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.

Colour Consistency in Print: Why It’s Important

pantone-chart-imageOne of the most important parts of any brand, is consistency. You want your audience to have a consistent brand experience whether they’re interacting with you in person, on social media, or through print.

But one area that many companies struggle with when creating a consistent brand experience is colour, particularly colour consistency in print.

Colour consistency in print is incredibly important to your overall brand. If a potential customer goes to your website and experiences your brand with one colour palette and then receives a marketing brochure in the mail with what appears to be a completely different colour scheme, it’s going to leave them feeling confused and unsure of you and your brand.

But why is colour consistency so important in print? And how can you ensure a consistent colour experience throughout all of your brand materials – both digital and in print?

 

Why Colour Consistency Is Important

As mentioned earlier, colour consistency in print is important because it creates a cohesive experience for your audience; when your branding appears the same on the page as it does on the screen, your audience will feel you’re a consistent brand they can trust. If your branding has one shade of blue on your website and a completely different shade of blue on your business card or marketing brochure, your audience is going to be confused.

Inconsistent colour in your print materials is also going to hurt your brand from a brand awareness and recognition perspective. If your colour palette looks entirely different in print than it does in digital, your potential customers aren’t going to recognize you and you’ll have a hard time building awareness and recognition within your market.

 

How Can I Ensure Colour Consistency In My Print Materials?

The last thing you want is to sign a proof from your printer only to have your print materials come back with completely different colours than you the one you saw on your screen.

Now that you know how important it is to create a consistent colour experience across print and digital mediums, how exactly do you ensure colour consistency in print?

Insist on Printed Proofs

Because computer monitors display colour in red, green, and black (RGB) while printers use CMYK (cyan, magenta, yellow, and key/black, also known as four colour process), you’re highly likely to see one thing on your computer monitor and something completely different when it’s printed. There’s also a number of independent factors on your monitor, like the contrast and brightness, that can affect the way colours appear on your screen.

Before you approve a “colour important” print job, ask your printer for a printed proof. That way, you can see what the final product will look like – and ensure it’s colour consistent – before you approve the job.

Hire The Right Team

One of the biggest aspects of colour consistency in print is hiring the right team. You want to work with a print company that has experience in design and colour matching, and the right tools to ensure every job, no matter what type of material, has a consistent colour palette.

Colour management software and accurate and regular colour calibration are essential tools in helping your printer keep colour consistent across print jobs. Not only will these tools help keep your colour consistent from the screen to the page, but it can also help your printer determine how to best keep colour consistent when printing on different types of stock and paper.

Before choosing a print partner, ask about their experience in creating colour consistency for their clients.

 

How Can We Help?

At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years.  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 design ideas, and expertise is the power of colours that will best promote your branding, 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 A Print Campaign Can Help You Hit Your Digital Goals

integrating-print-onlineIn 2016, there’s a huge focus on digital marketing. And there should be – as technology advances, people are spending more and more time online, and the more you can hit them where they already ARE (via search engine marketing, SEO and social media), the more successful you’ll be in hitting your goals.

However, just because there’s been a more visible focus on digital marketing, by no means does that mean you should lessen your efforts on print. In fact, the opposite is true – the most successful brands and companies are leveraging their print campaigns to help them maximize the success of their digital efforts, reach more customers and clients and ultimately drive both recognition and revenue for their businesses.

But how can you use print to help you hit your digital goals?

DRIVE CUSTOMERS TO YOUR DIGITAL SPACE

One of the best ways to leverage print marketing to hit your digital goals is to use print materials to actually drive potential clients and customers to your digital space – whether it’s your website, a custom page or a social media profile.

There’s a number of benefits to taking this approach. Firstly, using a print campaign to drive your potential clients or customers to your digital presence will warm up your audience. They’ll get accustomed to your brand through your print materials and then continue the experience digitally. Adding this extra step of recognition and familiarity can help you increase your conversion rates once they’re on your site.

Using a print campaign to drive people to your digital space can also help you capture additional customers that might not spend a ton of time online. Consumers who aren’t tech savvy might not seek out your brand online, but if they’re prompted with print messaging that directs them on where to go, they’ll be more likely to engage with you digitally.

When you’re driving customers to your digital presence, be sure to leverage cross media marketing techniques and include a custom URL so you can track exactly where your customers are coming from and the overall success of the campaign. This data will be invaluable for maximizing your cross media marketing efforts in the future.

INCREASE BRAND AWARENESS

Print campaigns can also help boost your digital results by increasing brand awareness and recognition within your key markets. Customers are more likely to do business with companies that they trust, and the first step to building trust is getting your company out there and in front of your target demographic.

So, for example – let’s say you’re running a digital initiative and are trying to capture email addresses for your mailing list. If you don’t have brand awareness in your market, people are going to be wary about sharing their information.

However, if you’ve run a print campaign that included sending print collateral to people’s homes and banners or posters in key locations around town, those same consumers are going to recognize your brand when you try to target them online, and are going to be much more likely to be willing to share their information, giving you more opportunities to market to them in the future.

