Reasons To Make Print The Star Of Your Cross Media Marketing Campaign

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Cross media marketing is a huge buzzword in the marketing world in 2017. Cross media marketing is the cross-promotional marketing strategy that ties together multiple mediums, both traditional and digital (like print, SMS messaging, social media, and PURLs), on a single campaign. By leveraging multiple channels – and having each channel work in tandem with the other – marketers are able to get “the best of both worlds” by targeting and reaching their audiences in a variety of ways.

A lot of companies put the majority of their efforts into digital channels. But if you overlook print, you’re missing out on a HUGE opportunity. Print is still one of the most effective ways to reach your audience, and by leveraging print, you’re able to drive your audience to your digital content and increase engagement across all channels.

Here are three reasons why you should make print the star of your cross media marketing campaign:

 

You’ll Reach A Wider Demographic

If you focus your entire campaign on digital channels, like social media, there’s a big demographic of people you’re not going to be able to reach.

It may seem hard to believe since digital marketing has taken center stage in recent years, but there’s still a large part of the population that prefers their communication the old-fashioned way: through print. And if your entire campaign exists online, you’re going to miss on connecting with those people.

By making print the star of your cross media marketing campaign, you’ll be able to reach a wider demographic. For example, let’s say you were deciding whether to send an email or a mass printed mailer. With the printed mailer, you’re able to reach a wider audience; not everyone has an email address (or an email address they check often), but virtually everyone has a mailbox. And by using traditional marketing methods, you can get your message into the hands of more people.

 

You Can Bring Your Marketing Message To Life

One of the major benefits of using print in your cross media marketing campaign is that it brings your messaging to life in a way that’s impossible to recreate on a screen.

With print, your audience gets to hold your messaging in their hands. They get to engage with it in a real and tactile way. When they’re interacting with your brand in the digital space, there’s always a degree of separation. A digital experience will never be as personal as a real-life experience. And the personal experience your audience gets when they get to interact with your messaging in the real world – and the positive sentiment it creates – can seriously boost the success of your campaign.

 

You Can Drive Your Audience to Digital Through Print

The best thing about making print the star of your campaign is that in addition to being a great marketing tool in its own right, you can also use it as a way to drive your audience to your digital efforts.

So, for example, you could send out a personalised mailer using Variable Data Printing and include a PURL, which would then bring your audience to a personalised digital experience, allowing you to interact with them across both print and digital channels. The same isn’t true for digital; it’s not like you can post something on your social media feed driving your audience to your print campaign.

Starting off with print allows you to make the most out of both your traditional and digital channels.

Cross media marketing is here to stay, and if you want to see major results on your campaigns, we highly recommend making print the start of your campaigns.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Branding and Copy: How To Use Words To Strengthen Your Brand

typewriter-imageWhether you enjoy writing or not, the fact of the matter is it’s something you (and your team) will be doing a lot of as your business grows. Your copy and how you communicate with your audience forms the structure of your brand; how you talk to your audience and what you put out into the universe will determine how your brand is perceived – and ultimately how successful it is. So, needless to say, copy is a HUGE part of your branding efforts.

But what are the rules for great copy? How do you use your copy to connect with your audience – and get the kind of results you want? Here are 4 tips on how to use words to strengthen your brand:

 

Be Genuine

The first thing you want to keep in mind when writing any of your brand copy is this: be genuine. Above all else, people connect with authenticity, and they want to work with brands they feel are being authentic.

So what does this mean for your copy? Well, it means that when you’re writing, you need to stay true to who you are as a brand. Your brand voice should reflect your brand values, your culture, and what you’re about. It also means that what works for other brands in your space may not work for you. Different voices and copy strategies have different levels of success depending on your branding and your audience, so just because you see other people following a particular copy structure or using a certain voice in their copy, it doesn’t mean that it will connect with your audience.

Every time you write a piece of copy, read it back and ask yourself “does this sound like who I am as a brand?” If the answer is no, rewrite it.

 

Be Honest

Another thing you want to be hyper-aware of when writing copy is being honest. This is particularly important in sales copy. One of the biggest assets you have as a business is the trust you have with your customers, and the last thing you want to do is break that trust by writing half-truths or flat out lies in your copy.

