http://marketingsource.com/articles/ Articles at marketingsource.com Articles Library en-us http://marketingsource.com/articles/advertising/the-evolution-of-flyer-printing.html http://marketingsource.com/articles/advertising/the-evolution-of-flyer-printing.html Wed, 24 Apr 2013 05:46:46 -0500
The 20th century brought modernized printing equipment, making professional printing more available for companies. Printing companies began to develop and open shops throughout many regions and promote their capability to produce advertising and marketing materials. However, there were not a lot of options at the time, since printing consisted of black ink on whatever paper stock could be found, and it was still rather expensive to perform.

Ink colors entered the printing industry, and offset printing became popular by the 1960s. More choices in paper stock also evolved, with varying price ranges and availability. With full color ink and paper stock on the market, more companies started utilizing flyer printing. The flyers at that time were used for largely the same purposes as today.

Flyer printing in the 21st century

Flyer printing has evolved into one of the most frequent projects requested of printing companies today. Businesses, associations, clubs, charities, and other entities have realized the effectiveness of utilizing flyers for many purposes in their communication programs. Flyers can be used to announce grand openings, relocations, special sales and offers, entertainment schedules, sporting events, and hundreds of other messages.

Flyers are generally printed in full color with a glossy finish, using high resolution images and brief text. However, they can also be printed in limited color or black and white on bulk stationery to reduce costs, depending on the purpose and budget.

Flyer printing can be handled via different printing techniques. Flat press printing can be used and is frequently chosen by a client. However, the advent of digital printing in recent years has meant that this is often the preferred form. Digital printing is achieved through processing images via laser or inkjet printers, eliminating the need for print plates. One of the biggest advantages of using digital printing is that there is no set minimum amount required, since it is an on demand process. Also, if changes are needed, they can easily be made digitally.

The flyers can be distributed from select locations, handed out manually, or direct mailed to a targeted list. Many performers and sports stars use flyers as their choice for granting autographs, as the content and images within the flyer create a great souvenir when coupled with a prestigious signature.

The printer is a partner

A qualified print company becomes an important partner for a business. An experienced printer will determine the goals and expectations of a company and perform accordingly to ensure the end results are also meeting or exceeding the client’s expectations. ]]> http://marketingsource.com/articles/customer-service/catalog-printing-in-support-of-a-marketing-plan.html http://marketingsource.com/articles/customer-service/catalog-printing-in-support-of-a-marketing-plan.html Wed, 24 Apr 2013 05:39:03 -0500
Catalog design is important

The layout of a catalog is an important component in designing and producing it effectively. The format used should showcase the products or services attractively and clearly. It is best to use a designer to create the layout to ensure balance and a professional appearance. Many printing companies have in-house designers to assist their clients with this step.

Catalog printing is usually done in full color for maximum effect. If working within budgetary considerations, the front and back covers should be in full color while the inside pages can be in limited color, or black and white if necessary.

Images and content

High resolution images should be used throughout the catalog. Anything less than high resolution will appear copied, distorted, or blurry. A professional photographer is often used to take the images to ensure high quality results.

Content should be well-thought out. It should be concise yet descriptive of the product or service, and ought to be written from a marketing perspective to create interest. Let’s not forget that it is there to encourage a prospective customer or client.

All copy should be carefully proof-read to ensure accuracy. In catalog printing, a typo can be a costly and embarrassing mistake, as it will be reflected in many copies for a long time through distribution. It is advisable to have another person double-check the content before it goes to print, as a second set of eyes might pick up on something the first one missed.

Distribution

As catalog printing is a marketing investment for a company, a plan for distribution is important to make sure it ends up with the right audience.

Catalogs are normally available at their respective entity, such as retailers, event locations, schools, sporting sites, and other related outlets. They should be visible and readily available to traffic within the entity.

Catalogs can also be placed strategically at various external points throughout the region, such as entrances or exits so they are easily picked up as people pass by.They can also be direct mailed to a targeted database.

The optimal goals of catalog distribution are to create new customers, as well as to keep existing ones coming back. As catalogs have a long shelf life, the potential of repeat customers is strong.

Contact information

It is vitally important to include the contact information within the brochure, and there are a variety of ways to do it. It can be printed inside the brochure or on the back cover, or business cards could be enclosed. If stapling the business card, take care to do this in a sensible place so as to avoid injury.
The website and email address should be included in the contact information, as should details of any company social media presence. Often, public companies will include a map to the location.

Professional print companies are staffed with experts in printing techniques and projects, and they can provide valuable guidance for catalog printing. ]]>