While you certainly want to be placing a good amount of your time, energy and resources into digital marketing techniques, in order to maximize those efforts you need to supplement them with strong print campaigns. Print marketing is essential to not only reaching your digital goals, but the overall goals for your company as well.

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 Incorporate Training If You Have A Small Team

team-building-rimini2Training is an absolutely critical part of any business. Getting new hires up to speed not only ensures that your business continues to run smoothly, it also makes sure that you retain top talent by giving them the tools that they need to be successful.

But finding the time, energy and resources for training can be difficult – especially when you have a small team. But having a lean team is no excuse to skimp on training. You just need to get creative.

Here are some tips on how to incorporate training if you have a small team:

 

Create Virtual Training Sessions

One easy way to make sure that everyone on your small team gets trained without having to stop the day to day operations of your business is to create virtual training sessions.

The benefits of creating a virtual training in the form of videos or online course material are huge for a smaller team. First of all, you or your corporate trainer only have to perform the training once when you film. Once you have the content filmed, edited and online, you can direct any new team members to your virtual training without taking time out of your day to physically train them.

Virtual training sessions are also more easily fit into the busy schedules of your team members. By breaking your virtual training sessions into different modules (for example, one video module on company policies, one video module on social media best practices, etc), you give your team the ability to fit training sessions around their daily schedule instead of having to sit in a live training for hours or days on end. This ensures that your business continues to operate smoothly and gives your team the ability to get trained without it interfering with their daily work flow.

 

Have On-The-Fly Training Sessions

When you have a small team, you have more flexibility, and on-the-fly training sessions can be an effective way to get your team trained as new things pop up in your business.

Using a new software? Call your team into your office when you get it up and running so they can demo it with you. Thinking about investing in a new social media tool? Have your team sit in on the conference call while their sales rep explains the functionality and how to use it. Have a new design procedure? Have your team sit in on your meeting with your lead designer so they get all the details at the same time.

Having a smaller team means there’s less logistics to coordinate when it comes to training, and including your team in real time training sessions is one of the benefits of having a leaner company.

 

Print In Depth Training Manuals

There’s going to come a time in your business, especially if you’re a leaner team, that you’re so busy that you and your more senior employees just can’t take the time out to train your newer employees. But that doesn’t mean that they don’t need to get caught up to speed; effective training is critical in setting your new team members up for success. That’s where training manuals come in.

Printing in depth training manuals can act as a stand in when you can’t spare any live team members to train your new hires. Include as much information as you can about your business, how it’s run and what’s expected from each team member. Give each new team member a training manual and give them direction on how to work their way through it and essentially train themselves. Schedule a time at the end of the day that you can go over any questions that come up.

 

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.

3 Questions To Ask Your Print Partner About Training Collateral

training-manual-imageWhen it comes to training, there’s a lot of things that you’ll need in your arsenal to be successful – a solid training program, great trainers to keep your team informed and engaged and training collateral to support your team as they go through the trainings.

Just like any other collateral in your business, you’re going to want to work with a trusted print partner who can bring your training vision to life. Here are 3 questions to ask your print partner about training collateral that will ensure that you get the collateral – and vendor experience – that you’re looking for:

 

What’s The Best Format For My Training Materials?

One of the main reasons that you’re going to your print partner to print your training materials is because you consider them an expert. So asking for their expertise not only on the printing process, but on what format would be best for each of your training materials, can give you valuable insight and make your training materials more effective.

For example, your print partner can tell you whether or not your training manual would be better traditionally bound or turned into a cross stitch booklet depending on the size and number of pages. They can also offer guidance on things like what size marketing cards would be the best fit for your corporate contact cards and what size and format brochure would be best for your training packets.

Before you decide on what format you want to print your training materials, ask your print partner for their input.

 

What’s Your Policy On Edits?

Here’s the thing about training materials: as your business changes, your training materials will likely change as well. While there are certain pieces of collateral that will stay the same, the vast majority of your training materials will change as your business grows and evolves. And before you enter into a print relationship with a vendor, you need to know their policy on edits.

Will you have to pay to have your training materials completely redesigned each time you make a change, or do they have templates where you can easily change minor information and order a reprint? Do they offer deals on print runs if you edit and reprint your training materials each year?

Knowing what to expect from your print partner as your training materials inevitably change will save you money and frustration down the road.

 

Do You Have An Online Ordering Portal?

The last question you’ll want to ask your print partner is if they have an online ordering portal. An online ordering portal will make it a breeze when you need to order materials before your sales meeting or when you make a new hire. It’s also an great way to keep track of any requested changes and to easily view and adjust your training templates as needed.

 

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.

Tying Your Print Collateral Into Your Corporate Training Program

training_guideWhether you’re a small company or a large corporation, it’s important to have some sort of corporate training program in place. Corporate training programs help new employees and contractors get up to speed quickly and ensure that your team is aware of and adhering to the policies and procedures you have in place.

While a significant amount of your corporate training program should incorporate person-to-person training, print collateral is a great way to support in person trainings and give your team hard copies of important training points to reference throughout their employment.

