5 Ways To Measure The Success Of A Print Campaign

December 4th, 2018


With the abundance of data and metrics collected from digital marketing efforts, print campaigns would seem to be left in the stone age. Did you know that Direct mail response rates still top those of other mediums; the average direct mail response rate is 3-5x greater than that of email, internet display and paid search. Among 18 to 24-year-olds, 69% say they prefer print and paper communications to reading off a screen. Below are 5 ways to measure the success of your next print campaign:

Analytics:

Monitor your website traffic while running your print campaign. When looking over your analytics look for changes in website traffic, If there are spikes in traffic during your print campaign then it has effectively reached your consumers. However, you’ll start to muddy your results if you direct your print campaign traffic to the same landing page that receives traffic from other digital marketing efforts. The best way to track traffic to your print campaign is to direct traffic to a specific page via a “vanity URL” that links to a landing page on your site. Set up the landing page with Google Analytics to track traffic from your print campaign so you can analyze it alongside other traffic sources.

Hashtags:

Create a hashtag that customers can use on social media that is attached to your print campaign to track the success and increase of online engagement. By doing this you can encourage customers to share your print campaign hashtag if there is an offer or incentive attached to using it, such as a discount, special offer or a cause they care about. Some examples are: #NationalFriedChickenDay by KFC to promote a calendar event, #ShareACoke by Coca-Cola that is used year round, and #LetsDoLunch by Domino’s Pizza. The most vital part of running a hashtag campaign is coming up with a hashtag that can easily go viral. A good rule of thumb is not to combine more than 3-4 words together and Don’t make your hashtag entirely about your brand. Also Use trending topics, but don’t solely rely on them.

Trackable Code:

Use a trackable promo code, they can be used during online and offline checkouts. Including a promo code in a print ad won’t tell you how many offline impressions the campaign received, but you will be able to track sales that were a result of the ad campaign.

QR Code:

QR codes are very useful for tracking print campaign reach, and the best way to use them with print is to lead customers straight to a landing page. Trackable codes that take the customer to a landing page are trackable with Google Analytics and will give you insights to how effective your print campaign is at driving site traffic to the address linked to the QR code.

Survey your Customers:

Ask your customers for feedback or send a survey to see if customers are seeing your campaigns. Customer feedback is always helpful, and it is important to hear a viewer’s perspective. Surveys can give you graphable results when using quantitative questions to give you feedback for statistical analysis.

For more information how Premier can help you with your next printing campaign email us at info@premieruplink.com

Top 15 Common PDF Errors

November 23rd, 2018

 

In a recent survey about PDF files in the graphic arts industry, 1100 respondents said the top 15 issues they ran into when working with PDF’s from clients were:

  1. Low Image Resolution
    Low image resolution leads to a loss of sharpness. When the resolution is low images are ‘pixelated’ showing a sawtooth effect. The standard resolution for print is 300 DPI and resolution for images on the internet is 72 DPI. Images downloaded from the internet and added to art for print will print with low resolution and should be avoided.
  2. Use of incorrect or unwanted color spaces
    When sending a file to print, your printer will request CMYK files as any PDF file containing RGB will be incorrect and unusable for print. RGB is the color profile for screens and monitors, not paper.
  3. Bleed is missing
    Unless bleed is added to the document a thin white line may appear along the trimmed edge of your finished piece, bleed is used to bring your documents art edge to edge.
  4. Fonts are not embedded in the PDF
    This can lead to the text being printed with a wrong typeface. When fonts aren’t embedded, the text will change to a default font which can cause the spacing and font size issues.
  5. There are problems with transparency
    Design applications split up a page into small square areas, called atomic zones. The effect of transparency is then calculated for each separate atomic zone. The stitch between atomic zones can sometimes show up on-screen (and even in output) as thin white lines. A file can also contain transparent objects with different color spaces. For instance, adding a drop shadow to a spot color element that sits on top of a CMYK background (or vice versa) is an example of a design that challenges workflow and creates a problem with transparency.
  6. The PDF file contains an incorrect number of spot colors
    Printers who ask for pure CMYK files sometimes get PDF files with spot colors in them. When spot colors are expected, the same color might appear multiple times in a document but each time with a different name.
  7. There is an issue with overprint
    The inappropriate use of overprint is an issue by itself. Issues with overprint can cause page elements to disappear or change color. Small text can become difficult or impossible to read. Overprint is when one color object overlaps another on the printed piece, this is normally used for special effects within the design.
  8. Total ink coverage is too high
    This can cause issues on press because the ink can’t dry properly. This can lead to set-off where the ink of a still wet area rubs off on whatever is stacked on top of it. Too much ink can also lead to muddy browns in neutral areas.
  9. Incorrect ICC (In Color Management) profiles are used
    The use of incorrect profiles can lead to printing the incorrect colors of the finished piece.
  10. The dimensions of the PDF do not match the requested size
    When sending in PDF files to print they should be to size. For instance, if you are printing a 4”x 5” postcard the PDF file should reflect that size plus bleeds. Print ready artwork should always be the size you want to print to avoid errors when printing.
  11. There are issues with flattened transparency
    Flattening can cause thin white lines to appear, shifts in color or make text appear fat. Flattening can also cause white rectangles to appear in graphic elements such as artwork or images. Flattening divides transparent artwork into vector-based areas and rasterized areas.
  12. Colors are not reproduced correctly
    Most pure blue colors are out of gamut for CMYK printers. In other words, the color cannot be accurately reproduced. The same is true for many RGB colors such a pure bright green. It is a good rule of thumb to check these prior to attempting to print or create a PDF for workflow that requires CMYK printing, to view use the Proof Colors function. You’ll see a rendition of what content will look like in the CMYK color space. This doesn’t mean you export RGB as CMYK, but rather this is what will render when printed.
  13. The output intent is missing or wrong
    An example of this is the use of US-specific output intent such as SWOP (Specifications for Web Offset Publications) for files printed in Europe. This can lead to incorrect color separations when printing.
  14. The conversion of spot colors to CMYK differs from the expected result
    When converting any color to CMYK the colors will be slightly off. Especially spot colors which are pre-mixed PMS colors and require the use of one of the press units to be printed in combination with CMYK printing. It is highly advised to avoid converting these colors for printing.
  15. Technical elements are not defined properly
    A document may need to contain data for die cutting, embossing, spot varnishing or other finishing services. A die line should be defined as a spot color and named ‘dieline’ as well as being set to overprint. If a die line is not in the file and is required, it will need to be add in prepress or a new PDF file must be supplied.

