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See Your Marketing Success Fly
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Introducing Our New Digital Web Press
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True Value Hardware Case Study
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GREAT WAYS TO See Your Organization’s
MARKETING SUCCESS FLY
The layout and design of your print marketing piece must be aesthetically pleasing, but the information that your organization delivers is far more important. Effective messaging “interrupts” and engages the prospect, educates and offers additional information to facilitate decision-making, and lowers the risk of taking the next step. These components—Interrupt, Engage, Educate and Offer (IEEO)—combine to create a powerful formula for marketing success.
INTERRUPT In the Interrupt stage you are tasked with getting your target audience to “snap out of it” and pay attention to what you have to say. Interrupting can be much more difficult than it sounds in this age of information abundance. What will get qualified prospects to read your marketing message? Appeal to their “hot buttons,” those things that are causing them a problem. Hot buttons are typically portrayed in headlines, the first opportunity to interrupt. Use words and phrases to mirror the intensity of the consumer’s emotional level as you describe scenarios that exemplify the frustration or annoyance you are going to help them solve. This sets the stage for your future clients to become engaged.
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ENGAGE To Engage the prospect, use a subheading to promise information is forthcoming that will help the reader make the best decision possible. Present your Unique Selling Proposition (USP): this is what made your current clients buy from you, and what will make others buy from you as well. Position yourself as the expert and source of the solution to the problem.
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EDUCATE
It is now time to Educate the customer, turning the corner from an emotional sell to a logical sell. Create relevance by framing what you are offering as a solution, following the What’s In It For Me (WIIFM) approach. Provide enough detailed, quantifiable and specific information to allow consumers to logically understand how and why your product or service solves their problem, but don’t stop there. You may have just given them enough information to make a purchase from your competitor! Prove that you offer the best value available by defining key issues, presenting a convincing argument and sharing credible evidence that you are the only possible source to meet the prospect’s needs.
OFFER The final step is to compel the consumer to take action through an Offer. Present a low-risk way to take the next step. Insert a business reply card to facilitate the ordering of a special
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report or informational brochure, or to schedule a personal consultation. Include links to your website and social media. The buyer must feel in control as you nudge him closer to the final purchasing decision. At any one time you may have hundreds or even thousands of prospects at various positions along this buying spectrum. Most of them are in the “information gathering” or “thinking about it” stage, so avoid the common mistake of investing all of your print marketing dollars in those who have already made the decision to buy. Effectively separate yourself from your competition by marketing to those in all phases of the purchasing process on an ongoing basis. Contributed by: DOUG HOOGSTRA Account Representative d: 708.236.4967 e: dhoog@darwill.com
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Our New Digital Web Press Our New Digital Web Press
Offers a Blizzard Offers a Blizzard of Flexibility of Flexibility
More speed, more color and More speed, more color and more options for your variable more options for your variable print jobs! print jobs!
Why is it important to stay on top of new printing technologies? Why is it important to stay on top of new printing technologies? Because new technology means new opportunities. And with Because new technology means new opportunities. And with Darwill’s latest latestprinting printingcapability, capability,brought broughtabout aboutbybya new a new Darwill’s Oc ColorStream ColorStream3500, 3500,Darwill Darwillcan canhelp helpyou youcompletely completely remodel Océ remodel your personalized personalizedcommunication. communication. your Imagine a print job where each piece can Imagine a print job where each piece can be customized, customized,on-the-fly, on-the-fly,totothe thetune tuneofof be thousands of impressions per minute. thousands of impressions per minute. Now, imagine imaginethat thatsame samejob, job,where whereeach each Now, paragraph and each 4-color graphic can paragraph and each 4-color graphic can be customized customizedfor foreach eachrecipient, recipient,without without be
losing speed or efficiencies. Unheard of? losing speed or efficiencies. Unheard of? Not anymore! Your ability extreme Not anymore! Your ability forfor extreme variability is suddenly very real. press variability is suddenly very real. TheThe press ideal high-quality jobs requiring is is ideal forfor high-quality jobs requiring many versions and/or changes between many versions and/or changes between brands, graphics messages. brands, graphics or or messages.
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Like to see all that our new press offers first-hand? Like to see all that our new press offers first-hand? Come see the Oc ColorStream in action during open house in Come see the Océour ColorStream April. during Full details will house be coming in action our open your way soon! will be in April. Full details available soon!
The Oc ColorStream 3500 is a game-changing Thehigh-speed, Océ ColorStream 3500 is visual communications a high-speed, game-changing juggernaut, and Darwill is visual communications among the first inisthe nation to juggernaut. Darwill among thehave first it. in the nation to have it. But a shiny new press is only as good and But a shiny new press is only as good and effective as the people behind it. As a national effective as the people behind it. As a national leader in creating customized and complex leader in creating customized and complex variable communications Darwill has the variable communications Darwill has the experience to maximize the abilities of the experience to maximize the abilities of the Colorstream 3500 to your benefit. Darwill Colorstream 3500 to your benefit. Darwill will push its variability options to the limit by will push its variability options to the limit by leveraging expertise with data management leveraging expertise with data management and data strategies including segmentation, and data strategies including segmentation, acquisition, cleaning and enhancement. acquisition, cleaning and enhancement.
