March/April 2014

PRSRT STD U.S. POSTAGE PAID TUCSON, AZ PERMIT NO. 553

Spectrum Printing Company, LLC 4651 S. Butterﬁ eld Dr., #161 Tucson, AZ 85714-3456 March / April 2014

George George Stewart Spectrum Printing Company 4651 S. Butterfield Dr., Ste. 161 Tucson, AZ 85714 Create Your Own Marketing

3-38 Luck This Spring! Does your company Production Notes or organization print a Each issue of The Complete Spectrum is a unique production designed newsletter? to illustrate various printing terms, techniques and attributes. Additional features such as variable Newsletter: data, inserted reply envelopes or Eight-page newsletter with variable scratch-o labels get your audience content plus an insert, mailed as a at. Printed 4/4 on 100# Gloss Book, folded, engaged. Whether printing on a monthly and saddle-stitched. Inside or quarterly basis, your newsletter is Insert: • Marketing Strategies: seen as a credible source of information Four fun stickers printed 4/0 on Spring-Cleaning You Simply adhesive-backed stock featuring a so it only makes sense that it be scratch-o and variable content. Cannot Ignore published with high quality printing and Printing: • Try Your Luck with the Best mailed with special care. Spectrum Production Team Content Marketing Tips Mailing List Processing: • Packaging & Labeling The Complete Spectrum is a bi-monthly publication of Spectrum Spectrum Mailing Dept. Printing Company. To update your subscription or tell us what Do’s & Don’ts you’d like to see in our next newsletter, please let us know: Design: [email protected] Julie Gard or (520) 571-1114, 4651 S. Butter eld Dr., Tucson, AZ 85714. Concept & Content: For over 14 years, Spectrum has provided the majority of Heather Strong Brempell the printing for my company, which includes our quarterly

Southern Arizona Home Builders Association http://bit.ly/1aeVLEV newsletter. I’ve not had to do a press check in at least 10 of Discover more! SpectrumPrintingCompany.com • Call us! (520) 571-1114 those years due to their excellent system of color pro ling. Visit us! 4651 S. Butter eld Dr., Ste. #161, Tucson, AZ 85714 • Socialize with us! ~J.N., art director Try Your Luck with the Best Content Marketing Tips Dear George, No better time like spring-time in Southern Arizona! No better time for Spectrum Printing Company to get with Aaaah, spring-time in Tucson! Hope you too, are enjoying us for your printing, mailing, and marketing needs for the our great spring weather. Cacti blooming, new buds year ahead! Think of your website as a bicycle wheel. All the spokes represent the di erent on the mesquite trees, and yes, even that pesky pollen streams of content that we’re used to seeing by now, such as infographics, making us keep the tissues handy. Newsletters videos, case studies, research reports, webinars, white papers, etc. The spokes are Have you noticed the upsurge in newsletters in your intertwined, leading straight towards the center hub. All your content marketing While celebrating Spectrum Printing’s 27th Spring in mailbox? I’m referring to the mailboxes at your home and should lead back to your central hub—your website. It doesn’t hurt to have Tucson, spring reminds us of the new growth and office. Savvy marketers are returning to time-honored supplemental spokes either, such as colorful print collateral to further enhance development we have been fortunate to experience printed newsletters for one simple reason – they work! the sales cycle experience of the end-user. as a company over the years. Not limited to spring- Whether prospecting for new customers, nurturing time, of course, our service offerings to the Southern existing clients, communicating with constituencies, or Try your luck with some of these strategies below, so you don’t end up spinning Arizona community continue to change greatly each just spreading the word, bright, informative, compelling your wheels. A few of the strategies below refer to February’s edition of Website year. While we retain “Printing” in our name as a part newsletters help you stay “top-of-mind” with those on Magazine mentioned in their article, “Content Marketing Blueprint,” with a of our legacy, it is but one important facet of what we your list. And, no “Delete” keys to keep your message from colorful web-to-print twist from Spectrum’s very own creative team. do. As the innovator of integrated mailing services into being seen. our continuum of products, the early adopter of digital printing and being at the forefront of cross-media Contact us today to hear some great ideas about Social Teaser Strategy The Spectrum Web-to-Print Twist: newsletters that can[Data work source: for you! Graphic Design USA. September/October 2013. marketing campaigns (integrating print and electronic Direct Marketing Association, 2012 Response Rate Report.] Gain the attention of your social media audience by Sure, you can track your online marketing e orts easily, media), we keep updating our expertise to serve the giving them a sneak peek into something you’re working but what about o ine marketing? Variable data printing needs of our community. on before you o cially release it to the public. Give them and shortened URL tracking can measure your return on investment for o ine print campaigns. What about those something eye-catching and engaging by leveraging the brochures or yers you handed out at your last conference? combination of videos and images. Printing a speci c call-to-action to visit a customized landing page on your website with the proper tracking set- The Spectrum Web-to-Print Twist: up would be an ideal solution – especially if your URLS were Follow-up with your audience (and reach the ones you personalized with their name (known as PURLs), now we’re may have missed) by mailing a product/service postcard really talking analytics that give you the key information announcement, which re-directs them back to your website. you need! A personalized URL (PURL) can ask them to take action like buying or registering based on what you know or what you User-Generated Strategy want to know about each person speci cally. Consider using your audience’s content as an Visual Strategy approachable way to market yourself. By encouraging your customers to post on your social media page or A lot of people are visual learners. Whether complex website, you’re more likely to connect with them. or not, if you have information that you want easily absorbed, create infographics to get your message across. Publish them on your website and then post The Spectrum Web-to-Print Twist: Perspective them on your social media pro les—especially Pinterest. You could run an “Enter to Win” contest if you need customer photos for your website. O er to select one or The Spectrum Web-to-Print Twist: a few of them to be printed in your new print marketing

