The Digital Lizard Blog

As summer comes to a close, it’s time to start planning for the cooler weather, and — most important — the fall 2017 season premiers! As a longtime marketer, I’ve always enjoyed new TV promotions, applying some of the creative advertising to my own campaigns.

These days, every company is broadcasting its environmental commitment. And with good reason. Manufacturers, non-profits, and others are under great pressure to meet standards for good stewardship. Whether complying with government mandates, or simply looking to please “green” customers, leaders and entrepreneurs are looking to position their entities as pinnacles of social responsibility.

The Internet makes it super-easy to get just what you need delivered right to your door. Purchase a toner cartridge, secure tickets for a sporting event, or order a copy of the latest steamy romance novel. These days, you can even conjure up a Big Mac with a couple of keystrokes! Yet, while buying existing products is pretty much WYSIWYG, buying those that are produced can get a bit tricky. Online printing, for example, can have a significant margin for error.

No business is immune to challenges. A loss of a big account, a new competitor, a price increase, a firing or layoff, or even a change in ownership will occur from time to time. While these situations are tough on management, they can be absolutely alarming to employees who don’t have the same insights or job security. Unaddressed, these feelings can grow into discontent — causing a business to lose some of its greatest assets.

Traditional wisdom tells us that a company’s “best customers” are the ones that generate the highest sales volume. It also says that 80% of growth comes from the top 20%. But are these claims really true? Many trusted publications — including Byron Sharp’s “How Brands Grow” — offer some compelling evidence to the contrary. Indeed, size and services play a factor too, meaning what’s right for one company may be terrible for another.

Let’s face it. Working for “the man” can get tiresome. But going full-time freelance can be tough too. While sites like elance, freelancer, craigslist, and fiverr offer opportunity, they’re too saturated to make any real money. How long can you live on ramen, really?

Your catalog is your first impression with new prospects. Not simply a vehicle to showcase your offerings, your catalog offers a glimpse into your brand identity and what you find important. It’s what helps recipients form perceptions about you and how you might approach their business. For current customers, your catalog is equally important. They already buy from you, so they want what you’re selling. Still, you need to deserve their attention. Mailing frequently is smart, but if your catalog is too familiar, it can be dismissed as something seen before.

Mailing and distribution may seem a bit snoozy. But they get a lot more exciting when you consider how much they affect your bottom line. Postage is one of the top two costs for any publication or direct mail piece. With higher volumes, even a 1% savings is huge!

Printing is not a commodity. The same specs, same stock, and same design can yield vastly different results. Add in the fact that online bidding can mean a wide range in pricing, and you have yourself a conundrum. If you’re looking for more than a one-time business card or invitation order, you have a lot to consider. Here are three things that we feel are most valuable in a print partner:

Personalization of names has become ubiquitous. So much so that most people don’t even remember getting mail addressed to “Occupant,” “Homeowner,” or “To whom it may concern.” Yet, that’s how things were not too long ago. What was once impressive has now grown tiresome, as simply repeating a person’s name throughout a piece shows that you know nothing about them.