Matreks Printing

Is Your Digital Printer Selling to You or Consulting with You?

2014-05-01T14:31:00.001-05:00

Your local Minneapolis digital printer has a lot of outside competition. Online companies based in other cities or states promise cut-throat rates and lightning-fast turnaround times. That’s because they are selling you a commodity. They want your money, not necessarily your continued business and to build a relationship with you.

The next time you need to complete a print project, ask yourself: Do I want to be sold to or consulted with?

Getting Past the Salesman Speak

Every business owner has been approached at some point by a vendor with a hard sale technique. They smile, they keep the small-talk rolling, and then they bombard you with information about what makes their product the best available. Vendors like these are selling, not consulting.

Other vendors take a very different approach. They may still smile and start off with some small talk, but soon, they turn the conversation toward the business owner’s needs. They listen. Then, they offer ways they may be able to help. These vendors are consulting, not selling.

Look for a Digital Printer Who Consults

Consulting with clients is the trademark of a good digital printer. Printers can offer a wide variety of products and services. They know how quantity and paper type affects a project’s price, and can help a client understand how minor changes to design and paper size could help reduce costs. All these factors contribute to whether or not a project is successful and economical. Consulting with clients helps digital printers come up with creative ways to meet a client’s printing needs.

To find a digital printer that consults, look for printers in your local area rather than an online company with a national presence. Then, give one a ring and ask if you can schedule time to talk about a potential project. The customer service you receive on the call can be a good indicator of the level of service you can expect later.

To learn more or to meet with a representative of a digital printing company that consults, contact Matreks Printing today at 952-746-4010.

Use Variable Data Printing Case Studies to Help Close Sales

2014-04-14T09:13:00.001-05:00

Most digital printers in the Twin Cities use variable data printing to create direct mail and other marketing pieces personalized to each recipient. However, it can be difficult to show prospects why variable data printing is a good return on investment.

A Look at Variable Data Printing Case Studies

One way to make the decision to invest in variable data printing easier is to provide prospects with real-life examples of successful projects. A case study may highlight one of your former clients and how variable data printing helped increase their response rates. Case studies help prospects see how variable data printing has benefited other businesses and make it easier for them to buy into a similar project.

Case studies typically use statistics to help hook clients into the idea that variable data printing can improve their marketing efforts, then present a problem—for example, low response rates—and show how variable data printing offers a solution to that problem. When prospects see a real-world example of how variable data printing is beneficial, it makes it easier for them to become clients.

What Is Variable Data Printing?

With variable data printing, companies customize their direct mail messages to each individual recipient rather than create one boilerplate message that is mass-produced and sent to thousands of recipients. Companies may change the text and graphics for each recipient depending on their age, gender and other demographic data. Variable data printing creates a stronger relationship between company and their target market, increasing the chance that recipients will convert to customers.

Variable data printing can be used for a variety of projects, direct mail, newsletters, bills and invoices, and purchase orders. Companies often see a good return on investment on variable data printing marketing projects because personalized marketing can increase sales while reducing the cost of the printing compared to traditional printing techniques.

Before your next meeting with a prospect, come up with a few real-world examples of how variable data printing helped some of your past clients. To learn more, call Matreks Printing today at 952-746-4010.

How to Choose a Digital Printer for Your Business

2014-04-02T09:07:00.000-05:00

There are many printing companies in the Twin Cities for businesses to choose from. How do you know that you’re working with one that meets the needs of your company? Use these three simple tips to make choosing your next digital printer easy.

Scrutinize the Printer’s Samples

The best way to gauge a print shop’s expertise is to take a look at a range of examples of their work. Ask yourself if the print quality is consistent. See how the quality holds up over a variety of paper types.

If you’re happy with the quality of the samples, ask the printer for a couple of references. Current and past clients may be able to tell you what it’s like working with the printer in question.

Ask About In-House Capabilities

Some printers are able to print nearly any project in-house, from brochures to banners. Other shops outsource some of the larger projects, like signs and banners, to other companies. Ask the print company you’re considering if they are capable of handling all projects in-house or if they partner with other companies. While print companies are able to deliver high-quality products in either situation, outsourcing some projects may increase the time it takes to complete the order.

Some print shops also offer in-house graphic design, which can be a real time-saver for clients. Many printers also offer mailing services in addition to print services. This means printers will not only print your next direct marketing project, they can also stamp it and mail it for you, too.

Check Out Customer Service

After reviewing print samples and understanding what a print company can offer in-house, you may still have a few printers on your short list. The next consideration should be customer service. Customer service is usually what sets excellent digital printers apart from their competition.

Many online digital printers can offer a variety of services at cutthroat rates. This may be fine until you run into a problem that their customer service representatives are unable (or unwilling) to solve.

Smaller, local digital printers are often able to offer some of the conveniences of online printers, such as online electronic file uploading for print projects, with the customer service of a small firm. Customer service representatives answer the phone and return calls, solve client problems, and even offer suggestions to improve your final product, such as paper choice and packing and shipping options.

Choosing a printer that best meets your needs doesn’t have to be difficult. Use these simple tips to make your decision easier. To learn more, contact Matreks Printing today at 952-746-4010.

Use Digital Printing to Go Green This Spring

2014-03-11T12:33:00.000-05:00

Now that Minnesotans are finally starting to put the frigid winter temperatures behind them, many eyes are set on the spring green-up. However, trees and lawns should not be the only things turning green. Minneapolis business owners can green up their marketing materials with digital printing.

Many businesses welcome the change of seasons by freshening up their marketing materials or offering a spring promotion. Honor the season by choosing to print these materials in an Earth-friendly way with digital printing.

Digital Printing is Green Printing

Digital printing is a green, economical option. Unlike offset printing, digital printing works off of an electronic file rather than a physical master copy. This means less printing and less trips to the printer’s to proof master copies.

Because there is no master copy, every copy in a digital printing project is an original. It is as economical to print a short-run project as it is a long-run one. This means companies are able to print the copies they need and do not need to over-order to make the project cost-effective. This saves copies from heading straight into the trashcan or recycling bin.