This low-grade dishonesty typically comes out when you’re trying to write copy to persuade your audience to buy your product or service. To avoid this, when writing your copy, stay away from using sensational language or making claims that can’t be backed up with facts. Don’t exaggerate and stick to the truth.

If you write something to your audience, make sure it’s something you can back up with facts.

 

Be Consistent

One of the most important aspects of branding is consistency. You want your audience to have a consistent brand experience whether they’re interacting with your brand on your website, your social media channels, or through a print poster campaign.

Before you write ANY copy, you need to determine a brand voice. What do you want to say and how do you want to say it? Get as specific as possible and try to develop your brand voice with your audience in mind: what type of voice will they respond to? Would your audience connect more with a friendly, casual tone? Or are they looking to you as an authority and, as such, need a more authoritative and corporate tone?

Once you determine your brand voice, you need to make sure you carry that voice across every piece of copy you write.

 

Be Emotional

Just as important as authenticity, honesty, and consistency in your copy is emotion. If your copy is flat and emotionless, it’s not going to connect with your audience – and, as such, they’re not going to be moved to engage with your business further.

When writing your copy, use language that packs an emotional punch. For example, if you’re writing a social media post to get people interested in your new product, use your copy as a way to build an emotional attachment between your audience and your product. What problems will your product solve for them? How will it make them happier or more content? How will it make their life easier?

By appealing to your audience’s emotions, you’re significantly more likely to see results from your copy.
How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

Digital Marketing Basics For Small Business Owners

digital-marketing-umbrella-imageAs a small business owner, you’re probably wearing a number of different hats. You’re the CEO, the salesperson, the bookkeeper… the list of responsibilities of a small business owner is seemingly endless.

And another (important) hat that you’re likely wearing is Chief Marketing Officer. But unless you come from a marketing background, the world of marketing – and, in particular, digital marketing – might seem completely foreign to you.

But it’s important that you wrap your head around the basics of digital marketing. A solid digital marketing strategy in conjunction with more traditional avenues like print and direct mailers is essential for small business success in 2017.

Here are a few basic areas of digital marketing that you’ll need to know as a small business owner to hit your marketing goals in the upcoming year:

 

SEO

SEO stands for “Search Engine Optimization”. Basically, SEO is the practice of optimizing your website for search engines like Google or Bing, which will make it easier for potential clients and customers to find you. The better your SEO, the higher you’ll rank in the search engines for your chosen keywords and the more qualified traffic your website will receive.

On-page SEO refers to the actual code and content of your website (or, in other words, anything that happens on your actual website). Off-page SEO has to do with external sources, like relevant links.

SEO (and, in particular, on-page SEO) can get pretty technical. But luckily, many website platforms, like WordPress, come with built in SEO tools to help manage your site’s optimization.

 

Content Marketing

Content marketing has gained popularity in the past few years as a relevant and successful digital marketing tactic. Content marketing is pretty simple in nature – it’s the practice of creating high-quality, engaging content to connect with your audience as a way to drive sales.

Prior to the rise of content marketing, a significant amount of focus was put on SEO. Websites would create poorly written, low-quality content that was optimized to rank well in the search engines under the assumption that the traffic was what mattered, not the content.

But now, consumers demand quality content from the brands and companies they follow. They want to be engaged, to be educated, to be entertained. And content marketing is the way to do that.

Make sure that all of the content on your website and across your social media channels is well-written and consistent with your corporate voice. Consider creating a blog to deliver high-quality content to your audience on a regular basis. Every day, ask yourself the question “how can I add value to my audience through great content?”

 

Social Media Marketing

One of the fundamental rules of marketing is to target people where they already are. And these days, people are on social media. Social media marketing is incredibly effective because you’re building your audience and delivering your marketing messages on the platforms where people are already engaged.

Social media marketing can include building an organic following across different platforms, Facebook advertising, or creating video marketing messaging on platforms like Snapchat. How you leverage social media marketing is up to you. Research your target market, find out the most effective platforms to reach them, and then invest in building a presence there.

 

Analytics

The last digital marketing basic that you need to be aware of as a small business owner is analytics. Whatever digital marketing strategies you decide you want to use, it’s absolutely essential that you track your results and understand the analytics piece.

Your digital marketing success is reliant on understand what’s working, what’s not, and continually optimizing your strategies in order to get the best results.

