DIGITAL vs. OFFSET PRINTING

Being an educated print buyer can save your company big bucks in the advertising department.  

Thanks to advancements in digital technology, businesses have even more options to cost-effectively market their business with high-quality, full color print collateral.  The real dilemma is finding the right print shop or press to fit your specific needs, order frequency and deadline requirements.   

Here are a few pointers to help you determine the optimal print method for your company's purchasing habits and expectations:

Offset printing:

- Lower per piece cost as volume increases

- Better image quality

- Capable for printing on a wide range of materials from paper and cloth to metal and plastic

Digital printing:

- Eliminates costly plate/set-up charges 

- Quick turnaround

- Personalize each piece with variable data printing and image customization

Working with an experienced print purchaser or broker who has an extensive knowledge of press capabilities and competitively bids your project with several sources may be the most effective way to manage your purchasing compared to your local print shop, who may only quote for the options/equipment they have in-house.  If you have any questions regarding the best process to print your materials, feel free to e-mail the Dream Team who will help point you in the right direction! 

EVERYONE IS A DESIGN CRITIC

While the phrase "Don't judge a book by its cover" is often advised, rarely do our brains practice this theory in making purchasing decisions; we often gravitate towards products with the most attractive packaging, sold by the most recognizable (and inherently trusted) brands.  This is why choosing the right designer for your marketing materials is essential to developing an effective brand image with memorable ad campaigns that will not only connect with your target audience, but help convert them to loyal customers.  

Here are three tips that will help you hire the best designer or agency suited to fit your needs:

Ignore cost.

Nike paid $35 for their logo back in 1971, while oil company BP recently shelled out $6.4 million for their current green and gold sunflower.

Moral of the story:  don't be enticed by the lowest price, or intimidated by the highest; design and designers have a very wide of scale for compensation that is not always based on true talent.    

View their portfolio.

Great design is subjective.  The best measure of ones ability is looking at the projects and client base they have successfully worked with in the past.  

Is their definition of "aesthetically-pleasing" the same as yours?  Are they familiar with your industry?  Do they have experience in both print and web design?  These questions can be answered by a professional portfolio.  

No formal education?  No problem!

Some of the most skilled and proficient designers I have worked with never received a formal education and honed their craft through on-the-job experience.  By requiring a college degree many employers are missing out on some of the most talented freelancers and individuals available.  

I've been most impressed with the creative use of the iPad in the new Lexus ad in Sports Illustrated.  This should receive every "Design of the Year" award out there!  

View it for yourself here:  Is This The World's Most Interactive Print Ad?

After you've found a designer you will need to decide on what message you want your brand to communicate in its advertising.  Join us next time when we explore how political ads may be the best (and worst!) example of effective, engaging and emotional advertising!  

MARKETING 101

The first step in creating effective advertising is knowing:
a.) who your target audience is and b.) what motivates them to buy.

Is it price point, product feature or ease of online ordering that influences their decision?
Communicating why your product or service is better than the competitions is imperative to converting sales with your advertising. By analyzing demographic, psychographic and direct-response data it is now easier and more cost-effective than ever before to locate who is most likely to be in need of your product and what influences their purchasing habits.

Will the most cost-effective medium to reach your prospects be through drive time radio ads, web based marketing, promotional products or other means?
Understanding what media is most accessible and familiar to your audience is essential to developing a long-term ad campaign. Recognize consumer trends, embrace new technology and consider your own purchasing habits when designing a logo, preparing a direct mail piece or selecting a custom product to promote your brand.

See you next time when we discuss creating an effective logo!