Companies may also choose to use recycled paper for their projects, making the digital printing process even greener.

Green on the Inside, Too

Paper choice and using electronic files are not the only things that make digital printing green. The materials used to print digitally are also green. Digital printing presses use dry powder toner rather than liquid ink to print. The process used to make the toner is 97 percent efficient. That means there is very little waste during the manufacturing process. The toner product is derived from materials created in a lab rather than taken from the Earth.

The byproducts from the toner manufacturing process can be used in other industries, reducing waste even further. For example, the iron oxide that enables the toner to transfer to paper creates sodium hydroxide, a substance that can be used in other industries.

This spring, green up your marketing materials with digital printing. To learn more or get started, contact Matreks Printing today at 952-746-4010.

Diversify Your Print Marketing Efforts in 2014

2014-03-03T08:45:00.003-06:00

There are many print marketing options Minneapolis businesses can take advantage of. Sometimes, it can be difficult for business owners to choose what print marketing materials would be right for their companies. In 2014, why not try out a few different print marketing materials?

Using a variety of print advertising allows companies to reach a diverse audience and stay top-of-mind with recipients without making them feel as though they are being inundated with advertising. It also helps companies track and analyze what print advertising works best for each type of recipient, helping them create more effective print campaigns in the future.

Different Types of Print Advertising

Companies’ options for print advertising are boundless. Direct mail marketing pieces include postcards, mailers, flyers, greeting cards, and catalogs. Postcards are an especially effective choice because they are economical to produce and easy for recipients to interact with. They are visually engaging and do not require recipients to open an envelope to receive your message. People tend to hang onto postcards, especially if they include a coupon or other special offer.

Other types of print advertising include brochures, calendars, notepads, and branded stationery and business cards. Like postcards, recipients often hold onto these types of advertising and they are a good way to keep your company’s logo and name top-of-mind with current and potential clients.

Simple Tips to Make Print Advertising More Effective

Before you design your next print advertising piece, use these simple tips. Be sure your branding is consistent. Your logo, the color and style of the graphics, and tone of the messaging should be consistent whatever print advertising medium you use. When creating a direct mail campaign, keep your message brief and bold and the graphics eye-catching and engaging.

Print advertising can also help support a company’s online marketing efforts. Add a QR code that recipients can scan with their smartphones and leads them to a page on your website. Or, create a unique URL that you only use on your print advertising. Then, track the number of hits that URL gets. That way, you’ll get an idea of how effective your print campaign was.

Try diversifying your print advertising efforts this year. To learn more or get started, contact Matreks Printing today at 952-746-4010.

Tips for Creating an Effective Brochure

2014-02-14T15:53:00.005-06:00

Brochures are common marketing tools. Nearly every business uses one in one way or another. Because

they are so popular, it’s easy to think that creating an effective brochure is simple. But not all brochures are created equally. Some have way too much text, while others skimp on information and invest too much in flashy graphics. Here are a few tips to make your next brochure informative, engaging, and eye-catching.

Why Use Brochures?

Brochures are popular marketing tools because of they are so flexible. Minneapolis companies can use them to highlight a product or service. Brochures can be handed out at client meetings, offered in your company’s reception area, or mailed out to potential clients. Because they can provide a lot of information, brochures often help clients make a purchasing decision. Sometimes, reading through a brochure gives potential clients a boost of confidence in your company, resulting in more closed business.

Brochures are important marketing tools for existing customers, too. Sending clients a brochure highlighting a new or updated product or service helps keep your company top of mind. People tend to hang onto brochures and often store them in places where they will consistently see your logo and message, such as refrigerator doors.

Tips for an Effective Brochure

Effective brochures have clear target audiences, focused messages, and deliberate call-to-actions. As you start thinking about your next brochure project, consider these three questions:

· Who is my target audience and what do I want from them?

· What do I want this audience to know?

· What are the benefits I’m offering to my customers?

Once you have the answers to these questions, it is time to craft a message and design a brochure that reflects them. Keep the messaging positive. Be sure to proofread and run a spell-check before sending anything to print. It is also important to have a good balance between text, graphics, and white space (the space in the brochure without text or graphics). Hiring a graphic designer can help you find the right balance between text, graphics, and white space.

After you’ve crafted your message and designed your brochure, it’s time to print. Digital printing is a good choice for brochures because it is more economical than offset printing for short runs. Digital printing offers a full range of colors and requires only a digital file to create a finished product.

To learn more about brochures and how digital printing can make your next brochure project more cost-effective, contact Matreks Printing today at 952-746-4010

Show Your Customers Some Love This Valentine’s Day

2014-02-03T10:23:00.001-06:00

Valentine’s Day is only two weeks away. That means Minneapolis business owners have just enough time to come up with a heartfelt show of appreciation for their customers. Whether you opt for a card or a simple gift, Valentine’s Day is a great opportunity to build stronger relationships with your customers.

Showing Your Appreciation

Companies need to take the lead in fostering their relationships with clients. Businesses in many industries, especially the print industry, are considered commodities by their clients. Building a stronger customer relationship helps turn your company into a resource that clients will use again and again. A heartfelt note or small gift helps show your clients that they are valued, building trust and goodwill for your company.

Ways to Show Your Customers Love

There are all sorts of ways you can show your customers some love this Valentine’s Day. Keep in mind that it is the gesture that counts. Consider sending your clients a personalized note, made easy with variable data digital printing. Tell your customers thank you for their business and how much you appreciate their patronage.

Some companies choose to brand their Valentine’s Day cards, while others send cards that are more in the spirit of the holiday. Mail your cards or surprise your customers who come in the week of Valentine’s Day by handing them their card.

If business owners want to go the extra mile with showing their appreciation, they may consider sending their customers a small, thoughtful gift with their cards. Or, companies may opt to include a little token of appreciation in a customer’s next invoice. Edible gifts are always popular, including candy, cookies, and popcorn. You could also consider a small flower arrangement or a book.

Take advantage of the upcoming holiday to show your clients how much you appreciate their business. To get started on your Valentine’s Day card, contact Matreks Printing today at 952-746-4010.

Is Direct Mail Marketing Viable in the Face of Rising Postage Costs?

