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Category: Exhibition

Turn Letterhead Stationery into a Sales Tool

Letterhead stationery is a must-have communication and branding tool for many businesses, so why miss the opportunity for direct sales? It is all about branding, right? At least, that’s how it is designed and deployed; however, letterhead stationery can actually be a powerful sales tool with a few easy tweaks. Here’s how you can turn your letterhead stationery into a sales tool that not only brands your company, but lands direct sales.

Call to action

Including a call to action on your letterhead stationery can motivate customers to purchase new products and services. A photography company might include a line on its letterhead such as: “Get your next catalogue photography 20 percent off if you schedule by October 28.” This offer/call to action combination will get direct-mail companies to take advantage of the discount and fill up your bookings early.

VIP Coupon

Turn part of your letterhead stationery into a VIP coupon for your best customers. You could take the bottom four inches to thank your customers for their loyalty and to offer something free or discounted in return. This is a great way to give customers a “first look” at a new product or service that you’re going to be promoting. Your customers will feel valued because you want them to try it first, and you’ll get sales if it is as good as billed.

Backside flyer

Recycling 101 says to never throw something away if it can be reused. The backside of letterhead stationery is often overlooked as an excellent marketing tool. For nonsensitive communication, place a flyer advertisement on the back of your letterhead and tell your customers that as part of your green agenda you’re asking them to hang it up where employees can see it. This is a way to get double the mileage out of your eco-friendly efforts since your letterhead stationery gets recycled twice: once when hung, then again when the promotion ends and it is tossed in the recycling bin.

Add value

Another great way to turn your stationery into a sales tool is to add value to it. Design a panel (or even the back) as a guide about a hot industry topic. End with a call to action that motivates your customers to call you for a prescribed solution.

Alternatively, you could turn the back (or a panel) of your letterhead stationery into a conversion chart, resource list or other helpful guides your customers are likely to pin up on the wall or tape to the desk for easy reference. This won’t lead to direct sales, but it will help brand your company by increasing your letterhead’s longevity.

No matter how you employ your letterhead stationery as a sales tool, you will be more successful if your paper feels strong and prestigious. Good choices are 100gsm white wove and premium bond papers. For a more dramatic effect, add a dazzling foil stamp or die cut.

Finally, by adapting your letterhead to land more sales, you’ll double up on your marketing efforts, slash costs and yield a large return on investment.

 

Poster or Banner?

Posters and banners let you bring your message to the people: At events, on the street, inside schools and offices – anywhere many people congregate or pass through. Knowing which is best suited for your advertising needs is critical to long-term success.

Different look, same goalBanner Advertising

Posters and banners are not functionally different. They have the same purpose to spread your message and achieve a desired response. At a glance, they are not all that different in form, but the differing compositions of posters and banners have differing pros and cons. Posters are printed on paper and are therefore incredibly cost effective; however, posters don’t last long outdoors (unless in a case). Banners, on the other hand, are printed on vinyl and are much more durable outside but are more expensive to produce than posters. Banners can also be printed in much larger sizes, as well as hung from banner posts.

Thus, posters are the better choice when repetition is crucial because they can be massed produced and distributed everywhere on the cheap. Banners are a better choice when you need to be seen by an extra-large audience (such as at a concert), you’ll be hanging your promos outdoors in the elements (opt for mesh vinyl to reduce wind damage), or you’ll be using your banner repeatedly for many months (or even years), such as with traveling shows.

Try posters and banners

Printing posters and banners doesn’t have to come down to an either-or decision since using the pair in tandem can produce even better results. Banners can be used outdoors and at events, while posters can be placed in doors and other nooks and crannies that banners either would not fit or would not be appropriate. The overall branded effect of a multi-medium marketing campaign is well worth the effort.

 

Hang in there

Once you’ve decided whether to print vinyl banners, posters or both, make sure you print on high-quality materials for a professional presentation and durability. For posters, print on 100-pound text or cover, or 16-point gloss or recycled eco-friendly 13-point matte paper stocks. For vinyl banners, go with 13-ounce white vinyl or 9-ounce white mesh vinyl and have hems and grommets or pole pockets inserted for easy hanging.

Seek creative placement opportunities, which might be available cheaper than traditional venues (because no one’s ever asked) and have the advantage of helping your promos stand out even more, since they don’t belong. Your ability to stand out from all the noise and deliver a concise message with a compelling call to action will make all the difference, but you can’t even begin to reap the benefits of poster and banner marketing unless your poster and banner design and placement is getting the looks. Once you have that mastered, you’re primed for profit!

Branding Your Business with Printed Marketing Materials

You have the company message, the colors, the fonts, the logo, the emotions and the target audience. The question is how to apply all of these things into a successful branded marketing campaign. Printed marketing materials are the backbone of any branding effort, because it’s the best way to put your company right in front of your ideal customers.

The following are a few tried-and-true ideas you can incorporate when branding your business with printed marketing materials:

Corporate identity packageRoute1 (1 of 1)-14

The corporate identity package is first on our list because it’s often the first thing people think of when they think of branding. Corporate identity packages lack the luster of other branding efforts, but they offer massive repetition that is crucial to a successful campaign. A solid corporate identity package includes business cards, letterhead, envelopes, brochures and presentation folders. The beauty of the corporate identity package is that every single piece of correspondence you issue to customers carries your company’s image and reinforces your message.

