Friday, January 27, 2017
People like to feel something in their fingers when they read it or consume it. One of the biggest contributors of that phenomenon is paper coating. Knowing how it affects what you're trying to accomplish is one of the keys to making the best possible paper decisions moving forward.
The Role of Coating in Marketing
We've already covered paper stock, along with how that stock affects someone's initial impression of a piece of marketing collateral. Making an effort to select the right type of stock can have a significant affect on the way someone experiences your marketing materials for the first time. Another contributing factor, however, is the coating - or the lack thereof.
When paper is coated, it's treated with a compound or polymer to make sure that the finished product has certain qualities that weren't initially present. Paper can be used to give your flyer a subtle sheen or surface gloss, for example, or it can even take a thinner piece of paper and make it feel thicker in someone's hands. It can be used to make a rougher piece of paper feel smooth, or even reduce the way that ink is absorbed when someone runs their fingers across it.
The coating is introduced onto paper stock using an offset press through a process that varies depending on exactly what type of coating you're talking about. Semi-gloss coating, for example, is often called "UV" coating because the paper itself is coated with a high gloss under intense UV lights.
The Many Types of Coatings to Choose From
Just as was true with paper stock, you have a broad range of different options available to you when it comes to coatings depending on what you're trying to accomplish. These include, but are certainly not limited to, ones like:
If the coating on paper was like the paint in your home, think of matte like a flat paint. It produces a high-quality result, but the coating itself does little to help those colors pop in the way you might need it to.
To continue with the "house paint" analogy, glossy paper would be like semi-gloss paint. It introduces a beautiful sheen into the finished product, but it isn't necessarily super shiny like a mirror.
If you've ever seen a piece of paper that was very, very shiny, you were looking at a piece of coated paper. This is commonly referred to as C2S paper, which is short for "coated (on) 2 sides."
In the end, paper coating requires you to add a new dimension to your thinking concerning your print marketing collateral. You can't just think about the impression you make when someone sees your next flyer or brochure - you need to think about the impression you give off when they feel it, too. Do you want something super shiny, or would something with a more traditional sheen do? The answer, as always, will depend on exactly what it is you're trying to accomplish.
Friday, January 20, 2017
A month later Stanley's daughter went with her sister to the local park. They were back within minutes, and the younger one was crying. Stanley asked them what happened and, between sobs and hiccuping, his younger daughter blurted out she had been picked on for riding a boy's bike. The culprit was other neighborhood kids, particularly girls. Stanley's daughter rolled her Transformer's bike into the garage, laid it down, and ran inside sobbing. That was the last time she ever rode that bike again. Stanley tried to see if she would ride it again a month later, but no luck. The bike ended up going to charity.
Every day at work people face decisions that they must then put in front of others, their peers. Like Stanley's daughter, they will meet people who will criticize and oppose actions or directions chosen. Sometimes it's for technical reasons and sometimes they do it just to be a pain. However, those peer pressure decisions can be immense depending where one is in their career. If starting out, and the opinion comes from more experienced peers, the pressure can have a huge effect on how people try to fit in, even causing anxiety in some folks. Everybody at some point wants to be accepted, and at work, it can be a fundamental requirement to gel with the "team."
How one deals with peer pressure and compensates for it will dictate how capable of a decision-maker he or she can be. While it would be easy to assume things are top-down, dictatorial, in reality, our decision-making is often an interactive, communal function, so influence matters tremendously. Realizing this and learning how to control the pressure separates good decision-makers from those who can only operate in a vacuum. Controlling it versus being controlled means one rides their "bike" instead of losing it under pressure.
People are fundamentally social creatures, so those who want to be decision-makers need to understand how to use social influence to their advantage, not disadvantage. The last place a decision-maker wants to be is being second guessed or shamed in public when pushing a proposal. Part of effective leadership is knowing how to influence ahead of time and build decision support before the decision actually has to be made. Some call it being "political," but realistically, effective leadership involves performance with a team, not against it.
Friday, January 13, 2017
Fear not! This crash course in paper weights will make you a paper expert in no time at all.
What Does Paper Weight Refer To?
Without getting into too much talk about the technicalities of certain paper types and offset weights, the answer is really pretty simple. Paper is generally measured in pounds per 500 sheets (a.k.a. one ream) of the standard sheet size assigned to the papers in that category.
Example: Bond paper has a standard sheet size of 17" x 22" (also called "basis size"). If 500 sheets of bond paper weigh 20 pounds, that paper is classified as 20 lb. bond. You might also see this represented as 20# bond.