2014-01-15T14:58:00.000-06:00

Late last year, the United States Postal Service (USPS) announced that it will raise the price of postage on January 26, 2014. Minneapolis companies will need to consider the rate hike when planning their direct mail campaigns.

Postage Rates to Go Up

The USPS is calling the $.03 rate hike a surcharge and asserts that it is only temporary and set to expire in two years or less. Many services are affected by the surcharge, including First Class Mail, Standard Mail, Periodicals, Special Services, and Package Services. This means that sending 5,000 direct mail pieces will cost companies about $150 more in 2014 than in 2013.

The USPS hopes the rate hike will help the Postal Service continue to recover from the recession in 2008. With the announced surcharge, the USPS expects to recoup the funds it lost within 24 months, which is why the increase is only temporary.

Direct Mail Marketing and Rising Postage Costs

With yet another rate hike starting at the end of the month, some companies may wonder if direct mail marketing will continue to be cost-effective in years to come. Before you throw in the towel on direct mail, however, consider the benefits direct mail continues to offer.

One of the greatest advantages direct mail has over other marketing mediums is measurability. Companies can track gross response rates, cost per lead, and conversion rates through direct mail, especially if they maintain good contact lists and use a contact relationship management system.

The Internet has made it easier than ever to track the effectiveness of direct mail campaigns. Companies can incorporate a few digital tools into their direct mail pieces to track response rates, including:

· QR codes printed on a postcard or flyer that direct recipients to your website

· unique URLs set up for each print marketing piece that let you know instantly if web traffic originated from a direct mail piece

· unique online offer codes that are only available through direct mail advertising

Though postage rates continue to climb, direct mail continues to be a viable, cost-effective way to advertise your business. To learn more about direct mail marketing and how the postage hike may affect your bottom line, contact Matreks Printing today at 952-746-4010.

Make the Most of 2014’s Marketing Dollars with Print and Online Marketing

2014-01-05T14:00:00.000-06:00

Many Minnesota business owners welcome the New Year as an opportunity to get the most out of their marketing dollars. Some people believe they have to choose between print marketing and online marketing. However, integrating print and online marketing efforts can give business owners the most bang for their buck.

Integrate Your Print and Online Marketing

When used together, print marketing and online marketing can help you build better customer relationships and increase sales. Print marketing can direct recipients to a company’s website, while online marketing can encourage website visitors to request print marketing materials.

For example, print marketing can include a QR code that recipients can scan to direct them to a company’s

website. A postcard advertising an in-store special offer or sale can encourage recipients to also shop online with a special code. Or, print materials could direct recipients to an online survey or the conversations happening on a company’s social media pages.

Likewise, online marketing can encourage website visitors to request print materials, such as a catalog, brochure, or other informational materials. Not only does this give businesses an opportunity to educate recipients about their services and products, it is an opportunity to add online visitors to their contact lists for future print campaigns.

Maintain a Good List

To effectively market to customers, businesses need to understand their customers’ needs and show them how a product or service may fill these needs. Business owners need to maintain their lists of contacts and include personal or demographic information so they can personalize marketing materials to recipients. The quality of your list can make or break your marketing campaign.

Depending on your industry, demographic information that may be helpful in a marketing campaign are age and gender of recipients, marital status, and whether or not your recipients have children. For businesses that cater to both residential and commercial clients, be sure to indicate whether a contact is a business or residential customer.

Are you ready to make the most of your marketing dollars this year? Learn more about how to get your print marketing campaign started. Contact Matreks Printing today at 952-746-4010.

Adam Johnston

CEO

Matreks Printing

Mentor Your Customers to Increase Print Sales

2013-12-15T16:03:00.002-06:00

Savvy marketers know that educating customers is a great way to build value and strengthen customer relationships. Printers can take a cue from marketing professionals and educate their clients on the variety of

high-quality products available. Doing so will build the printer-customer relationship and make the printer a resource, not just a merchant. It will also likely lead to increased print sales.

The Benefits of Print

Print marketing has a number of benefits, even as online marketing continues to grow. First, companies can use print marketing in tandem with online marketing tools. For example, postcards and flyers can include a QR code that directs recipients to a website or social media page. Store signs and point-of-sale materials can integrate with apps like Layar that offer customers more information when they scan the advertising.

Print advertising is permanent and tangible. People hang on to print marketing materials much longer than an ad flickers on a website. Postcards with coupons are put on the fridge door and catalogs are stashed in a basket next to the couch. With proper branding, companies can stay top-of-mind with customers every time they spot the postcard on the fridge or rifle through the catalog.

Digital printing is a cost-effective, eco-friendly choice for companies. In digital printing, each copy of a marketing piece is an original from a digital file. Unlike offset printing, which gets cheaper the larger the run is and encourages businesses to over-order to become cost-effective, companies can print only what they need with digital printing. The inks and papers used in digital printing are better for the environment and often made from recycled materials.

Building Customer Relationships

Use these benefits as talking points with your customers and help them see the value of printing with your company. Turn yourself into a resource for customers and help guide them toward the print products that will work best for their projects. Doing so will not only provide customers with a superior product, it will help you increase sales.

Build your reputation as a resource by targeting a few of your best clients and offer to give them a complimentary seminar at a time that’s convenient for them. Focus your presentation on the products or services for which you’d like to increase sales, but would provide clear advantages for your customers, too.

If you’re ready to learn what digital printing can do for your and your company, contact Matreks Printing today at 952-746-4010.

Are Your Point-of-Sale Materials Ready for the Holiday Season?

2013-11-27T08:52:00.003-06:00

If Thanksgiving is a time to relax and enjoy good food and good company, Black Friday is the time shoppers take to work off that meal, arm themselves with coupons, and head to the stores. It also marks the start of the weeks-long holiday shopping season. Don’t miss out on the opportunity by forgetting to invest in eye-catching point-of-sale materials.

According to the National Retail Federation, United States retailers usually make 20 to 40 percent of their annual sales between Black Friday and Christmas. That’s a lot of revenue in just a few short weeks. While consumers are increasingly moving their shopping searches online, 70 percent of all purchasing decisions are still made in a store. That is why effective point-of-sale materials are still necessary, especially during the holiday shopping season.