Brandon Van Dyke, COO (L) and Troy Van Dyke, CMO (R) with Darwill’s new Oc Colorstream 3500. Brandon Van Dyke, COO (L) and Troy Van Dyke, CMO (R) with Darwill’s new Océ Colorstream 3500.
And its leading drop-on-demand print head And its leading drop-on-demand print headquality technology delivers dazzling image technology delivers quality and allows fordazzling smooth image continuous-tone and allows for smooth continuous-tone transitions. The Oc ColorStream 3500 transitions. The OcélongColorStream 3500 jobs, handles both and short-run handles both longand short-run which can be co-mingled for jobs, manufacturing whichand canpostage be co-mingled for manufacturing efficiencies. The machine also and postage machine also fifth has theefficiencies. capability toThe print additional has the capability tofor print additional fifth and sixth inks special applications, and sixth inks for special applications, including MICR. including MICR. Whether your area of focus is non-profit, HR Whether your area of focus is non-profit, HR benefit communications, insurance, travel, benefit communications, insurance, travel, financial services or other industries that financial services or other industries that can benefit from high-powered customized can benefit from high-powered customized 4-color communications, Darwill is ready to 4-color communications, Darwill is ready to help take you to the next level. help take you to the next level. To learn more about the Oc ColorStream To learn more about the Océ ColorStream 3500 and Darwill’s variable communications 3500 and Darwill’s variable communications capabilities, visit darwillisms.com/ capabilities, visit darwillisms.com/guest. guest.
advanced machine prints a speed ThisThis advanced machine prints with with a speed of of nearly four feet per second and a print nearly four feet per second and a print widthwidth of 21.25-inches (approximately 540 mm). of 21.25-inches (approximately 540 mm).
Great education around digital setup and options, providing cleaner Great education around digital setup and options, providing cleaner files, improved workflow and and better color!color! Request youryour FREEFREE “Finch Request “Finch files, improved workflow better Digital Field Guide” at darwillisms.com/guest Digital Field Guide” at darwillisms.com/guest.
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Darwillisms in Detail
True Value Hardware
Designing For Variable Information Printing Lesson: Handling Text Challenges
Needs •
An organized and professional look for display cards
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A cohesive visual display card system to accommodate a wide variety of manufactured-supplied artwork
Lower costs of producing signage True Value Hardware member stores use a gated shelving unit to display small items such as plumbing pipe fittings. These units were being signed with small cards printed by the manufacturers and a multitude of colors and logos along with wear and tear made for an unprofessional experience. True Value found a plastic track to hold the cards and had a designer create cards that were more consistent But, this approach proved to be time-consuming and cost-prohibitive. •
Ideas •
Eliminate the designer cost and speed up the project schedule
Implement a web-to-print system for greater efficiencies Darwill proposed implementing a web-to-print system to centralize the printing and allow for a template-based display card system. True Value would simply provide Darwill with a spreadsheet of individual item information and corresponding art files; the system would do the rest. Having a designer create each card wouldn’t be necessary and the production time would be dramatically shortened. •
Outcomes •
Project costs reduced by 50%
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Timeline from design to print reduced by almost 70%
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Potential income from kits up 240%
Learn How to Incorporate Names and Other Variable Type The biggest difference between designing for variable and static pieces is accommodating the different sizes of art and text that are called upon to populate variable pieces. In variable work, designers need to ensure that their designs work with all of the content that can possibly appear from piece to piece in a variable run.
Darwill’s new system gives member stores a clean-looking signage system that is easy to install and update. Plus, Darwill expects reprints and card changeouts to be simple and cost effective.
Varying the images in a design is fairly straightforward, because you size and scale images in advance to fit the available space. Text is another story. You need text blocks that accommodate the longest possible copy, while still looking visually appealing when the segment is short. Even the simplest personalization by name presents this challenge—think “Al Ho” and “Margaret-Frances Davidson-Smith.”
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To get the tips on how to design text for variable printing, see the rest of this article at darwillisms.com/guest. Not a designer yourself? Pass the article along to your creatives.
Specialty Substrates:
This article and the tips we posted at darillisms.com/ jenniferalstadt were excerpted from Create Relevant Direct Marketing That Gets Results: More Ways to Profit with Digital Printing, a guidebook from Xerox Corporation.
Production Notes
paper Ultra Digital 110# ICE Pearl Cover press Darwill’s HP Indigo 7200 Digital Press design D avid James Group—davidjamesgroup.com
11900 West Roosevelt Road Hillside, Illinois 60162
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EVERYONE CAN USE
A LAUGH—
Humor used properly in your printed communications can transform your business-as-usual communications without turning your message into a joke. Here’s how to be smart about being funny: • Keep humor in its place— make sure your product or service isn’t overshadowed by the funny • Humor, be it via words or images, should be relevant and in good taste—think about your audience
• Don’t take aim at your target customers—laugh with them and not at them
• Follow cross-cultural rules, even at home—be wary of colloquialisms and variations in the meaning • Do not use off-color jokes and of words, including in innuendo—you risk alienating different geographic areas your audience, or worse of your own country Link to the full blog post at darwillisms.com/guest
© 2012 Darwill, Inc. All Rights Reserved.