Frequently Asked Questions Raise Your Marketing IQ

The answer to ‘how do you print a brochure’ is answering the question ‘how many brochures do you need to print’. Businesses use brochures to share important features and benefits with their target audience using colorful photos or graphics and short descriptive written content, usually on...Keep Reading »

Commercial digital printing gives businesses a cost-effective printing method that provides quick turnarounds for small print runs. A digital-based image, such as a PDF file, is sent directly to the printing press. Since the originating print document is in a digital format, revisions can be made...Keep Reading »

Commercial offset printing, also known lithographic printing, remains one of the most common ways to create printed informational, educational and promotional materials for businesses of all sizes. It is the traditional printing method, with origins dating back to the early 1900s, that applies wet...Keep Reading »

There are essentially three types of commercial printing methods. Offset Lithography is the traditional printing method that applies wet ink to the surface of an image on a printing plate. That image is then subsequently transferred to a blanket roller that is then transferred onto the desired...Keep Reading »

Commercial printing is the catch-all description for the a wide-range of printing services that businesses need to create printed marketing items such as brochures, direct mail pieces, post cards, posters, signs, banners, and more. Companies turn to a commercial printing service for large volume...Keep Reading »

Variable data printing allows companies to personalize the content and graphics in their marketing pieces. As opposed to mass production of a single mailing piece with generic messaging, variable data printing allows for mass customization of print pieces driven by customer data. It can be used for...Keep Reading »

Variable data printing is a type of commercial digital printing that allows for the changes of elements (such as text or images) in the content of every piece that is printed. Customer information from a database can be used to add basic levels of personalization, like name and address, or to craft...Keep Reading »

Companies often rely on a commercial printing company to provide cost-effective and efficient ‘pick and pack’, assembly and kitting fulfillment services for a complete and integrated commercial print marketing solution. From start to finish, print fulfillment combined services save companies...Keep Reading »

Before the advent of commercial digital printing technology, the only printing option available to businesses for commercial printing services was offset printing, also known as commercial lithographic printing. The lithography process applies wet ink to the surface of an image on a printing plate....Keep Reading »

Large format commercial printing is used for oversized items that attract attention, elevate brand visibility and stand out in a crowd, even from a distance. Large format printing uses the same techniques as a digital printer, with the ability for on-demand printing at a larger size. Businesses use...Keep Reading »

The distinction between wide format printing and large format printing can be confusing, in part because the two terms are often used interchangeably. Both are used for any print project that is larger than 18”. The combination of large size and vibrant colors and design make large format...Keep Reading »

Wide and grand format printing are terms used to describe big print jobs that require specialized printers to perform the task. As the name implies, wide format prints are wider than the typical sized print, ranging from 18 inches to several feet in width. Wide format printing is eye-catching and...Keep Reading »

POD stands for Print On Demand , a print method that gives businesses the flexibility to print marketing collateral in small batches, eliminating the need for large print runs and unnecessary pre-printed marketing collateral inventory. POD can be triggered by customer behavior and life events....Keep Reading »

Custom envelopes can make first impressions memorable, and lets businesses showcase their creativity with attention-grabbling design and unique envelope sizes that standout in mailboxes. Custom envelopes help businesses stand out, but the last thing they want is to be noticed because of inferior...Keep Reading »

As the name implies, security envelopes are designed to keep the contents of the envelope safe from undetectable identity theft and protect personal information with interior cross-hatched design patterns that are impossible to read through. Plain white envelopes can be transparent when held up to...Keep Reading »

Yes. Direct mail for fundraising still works, and in fact, continues to play a crucial role in higher education efforts to engage with alumni and prospective donors. Higher education institutions have (or should have) a great deal of data about their audience. Direct mail thrives on data, and in...Keep Reading »

A direct mail strategy is a way businesses take advantage of the effectiveness of marketing collateral that is mailed directly to the households of customers and prospects. A well-designed direct mail strategy benefits from personalized consumer data to target a direct mail campaign more...Keep Reading »

When looking to make a direct mail campaign more effective, the first place to start is with the mailing list. Businesses no longer have to settle for a scattershot approach to direct mail campaigns. In addition to names and addresses, it’s possible to add powerful, customized, and localized...Keep Reading »

The effectiveness of a direct mail campaign depends largely on the quality of the data in the direct mail lists used to customize a direct mail piece. Unfortunately, a company’s in-house mailing list may not be suitable to maximize their direct mail campaign results. For that reason, many...Keep Reading »