Direct mail

Direct-mail campaigns place your message in the best place possible right in your customers hands. Direct mail can be anything from simple postcards and flyers to 80-page catalogs and multi-piece sales letter packages. Powerful branding that keeps your company on the top of customers minds can be achieved through direct-mail repetition; just because a prospect doesn’t respond to your first direct-mail piece doesn’t mean that that mailing won’t later act as a reinforces for subsequent mailings. In short, the more often you mail (without going overboard), greater potential for a good response rate exists for each subsequent mailing.

Press releases

Press releases should be printed on company letterhead and distributed to the media. Press releases are powerful branding tools, because, if your news is printed, you gain unbiased third-party validation and the potential to reach customers you didn’t know you could have.

Route1 (1 of 1)-16Point-of-sale displays

Simple take-away POS displays such as a coupon book, brochure or even a menu can boost your branding efforts, because they are voluntarily picked up and taken home. Another way to use POS is to sponsor a charity via a retail outlet that asks customers for a small donation, which results in their names being placed on die-cut shapes and taped to the wall for all to see. All you have to do is provide the printed cutouts and add your company’s name and logo to a portion of it. Your brand will not only be prominent, it demonstrates that your company has compassion and goodwill, which can be a boon to attracting new business.

Stickers

Stickers offer the most fun branding opportunities, and perhaps the most creative. You can affix custom-made stickers to anything notebooks, car bumpers, restroom stalls, floors, walls, windows, mirrors, filing cabinets you name it, you can stick it! If you can come up with an appealing sticker design that customers will want to keep, all the better. Sometimes companies even hand out stickers to children at parades with a cute saying and their logo or company name beneath it.

Calendars

Want others to look at you every day, all year long? Distribute free calendars to your customers. This is one of the easiest and most effective branding strategies simply because calendars have intrinsic value people like to stay organized.

Banners

Event sponsorship through banners is a great way to get your image in front of hundreds or thousands of potential customers at one time. This could be a rock show, a festival, a sports event or any other event where your target audience gathers.

When developing a branded marketing campaign, it is imperative not to skimp on materials. This is true with all branded printing materials since your customers will equate the quality of your promotional pieces to the quality of your company. Make sure you use a printer such as Print Magic that offers the best paper grades, inks, finishes and state-of-the-art printing presses so your company leaves the very best impression.

 

Combining Print Marketing and Social Media

Combining social media and print marketing in an integrated campaign strategy is a powerful way to market your products and services. While some would have you believe that social media and print marketing are too different to work together, savvy marketers know that harnessing the power of one can dramatically increase the success rate of the other. There are several ways to boost both your social media and print marketing campaigns in combination, as revealed by the following tips and ideas.

Print marketing to social media

Everyone knows by now that a powerful Facebook presence can pay off huge dividends, but how do you build your fan base to the point where your campaigns are profitable that is, when you can essentially advertise on Facebook for free? Many marketers do not stray from web-based marketing, but while web marketing has benefits it is important to remember that just about all of your competitors are taking the same measures. This decreases your ability to stand out from the crowd and naturally drives ad rates.

Instead of trying to compete head-to-head (or in addition to doing so), get fans on your Facebook or other social media page with a print marketing campaign. You can do this efficiently and economically with a simple, yet strategic, direct-mail postcard campaign The benefit here is that you can reach a highly targeted demographic audience with a controlled message one-on-one, and probably with zero interference from competitors. Postcard-to-web remains proven as one of the most successful ways to market, and with the right incentive (say, free product to the 1,000th fan?) and list you’re bound to increase your fan base.

Posters, flyers, large-format vinyl banners and other print marketing strategies can also help you drive fans to your page either separate from or in conjunction with your direct-mail postcard campaign. Remember that print marketing lends credibility to your brand. After all, anyone can put up a Facebook page for free; but not everyone has the perceived budget to direct mail the market. If you do, you legitimize yourself and begin to earn trust.

Social media to print marketing

For all its benefits, the online environment provides plenty of distractions. Nothing is worse than when your ad is buried between two competitors’. In contrast, print marketing is read one-on-one and can captivate attention far easier. Most people read their mail alone, increasing opportunities for customer engagement. You might, for example, find that it is easy to convince customers to click a link requesting more information; but difficult for them to read your material online.

To combat this, you could use your social media page as a sign-up form to receive a free information kit via post. This strategy has two major benefits. First, you pre-qualify all leads because they have to take action to express interest, therefore you can fine-tune your pitch and earn a better response rate. Second, your overall investment is diminished because you only send your direct-mail kit to pre-qualified leads. Thus, you spend less money and send fewer information kits but receive a better response rate and increased return on investment. You are, in essence, creating an opt-in mailing list a powerful tool in any marketer’s arsenal.

As you can see, combining social media and print marketing can help you earn far better results than just doing one alone. You can even create campaigns or contests where customers enter through social media, then have to receive a postcard with a special code to enter on your site to receive an incentive. Such highly engaging campaigns will help you weed out the non-buyers from the buyers, identify broken links and bridge the gaps to turn those non-buyers into buyers with future campaigns. Be creative, don’t be afraid to break the mold, differentiate yourself from the competition and achieve success by combining social media and print marketing!