Point-of-Sale Signage Tips

Changing a product’s signage can increase the sales of that item five percent. Adding a new sign increases sales about the same. Take advantage of the holiday shopping season to change or add signage at your store. Use holiday graphics or color schemes to direct shoppers’ attention to special holiday deals.

When designing point-of-sale materials, a little information goes a long way. You want to invest in signs that are clear, use white space effectively, and direct shoppers to the correct product. To do so, you need a firm understanding of what your shoppers desire and need to know.

For example, sale prices and regular prices should be clearly marked to show shoppers the deals they are getting. If your store offers coupons on some items and not others, your point-of-sale materials should highlight when coupons can be used.

Look Up for Effective Point-of-Sale Signage

If your store has a large retail floor, maximize the ceiling space to help direct shoppers. Many department retailers already do this to show shoppers where the home section is, for example, but the same concept can be used to direct shoppers to your best deals.

If you use ceiling-mounted point-of-sale signage, be sure that the message is clear and readable from afar. Use arrows or other graphics to help point shoppers in the right direction. Then, add point-of-sale materials on the shelves so shoppers know they have come to the right place.

It’s not too late to design and print your holiday shopping season point-of-sale materials. Contact Matreks Printing today at 952-746-4010 to learn more about your options and make this holiday season your best yet.

Digital Printing Increasingly Considered Better than Offset Printing

2013-11-15T10:56:00.001-06:00

For years, digital printing has been playing a game of catch-up to its more established, traditional cousin, offset printing. However, print industry experts are starting to rate the quality of digital printing higher than that of offset. Digital printing is a high-quality choice for companies with print projects in the Twin Cities.

Print Industry Survey

A survey of 400 print industry experts in Europe and the United States found that respondents believed digital printing provides higher-quality images and better cost value than offset printing. In fact, over 43 percent of respondents had already made the switch from offset printing presses to digital ones in their own businesses.

Respondents rated several examples of digital and offset printing projects from poor quality to excellent quality. Though experts in Germany believed offset printing to be best, those in the United Kingdom and United States consistently rated various digital printing samples the highest.

For example, those in the UK thought the liquid ink digital piece was the highest quality sample, followed by toner digital and then inkjet. They rated offset worst in terms of quality. Similarly, those in the United States rated toner digital printing the highest quality of all print samples.

Use Digital Printing for Your Next Project

Digital printing offers substantial benefits to companies running advertising projects, billing and invoicing jobs, and countless other print projects. While offset printing does offer a quality product, it is very expensive to proof projects on offset printing presses. For this reason, offset is a less economical choice for short print runs than digital printing, which requires no proof since every copy is an original created from a digital file.

A major advantage digital printing has over offset printing is variable data printing. Since digital printing produces originals from a digital file, companies have the freedom to change information in their project mid-run. This is a great for advertising projects, since businesses are able to tailor their messages and personalize marketing to each recipient.

The next time you need to print a flyer, brochure, postcard, or batch of invoices, consider digital printing with Matreks. To learn more about the benefits digital printing, contact Matreks Printing today at 952-746-4010.

It’s Not Too Early to Start Thinking About Your Business’s Holiday Card

2013-11-01T08:14:00.002-05:00

It’s hard to believe, but Thanksgiving will be here before we know it. Don’t wait until Turkey Day rolls around to start thinking about your company’s holiday card. Plan ahead and save money—and your sanity.

Though it may seem a bit old-fashioned, sending holiday cards to clients can benefit Twin Cities companies. Receiving a card with a thoughtful message and hand-written greeting impresses clients and vendors and can help build those relationships. Companies can use holiday cards internally, too. Recognize a top sales representative’s efforts with a handwritten message or send a personalized note to the whole team.

Holiday Card Tips

Ordering holiday cards early in the season helps you get them out on time. It also helps you avoid a mad scramble to get the cards signed. As you’re considering a design and message, try to keep it non-specific. Remember that your recipients practice a variety of religions, so a Christmas or Hanukkah-specific card may not be appropriate. The possible exception to this rule is if your company or organization is religiously affiliated.

Thinking about your business’s holiday card before Thanksgiving also gives you ample time to think about the design and message of your card. A professional printer can help you create a vibrant design that incorporates your company’s colors, logo, and even its motto. Avoid skimping on paper quality. A flimsy card immediately looks cheap to recipients. Instead, invest in a heavier, higher-quality paper.

You may also consider adding an insert to your greeting cards. While it may be wise to avoid advertising or promotions in your holiday card, it may be appropriate to include a recap of company milestones or events from the past year. Clients, vendors, and employees may find this information interesting.

Now is a great time to be thinking about your company’s holiday card. Enlist the help of a professional digital printer to help you with the design and production of your greetings. To get your holiday card project rolling, contact Matreks Printing today at 952-746-4010.

Is Paper-Free Really Better for the Environment?

2013-10-14T14:19:00.003-05:00

“Go Paperless!” How many statements have you received from your bank, utility provider, or credit card company with this message? Many companies are trying to convince their customers to switch to online or “e-statements” in the name of environmentalism. However, are e-statements really greener than paper ones?

Greenwashing and Paperless Statements

Greenwashing occurs when a company tells customers that they are making changes to policies in the name of becoming a greener company, when in fact these changes are financially or otherwise motivated.

While going paperless may seem like a green initiative on its face, could a company’s paperless statement crusade be an example of greenwashing? Paper is a renewable, highly recyclable resource. In the last 50 years, forests in the United States have stabilized or even increased. In fact, the country has about 49 percent more wood resources now than it did in the 1960s.

How Green are E-Statements?

If that’s the case, why are companies going paperless in an attempt to go green? In a recent survey, 84 percent of respondents believe that the true motive behind many companies’ paperless campaigns is cost savings, not environmental concerns. Another survey found that 80 percent of consumers do not think it’s appropriate for companies to cite environmental reasons for going paperless when they are not the true motive.

