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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 e ele y Celeb y Celebr y C lebr y C br a ra a a a a a at D t D ti D ti D i io o o o e e e e n i n i n i n i P P P P Print continues to be the workhorse First Impressions March • April • May March • April • May March • April • May March • April • May of marketing & brand identi cation. Every day is “Pie Day” at Print gets response - Direct mail has a higher response rate than email.
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