As you start out in digital marketing, you’ll just want to stick with the basic analytics tools. For your website, Google Analytics is a great tool for understanding your traffic and audience behavior. If you’re focusing, Facebook Insights will help you understand what campaigns are working and which need to be tweaked. As you grow your digital presence and start to expand, you might want to invest in more robust analytics tools, like Kissmetrics or Raven Tools.

The bottom line is without analytics, you’re just guessing at what’s working with your marketing, which can lead to lost opportunities and lost profits.

Digital marketing might seem overwhelming. But once you master the basics, you can start experimenting with more complex concepts, and before long, you’ll be taking your small business into the big leagues.
How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Marketing Resolutions for 2017

new-year-fresh-start

As 2017 starts to gain momentum, many companies are looking towards the upcoming year and crafting their goals. What’s going to be the focus? How are we going to grow? Where do we want to spend our budgets? How do we want to improve our message?

Whatever your ultimate business goals, here are 4 marketing resolutions you should definitely be making in 2017:

 

Resolution #1: Get Social

If you’re not already doing it, your first marketing resolution for 2017 should be to invest more time, resources and energy into building your social media presence.

Social media marketing is one of the most effective and powerful marketing avenues at your disposal, but many businesses shy away from it because there are always new strategies and platforms to master. However, staying on top of your social media game can bring in massive amounts of revenue for your business.

Think about the social networks that make the most sense for you and your business, and if you don’t already have a professional presence on those networks, build out each profile.

Some networks to consider include:

  • Facebook
  • Twitter
  • Pinterest
  • Snapchat
  • LinkedIn
  • Yelp

Once you have a presence, start putting resources towards building an audience or doing some sort of social media ad push, like Facebook advertising.

Effective social media takes a daily effort, and if managing and growing your social media feels overwhelming, you may want to consider hiring a social media manager.

 

Resolution #2: Expand Your Local Influence

While it’s important to get your business’ name out to as many people as possible, one of your marketing resolutions for 2017 should be to focus on the customers closest to you. Expanding your local influence and becoming the go-to for local customers in your industry can be a great way to build a loyal and consistent customer base.

Think about partnering with other local businesses to expand your reach to their customers. Print an insert for the local Sunday paper. Sponsor a local children’s sports team and print banners to advertise at the stadium.

In 2017, you should be doing everything you can to reach the customers within your community.

 

Resolution #3: Go Big With Printing

If you’re attending or hosting any events in 2017, you’ll want to think big. Large scale printing can make a big statement about your business – and have a big impact with your customers.

Large scale print projects, like pull up banners and posters, are one of the most effective ways to stand out at events. If you’re exhibiting at an expo or at a local business event, it can be a challenge to break through the clutter and capture the attention of potential customers and clients walking by. Large scale printing helps you to make a statement, hooks in your customers and will help you stand out from the competition.

 

Resolution #4: Create Quality Content

2016 was the year of content marketing, and this trend shows no signs of slowing down in 2017. Customers are on the lookout for companies that contribute valuable information and are considered a resource within their industry.

Creating quality content that adds value to and builds trust with your audience is essential in hitting your marketing and sales goals. Create an editorial calendar and plan to publish regular content, like email newsletters, blog posts and whitepapers, to begin building the relationship with your audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

How To Tie Print Into Your Content Marketing

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If you’re at all involved in the marketing of your business, than you’ve heard the term “content marketing”. Content marketing, which refers to creating valuable and engaging content to build relationships with customers and drive sales, has been steadily increasing in popularity, and in 2016, content is KING.

Every business owner should be embracing the content marketing trend. But content marketing is only a piece of the marketing pie. And while content marketing should definitely be a focus, you need to tie it into your overall marketing strategy. And that includes print.

But how do you tie your print marketing efforts into your content marketing efforts?

 

Print Your Content

This one seems pretty obvious, but the biggest and most significant way to bridge your print and content marketing efforts is to physically print your content. When most people think of content, they think digital. And while it’s true that a lot of your content marketing efforts will take place online, printing your highest quality content and physically distributing it to your customers is a great strategy to increase the reach of your content, and establish yourself and your company as a subject matter expert (SME).

