Tom Kubinski
Printing Consultant
Direct: 612-278-1568
Fax: 612-334-5879
Cell: 612-760-3700
1109 Zane Avenue North
Minneapolis, MN. 55422
Phone: 612-375-1150
Fax: 612-334-5879
Toll Free: 1-800-230-2828

Branding - 22 Laws Of
Brand Warfare
Creative Coatings Techniques
Desktop Techniques
Digital / Variable Printing
Direct Mail Raise Response, Lower Costs
FSC Certification
For Direct Marketers
In House Mailing Capabilities
Ink Tour
Paper Mill Tour - Coated
Paper Mill Tour - Uncoated
Picking the Right Paper
PDF Formats
PDF Info & Quark vs. InDesign
PODi - Digital Print Success Story
Postal Increases & Requirement Changes
Post it to the Web vs. Print
PURL - Avoid Dog House Campaign
QR Codes
Save Disk Space
Social Media -- The Basics
Social Media vs. Print
Top File Issues
UV Burn
Ways to Save Money
What Sets Sexton Apart?
Why Print in a Down Market?
Why Work With TK?

May 2011 TK's Korner
Why Print?
(Especially during a Down Market)

Marketers want results.
Every printed piece is done for a reason, to accomplish a means to an end. The options are increasing as technology creates new avenues of communication and the ability to integrate them.

We take print for granted.
Print has been the world's NUMBER ONE communications medium for so long we tend to forget its impact and power.PRINT is for Keeps

Don't! make the fatal oversight to a marketing campaign, a product launch or a branding initiative that is trying to connect with people, by not using print. People trust print. They feel comfortable using it. Print materials can be carried anywhere, at any time. You can take it while traveling on a plane, train, or to the beach, in bed or a bath. There's no need to boot up, or power down.PRINT is Portable

This is especially true during a down market when your competition is reducing its marketing budget.
Consumers still have money to spend, even if they are being more selective. Your dollars spent are apt to hit your target audience powerfully if you're the one sending a message that you are a Brand that is strong, with something to offer. Staying out front gives your clients reasons to buy your products and services - compared to others messages with too many options to consider to gain and then retain a consumers attention


    Branding Strategy Insiders point out "...the brands that continue to build their equity in the recession will be best placed to enjoy the fruits of their labor when the economy inevitably returns to growth."
    • A Yankelovich/Harris study that indicated the vast majority of executives agree that seeing a company continue to market in a down economy makes them feel more positive about the company, and keeps those companies top-of-mind when considering purchase decisions.
    • McGraw-Hill Research's Laboratory of Advertising Performance analyzed the performance of 600 business-to-business marketers and found that those maintaining or increasing their advertising budgets during a recession averaged sales growth of 275% over the preceding five years.
    • An American Business Press study revealed that sales and profits could be maintained and increased in recession years and in the years immediately following by those who are willing to maintain an aggressive marketing posture while others become non-participants.
    • A Harvard Business Review report of 200 companies found that sales increases came from companies that advertised the most during the recessionary year.

Consider print whenever you want to Persuade, Inform or Entertain.
Print doesn't have to be the only medium you use, every medium connects with a different target audience in different ways.

Electronic content comes and goes. It's easily deleted, never being viewed or read. When it's gone, your marketing initiative disappears with it. People love to order online, but typically prefer to view products in a printed format vs. on a computer screen.

Print on the other hand is there for the long run. Think about magazine pass-along rates, that range as high as two to three people per issue, giving advertisers double and triple bonuses on their marketing investments.

The older generation typically prefers print. They tend not to feel as comfortable using computers, disks etc. Loading and locating pertinent information takes time and energy vs. you providing them a printed marketing piece. This is more of a well-known medium, which can be especially important regarding donations, as they typically are more established with discretionary income.

In action, the durability of print adds a positive impact. It says, 'Your message is significant. You cared enough to print it on paper. You're authentic rather than virtual and You'll be there when they need you.'

It's particularly persuasive as direct mail because people gravitate toward it. A survey by the US Postal Service found that 85% of mail is either read or visually scanned by recipients.PRINT Drives a Higher ROI

A Vertis Study found:

  • 72% of adults replied to direct mail containing a "Buy one, Get one free" offer.
  • 63% of adults responded to direct mail containing a discount coupon.

Direct mail is also a great way to expand business relationships and keep customers loyal. A study by The Rochester Institute of Technology Printing Industry Center found:

Advanced printing techniques make for a more appealing and compelling final piece. Photos seem to jump off the page. Special effects draw the eye to the printed content.PRINT is Beautiful

A new generation of papers and substrates make readers want to touch and feel your message. The beauty of print will rub off on your product or service, giving it a special appeal of its own and an extra tangible dimension that no electronic media can. PRINT Plays Well with Others

Use a printed direct mail campaign to -

  • Draw prospects and customers to a personalized web site
  • Follow up with a printed thank-you card
  • Show them a next generation upgrade
  • Give them an incentive to 'Buy now' with a special offer can be a real closer

Print enhances the impact of all those media by providing your target audience with an extra dimension. The World Wide Web provides a real time interactive environment, but so does the telephone and TV. Print is friendly, warm; inviting and one can't very well be ignored because they're holding it right in their hands!

Research by the Retail Advertising & Marketing Association found that most customers were motivated to begin an online search after viewing ads -
*In a Magazine 47.2% *In a Newspaper 42.3% *By reading Articles 43.7%

According to an American Business Media Study:

  • B-to-B magazines were viewed by prospects as trustworthy and objective.
  • Websites were where they received timely information.
  • Tradeshows were viewed as the place for interactions and to improve their awareness of alternatives.
Successful marketers are using all three outlets to maximize their ROI's.