Though paper is a renewable, highly recyclable resource, many of the materials and energy required to receive e-statements are not. Computers and servers require a sizeable amount of energy and give off a lot of heat. Rare minerals must be pulled from the Earth to create computers, tablets, and smartphones. Though paperless statements may save a company the cost of a stamp, they may not do the environment a whole lot of good.

Digital Printing a Green Choice

For companies trying to make a true difference to the environment, digital printing is an effective choice. Digital printing presses do not emit the harmful chemicals their offset counterparts do. Not only does that mean less harmful chemicals being released into the atmosphere, it also means digital presses require less energy to ventilate. Digital printing presses also use low VOC-ink and mild solvents, which are much better for air quality than inks used in offset printing.

Companies can make their digital printing projects even greener by choosing sustainable paper products. Digital presses can accommodate recycled papers and SFI/FSC-certified paper. SFI/FSC certifications tell consumers that the paper in question was harvested sustainably from a renewable source.

Before you opt for e-statements, consider the true impact of electronic media versus renewable paper resources. To learn more, contact Matreks Printing today at 952-746-4010.

Avoid the Sting of a Possible Postage Rate Hike with Postcards

2013-10-01T10:29:00.001-05:00

Recently, the United States Postal Service proposed a postage rate increase for letters and postcards. If enacted, the cost of a first-class stamp would increase three cents to $.49, while a postcard stamp would go up one cent to $.34. While a three-cent increase does not sound like much, when applied across 30,000 letters, it equates to a $900 increase in the cost of advertising.

Though postcard postage may also experience a rate increase, a one-cent hike only increases costs for 30,000 postcards by $300. This difference makes postcards a cost-effective choice in the face of potentially higher postage rates. With the help of a Twin Cities professional digital printer, small businesses can design and mail engaging and powerful advertising pieces.

Making the Most of an Advertising Postcard

A postcard is like a letter that is already open, immediately engaging recipients with its message. It’s easy to customize a postcard with a recipient’s personal information, including their names. Personalization helps your postcard have a powerful impact with recipients.

To create an engaging and effective postcard, first come up with a specific purpose for the mailing. Postcards are great ways to promote a coupon or sale, send a gift certificate, announce a new location, or send a reminder. Adding a deadline or expiration date in the postcard’s message helps create a sense of urgency.

The postcard’s text should be simple, brief, and give the recipient a reason to give the business a call or visit. Marketing experts suggest that a postcard include no less than three repetitions of a call-to-action to stir recipients into picking up the phone.

Pro Tips for Printing Postcards

After companies develop the text for their postcards, they should work with a digital printer to create vibrant and eye-catching lay-outs. Invest in high-quality images and color printing on glossy paper to make the largest impact with recipients.

To maximize advertising dollars, consider personalizing postcards to each recipient. As mentioned before, using a recipient’s name within a postcard’s message is an effective way to get recipients to take action. It is also possible to change the graphics on a postcard according to recipients’ demographic information or interests.

With a possible increase in postage rates, postcards continue to be a cost-effective choice for companies using direct mail to advertise their products and services. To get started on your next postcard project, contact Matreks Printing today at 952-746-4010.

3 Marketing Tips Every Start-Up Should Follow

2013-09-16T08:35:00.001-05:00

You’ve spent years developing your product or service and are finally ready to take the plunge into entrepreneurship. Though you know your product inside and out, knowledge and enthusiasm alone will not make your business a success.

Start-up companies must be deliberate in marketing their businesses to be successful. There are a few basic rules every start-up entrepreneur can use to get their marketing efforts on the right track.

Find Your Target Audience

Most start-up entrepreneurs are anxious to spread the word about their products or services. Often, when asked who they’re trying to market to, their answer is enthusiastically, “Anyone!”

However, when businesses target to anyone, all too often they receive responses from no one. That’s why it is important for start-up businesses to identify their target audiences.

Imagine a young businesswoman is starting her own home cleaning company using green products. While “anyone” could certainly use her services, the entrepreneur realizes that young mothers in particular value having their homes clean and chemical-free. The businesswoman chooses to market directly to young moms to make the most of her marketing efforts. Now, all she has to do is determine what her message should be.

Separate Yourself from the Pack

Much marketing copy is full of superlative language that lacks substance. “Great Service!”, “Best Value!”, and “Friendly Customer Service!” offer nothing about what makes your company the right choice over competitors. Instead of relying on words like “best,” “great,” and “super,” start-up companies should inform their target audiences about what sets them apart from competitors.

For the young businesswoman with the house cleaning company, this may mean focusing her message on the advantages of green products, a benefit that many house cleaning services may not offer.

Speak to Your Target Audience, Not at Them

One of the simplest ways for start-ups to onnect with their target audiences is to show them how the company fills a need, addresses a challenge, or solves a problem they have. Don’t rely on generic marketing language that does little to address the needs of potential customers. Instead, focus on building value and trust.

Now that she’s identified her target audience and knows what separates her business from the rest of the home cleaning services in her area, the businesswoman is ready to get her marketing campaign up and running. She chooses to create a direct mail postcard targeted to young moms. The graphic shows a beautiful, clean home, and the copy focuses on how green products are safer for children and are effective cleaners.

To print her postcard, the businesswoman chooses a digital printer like Matreks. That way, she can personalize her postcard to each recipient, using their name in the main text of the postcard to catch their attention.

With these three tips, start-up companies can bring their marketing efforts into focus and get the most out of their advertising dollars. To get start-ups on the right path, Matreks offers a Business Start-Up Combo package with everything a new business needs to help jumpstart its marketing efforts. To learn more, contact Matreks Printing today at 952-746-4010.

Get Past the Online Clutter with Print Marketing

2013-08-31T11:49:00.002-05:00

It seems like online marketing is the new darling of the advertising world. There’s endless discussion of how to optimize your website for search engines, keep top-of-mind with email marketing campaigns, and harness the power of social media to grow your business.

But does email live up to the hype?

Email Marketing Costs

Though email seems like a cheap alternative to print marketing, there are hidden costs associated with using email for marketing purposes. Email is not a free service, especially not once companies invest in applications like Constant Contact and other tools. It also has hidden costs, such as the threat of data breaches and the time and money it takes to resolve them. Such breaches can also be detrimental to a company’s reputation.

