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Phone: (858) 486 1105 | Fax: (858) 677-0038
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News & Announcements

master print article Tamarack Funds Boost Contributions Using Personalized Direct Mail

Category: Marketing

A direct mail marketing campaign printed on the Xerox iGen 3 boosted the company's investor deposits a total of 22%. Tamarack sent each individual in their target group a report that detailed the total amount of money that they could have in their accounts by age 65. The goal of the marketing program was simple but still yielded significant results. Let's take a look at how the direct mail campaign achieved a 22% increase in investor contributions, a six figure net profit and convinced 6% of their client base to increase their contributions.

Tamarack had never done a direct mail marketing campaign. The company had also never sent any information to the IRA clients to encourage them to increase their savings rate and many of the clients were not even contributing the maximum legal amounts to their accounts.  In order to creatively convey that investing small amounts over a long period of time can yield big results, Tamarack partnered with RSG, a variable data service provider, to implement a communications solution. A full color customized 6" x 9" mailer was created to illustrate the results of saving over time.

The cover of the mailer included the client's name, while the inside of the mailer included customization using demographic data from the client's account. The adjoining page on the inside included a hypothetical results chart that clearly indicated the potential difference that various investment levels could make. The remaining pages of the mini-booklet contained suggestions of several possible investment options, selected to match the recipient's needs as shown on their account and in their demographic data. The challenge with presenting personal and financial information is that it is difficult for it to make an impact and stand out. RSG's senior copy writer presented the information graphically and attributed the visuals as key, stating that "Customers pay more attention to a picture or graphic than to text."

Whether the mailer's success can be attributed to the incentive, the highly targeted message or the customization principle, one thing's for sure: The use of data is critical for the success of a mailer. While copy, creative and technology do play a large role in the potential of a high ROI, each client is looking for something that is relevant to THEM. If your business tends to generate a large amount of data and you've got a spreadsheet detailing demographic information, purchase history, special dates or finances--send it over and let's take a look at some personalized marketing applications!

Posted on Jan 06, 2011.

master print article Top 10 Marketing Tips

Category: Marketing

Choose the Right List
marketing metrics Whether you serve all households or businesses in an area or you serve a more specific market, an effective campaign targets those consumers or businesses that are most likely to be interested in your product or service.

Timing is Important
Ordering a list when you’re ready to launch your campaign results in a higher percentage of deliverable mail because the list is fresher.

Define Your Campaign Objective
Before starting, ask yourself, “What am I trying to accomplish with this campaign?” Without a clear objective it is impossible to determine success.

Include an Offer and Call to Action
Offers are considered as important as the leads you choose for campaign success.

Give Multiple Ways to Respond

Giving your customers multiple ways to contact you not only generates more responses, it also shows a concern for your clients and their preferred method of communication.

Testimonials Are Powerful
Nothing is stronger than good references. When your message comes from customers it has great influences due to their objectivity and independence from your company.

Test, Test, Test!
The best way to increase response is by testing three elements of your campaign, one at a time. The elements are the headline or opening sentence, the offer and the pricing.

Manage your Expectations
It is important to be realistic when developing expectations for your campaign’s response rate. The average response rate for direct mail prospecting campaigns is 1-2%.

Call to Follow Up
Calling prospects is a great way to quickly establish a relationship after your campaign has taken place.

Posted on Dec 23, 2010.

master print article Christmas Cards Can Help Your Business Grow

Category: Business

holiday greeting card printingWhile you are away from the office, it is important to keep your customers in the loop. Holiday is a great time to slide in some special offers and warm greetings to let your customers know you care about them and their business. There’s no better opportunity to do this than printing and direct mailing some fantastic greeting cards!

Tailor making a holiday greeting card from you and your office is a nice way to embrace the community of people which your business has brought together. It is a great way to showcase your creativity, offer a special promotion and keep your customers thinking about your brand and services.

Here are some tips to make your Holiday greeting card printing experience an effective and successful effort:

Maintain Your Corporate Identity as Part of Your Holiday Greeting

You can solidify your image by having your employees sign their names on the cards and include your corporate logo on the front of the greeting card.

Keep Your Holiday Greeting Universal


Keep in mind that not everyone celebrates Christmas. Stick to universal terms like “Holiday Greetings” and feature seasonal images, keeping the whole design experience light hearted.

Personalize Your Greeting Card


With variable data digital printing options, your customers will feel special and connect with your use of personalization. Send Master Print Communications a client direct mail list that includes the names of your customers and we will make sure that each of your greeting cards includes a special personalized message.

Promote Your Services


Don’t forget to attach a coupon and promotion on your greeting. The holidays are a great time to offer people packages and discounts that they can use well into the New Year. Great offers include special gifts or deals for referrals. Never underestimate the power of asking for a connection!

Save Money on Your Holiday Greeting Card Printing

Everyone’s on a tight budget. If your holiday communications are well thought out, you will end up making up the money you spend on your greeting cards. None-the-less, there are plenty of cost effective greeting card printing options to choose from! You don’t have to spend a ton of money on designing your card. There are plenty of E-Cards that designers and marketers can get inspiration from. Do some web-surfing and take note of designs that inspire you. Another great route to take is to print a holiday postcard over a folded over greeting card and you won’t have to pay additional costs for envelopes, stuffing and sealing.