sticks with

specialty packaging • & more materials such as brochures or run a direct mail marketing

SpectrumPrintingCompany.com Are you using infographics in your print marketing? You George

mailing • marketing

newsletters • labels design • printing should. Use them in postcards, newsletters, case studies campaign featuring their photo(s). (520) 571-1114 Marketing Ideas You Can Use Now HERE PEEL manuals, annual reports, etc. Break up the monotony of textual information with the use of stunning color and Relevancy Strategy Newsletter Inserts typography. (See our example on page 6.) Leverage your email marketing to promote upcoming

3-37 Increase response rates by stretching your newsletter marketing holidays with a relevant message, encouraging them Analytical Strategy to take action on a special sale or limited-time o er. purpose further. Just like a non-pro t organization newsletter may When was the last time you reviewed the analytics typically include an inserted remittance envelope to encourage reports for your social media or website with Google The Spectrum Web-to-Print Twist: donations by their readership, businesses may also include another Analytics? If you’re not sure what to look for or need help understanding what it all means, seek a professional SEO Mail them a “Time is running out” postcard reminder to take type of newsletter insert such as labels and metallic foil stamping as who can assist. Knowing this information can identify advantage of your prior email marketing o er. Or, if they a gold or silver scratch-o – just like we did in this issue that reveals what adjustments should be made based on what already followed through with what you asked them to, mail them a special recognition thank you card—with an your lucky fortune. It’s interactive information that stands right o content strategies bring you results and what don’t. Reveal your lucky fortune! actual handwritten note or signature.