Direct mail remains one of the most successful and efficient ways for businesses to deliver important and relevant information directly into the homes of customers. Several factors weigh into its effectiveness. Direct mail stands out. As opposed to the countless emails people receive in their inbox...Keep Reading »

Direct mail automation allows marketers and businesses to streamline the creation, production, and delivery of direct mail campaigns through SaaS direct mail platforms. As a result of innovations in variable data printing for greater personalization of marketing collateral and advances in AI for...Keep Reading »

More commonly known as variable printing, companies maximize their customer data by customizing every printed piece of content to personalize the experience for their target audience. Variable printing is most commonly utilized with direct mail pieces. Commercial digital printing uses a combination...Keep Reading »

Direct mail lists come from a variety of sources, and the choice of source depends on your campaign's goals, target audience, and budget. When selecting a source for your direct mail list, consider factors such as the quality and accuracy of the data, the relevance of the list to your target...Keep Reading »

The best day to send direct mail can vary depending on your target audience, industry, and specific campaign objectives. It's essential to know your audience and their habits. Research and data analysis can provide insights into when your target audience is most likely to engage with direct mail....Keep Reading »

The duration of a direct mail campaign can vary based on factors such as your goals, the complexity of the campaign, your target audience, and the type of offer or message you're promoting. In general, a direct mail campaign can last anywhere from a few weeks to a few months. It's important to...Keep Reading »

Direct Mail can be personalized through a process called variable data printing (VDP). Companies can use customer information they’ve collected or obtained to customize every printed marketing piece they distribute. Personalization can be as basic as salutations using the customer’s name or as...Keep Reading »

The success of a direct mail campaign depends on careful planning, effective targeting, compelling content, and thorough execution. You can create direct mail campaigns that effectively reach and engage your target audience by following these steps as a guide to help you get started:Define Your...Keep Reading »

Print & fulfillment is what happens behind the scenes once a customer places an order for printed materials, such as marketing collateral, promotional items, or mailings that are printed, prepared, and shipped to the customer or their clients. It typically follows a process that begins upon...Keep Reading »

Kitting and packaging are parts of the vital service used by businesses to efficiently and accurately ship products to customers to complete sales. The process operates behind the scenes in large, secure warehouses, and while it may not be the flashiest component of the customer service experience,...Keep Reading »

Event marketing is the creation of an event for the purpose of promoting a business, product, or service. Events can be in-person or online, but the limited-time nature of the event creates added incentive to attend, while the event itself is meant to make a stronger, more memorable impression...Keep Reading »

Cause marketing is when you align your business’ marketing message with a social cause or nonprofit organization. This could coincide with a new business initiative, or it could signal that your business is taking a stand for something it considers a core value. Cause marketing can be a...Keep Reading »

Cause marketing demonstrates your company’s commitment to social good with the added benefit of potentially increasing awareness and revenue through a relationship that is mutually beneficial to the business, customer, and cause-centered initiative. Taking a stand for a cause can draw attention...Keep Reading »

Creating greater awareness begins with understanding the audience you want to reach with your brand and business. A good first step is looking at the customers you have and their behavior to then build out your model target audience from there. With a clearer picture of the type of people you want...Keep Reading »

If you are a small business looking for clever ways to market yourself, there is no shortage of the approaches you can take to attract and engage customers. You can use traditional marketing tactics like direct mail or connect to customers using blogs, infographics, and video clips over the...Keep Reading »

As its name implies, a franchise marketing strategy is the plan a franchisor (the parent company) follows to promote and grow its franchise system, both in terms of attracting qualified franchise candidates and, most importantly, giving their franchise owners the sales and marketing support they...Keep Reading »

There are two types of franchise marketing: operational franchise marketing and franchise development marketing. This reflects the fact that franchises, in order to be successful, must attract two distinct groups of customers.Through franchise development marketing, a franchisor works to...Keep Reading »

As the term implies, healthcare marketing refers to the strategies and activities used to promote and advertise healthcare services, facilities, medical practices, pharmaceuticals, and healthcare products to patients, healthcare professionals, and other stakeholders within the healthcare industry....Keep Reading »

Cross-channel marketing automation lets marketers deliver seamless and personalized experiences across the platforms and devices that prospects and customers prefer and rely on throughout a day. Regardless of whether shoppers favor shopping online or making a purchase at a physical establishment,...Keep Reading »

Marketing process automation refers to a broad range of software and processes that handle the repetitive tasks involved in creating and managing a multi-channel marketing campaigns without human interaction. Given the complexities involved with coordinating print, email, and social media...Keep Reading »