Many companies believe that since email uses no paper, it is an environmentally-friendly way to market their businesses. However, it takes a lot of power to run the data centers that house email servers, and even more electricity to cool the rooms that rows and rows of servers heat up. After considering these factors, digital printing can be a greener product.

Aside from operational costs, the return-on-investment on email marketing campaigns is not always profitable. Email users have been bombarded with online offers in recent years. The saturated market makes it difficult for any individual company’s email offer to stand out.

One marketing expert decided to test the effectiveness of email marketing. She created an offer and sent it to half her recipients by mail and to the other half by email (the text and graphic on the print and email offers were identical). The response rate for the print offer was twice that of the email one.

Tap the Power of Print Marketing

Print marketing can increase the number of responses companies get from a marketing campaign. Many recipients who are tired of the barrage of email offers appreciate a well-designed printed offer or promotion. Companies can also take advantage of other print media, such as posters, catalogues, and brochures, to connect with recipients.

Additionally, printing, especially digital printing, is environmentally friendly. Companies only need to print as many copies of their advertising piece as they need. The ink and other materials used in digital printing are often byproducts of other industries, reducing waste.

If you are ready to learn more about how digital printing can help you increase advertising response rates and maximize your marketing dollar, contact Matreks Printing today at 952-746-4010.

Implementing a Successful Direct Mail Project Is as Easy as 1-2-3

2013-08-15T11:09:00.002-05:00

Are you ready to roll out your next direct mail campaign, but not sure where to start? Fortunately, planning and executing a direct mail project is easier than you may think.

Step One: Plan

An effective direct mail campaign targets an audience, delivers a clear message, and gives recipients a reason to act. Businesses can use their contact lists and the success of past advertising campaigns to guide the message and medium of their next mail project.

For example, an orthodontist may have found it more effective to send a letter describing their services and expertise to dentists than to send promotional postcards to parents with school-aged children. Thus, the orthodontist may choose to target dentists in future direct mail campaigns.

Developing clear messages and calls-to-action is also an important part of the planning process. Messaging should be direct, powerful, and engaging, while call-to-actions should be clear and easy to act upon. Businesses may ask recipients to “schedule a service today at 612-555-1234” or “scan the QR code to sign up for our newsletter”.

Step Two: Implement

Once businesses have an idea of what they would like to include in a direct mail campaign, there are a few powerful words they should incorporate into their messages to capture recipients’ attention. Words like “save,” “results,” “money,” “guarantee,” “new,” “easy,” “proven,” and “free” all resonate well with readers.

When a direct mail piece is ready to print, businesses can use variable data digital printing to customize mail pieces to each recipient. With variable data printing, businesses provide their printers with the electronic files of direct mail projects and a spreadsheet that lists recipients and pertinent demographic information. The printer uses these documents to produce the direct mail campaign quickly and cost-effectively.

Step Three: Track Performance

Business owners should not think their work is done once they send out their mail pieces. Savvy business owners track the performance of their direct mail campaigns to improve the effectiveness of future projects. Direct mail pieces have many different objectives. Some are designed to increase sales, while others aim to improve foot traffic or name recognition.

There are several ways to track a campaign’s performance. Following up with new customers with a simple “How did you hear about us?” can help companies evaluate their advertising campaigns. Including a coupon only redeemable in-store can also help businesses track the performance of a direct mail piece.

Analyzing the performance data of advertising campaigns helps business owners make changes to improve the effectiveness of their direct mail projects. Even minor modifications can make a big difference to the ROI of a print mail campaign.

To get started on your next direct mail campaign, contact Matreks Printing today at 952-746-4010.

Optimize Your CRM System for Variable Data Digital Printing

2013-08-02T10:42:00.001-05:00

Every Twin Cities business has a customer list, and many companies use a customer relationship management (CRM) system to organize and track communication with clients. Companies can use their CRM systems to help customize their marketing materials to recipients. Integrating data from CRM systems can be effortless with variable data digital printing.

What Is Variable Data Digital Printing?

Variable data digital printing allows businesses to tailor print marketing materials to each individual recipient. Companies can change both the message and graphics used on a piece of marketing with variable data digital printing.

To do so, business owners simply provide their digital printer with the digital files of the marketing piece, including the variable text and graphics, and a spreadsheet with customer data from their CRM systems. The data should include customer names, addresses, and pertinent demographic information. The digital printer uploads these files to his or her equipment. Since every copy of a digitally printed marketing piece is an original copy of a digital file, the printer is able to customize the project nearly effortlessly.

A Real-World Example

Suppose an office supply company would like to send out a postcard advertising a fall sale. The company would like to use the same postcard template to target market to parents of grade school students, college students, and business owners.

Using variable data digital printing, the company can create back-to-school themed messages and graphics to use for the grade school and college recipients and a seasonal message and graphics for business owners. Then, the office supply company sends out these customized postcards to their targeted customers.

Making the Most of Variable Data Digital Printing

While even the most simplistic customization, such as using a recipient’s first name on a marketing piece, helps increase response rates, companies can boost the effectiveness of their marketing campaigns with more nuanced variable data techniques.

For example, businesses can use the location, gender, age, and even work duties of their recipients to personalize their marketing messages. In the above real-world example, the office supply company could customize its grade school postcard even further using ages of a recipient’s children, or perhaps even their genders. A parent of elementary school-aged children may receive a postcard with cartoon apples, rulers, and pencils, while a parent of high school-aged children receive a postcard with textbooks, binders, and calculators. Matreks can help your company produce an effective marketing campaign tailored to your customer list. Contact Matreks today at 952-746-4010 to learn more about variable data digital printing and how to customize your next marketing campaign

Why You Need Digital Printing for Your Next Direct Mail Campaign

2013-07-15T09:30:00.001-05:00

Digital printing is a natural fit for most direct mail campaigns. With highly customizable and efficient digital printing, Twin Cities companies can complete their marketing projects quickly and digital printing is an excellent fit for your next direct mail campaign.