7KHRQO\ZD\WRVHHDUDLQERZ the page! O er a scratch-o special promotion. Or, insert a reply LVWRORRNWKURXJKWKHUDLQ postcard for surveys, registrations, and o ering free reports. Call us at (520) 571-1114 so we can share more ideas with you such as variable data 2 Still have mailingprinting questions? to achieve Call Leethe atresults (520) you’re 571-1114 expecting or email with [email protected] your print marketing. 7 Engage More Customers with These Print continues to be the workhorse of marketing & brand identi cation. First Impressions Packaging & Labeling Do’s & Don’ts Print gets response - Direct mail has ay Celeb a higher response rate than email. D ra t Cel e i y eb i o a r P D a Cabernet Sauvignon. Pinot Grigio. White Zinfandel. Moscato. What type of Every day is n t Cel e i y eb A Special Tribute to i o a r wine do you produce? P D a response rate for March • April • May n t Cel “Pie Day” at e i y eb i o a r Consumers are standing in the store surrounded by all those brands--there letter-sized direct Patrick Murphy P D a March • April • May n t 3.40% e i must be dozens of each type on the shelves. How critical is it that they see mail to a house list Spectrum i o P March • April • May n and select your particular wine product from amongst the hundreds? After 17 years as an integral part of Printing... (520) 571-1114 March • April • May With any product you are marketing, you want your product noticed. the Spectrum Printing Company response rate for to (520) 571-1114 Understanding all there is to consider when it comes to packaging and team, it is with our gratitude and for the months of the general public 1.28% (520) 571-1114 labeling should be at the top of your list. Stick with a professional printer or a prospect list. appreciation that we announce the March, April, Ce who can talk with you about the right recommendations for your product ay leb (520) 571-1114 retirement of Patrick Murphy. As our Sales Manager D ra t Cel covering all of the essentials like design, colors, die-cuts, stock, placement and May that is. e i y eb and representative, Patrick generously shared his i o a r P D a of cuts and perfs, adhesives, printing, and more. This compares with email response rates n t Cel 40+ years of experience in the printing industry with e i y eb 1998 is the earliest we can remember starting i o a r at 0.12% and 0.03%, respectively. P D a clients and colleagues alike. March • April • May n t Cele ie i ay b [Data source: Graphic Design USA. September/October 2013. our Spectrum “Pie Day” tradition. We celebrate o r P D a March • April • May n t Direct Marketing Association, 2012 Response Rate Report.] Although he promises to come by and visit from time our employees’ birthdays with delicious pies on e i i o P The types of printing to consider for your products may include: to time, it will not be the same without Patrick’s daily “Pie Day” each month after singing an o -key, March • April • May n presence. We wish him great health and happiness in but lusty rendition of “Happy Birthday!”(520) 571-1114 March • April • May this newest chapter of his career. (520) 571-1114 • labels • specialty boxes We thought we’d share the fun with our good (520) 571-1114 friends in the community, by celebrating Ce the • bottle neckers • folding cartons ay leb (520) 571-1114 concept of “Pie Day” in a tastyD way and saying,ra t Cel • instruction sheets • totes or pouches e i y eb Workshop Success “Thank you!” at the samei time. And we promiseo a r P D a n t Cele you won’t have to hear us sing. ie i ay b • point-of-sale (POS) display packaging • mailers “LEE KNOWS MAIL” o r P D a March • April • May n t Cel e i y eb PROFESSIONAL WORKSHOPS i o a r • promotional packaging • header cards All of our Customer Service Representatives P D a March • April • May n t e i i o Those who participated in our happen to have been born in March, April, P March • April • May n or May. That wasn’t a job requirement; it just recent mailing workshops gained (520) 571-1114 March • April • May As you develop your product marketing, follow this general guideline to help your product get noticed. exclusive access to work directly turned out that way. So, with your rst printing (520) 571-1114 