Here’s some print collateral you’ll definitely want to tie into your corporate training program:

 

Corporate Training Manuals

The first piece of collateral you’ll want to have printed for your corporate training program is a master Corporate Training Manual. This guide should be a comprehensive overview of everything and anything your team needs to know about your business. Your corporate training manual should include everything from company wide best practices, how to submit time-sheets or invoices, login information for necessary company systems and software, HR information and just about everything in between. Your employees and contractors should be able to answer any question they might have during the training process by referring to the corporate training manual.

In most cases, corporate training manuals will be lengthy, so you’ll want to have them professionally printed and bound (saddle stitch booklets are a clean, professional and modern option for longer documents like training manuals). Depending on the size of your team, you might want to print one master corporate training manual for your office, one manual for each department of one manual for each individual.

 

Training Pamphlets

Training pamphlets are great for digging deeper on the topics covered in your corporate training manual. Pamphlets can cover a specific topic, like social media marketing or submitting time-sheets, and go more in-depth on exactly how to complete the process, step-by-step. These will give your employees or contractors a map of exactly how different areas of your company function that they can quickly refer to as they go through training, rather than sorting through the corporate training manual every time they have a question or need to go through a process.

You can print your training pamphlets just like you would a marketing brochure, and to keep costs low only pass them out to employees who will be managing each process (so, for example social media marketing training pamphlets would go only to your marketing team while timesheet submission training pamphlets would need to go out company wide).

 

Contact Cards

Contact cards are also a great piece of training collateral to give out to your team. These cards highlight who the appropriate contact is for each area of your business and how to reach them.

So, for example, let’s say you wanted to create a marketing contact card for your team. You could include “For graphic design submissions, contact XXX at XXX@yourcompany.com” and “For marketing copy requests, contact XYZ at XYZ@yourcompany.com”.

Contact cards are hugely helpful; not only does it train new team members on who they need to get in touch with for their projects, it also increases productivity but cutting back the amount of time people spend searching for who to get in touch with or submitting/requesting work to the wrong people within your company.

Rather than print contacts on individual business cards, we recommend using larger marketing cards with room for multiple contacts.

 

Training Flash Cards

Just like teachers use in schools, Flash cards can be an effective training tool to help your employees and contractors retain the information that they learn during your corporate training program.

Have your trainer develop a list of questions based on their training and then develop training flash cards around those questions. For example, if your trainer is running a social media marketing training, a great question for a training flash card might be “Name three of our company’s best practices for posting on Facebook” or “What are three words that describe the tone we’re aiming for on our social media profiles?”

Training flash cards can be taken home and studied by new team members and trainers can use them as a tool to check in on their progress. Marketing cards are a great print format for training flash cards.

 

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 Onboard Your Print Partner

onboardingHiring the right print partner can have a huge impact on your business. You already know what to look for in a print partner, but once you’ve made your hire, it’s essential that you get them up to speed and set them up for success in order to get the most out of your new relationship.

Here are some tips on how to onboard your print partner:

 

Train Them On Your Policies and Procedures

The first thing you’ll need to do when onboarding your print partner is get them up to speed on your company policies and procedures. Every company has a different way of doing things, and your print partner needs to be in the loop on how everything runs.

So, for example, what’s the procedure for submitting invoices? Do they need to be submitted on a weekly or monthly basis? Who should they submit them to? How long do they take to be paid out, and who’s the correct contact to reach out to if they have any questions or concerns?

Or, as another example, what’s your company policy on submitting print jobs? Should they only accept requests from you, or are there multiple managers within the company that are authorized to order prints?

Making sure that your print partner has a clear understanding of the policies and procedures within your business will be critical in avoiding miscommunications and misunderstandings down the road.

 

Establish Communication Expectations

It’s also important to establish expectations for communications.

Everyone has different communication preferences, and it’s important that you and your print partner get on the same page from the get-go on how you’re going to be communicating. Do they prefer to communicate primarily through email or do they also want a weekly touch-base over the phone? Do they prefer revisions to be submitted on email or through an online customer portal? What’s the expectation for how quick they’ll respond to requests or last minute print needs?

Squaring this off at the beginning of the relationship will help things flow smoothly and make sure that everyone feels they’re being communicated with in a respectful and mutually beneficial way.

 

Setup Systems

If you want a successful (and low maintenance) relationship with your new print partner, you’re going to want to establish systems off the bat. Systematizing as much of your print processes as possible will ensure that your relationship with your print partner runs like a well-oiled machine and will minimize the amount of involvement you’ll need on a day-to-day basis.

Set up a meeting with your print partner, review every aspect of the print process and develop a system that both of you agree on. You’ll want to have a system for everything: how to submit new print requests, how to submit revisions, what to do if an order is misprinted and what to do if you have a request you need completed during off hours.

Write every system down in a manual and have your print partner sign off on it. Having systems in place will eliminate any confusion and enable things to happen quickly and easily as your relationship progresses. Having all of your systems in place (and in a document) will also help make the transition smooth if you need to hire a new print partner or your current partner brings a new team member on board to manage your account.
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.