Consumers seek print when they're ready to buy. That's a fact supported by a study done by The Direct Marketing Association.
Scoring the primary channels for generating orders:
*60% from printed Catalogs *24% inspired by Retail outlets *9% via the Internet
PRINT is Sought by Buyers

Percent of sales by channels also showed Prints Pulling Power:
*42% via printed Catalogs *20% Retail *26% Websites *12% Other channels

The phrase, "Get it down on paper" has never been more meaningful. Having words and images that you can review, hold in your hand, show to others and keep in a safe place provides a degree of reassurance that no 'bit-and-bite' medium can match.

People love the speed and scope of the Internet, but the www's fleeting nature makes them wonder, "Am I getting the fast shuffle here?" and "What's all this contradictory information? Our ink-on paper medium is believable because print is Real, Timeless and Focused.PRINT is Credible

Custom Publishing Review found that:

  • 66% of people surveyed read custom publications and 80% agree that they contain useful information.
An increasing number of marketers are leveraging high credibility by using custom publications to get their messages out and absorbed.

Telemarketing is the crudest form of cold calling and with the growth of 'Do-Not-Call' lists; its effectiveness has sunk to an all-time low. In fact, a Time Magazine poll ranked telemarketing number four on the list of the worst ideas of the 20th Century

(Compare that to My TOP 10 list!) :-)

What happens when we add print to the equation? Send prospects a personalized mailing that introduces the caller and lets them tell you the best time to call. Now you're putting the prospect in the control of the situation. You are using Permission Selling as a technique here.

There are no more interruptions at dinner. Just a positive flow of information between the marketer and the consumer. The bond starts to get stronger, The relationship grows, The sale becomes a natural progression of the power of print rather than a rude intrusion.PRINT Puts You in Control

Put each prospect and customers name up in lights, literally. A message to them in clouds (or other unique technique), include a photo or a specific product in which they expressed interest. Print can do all that and more because print takes marketing personally.

Using new Variable Data Printing (VDP) and One-To-One messaging techniques, you can personalize each and every piece of your print campaign, right down to the specific photos you use and every word of your pitch. Did someone say Relationship Building?

In an Interquest report, response rates for customized color direct mail campaigns ranged from 6% to as high as 75%.

On average, response rates were 5.6 times HIGHER for customized color versions vs. simple mail merge applications.

    The more you individualize print, the more individuals you'll inspire. It's like saying your customers name in a crowded room; you'll grab their attention - rather than just the same static message to everyone in hopes of hitting someone.
PRINT is Personal

A survey by the magazine Graphic Design USA, found that:
9 out of 10 designers polled have worked in print during the past year, 76% used print exclusively or projects were comprised of a substantial print component, and 71% of their total work hours were devoted to print driven projects.

Event marketing wouldn't be possible without print. Programs, posters, signage of all kinds, special commemorative publications - print is on the scene. Ball games, motor sports venues, concerts, shows, fairs, museums, galleries and rallies... Wherever a crowd gathers, print can provide a platform for marketers and a fresh perspective for fans.

We're used to being surrounded by print. We're comfortable with it. We want more.
These are the vital signs of a medium that's Vibrant and Valuable. That medium is PRINT. PRINT is Everywhere

Portions of this issue were obtained from:

  • The Print Council - a business institute that explores the persuasive power of print
  • The Rochester Institute of Technology
  • Sappi's book "Life With Print"
  • Retail Advertising & Marketing Association
    Another article you can get some great information is from The Lenskold Group - Innovating the path to marketing profitability...
    Jim Lenskold calls the article "Six Approaches to Spend or Cut Marketing in Tight Economies"
    In his article, there are six strategic approaches given that a company can pursue in tough times to generate the best long-term financial outcomes. Read about each one...
    *Win Share & Grow -
    ..."If you have not been measuring and managing Your ROI, you will unfortunately be managing just spending levels in hopes of winning the right customers, without good insight into ..."
    *Spend Smart & Grow -
    ..."Companies that have insights into customer buying behaviors, segment value, and marketing ROI will do much better with this approach. It is perhaps the most ideal opportunity to..."
    *Minimize Spend but Hold Share -
    ..."If your competitors choose to hold or increase spending first, your increase in spending can be justified to executives with..."
    *Cut Marketing & Invest Elsewhere -
    ..."Instead of advertising brands and communicating messages that may not make a lasting impression or drive immediate purchase behaviors, you invest in customer relationships, additional service, and added..."
    *Cut Cautiously & Allocate Smart -
    ..."Try to keep or add measurements that help assess and guide marketing effectiveness. Companies that can spend the smartest will..."
    *Cut Drastically & Wish for the Best -
    ..."If there is any flexibility with the remaining budget, consider running test markets to determine and possibly demonstrate that reasonable short term returns can be generated to...'

If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call @ 612-278-1568 or send me an email. I will do whatever it takes to ensure you get the best value for every marketing dollar invested.

Make sure to check out other issues of TK's Korner!

You may also want to see the following TK's Korner issues -

If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email. I will do whatever it takes to ensure you get the best value for every marketing dollar invested.

You can also check out my profile, join my network and view more client comments on LinkedIn at:

Referrals are greatly appreciated, if you know someone I could help, or who might like to receive TK's Korner, please let me know.

Take care and have a great day!

Tom Kubinski, Printing Consultant
YOUR Eighth Wonder of the World

TK Wonders of the World

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