with our Mailing Specialist, Lee, in a order of the birth month of your favorite (520) 571-1114 DO… DON’T… small-group interactive session. Many expressed how Spectrum CSR, she will bring C ae treat just for you. ay leb (520) 571-1114 helpful this was to better help them understand the D ra The sweetest satisfaction in life comest from Cel select Pantone colors that reproduce well in 4-color design your package before sizing your product e i y eb new USPS changes and how to stretch their mailing i o a r sharing what's specialP in our hearts. D a process (CMYK) - so your printer has the best chance – especially if the size of your product changes n t Cel dollar further. Here’s what some of our participants e i y eb i o a r of matching colors to keep your branding consistent P D a March • April • May n t Cel leave your packaging vulnerable to scratches had to say: e i ay eb without having to add a fth or sixth color March CSR Birthdays: Chelby & Jennifer i o r P D a and color fading – protect against the elements March • April • May n t e i “I really liked the smaller group format of your i o consider the design and strength of the bottom of with an aqueous or UV coating to increase longer April CSR Birthdays: Candy & Shelly P March • April • May n your packaging seal – can it withstand the weight of shelf-life workshops. Seems like the exchange of ideas and May CSR Birthday: Elaine(520) 571-1114 March • April • May your product? questions owed smoothly and I was able to get my include unnecessary variable data on packaging questions answered without feeling I was annoying (520) 571-1114 or labeling that may render the package obsolete select the best adhesive for your packaging and (520) 571-1114 labeling – ask about the di erence between before its time others.” ~G.E., business owner Ce ay leb (520) 571-1114 low-tack and high-tack, and how it impacts your D ra underestimate the importance of a package or “Now I understand why you stress value and not price. t Cel products’ shelf-life e i y eb i o a r label’s performance requirements during your I will never make that expensive mistake again! Thank P D a n t Cel e i y eb enhance your packaging and labeling with eye- products’ life cycle – talk openly with your printer i o a r you so much for helping me salvage my critical project.” P D a March • April • May n t Cel catching design by understanding what’s possible to help them understand the physical conditions e i y eb ~N.J., development o¢ cer i o a r P D a with colors, shapes, substrates, foils, and embossing March • April • May n t e i i o to di erentiate amongst the competition P March • April • May n (520) 571-1114 March • April • May Let’s develop some outstanding packaging and labeling solutions together so your (520) 571-1114 (520) 571-1114 6 product gets the attention it deserves. Call us at (520) 571-1114. Still have mailing questions? Call Lee at (520) 571-1114 or email [email protected] Ce 3 ay leb (520) 571-1114 D ra t Cel e i y eb i o a r P D a n t Cel e i y eb i o a r P D a March • April • May n t Cel e i y eb i o a r P D a March • April • May n t e i i o P March • April • May n (520) 571-1114 March • April • May (520) 571-1114 (520) 571-1114 Ce ay leb (520) 571-1114 D ra t Cel e i y eb i o a r P D a n t Cel e i y eb i o a r P D a March • April • May n t Cel e i y eb i o a r P D a March • April • May n t e i i o P March • April • May n (520) 571-1114 March • April • May (520) 571-1114 (520) 571-1114 (520) 571-1114 Clear up those marketing dust bunnies with these helpful tips Behind the Scenes Marketing Strategies to spring you back into action. Prepress • Printing • Bindery • Mailing Spring-Cleaning You Freshen up your strategic marketing plan with the Simply Cannot Ignore brightest ways to add some active sparkle! “Good quality paper is best for die-cutting and foil stamping. Edges are smoother and it looks a lot nicer. Gloss cover stock makes the design and foil stand out beautifully. I love making the customer happy by paying Mailing List Database business cards, rack cards, and 7 Does your copyright year still say attention to detail. Even if it’s 80,000 pieces, each one other materials as well. Check 2013? Or 2012? Time to ask