Variable Data Printing

One of the most impressive advantages digital printing has over offset printing for direct mail campaigns is variable data printing. With digital printing, copies are printed from digital files. This means companies simply need to provide a pdf or other type of file to their printers to produce their direct mail projects.

Variable data printing allows companies to change the text and even the graphics of a direct mail campaign mid-run to fully customize their projects for recipients. Companies simply need to include a spreadsheet of recipients’ names, addresses, and demographic information used to customize the message. Then, the printer integrates this data into the direct mail project, creating a fully customized final product.

Little or No Set-Up Time

Digital printing can be the best friend of a procrastinating business owner. Offset printing requires substantial lead time to create a physical master copy of a project, and then extra time for press checks as the project is run. Digital printers, however, need little or no time to prepare their presses for a direct mail project. The quick set-up time leads to a quick turnaround time for business owners.

Full-Color, Little Paper Waste

With digital printing, companies can take advantage of a full range of color options to attract the attention of their direct mail recipients. Digital printing is no longer limited to a few standard colors; instead, printers can offer their clients a full spectrum of hues for a vibrant final product.

Digital printing emphasizes quality over quantity. Often, customers of offset printers must order more copies of their direct mailers than they need to make the project cost-effective. With digital printing, every copy is an original of the digital file, so it is an economical choice for short-run projects or small business owners who have a recipient list of 1,000 names or less.

Consider digital printing with Matreks for your next printing project. To learn how Matreks can save you money and increase the quality of your direct mail campaign, contact the printer today at 952-746-4010.
cost-effectively. Here are a few reasons why

Spiff Up Your Print Project with These Font Tips

2013-07-01T14:12:00.002-05:00

When designing a new advertising piece, most companies focus on crafting a targeted message and creating a vibrant, eye-catching design. However, the real impact of an advertising piece is lost when the target audience finds it difficult to read.

That’s why it is important to choose a font that is not only easy to read, but helps tie the design of a print project together. Here are a few tips business owners can follow to get the most out their print marketing projects.

Serif Versus Sans Serif

A serif is a short line attached to the ends of letters in certain fonts, such as Times New Roman. Serifs make text easier to read because they help the eye tell the difference between letters in a large section of text. Use serif fonts for projects where there is a paragraph or more of text, such as a welcome letter or brochure.

Sans serif fonts are fonts where no serifs are used on the ends of letters, such as Arial. While they can be difficult and tiring to read in longer bodies of writing, sans serif fonts are visually bold and are good choices for headlines, logos, and other text that needs to catch readers’ eyes.

Just One to Three Fonts Will Do

Using too many fonts can crowd an advertising design and turn people off from reading it. Most effective print pieces employ only one to three fonts. Choosing one font is simple and helps tie an advertising piece together, while using two or three fonts can help build contrast between different kinds of text, such as headlines and call-out quotes.

Color and Contrast

The color of the text and the contrast this color creates with the background hue are also important considerations. Black and white are obvious choices for the best contrast. Black text on white background is a traditional choice, while white text on a black background is actually easier to read for those who struggle with sight.

Other colors can be incorporated into text under certain circumstances. Colored text is not the best choice for the main text of an advertising piece because it can be difficult to read; instead, companies should stick with black text. Colored fonts can be used to highlight certain text, such as a headline or call-out.

Font Size

Lastly, companies should carefully consider the size of the text on their marketing materials. For projects like a postcard, flyer, or brochure, text should be at least 16 pt and ideally 18 pt. While these sizes may seem large to those used to the standard 12 pt used in word processing documents, the larger font helps ensure that all recipients will be able to easily read marketing messaging.

After following these simple tips, send your marketing project to Matreks, your Twin Cities digital printer. Matreks meets all of your paper, color, and graphic needs to produce a stunning end-product. To learn more, contact Matreks today at 952-746-4010.

Simple, Economical Ways to Test Direct Mail Effectiveness

2013-06-17T09:19:00.001-05:00

Every Twin Cities company would like to increase responses to direct mail campaigns. But not all businesses can afford to roll out several tests of potential direct mail pieces, which can quickly become costly endeavors. Fortunately, there are a few simple things businesses can do to tweak their direct mail campaigns to improve responses without spending a bundle on testing.

Update Packaging

Sometimes, a simple update of the graphics and messages on a direct mail piece’s envelope can increase responses. Companies can try switching to a color envelope or one that displays a company’s logo more prominently. Graphics on the outside of an envelope can enhance messages on the envelope. Include copy on the envelope that will make recipients want to open the mailing. Even something as simple as “Look Inside” could prompt a recipient to take a look.

Strengthen the Message

Sometimes, updating and strengthening the main message of a direct mail campaign can increase responses. Businesses can try shortening a current letter or changing up the headlines on a brochure. Or, they can see if including a reply form helps boost customer responses.

Companies could also try tweaking their promotions or offers. Free offers are a favorite with recipients, but highlighting a money-back guarantee or discounted product can also do the trick. Though it seems counterintuitive, adding a time limit for acting on an offer often boosts response rates.

Repurpose Other Marketing Strategies

Companies may find that their most effective direct mail item is currently masquerading as their current flyer or brochure. Sending an existing flyer—with a personal note about why a recipient may find it interesting—can help save money and time.

Gauge Interest with a Postcard

Instead of spending a lot of money on a complete direct mail package loaded with letters, brochures, and reply forms and envelopes, companies can test the interest of recipients by sending out a postcard for a fraction of the cost. The postcard can offer free information about a company’s product and services and include a tear-off reply form for recipients to send back. That way, companies can better target the costlier direct mail pieces at recipients whose interest has already been piqued.

Whether they choose to update the messages of their letters, change the color and graphics of their envelopes, or roll out a new postcard to test interest in an offer, Matreks printing can help businesses create successful, economical, and high-quality direct mail campaigns. To learn more, contact Matreks today at 952-746-4010.

Include a Customer Survey in Your Next Mailing

2013-06-06T13:46:00.002-05:00

Many Twin Cities companies already understand the value of including statement stuffers and other promotions in direct mail communication with customers. While promotions and other advertising help businesses connect with clients, companies can help foster a stronger, two-way relationship with customers by including a survey with statements and other direct mail communications.