Print out your latest info-graphic on industry trends on some marketing cards and bring them with you to your next networking event. Print out your top 10 blog posts and turn them into a book that you hand out to prospects when they visit your office. Bring your digital content into the physical world and use it to drive business.

Click here to find out how Rogue Print and Mail can create amazing saddle stitched booklets of your content

 

Use Cross-Media Marketing To Drive Traffic To Your Content

Cross-media marketing is a form of cross-promotion that allows you to leverage multiple channels to reach your marketing goals. So, for example, let’s say you’re trying to drive traffic to your corporate blog, where the bulk of your content is being stored. You could send out a mailer to your top customers that includes a custom URL inviting them to check out your blog.

The benefit of this strategy is that you can actually track the success of the campaigns. By using custom URLs, you’re able to see how many people were exposed to your content as a direct result of your mailer, and depending on the results, you can adjust future campaigns accordingly.

 

Use Print To Tie Into Content Marketing Training

If you want to be effective at content marketing, you need to stay on top of trends, and you need to get your team up to speed on how to effectively leverage content strategies to reach your marketing goals. And that means training.

Use print materials to develop a content marketing training program for your team. You can print training manuals that lay out your content goals and strategy, posters to hang in your marketing office with the do’s and don’ts of content marketing… whatever you feel will help your team succeed in developing and marketing great content.

It’s clear that content marketing is a marketing strategy that’s here to stay. And by tying it to your more traditional marketing strategies, like print, you’ll be able to maximize your impact and deliver the best results for your business.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Why You Need A Blog On Your Real Estate Website

metamorphosis-of-blog

As a real estate agent or company, you know there’s certain essentials that you need in order to run your business: business cards, print collateral, and most certainly a website. But there’s something that you need on your real estate website that you might not currently have: a blog.

While there are a number of real agents and companies that are leveraging blogs to support their sales interactions, there’s not nearly enough. Having a blog where you post valuable content for potential clients can make a huge impact in your business.

Here are 3 reasons why you NEED a blog on your real estate website:

 

It Builds Credibility

The first reason you need to have a blog on your corporate real estate website is that it’s an effective – and fairly simple – way to build credibility with the clients you hope to work with. A blog is the perfect platform to you to showcase your real estate knowledge, establish yourself as an expert in the local market and build your reputation with your audience.

So, for example, let’s say you’re an independent real estate agent in Brisbane. You could write a blog post that breaks down a particularly complex real estate trend that’s happening in Brisbane for potential buyers in the market. Not only will this type of post add a ton of value to your audience, they’ll then associate you as the expert that added that value, making them significantly more likely to work with you when they’re ready to buy or sell.

 

It Gives You Another Outlet To Showcase Properties

Adding a blog to your website also gives you another outlet to showcase your properties to potential buyers. In addition to your listings page, you can also create a blog post each week that highlights a specific property, and send a link of the blog post to your mailing list.

Highlighting properties in a blog post allows you to get more in depth and descriptive about what makes the property special. You could even add a video tour to the blog post to give your readers in an interactive experience with the property. A blog also gives potential clients a forum to ask questions about the property, and you can even include a “Schedule A Viewing” button to the bottom of the post so they can set up a time to view the property directly from your blog.

 

It Drives Traffic and Sales

Perhaps the most important reason to include a blog on your real estate website is that it ultimately drives traffic to your website, and that traffic is going to drive sales.

Having a robust content marketing strategy and regularly publishing content that’s well written, optimized for the search engines and adds value to your audience is going to significantly increase your visibility within the markets that you serve. The more your brand gets out there and the more you’re associated with regularly putting out amazing content, the more potential clients you’re going to have reaching out to work with you. Which ultimately means more revenue for your real estate business.

Content marketing for real estate agents is gaining traction, but it’s still a fairly new space. By getting in now and adding a corporate blog to your real estate website, you’ll be on the right side of this trend, offering value to your audience and beating out your competition.

 

About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to real estate professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of real estate professionals across Australia.

I sincerely hope you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au to arrange an obligation free 10 minute discussion with a member of our expert team.

Content Marketing For Real Estate Agents: All Things Social Media

what-is-content-marketing-670x325Social media and content marketing go hand in hand. Here are some tips on how to effectively market your content on the world’s top 3 social networks:

 

Content Marketing On Facebook

Facebook is the most widely used social network in the world, with over 1.23 billion active users. Of all the social networks, Facebook has the most diverse user base and is the place where you’re most likely to make a connection with your potential audience, whoever they may be.