Posted on Dec 03, 2010.

master print article The Tricks of the Printing Trade Revealed

Category: Print

direct-mailing-tipsAdding special effects to your print pieces is always a good thing. The key to impress and entice is obviously to differentiate your print piece amongst all the other “junk-mail.” I must re-emphasize for everyone, how important this is. If you choose to play the mailing game, you have to know how to create illusion. This is not to say that your services are not competent to the nice paper stock and metallic inks, but the image does play a role in the overall influence that you will have on the consumer. Let’s visit some key pointers that may help you save money on printing and get you the reaction that you’re looking for!

Coatings

Always talk to your print service provider about utilizing the latest varnishes and coatings that are available. I cannot emphasize enough, what a difference a “Soft-Touch” coating can make when your postcard not only looks, reads and presents itself well, but also FEELS velvety and more expensive. Some great inexpensive tricks to consider are striking through a dull varnish coating with an overall gloss coating. This will allow you to create the effect of offline spot dull and gloss varnish without having to pay additional fees for extra passes through the printing press. If you choose to do your printing on uncoated paper, you may replace 4cp inks with special kaleidoscope 4cp. This is great to brighten up colors and extend your color gamut range of traditional 4cp inks and also to decrease any flattening of colors when the ink soaks into the paper.

Commodity Grade Offsets

In terms of commodity grade offsets, work with your graphic designer to figure out if it will be possible for you to avoid the need for opaque paper by limiting the ink saturation on both sides of your print project. Commodity grade offsets are 92 bright and opaque papers are typically 96 bright. The selection of a commodity grade offset over an opaque for light to medium coverage print piece could potentially save you around 15% on the cost of printing.

Paper Stock

If you have experienced quality issues like the folding and cracking of self mailers you must remember the importance of creating “grain correct” layouts. If you are using stock sheet, the paper stock will need to be converted into a short grain size. Moreover, a large quantity print job on 100# gloss cover may be better accommodated with a 9pt gloss cover, since 9pt can be produced on a web press, while most 100# cannot. You should always make a quick pit stop at your print service provider to take a look at all your options, go through and feel the paper stocks that are available and see if there are options that could be more cost effective for your job.

Sizes

Most half web paper stock will come in stocking sizes of 18# and 23# wide. Keep your sizes in mind, because a print estimate in need of a quick turn around time will consider a standard stock size. Also, avoid working with final sizes that are a perfect square because they do not make a great fit for the press and you will end up wasting paper.

These pointers should help you and your designers discuss the most efficient and cost effective choices that meet your mailing needs, but to avoid any accuracy or expense issues, the very best thing to do is to consult with your print service provider. A specialist will go over paper stock options, coating choices and cost-effective print sizes.

Posted on Nov 29, 2010.

master print article Personalized Landing Pages WILL Make Your Direct Marketing Effective

Category: Marketing

If you aren’t sure what PURL’s are and how they are applied, please visit Master Print’s Cross Media Marketing page, before reading any further. In our Cross Media section you will be able to see the break up of a campaign and view a PURL demo. Once you get a clear grasp on Cross Media Marketing, you can consider applying a campaign for store openings, product launches, service promotions, event invitations or a multitude of other marketing purposes, like monthly direct mail campaigns. So, once you’ve discussed doing a campaign through your print service provider there are a few things you should consider to ensure an effective PURL.

If you want to get creative with your campaign’s URL name, go to GoDaddy.com and do a little research on available domains. If you’re launching the LexiconXL (or insert product, event or campaign name), then it may make sense to launch a PURL that reads, www.JohnThomas.LexiconXL.com. Once you’ve begun working on the copy for the landing pages you will begin to mull over the infinite possibilities of questions you could ask for the survey and data pages. ONLY ask questions which you MUST have. If there’s data you’ve already generated, don’t ask it again. Keep these fields as direct and brief as possible and pave a simple and clear route to the “Submit” fields. Do not keep a generic, static skin for all landing pages. If the copy and images can be made relevant to the page, spend the time and resources to make them relevant. Your goal is to have a visually pleasing experience with the visitor. Customizing the thank you page, the thank you email and any other follow up material keeps relevancy momentum going to make the campaign more powerful and effective. Unless you absolutely have to (unless it’s a case study or white paper download), try not to include any distractions (ie. external links). If you do add a link, make sure it opens in a new window. The last thing you want someone to do is abort the campaign, without completing it.

Lastly, never forget to ask yourself: Is my company’s offer and incentive appealing enough to get someone onto a personalized web-site. Now, that’s a whole other story. Are you targeting, are you personalizing, are you testing and are you creative? If this is a print marketing discussion that interests you, I will cover these things in part three of our direct mailing discussion. Email me with comments, please, if you are interested in seeing this topic. PURL’s will give you valuable data. You will be able to see who visited the campaign, who responded and to what, who didn’t respond and who didn’t visit at all. You will be able to monitor responses and preferences and ultimately use all data to fully personalize follow ups for various segments.

Posted on Nov 23, 2010.


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