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If you're a customer of ours, you know we won't stop building the relationship and providing useful information even though we're watching our expenditures closely just as you are.
What we have learned is this: that in volatile economic times, businesses that continue to advertise and engage in proactive marketing do better during the economic downturn and position themselves to prosper when the economy recovers.
You don't have to take our word for it. In 2001 noted researchers Yankelovich Partners and Harris Interactive conducted a survey of 505 key executives across all major business segments. Here are some of the major findings:
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Think for a moment of how the mail looks when it arrives at your home or office. It will be oriented with the addresses all facing you and sorted from smallest to largest. Keep this in mind when you are designing your direct mail piece and improve the chances that your mailer will stand out from the rest of the mail.
If an envelope is being printed with a return address and a postal indicia, then it costs nothing extra to have teaser copy printed at the same time. Teaser copy is anything - a picture, an image, text or a combination - that piques the reader's curiosity or arouses interest. |
Compiled list: a list of names, addresses, and other criteria aggregated together from a variety of different sources including participating databases, website registrations, directories, public records, and subscriptions.
Deduping: the process of identifying and removing duplicate entries from a mailing list.
Direct marketing: a form of marketing that communicates directly with the target audience. Contrasts with media marketing through a third party using billboards, print, television or radio.
House list: a list of an organization’s customers and/or prospects. In general, house lists produce a higher response rate than compiled lists.
List appends: adding information such as age, household income or SIC code to a mailing list.
List segment: a subset of a mailing list consisting of records that match specific criteria such as gender, age, household income, geographic region or other characteristic.
Response list: a list of names, addresses, and other customer data compiled by a company based on sign-ups, subscriptions, surveys and other commercial transactions.
Seed: to place addresses within the list so the list owner can track use of the list by list renters. Also known as salting.
Subscriber list: a list consisting of data records of people who subscribe to a particular publication or service. Contains the information the subscribers provided at the time they began the subscription.
Teaser copy: Anything that draws the reader’s attention or arouses curiosity. Can be text, graphics, photographs or a combination. |
It may surprise you to learn that it doesn’t! The practice of placing a vertical line midway across the post card and using all the space to the right for the outbound address is a holdover from post card designs dating back to 1907.
The term for the part of the post card containing the outbound address is the address block, and the amount of space required for it depends on the elements of the address – the number of lines and the length of the longest line. In addition, Canada Post has requirements for the location of the address block.
Depending on the size of the post card, the amount of information in the address block, and other items such as the return address and the postal indicia, it may be possible to devote much more room than you thought to the sales message or teaser copy. |
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We’d like to share with you words of wisdom from the 300-member American Business Media, which was founded in 1906. We run our business by these words and encourage you to do the same:
When times are good,
you should advertise.
When times are bad,
you must advertise. |
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When saving a file in CorelDraw for transfer to us, it is often a good idea to convert unusual fonts to curves before sending the file to us. This way no font substitutions will take place. But keep a copy of the original so that you can edit it again if you need to. |
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Consistency. This is our aim as we work on each order you place with us. The same paper, the same colours, the same fold, the same binding, each order matching all previous ones. We think you’ll agree that we’re pretty good at it. So how do we achieve this consistency from order to order? By following the same set of specifications each time we do the job.
Specifications are a way to describe unambiguously how the finished order should appear and can include the smallest detail (such as how the order is to be packaged and shipped). As printers, specifications are as important to us as a set of plans is to a building contractor. In fact, here at Print Three Kelowna, our production manager reviews the specifications on every order to be sure they are clear, understandable, and unambiguous. If anything is missing or in question, the order is not placed into production until the specifications are perfect.
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