is-your-direct-mail-foundation/ Wed, 19 Jun 2019 15:17:23 +0000 https://dynagraphicprinting.com/?p=1744 Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first and Dynagraphics is happy to share with you some things to to consider. Mailing list Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there duplicates (or [...]

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Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first and Dynagraphics is happy to share with you some things to to consider.

  1. Mailing list

Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there duplicates (or even triplicates) that need to be culled?

  1. Segmentation

Whether or not you are doing full personalization, your mailing should still use basic segmentation. If you’re selling homeowners insurance, for example, you’ll speak differently to families with children than you will to retirees.

  1. Data accuracy

Especially if you will be personalizing, it’s a good idea to cross-reference your data. You can assume that customers purchasing infant formula have young children, but maybe they are grandparents picking up necessities for their grandchildren, too. If customers subscribe to “New Baby” magazine, however, you can have confidence that they have young children at home.

  1. Call to action

Too many mailings suffer from not having a call to action. CTAs are critical to moving people to action, so make the CTA visible. Make it bold, or use brightly colored lettering. Readers can’t respond to a CTA they don’t see.

  1. Multiple response mechanisms

Consumers’ lives are cluttered and over-scheduled. The more ways you can give them to respond, the more likely they are to do so. If you are using personalized URLs, include a personalized QR Code in case they want to respond via a mobile device. Give people a general URL, but also a tear-out card and a phone number. Pre-fill as much information as you can.

  1. Bullets and white space.

Busy consumers don’t have time to read. When designing for direct mail, think “infographic.” Use bullet points, numbered lists, and graphic elements—anything that makes the information accessible with a quick visual scan.

  1. Include a PostScript

Did you know that the P.S. is the most read part of a letter? Use this area to reiterate your key points and CTA. If people don’t read anything else, they’ll read that.

Dynagraphics has the expertise to make your marketing campaigns a success. Reno and beyond. Reach out early to discuss your next mailing and marketing efforts.

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