In digital marketing, content is the conversation you have with your customers. It’s where you establish the tone and level of engagement to want to have with audiences. It can be in many forms. Blog posts, photos, videos, viral challenges, and so, so much more comprise the wide umbrella that is...Keep Reading »

A marketing mix is a set of marketing tools that a firm uses to pursue its marketing objectives in a target market. At the inception of this idea, a marketing mix was considered to consist of four “Ps”: Price, Product, Promotion, and Place. In the years that followed this original conception,...Keep Reading »

Digital marketing leverages the power of the internet and internet-connected devices to engage customers with relevant content that builds brand awareness and promotes products and services. It gives businesses often easily affordable opportunities to reach customers through websites, search...Keep Reading »

Content marketing is the creation and sharing of blogs, videos, tweets, Facebook posts, LinkedIn articles, emails and other content that engages, but does not necessarily sell. It’s an age-old axiom that people love to buy but hate to be sold to. Content marketing’s value lies in the fact that...Keep Reading »

As content marketing takes place largely on the internet, you have a wealth of indicators to look at to determine the success of your content marketing strategy. Data analytics are your best friend when it comes time to measure the fruits of your labor. At first, you might be overwhelmed by the...Keep Reading »

Email marketing is the act of sending a commercial message to a group of people through email. Email marketing strategies are usually seeking to build loyalty, trust, or brand awareness through targeted messages and promotions. While these marketing campaigns are often in the interest of driving...Keep Reading »

If you are considering email marketing as part of your digital marketing strategy, then it is safe to say the people you are marketing to are already somewhat sold on you as a business entity. At some point, through a purchase or contact form, the people voluntarily offered their contact...Keep Reading »

A marketing plan is your plan for how to market your business. More specifically, a marketing plan identifies your target audience, the most effective channels on which to engage with them, and analytical insights to guide future strategy. It is your comprehensive approach to acquiring,...Keep Reading »

Regardless of the size of your business, the industry you’re in or the amount of your marketing budget, a successful marketing plan will include the same elements. In every case, it will start with a deep and full understanding of the mission of your business and a breakdown of how the marketing...Keep Reading »

Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which organically pushes your web presence to the...Keep Reading »

Viral marketing is the use of a social media audience to generate and promote the message of a product or service. When something has gone “viral,” it is being shared by the public at large rather than just the target audience. Tapping into viral marketing can feel like catching lightning in...Keep Reading »

Part of what makes viral marketing so appealing is that it follows a tenet of overall content marketing: the marketing is subservient to the content itself. Many brands have attained explosive success though humor, self-awareness, and seemingly nonsensical non-sequiturs. When looking at the sort...Keep Reading »

Integrated marketing communication, as defined by the American Marketing Association, is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.  It is the...Keep Reading »

Direct mail marketing is a type of direct marketing that is delivered physically to a prospect’s mailbox through a postal service.  Postcards, flyers, catalogs, and other similar materials are common examples of items used in a direct mail marketing strategy.  Direct mail marketing...Keep Reading »

The world of marketing has so many terms and acronyms that it can feel like learning an entirely new language unto itself.  The language of marketing is a valuable tool that will not only inform your own strategy going forward but will also build trust between you and your professional...Keep Reading »

Traditional marketing refers to any type of marketing that is not online.  This encompasses print, broadcast, direct mail, phone, and outdoor advertising.  Even in an evolving digital marketing world, traditional marketing remains a very effective way to engage audiences. To neglect...Keep Reading »

Content marketing should not focus on making a sale, but instead be used primarily to increase brand awareness, generate leads, become a thought leader, increase customer value, improve SEO, grow social media presence, and increase conversion rates.  These points all line up well with...Keep Reading »

The role of marketing is broad and diverse, but essentially marketing serves to create concise and consistent awareness of your business and the goods and services they offer.  This used to be accomplished strictly through the use of public relations, press releases, and physical...Keep Reading »

To start with a dictionary definition, marketing is the action or business of promoting and selling products or services, including market research and advertising. While marketing used to strictly be the realm of press releases and physical advertisements, the evolution of technology has...Keep Reading »

Colleges and universities face challenges marketing their institutions to increase student enrollment, attract alumni support, and promote campus events to students and the general public. Most rely on a quality marketing content system (CMS) to coordinate print, digital, video, and social media...Keep Reading »

Museums and similar cultural establishments face unique challenges. They must satisfy, appeal to, and retain existing patrons and continually innovate and adapt exhibits and marketing to attract new visitors. It’s vital to actively engage with what, in some cases, maybe a niche of...Keep Reading »