your 1 You know all those products or for consistent branding and webmaster to update this for you. has to be perfect.” ~Nick Garcia, Die Cutting Specialist services that your customers messages across them all. Choose Show your customers a subtle hint bought from you last year? Try digital printing rather than dry that you’re still fresh, alive and segmenting based on their toner printing for amazing, life- kicking. past purchases and make your like imagery. marketing message more relevant 8 Feel like your web design is not by suggesting other similar Direct Mail up to par with the latest design techniques? Or not as user- purchase ideas. Make your o ers 4 What happened after you mailed friendly? Or most e ective for “I’m quality-oriented, so what I’ve been doing for more meaningful to them than that last postcard campaign? If your audience? It may be time for ever. people went to your website but the last 30 years comes easily to me when we spot- a makeover. Start preparing for a 2 When was the last time a didn’t complete the call to action, check all projects for highest quality. We do our own strategic re-design. customer bought a product or have you lost them completely? nishing with a converter, like gluing and folding service from you? Maybe it’s time Not exactly. There is a way to Social Media packaging materials. There are so many shapes we to drop them a note in the mail stay engaged with your target 9 Update any company page – a portion of your mail piece audience. Google Remarketing changes in the contact can die-cut and nish, including triangular boxes. should be handwritten if possible tracks the activity of people who information and/or products And a huge variety in the projects we produce— for maximum e ect. But before visited your site. They can see and services areas. Win another from a box to t a tube of lip balm or a large box of you do, update your database to follow-up banner ads with your award? Include it on your list. re ect their “last purchase date” brand, enticing them to take the cereal—no two projects are the same.” for future quick reference. Also, next step forward. 10 How long have you had the same ~ Bob Schuster, Lead Bindery Operator list their “ rst purchase date” so Facebook timeline cover image? Email you can celebrate with them It may be time to spruce that up a on their anniversary of doing 5 Divide and conquer your email bit. If the current one is amongst business with you – you may wish marketing messages. Consider your favorites and it’s been there to include a special o er just for segmenting your emails into since you opened up shop, it’s them. speci c industries. Again, take time to let go and start anew. the fresh path of a more relevant “Newsletters are an important marketing piece that allow you to share Marketing Collateral 11 What were your most successful approach. engagement posts from the prior very important information about you, your brand or your product. We 3 Does your latest brochure show Website year? Hone in on those types of know how important it is to make each newsletter look great since it’s artwork from ve years ago with posts and try more of the same. an extension of your image. They must be produced with the utmost outdated contact information? 6 When was the last time you Your social media analytics should attention to detail and quality. Time to renew and refresh! Your updated the blog on your site? be able to tell you what worked Develop a content schedule to image is everything. Perhaps and what didn’t. Often companies use simple color copy that is smeared, inconsistent and you’re o ering new products convert your website from static can look horrible when it actually ends up in the reader’s hand. Not only or services. Before the update, to dynamic. Minimally, think consider rst if your audience monthly. For more e ective are our o set presses and our HP Indigo Digital Presses color calibrated, has changed. Is your message results, commit to weekly. they use liquid ink to produce crisp color images that are brighter and still relevant to them? Check your cleaner than toner based copiers. You will notice the di erence and so will your customers.” ~Ken Huizenga, Production Manager

