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Print is NOT dead…you just have to be creative……..

I keep hearing it…even from those in our own industry!  Talk about becoming part of your own problem…or should I say demise!??  There is a reason so many “printers” have gone out of business…they simply could never get past the “printing” part of the “Printed Communications” business.   Tunnel vision will get you “ran over by a train” every time….. Print is NOT dead…in fact…it is in the most exciting and vibrant ( and yes challenging ) time of its history!

Have you looked at “dimensional printing”?  Variable imaging has opened the door to unlimited ways to “connect” with clients with printed materials.  What about 3-D printing?  Isn’t that amazing?  Dead…far from it !

You just have to “think past print”…..and think “printed communications”…..Let’ go simple…let’s even go “back” to a basic… the Envelope…. boring?  out of date??   Past media ????   Really….?   We still need them…we still print them …but are we getting any “marketing bang” from those bucks anymore?

Let’s look at that simple, old, tired envelope and create a communication piece….that will get the recipients attention….. and SELL for us !  Market Review had a great piece earlier this year…and since Euby can’t say it any better himself…I will provide you the 12 points to creating a “client engaging envelope”  …. and of course …as always….your Suncoast Representatives will be more than happy to assist you with our creative team to develop your very own from these suggestions.

1)  Size….yes..it does matter….you may pay a little more in postage…but bigger is better….  2)  Shape…yes..the USPS has made it difficult but square or odd shapes get attention.   3)  Color…Color Sells…make it vibrant…make it sing to be seen !    4)  Texture…remember above… dimensional printing….if it “feels different” it will get attention….works with YOU…right?  It will work with everyone   5)  Tease…it’s ok….put a little “edgy” teaser on it …it really does not hurt and it catches the eye of some personalities…   6)  Variable & personalized information….we see many times the “open rates” when they are personalized to the receiptients….again…it works with you…right?    7)  Back Flaps ….add a call to action…why waste that space    8)  Back side….again..do not waste this space…put a teaser…or simply a faux rubber stamp…DO NOT BEND.  etc.   9 ) Window envelopes are not becoming more “opened” that closed envelopes…this trend has continued for several years now….run with it…we are not going back!   10)  Hot Spots …the corner the address area the postage area…tease toward those spots…as that is where the recipients eyes go ( within USPS regs of course )   11)  Corner Card Return address…THAT IS THE FIRST hot spot…most receipients look there to see if they are going to open it…based on who sent it.   AND THE BEST FOR LAST…….12)  Involvement Devices….Zip strips,  Labels, Peel off Stickers, re-positionable notes etc…..any think that creates the impulse to “interact” with the piece!

Give it a try…. what do you have to lose?  You will prove to yourself that “Print is alive and well”…… and that it will SELL !

Till next time…. have a very happy and SAFE 4 th of July !  Happy Independence Day !  Happy Birthday USA!  May God continue to bless!        Euby

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