There are paper stocks that are heavier or lighter than the above example, so you will sometimes see 16# or 24# stock as well.
What Do The Different Paper Stocks Mean?
In commercial printing, you'll generally see four categories of paper stock:
1. Bond Paper
Bond stock is most commonly used for letterhead, copier paper, and laser printer paper. Similar to bond stock is writing stock. Writing stock is typically pricier than bond. It has shorter fibers, making it softer. It can be used for company stationery and sometimes contains a distinctive watermark. Writing stock can also be made with a variety of finishes.
Standard weights for bond/writing stock are 16#, 20#, 24# and 32#, with 20# being the most commonly used for in-house applications. Use 32# stock for resumes or competitive business documents to really impress!
2. Book Paper
Book stock can come in coated and uncoated varieties. Their weights vary from 30# Bible stock to 115# book stock. Bible stock is very thin paper, so named because it is usually used to print Bibles. Other book stock uses include magazines, catalogs, posters, and booklets.
The basis size for book stock is 25" x 38", so 500 sheets of 30# Bible stock will weigh...you guessed it - 30#!
3. Text Paper
Text stock is a higher grade of paper used in projects requiring a better quality paper. It's a bit thicker than your standard bond copy paper. Text paper is often used for brochures and flyers, some magazines, and thin posters. Text paper weights range from 60# to 100#.
The basis size for text stock is 25" x 38", so 500 sheets of 60# text stock will weigh...you got it - 60#! (You're picking this up amazingly fast!)
4. Cover Paper
Cover paper (also called "card stock") is heavy paper used for projects like business cards, postcards, and rack cards. Like text paper, weights range from 60# to 100#.
Because cover paper is a thicker stock, it has a smaller basis size (24" x 36") than text and bond papers. The equation is the same, though - 500 sheets of 80# cover stock is going to weigh 80#.
Paper Choice and Quality
As you may have guessed it, the heavier the paper, the pricier it will be. Some people may have the tendency to skimp on paper weights because they don't think it's that important. Psychologically, when people feel a lighter weight paper used on something they instinctively feel should be heavier, they make a value judgment about your company, product or service. Clearly, this is not a decision to be taken lightly.
Next time the paper choice question comes up, you can relax with the comfort of knowing that you are now a paper pro!
Tuesday, January 10, 2017
Branding Your Company's Social Media Presence
Before setting up social media platforms including Facebook, Twitter, Snapchat, and Instagram, it's important to consider the audience you want to reach regarding demographics and age groups. How do you want to present your company? What voice do you want to implement when showcasing products or services? Are you planning to share graphics, videos, or humorous updates to potential customers? Carefully consider the voice, tone, and style you want to use to represent your brand based on the audience you plan on reaching (with paid or organically grown content).
Social Media Tips for Business
When creating social media pages for your business, using the same handle and username for all options is highly advisable. Steer clear of confusing names or characters that may leave users lost or unsure of your page's authenticity. Consider the flow of your posts and the type of content you produce to streamline your pages and keep users coming back for more. Share real stories and content from relevant industry professionals, helping to build brand loyalty and authority. Consistent updating is the key to maintaining relevancy while also keeping potential customers engaged in hearing what you have to say.
Slack is known throughout both the startup world as well as large-scale companies to help teams and employees better communicate with one another. As a free app download available for both Android and iOS phones, Slack allows individuals within a company to create selective "channels" for marketing, general chat, social media, and any other customized channel that is fitting for your business. Sending messages to an entire team simultaneously allows employees to work more efficiently while also staying on topic with unlimited channels available. Sending images, graphics, and documents is also a possibility with Slack, making it extremely useful when completing everything from print projects, marketing material outlines, to setting goals for an upcoming week or month.
One application that is growing fast within business markets is an app that was originally designed for college students and a younger demographic altogether. The Houseparty App is free and available on Android and iOS phones, allowing users to create private or public "rooms" to video chat with one another "on the fly." Although Skype is an alternative, along with GoToMeeting, Houseparty is entirely free and allows up to 8 users in one room simultaneously. Chatting with team members or employees who work remotely will help everyone to catch up on projects and plans quickly regardless of location.
Evernote is a classic app that is useful for saving documents, photos, and even print materials you want to share with your entire team or specific employees with ease. The free version of Evernote allows users to upload 60 megabytes of data each month, with premium versions available for large-scale companies. Using Evernote is a quick and easy method of showcasing updates, saving and pinning websites to share, and collectively engaging in one another's finds online (without pesky bookmarks and browsing).