Need a hand with swiping those marketing dust bunnies away? Call us at (520) 571-1114 to get all your Production questions? Email [email protected] 4 design, printing, and mailing projects freshened up—with a di erence you can see for yourself. 5 Engage More Customers with These Print continues to be the workhorse of marketing & brand identi cation. First Impressions Packaging & Labeling Do’s & Don’ts Print gets response - Direct mail has ay Celeb a higher response rate than email. D ra t Cel e i y eb i o a r P D a Cabernet Sauvignon. Pinot Grigio. White Zinfandel. Moscato. What type of Every day is n t Cel e i y eb A Special Tribute to i o a r wine do you produce? P D a response rate for March • April • May n t Cel “Pie Day” at e i y eb i o a r Consumers are standing in the store surrounded by all those brands--there letter-sized direct Patrick Murphy P D a March • April • May n t 3.40% e i must be dozens of each type on the shelves. How critical is it that they see mail to a house list Spectrum i o P March • April • May n and select your particular wine product from amongst the hundreds? After 17 years as an integral part of Printing... (520) 571-1114 March • April • May With any product you are marketing, you want your product noticed. the Spectrum Printing Company response rate for to (520) 571-1114 Understanding all there is to consider when it comes to packaging and team, it is with our gratitude and for the months of the general public 1.28% (520) 571-1114 labeling should be at the top of your list. Stick with a professional printer or a prospect list. appreciation that we announce the March, April, Ce who can talk with you about the right recommendations for your product ay leb (520) 571-1114 retirement of Patrick Murphy. As our Sales Manager D ra t Cel covering all of the essentials like design, colors, die-cuts, stock, placement and May that is. e i y eb and representative, Patrick generously shared his i o a r P D a of cuts and perfs, adhesives, printing, and more. This compares with email response rates n t Cel 40+ years of experience in the printing industry with e i y eb 1998 is the earliest we can remember starting i o a r at 0.12% and 0.03%, respectively. P D a clients and colleagues alike. March • April • May n t Cele ie i ay b [Data source: Graphic Design USA. September/October 2013. our Spectrum “Pie Day” tradition. We celebrate o r P D a March • April • May n t Direct Marketing Association, 2012 Response Rate Report.] Although he promises to come by and visit from time our employees’ birthdays with delicious pies on e i i o P The types of printing to consider for your products may include: to time, it will not be the same without Patrick’s daily “Pie Day” each month after singing an o -key, March • April • May n presence. We wish him great health and happiness in but lusty rendition of “Happy Birthday!”(520) 571-1114 March • April • May this newest chapter of his career. (520) 571-1114 • labels • specialty boxes We thought we’d share the fun with our good (520) 571-1114 friends in the community, by celebrating Ce the • bottle neckers • folding cartons ay leb (520) 571-1114 concept of “Pie Day” in a tastyD way and saying,ra t Cel • instruction sheets • totes or pouches e i y eb Workshop Success “Thank you!” at the samei time. And we promiseo a r P D a n t Cele you won’t have to hear us sing. ie i ay b • point-of-sale (POS) display packaging • mailers “LEE KNOWS MAIL” o r P D a March • April • May n t Cel e i y eb PROFESSIONAL WORKSHOPS i o a r • promotional packaging • header cards All of our Customer Service Representatives P D a March • April • May n t e i i o Those who participated in our happen to have been born in March, April, P March • April • May n or May. That wasn’t a job requirement; it just recent mailing workshops gained (520) 571-1114 March • April • May As you develop your product marketing, follow this general guideline to help your product get noticed. exclusive access to work directly turned out that way. So, with your rst printing (520) 571-1114 with our Mailing Specialist, Lee, in a order of the birth month of your favorite (520) 571-1114 DO… DON’T… small-group interactive session. Many expressed how Spectrum CSR, she will bring C ae treat just for you. ay leb (520) 571-1114 helpful this was to better help them understand the D ra The sweetest satisfaction in life comest from Cel select Pantone colors that reproduce well in 4-color design your package before sizing your product e i y eb new USPS changes and how to stretch their mailing i o a r sharing what's specialP in our hearts. D a process (CMYK) - so your printer has the best chance – especially if the size of your product changes n t Cel dollar further. Here’s what some of our participants e i y eb i o a r of matching colors to keep your branding consistent P D a March • April • May n t Cel leave your packaging vulnerable to scratches had to say: e i ay eb without having to add a fth or sixth color March CSR Birthdays: Chelby & Jennifer i o r P D a and color fading – protect against the elements March • April • May n t e i “I really liked the smaller group format of your i o consider the design and strength of the bottom of with an aqueous or UV coating to increase longer April CSR Birthdays: Candy & Shelly P March • April • May n your packaging seal – can it withstand the weight of shelf-life workshops. Seems like the exchange of ideas and May CSR Birthday: Elaine(520) 571-1114 March • April • May your product? questions owed smoothly and I was able to get my include unnecessary variable data on packaging questions answered without feeling I was annoying (520) 571-1114 or labeling that may render the package obsolete select the best adhesive for your packaging and (520) 571-1114 labeling – ask about the di erence between before its time others.” ~G.E., business owner Ce ay leb (520) 571-1114 low-tack and high-tack, and how it impacts your D ra underestimate the importance of a package or “Now I understand why you stress value and not price. t Cel products’ shelf-life e i y eb i o a r label’s performance