Healthcare marketers and organizations the utilize the same marketing strategies to craft targeted and personalized marketing communications to customers as their marketing peers in non-healthcare sectors with one very important difference: HIPAA. HIPAA is the acronym for the Health Insurance...Keep Reading »

An educational content marketing strategy is focused on the prospect's values and providing answers to their most pressing needs and questions. It helps businesses gain legitimacy as a resource for relevant, topical, enlightening, and helpful content. This can be through blog posts, videos,...Keep Reading »

A promotional item is any product that you give away to promote your business. These items usually come with prominent branding or iconography, making them a clever, innovative, and useful way to attract attention. They may be used to show appreciation for a job well done, celebrate anniversaries...Keep Reading »

The most effective promotional products are ones that a person will value. It also helps if they serve some practical purpose to their recipients. Promotional products are very effective when they support other marketing initiatives and campaigns. Sponsoring a community event like a walk-a-thon or...Keep Reading »

Promotional products have been shown to increase sales through a variety of factors. For one, they are an innovative way to promote your brand and message buy proliferating it through a variety of items sporting your iconography. Through their regular usage in common spaces, you assure frequent...Keep Reading »

Consumers in need of a healthcare provider's services, equipment, and care will continue to rely on search engines to give them the results they need. This makes it essential that healthcare organizations develop an effective healthcare SEO marketing strategy to respond to and provide solutions for...Keep Reading »

Search engine optimization is important because it can make a wealth of difference in the online attention you get and the customers you can convert from that attention. According to WebFX, roughly around 93 percent of online experiences begin with a search engine like Google, Yahoo!, or Bing....Keep Reading »

Search engine optimization, or SEO for short, is the process of improving the quality and quantity of website traffic to a website or a web page from a search engine. An effective SEO strategy can affect where your website appears on a search engine results page among organic search results. ...Keep Reading »

Yes, people do use TikTok as a search engine. A recent survey found that 62 percent of respondents ages 18-24 said they use TikTok to find a local business. Google internal data in 2022 revealed that nearly 40 percent of young people prefer TikTok or Instagram to Google Maps or Search. It appears...Keep Reading »

Few marketing tools match the long-term impact for generating brand awareness or deliver a higher marketing ROI than captivating business signs. Large, easy to read signs make it simple to be found, especially by first time customers. A well-designed, attractive sign creates a terrific first...Keep Reading »

There are several factors to create impactful, professional signage that gets a business noticed. Professional signage should include plenty of white space and without clutter. It should be easy to both read and to identify brand logos. Using high-contrast color combinations – preferably dark...Keep Reading »

Retail signs give businesses the ability to display information that attracts customers’ attention, increases foot traffic, informs shoppers, and stimulates buying. Appearance matters, not only in terms of designs and colors, but also in regards to the materials used to construct the signs as...Keep Reading »

The best place to put signage is where it will get the most visibility and communicate information effectively based on the intended purpose of the sign. Knowing where that is, requires an understanding of your objectives and an understanding of your students, faculty, staff, delivery personnel,...Keep Reading »

Retail displays are a vital component used to drive interest and sales for stores and restaurants. However, because retail signage is a passive form of advertising, determining whether the display is meeting objectives can be difficult. Fortunately, a retail display’s effectiveness can be...Keep Reading »

Businesses use custom signage to make impactful first impressions and stand out from the competition. Custom signage should use unique coloring, graphic design and messaging to capture and convey the personality of the business and increase brand awareness. Custom signage can give a business around...Keep Reading »

Social media marketing has several benefits that may make it a more than worthwhile component of your digital marketing strategy. First, it can be relatively inexpensive to get started, at its most basic requiring little more than a free account with a social media platform and a smartphone. Of...Keep Reading »

There are several considerations to take when considering how your business should be leveraging social media. First, you want to consider what platforms will yield your best results. Many businesses take a scattershot approach, establishing presences across all social networks. While this works...Keep Reading »

Social media marketing is the use of social media channels (Facebook, Instagram, Twitter, etc.) to strengthen your web presence and marketing push.  Social media lets businesses create constructive dialogues that are helpful and relevant to customers. It can be entertaining or educational,...Keep Reading »

Keeping track of what to post, where to post, and how often can seem like a daunting task, but an organized approach can help you make sense of the digital chaos. When it comes to planning out your social content, a social media calendar is your best friend. Determine how many posts a week you...Keep Reading »

Educational institutions rely on social media to market and increase enrollment for their schools and to interact with prospective students, current students, and alumni. They use both paid and organic social media to stay relevant and responsive to their community. Colleges host a large variety of...Keep Reading »