Take time to consider your company's needs regarding finance, communication, and time management to assess which type of apps work best for your teams. Find the voice and branding of your business to appeal to potential consumers without sounding robotic or "too corporate," while still resonating with those who are interested in your products or services. The more you truly understand the needs of your consumers, the easier it becomes to relate to them, helping to boost sales, loyalty, and interest in any industry.
Friday, January 6, 2017
They Trigger an Emotional Response
One of the biggest traits that all brands with serious longevity share is the fact that they're able to trigger an emotional response with their target audience, creating a loyal army of followers. This is true both with the way they market AND the way that response integrates into the service they provide.
Apple is a great example of this based on their image as the "hip, trendy" electronics company. People see a sleek, sophisticated Apple product in an equally compelling ad and they can't help but think, "That looks really cool; I want that." The same goes for a company like Amazon.com, albeit from a different angle. The way that Amazon has embraced personal marketing, both regarding the advertising it creates and with regards to the personalized recommendations that each user enjoys, makes them think, "I like Amazon; they get me." That type of emotional connection is something you just can't put a price on.
They Live Up to What They Promise
All of the best brands with serious longevity share the fact that they live up to the promises they make in their marketing materials. This comes from a deeper understanding of not just the people they're trying to attract, but who those people are and what they want. These brands know how to communicate with their target audience and, as a result, don't just live up to their promises, but they know how NOT to make a promise they can't keep.
Take FedEx, for example. Entrepreneur.com recently cited FedEx as a brand with an incredibly strong corporate identity, owed largely to the fact that it's operations are so incredibly efficient. FedEx is a brand built on trust, and the road to trust is paved with promises that have been kept in the past. FedEx is seen as an incredibly reliable service, and people in need of shipping rank FedEx favorably in that regard. This creates something of a self-fulfilling prophecy - a symbiotic relationship that only strengthens over time specifically because FedEx knows what its audience wants and it knows how precisely to give it to them every time.
Once again, Apple is another example of this idea in motion. They promise products that "just work" and have historically delivered on that promise time and again. This has made them not only one of the most successful brands in the world, but also one with serious longevity in an industry where companies come and go like the weather.
These are just a few of the core qualities that all brands with longevity share. Remember that in the grand scheme of things, brands come and go all the time. Creating a brand is easy, but if you want to make sure that your brand stands the test of time, you need to focus on offering something truly unique on an ongoing basis.
Tuesday, January 3, 2017
What's In a Name?
According to PitneyBowes.com, the USPS "Standard Mail" tier will be rebranded as USPS Marketing Mail in 2017. Additionally, what was previously known as "Alternate Postage" will now be called "Share Mail." Pricing structures have been changed (and arguably, simplified) accordingly.
When the new branding goes into effect, letters that are 3.5 ounces in size or less will cost $0.284 - a reduction from the current $0.290 pricing structure. Flat rates for items that are four ounces or less, on the other hand, will actually increase to $0.555 from the current rate of $0.546 that is expiring. It's important to note that these rates are for the USPS Marketing Mail items that are processed through non-automation means.
Other Upcoming USPS Changes
The USPS also announced a number of other changes, particularly to items that fall into the presorted mail category. Overall, people can expect a price decrease on average of about 0.25%, though it's important to note that certain types of items will actually increase in price at the same time.
One change that marketers will no doubt be happy about is the fact that presorted First Class Mail will see a significant price reduction. Starting at the end of January, sending 3.5-ounce materials will now cost the same price as a one-ounce letter. Up until these changes go into effect, the pricing category ranged from one to two ounces, not 3.5 ounces.
Those First Class letters up to one ounce will now cost you $0.49 as opposed to the current $0.47. Flat rates up to one ounce will increase to $0.98 from $0.94, while First Class Mail parcels will allow you to pay one price ($2.67) for any item up to four ounces in size. Each additional ounce will cost you $0.21, which is actually one of the few categories of pricing that will remain unchanged in the new year.
Changes Behind the Scenes in 2017
It's also important to note a significant change in the way these types of items are processed. Items that used to fall under the 3-Digit and AADC categories are being combined with First-Class Mail Presorted Automation Letters and USPS Marketing Mail Automation Letters. Ultimately, this won't really change the price that you can expect to pay when you send your marketing materials out into the world, but in theory, it should make them easier to process and send out once they've made their way into the hands of the United States Postal Service.
All of these changes will go into effect on January 22, 2017. Until then, the current pricing structure will still apply. As marketing budgets get tighter than ever during a period where direct mail marketing has never been more important, it's always essential to stay as up-to-date as possible on any and all USPS pricing changes to help make sure you're getting the most out of your hard-earned (marketing) dollar.