requirements during your I will never make that expensive mistake again! Thank P D a n t Cel e i y eb enhance your packaging and labeling with eye- products’ life cycle – talk openly with your printer i o a r you so much for helping me salvage my critical project.” P D a March • April • May n t Cel catching design by understanding what’s possible to help them understand the physical conditions e i y eb ~N.J., development o¢ cer i o a r P D a with colors, shapes, substrates, foils, and embossing March • April • May n t e i i o to di erentiate amongst the competition P March • April • May n (520) 571-1114 March • April • May Let’s develop some outstanding packaging and labeling solutions together so your (520) 571-1114 (520) 571-1114 6 product gets the attention it deserves. Call us at (520) 571-1114. Still have mailing questions? Call Lee at (520) 571-1114 or email [email protected] Ce 3 ay leb (520) 571-1114 D ra t Cel e i y eb i o a r P D a n t Cel e i y eb i o a r P D a March • April • May n t Cel e i y eb i o a r P D a March • April • May n t e i i o P March • April • May n (520) 571-1114 March • April • May (520) 571-1114 (520) 571-1114 Ce ay leb (520) 571-1114 D ra t Cel e i y eb i o a r P D a n t Cel e i y eb i o a r P D a March • April • May n t Cel e i y eb i o a r P D a March • April • May n t e i i o P March • April • May n (520) 571-1114 March • April • May (520) 571-1114 (520) 571-1114 (520) 571-1114 Try Your Luck with the Best Content Marketing Tips Dear George, No better time like spring-time in Southern Arizona! No better time for Spectrum Printing Company to get with Aaaah, spring-time in Tucson! Hope you too, are enjoying us for your printing, mailing, and marketing needs for the our great spring weather. Cacti blooming, new buds year ahead! Think of your website as a bicycle wheel. All the spokes represent the di erent on the mesquite trees, and yes, even that pesky pollen streams of content that we’re used to seeing by now, such as infographics, making us keep the tissues handy. Newsletters videos, case studies, research reports, webinars, white papers, etc. The spokes are Have you noticed the upsurge in newsletters in your intertwined, leading straight towards the center hub. All your content marketing While celebrating Spectrum Printing’s 27th Spring in mailbox? I’m referring to the mailboxes at your home and should lead back to your central hub—your website. It doesn’t hurt to have Tucson, spring reminds us of the new growth and office. Savvy marketers are returning to time-honored supplemental spokes either, such as colorful print collateral to further enhance development we have been fortunate to experience printed newsletters for one simple reason – they work! the sales cycle experience of the end-user. as a company over the years. Not limited to spring- Whether prospecting for new customers, nurturing time, of course, our service offerings to the Southern existing clients, communicating with constituencies, or Try your luck with some of these strategies below, so you don’t end up spinning Arizona community continue to change greatly each just spreading the word, bright, informative, compelling your wheels. A few of the strategies below refer to February’s edition of Website year. While we retain “Printing” in our name as a part newsletters help you stay “top-of-mind” with those on Magazine mentioned in their article, “Content Marketing Blueprint,” with a of our legacy, it is but one important facet of what we your list. And, no “Delete” keys to keep your message from colorful web-to-print twist from Spectrum’s very own creative team. do. As the innovator of integrated mailing services into being seen. our continuum of products, the early adopter of digital printing and being at the forefront of cross-media Contact us today to hear some great ideas about Social Teaser Strategy The Spectrum Web-to-Print Twist: newsletters that can[Data work source: for you! Graphic Design USA. September/October 2013. marketing campaigns (integrating print and electronic Direct Marketing Association, 2012 Response Rate Report.] Gain the attention of your social media audience by Sure, you can track your online marketing e orts easily, media), we keep updating our expertise to serve the giving them a sneak peek into something you’re working but what about o ine marketing? Variable data printing needs of our community. on before you o cially release it to the public. Give them and shortened URL tracking can measure your return on investment for o ine print campaigns. What about those something eye-catching and engaging by leveraging the brochures or yers you handed out at your last conference? combination of videos and images. Printing a speci c call-to-action to visit a customized landing page on your website with the proper tracking set- The Spectrum Web-to-Print Twist: up would be an ideal solution – especially if your URLS were Follow-up with your audience (and reach the ones you personalized with their name (known as PURLs), now we’re may have missed) by mailing a product/service postcard really talking analytics that give you the key information announcement, which re-directs them back to your website. you need! A personalized URL (PURL) can ask them to take action like buying or registering based on what you know or what you User-Generated Strategy want to know about each person speci cally. Consider using your audience’s content as an Visual Strategy approachable way to market yourself. By encouraging your customers to post on your social media page or A lot of people are visual learners. Whether complex website, you’re more likely to connect with them. or not, if you have information that you want easily absorbed, create infographics to get your message across. Publish them on your website and then post The Spectrum Web-to-Print Twist: Perspective them on your social media pro les—especially Pinterest. You could run an “Enter to Win” contest if you need customer photos for your website. O er to select one or The Spectrum Web-to-Print Twist: a few of them to be printed in your new print marketing