Why Customer Surveys Are Effective

Customer surveys are a simple, cost-effective way to gauge customer satisfaction with a company’s products and services. Feedback from surveys provides crucial information about what is and is not working and often illuminates changes a company needs to make to grow and be successful. Without a survey, companies may only learn they are on the wrong track when they start losing customers. Surveys allow businesses to capture this information before clients walk.

Asking the Right Questions

Effective customer surveys rely on well-crafted and carefully considered questions. Companies should include questions about the value of a product or service, satisfaction with that product or service, a client’s customer service experience, and a customer’s perception of the company in general. Surveys can also include an inquiry into whether or not a customer would recommend a product, service, or the company as a whole.

Tracking Responses and Changes in Survey Answers

Information gathered through customer surveys is meaningless if it is not organized and analyzed. Analyzing the data from surveys will reveal areas where a company needs to improve as well as where it is successful. Companies can use this data to improve products and services to increase customer satisfaction.

Surveys are also a great way to track whether or not improvements are working. Repeating a survey after changes have been made is an excellent way to gauge whether those changes have been successful. A customer who rated a company 5 out of 10 on a customer service question may rate the company an 8 out of 10 on a subsequent survey after improvements have been made.

In addition to these tangible benefits, customer surveys can improve customers’ attitudes toward a company just by being included in mailings. Including a survey shows customers that a company cares about their opinions and that it strives to improve and perfect its products, services, and customer service experience.

Don’t Overdo It

Though customer surveys are powerful tools for companies, it is possible to have too much of a good thing. Customer participation in surveys tends to decrease the more clients are bombarded with opportunities to take a survey, so companies should consider sending surveys just a few times a year. It is also important for companies to reassure customers that the surveys are anonymous, and that results and any potentially identifying information are kept safe and confidential.

Matreks can help your business incorporate a customer survey into most direct mail campaigns. Companies can simply send Matreks the survey file electronically and Matreks will print, fold, and stuff the survey into existing direct mail projects. Matreks can also create envelopes so customers can return the survey with ease. To get started, call Matreks today at 952-746-4010.

Use Digital Printing for Your Point-of-Sale Materials

2013-05-15T11:58:00.001-05:00

Point-of-sale, or POS, materials are important tools for any retail store manager or owner. When used correctly, POS materials help create visibility for different brands and attract customers to product displays. Printing POS materials digitally with Matreks makes changing the design and text of signage and other materials easy and economical.

Use Point-of-Sale Materials Wisely

Though POS materials can be a valuable tool when used correctly, many companies waste money on ineffective POS materials. For example, most customers ignore ceiling-mounted POS materials. Instead, they look down or at eye level while shopping to hunt for products. Companies that invest money in overhead POS materials may be wasting their money. Instead, retail stores should position point-of-sale materials at eye level, incorporating them into display design to draw customers to the products.

Store owners should also keep the messages and graphics on POS materials simple. Customers often tune out materials that are too busy graphically or include too much copy. Bold graphic design and simple messaging make an emotional connection with customers and increase the impact of POS materials.

Create Effective Point-of-Sale Materials with Matreks

Creating effective point-of-sale materials is easy with digital printing at Matreks. Shelf and display materials up to 13x19 inches can be printed digitally. All Matreks needs is a digital file of the design. Matreks can accept PDFs, Adobe InDesign files, Photoshop files, Quark XPress files and Microsoft Office files. With digital printing, each printed piece is an original copy. This means that changes to the file can be immediately integrated into the print job, with no need for a press check.

Digital printing is also an economical choice for POS materials. Since every piece is an original copy of a digital file, unlike conventional printing, there is no need to create a master copy of the project. There is also no need to print more copies than a company needs to be cost effective. With digital printing, companies print only what they need, saving money and materials.

To learn more about point-of-sale materials and get started with a POS materials project of your own, contact Matreks today at 952-746-4010.

Try Out These Springtime Direct Mail Ideas

2013-05-01T13:29:00.001-05:00

Spring is finally in the air in the Twin Cities. People are opening their windows to let in the fresh air, dusting off their lawn mowers and celebrating May Day, Cinco de Mayo, Mother’s Day and Memorial Day. Spring is full of fresh activities and fun holidays. Why not take advantage of the season with a spring-themed direct mail campaign?

Springtime Promotions and Offers

A spring-themed promotion, special offer or coupon is an easy way to incorporate the season into a direct mail project. Consumers are looking for deals on springtime activities and purchases. Companies should tap into these needs to focus the efforts of their direct mail campaigns.

For example, health and wellness companies could design direct mail promotions that offer discounts on athletic wear, nutritional products or gym memberships. Minneapolis landscaping companies and exterior contractors could offer a discount on their services. Spring-themed offers are a natural choice for most outdoor-based businesses, including pool cleaning companies, garden centers, asphalt and paving companies and tree pruning and removal businesses.

Don’t Forget the Holidays
May is full of celebrations. May Day kicks off the month, quickly followed by Cinco de Mayo and Mother’s Day. Memorial Day weekend rounds out the month. Minneapolis companies can incorporate these celebrations into their advertising.

Restaurants and bars may offer a special for Cinco de Mayo. Or, they may send out a flyer advertising their new patio space with a 10 percent off coupon. Similarly, companies that sell grills and other outdoor cooking equipment may offer a Memorial Day discount. A Mother’s Day promotion is a natural choice for florists and gift stores.

To make a spring-themed direct mail piece stand out, design the postcard or flyer with engaging, colorful graphics that reflect the season or a specific holiday. Flowers, lawn mowers, roofing tiles or images of people running, gardening or grilling will grab recipients’ attention.

To make the greatest impact on recipients, companies advertising in the Twin Cities should consider digital printing with Matreks. In digital printing, each piece is an original copy of a digital file. This means companies can customize pieces by changing the lay-out or message of their direct mail piece mid-run or printing several different versions of a direct mail project in one run. Digital printing is cost-effective for both short and long-run projects.

To learn more about how digital printing can help your company with its spring-themed direct mail project, contact Matreks today at 952-746-4010.