 

Facebook Advertising

Facebook advertising allows you to filter by location, age, gender, likes and other criteria to zone in on very niche groups and deliver ultra specific messaging to help you reach your objectives.

For example, say that you want to share an ebook that you wrote on the local real estate market with prospective buyers in the area to help drive qualified leads. Using Facebook’s filtering options, you could show your ad to people within the ages of 30 – 45 within 15 miles of your zip code who “like” and/or follow other local real estate agencies (meaning that they’re likely on the market). Having this option to customize your audience is a hugely effective tool in sharing your best content.

 

Groups

Another powerful place to share content is in Facebook groups. There’s two ways to go about this: participate in relevant groups or start your own.

For option 1, search for groups on Facebook where your target audience is likely to spend their time. This could be groups targeted to your location (like “Brisbane Professionals”) or to real estate specifically (like “Brisbane Real Estate Enthusiasts”). Become an active member of the community, bring value to the community and share helpful content that will help drive business.

You can also start a group of your own, like “Ask A Brisbane Real Estate Agent” and then run a “like” campaign to drive qualified leads to the group (see our Guide To Facebook Ads for more tips on how to effectively run a “like” campaign). Once you have a following, your Facebook group is an excellent forum for sharing content, establishing yourself as an expert in the real estate market and, ultimately, increasing your sales.

 

Content Marketing On Twitter

Twitter is also an incredibly popular social network, with over 310 million active users. Twitter is a “social networking and microblogging service”, and all posts on Twitter are limited to 140 characters.

Twitter is a great tool for building a personal brand, but with the 140 character limitation, you have to be creative with your content marketing efforts.

 

Generate content ideas

Twitter is one of the best places to look for fresh topic ideas if you’re feeling stuck for content. By paying attention to what your network is tweeting about, you can create content that adds value to the community.

Pay attention to what your audience is asking on Twitter. Do they questions on the current mortgage market? Consider writing a report on the state of mortgages in Australia and what they can expect in upcoming years. Are they completely stumped with how to use a new real estate search engine? Write a tutorial.

Monitoring Twitter will give you ideas for content that your audience wants and needs.

 

Use bit.ly

Because of the character limitation, it’s impossible to share any substantial content; your best bet is going to be to tweet a link to your website, Facebook or wherever the content is being hosted. But links alone can easily use over 140 characters.

When you’re sharing a link on Twitter, use bit.ly. Bit.ly is a URL shortening tool that allows you to shorten your links to a Twitter acceptable length. It also allows you to track your links and gives you great data on how each link is performing.

So, for example, maybe you want to split test 2 pieces of content on Twitter. By creating bit.ly links for each piece of content, you can measure how much content is coming from each of the links and which is getting more clicks.

 

Content Marketing On LinkedIn

LinkedIn is the go-to social network for professionals, with over 433 million members. LinkedIn is an excellent tool for connecting with other real estate professionals, driving referrals and establishing yourself as a subject matter expert within your market.

 

Post status updates, and post them often

With LinkedIn, one of the best ways to share your content and stay top of mind with your audience is by posting status updates often. Unlike Facebook and Twitter, LinkedIn still has a significant organic reach, which means you don’t have to pay for posts to get in front of your network.

Posting frequent status updates will also help you increase your reach on LinkedIn and reach more potential connections. When someone in your network likes your status update, it’s then shared with their entire network.

When drafting status updates, it’s important to keep in mind that LinkedIn is a professional network; this isn’t the place to share about what you had for lunch or a personal vacation. To successfully leverage status updates in your content marketing efforts, always be thinking of how you can add value to the community, both through your own content (like market reports) and through other helpful information (like relevant news articles or referrals to reputable print and graphic design partners in the real estate industry).

You’ll also want to be mindful of keeping a balance between sharing your own content and sharing other valuable content. No one likes a spammer, and if you consistently blast out your own content (especially content that’s overly sales oriented), you’re going to lose connections.

For more information on how to effectively use social media, be sure to check out our post on 6 New Social Media Tips for Real Estate Agents.

 

About Us

At Rogue Print and Mail, we understand the real estate industry. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for real estate professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.