Understanding and knowing about these 15 common errors should make outputting files for print more manageable. For more information on Print ready PDF files contact info@premieruplink.com and we would be happy to answer any questions you might have.

2018 Valor Awards Ceremony

November 5th, 2018

Premier Graphics received a 2018 Valor Award from The Work Place & Port 5 Naval Veterans on Nov.1st. The award was for Outstanding Employer for hiring veterans. The 6th annual Valor Awards recognized and honored outstanding individuals and organizations that make up and support the veteran community in Connecticut. The program was put on by The WorkPlace’s Support Services for Veteran Families program and Port 5.

 Opening remarks were made by the Mayor of Bridgeport Joe Ganim, State Representative Steve Stafstorm, and The WorkPlace’s Joe Carbone. After opening remarks the Port 5 Rifle Squad entered the ceremony and Senator Carlo Leone gave thoughtful remarks on the meaning of Veterans Day afterwards Tom Long of The WorkPlace welcomed the Keynote Speaker, Colonel Jennifer Hicks-Mcgowanfrom the U.S. Military Academy West Point.

 

 Awards and citations from the Connecticut General Assembly and the United States Senate.

Representatives of Premier Graphics accepting the Outstanding Employer Award for hiring local veterans.

Valor Award recipient Zofia Szwarc being recognized for making strides through a successful career change and making significant strides towards her personal goals.

  

Premier is committed to the enrichment and growth of the surrounding community and strongly believes providing jobs to the community encourages growth.  We are especially proud of our veteran employees who work hard day in and day out, and certainly, perform their jobs with a sense of pride.  We look forward to these employees having long, fulfilling careers in our organization.

Premier Expands Customer Service Team

October 22nd, 2018

We are pleased to announce that Annie Cantilena has joined Premier Graphics as Senior Project Manager. Annie brings more than thirteen years’ experience in project management and creative operations.

Annie is looking forward to learning all the steps in the project lifecycle at Premier. She hopes to use this knowledge to help identify areas of the process needing improvement.

Annie lives in Greenwich, CT with her spouse and 2 year old son.

“We are excited to have Annie join our growing team. She brings talent and experience that we need to achieve our aggressive plans for the years ahead. The addition of this new position will allow us to better serve the growing needs of our clients” – Cesar Garcia, President of Premier

Creative Printing: Ferrari

October 12th, 2018

To celebrate Ferraris creation in 1947, Ferrari has come out with a retrospective book that is just as exclusive as its cars. The print run for this epic book is limited to 1,947 copies and they cost upwards to $30,000. Of the 1,947, 250 of them are a limited edition that come with a bookstand that replicates the shapes of their 12 cylinder engine. The remaining 1,697 Collector’s edition copies, going for $6,000 each, will be offered with just the aluminum case instead.

The hefty coffee-table book is 514 pages and the size is 12.7in by 17 inches. The book also features a hand-stitched minimalistic cover design with the Ferrari horse in silver on top of the racing red background. All copies are signed by Piero Ferrari, the company’s vice chairman and the only living son of Ferraris founder Enzo Ferrari. The 250 limited edition copies carry the signatures of John Elkann, Ferrari’s current chairman, and the late Sergio Marchionne.

The book was edited by Pino Allievi, a Ferrari historian who worked with Enzo Ferrari on the 1998 book “Ferrari Racconta,”. This book has hundreds of unseen Ferrari photographs, drawings and sketches from the archives and private collections from around the world, as well as original documents of famed Ferrari drivers. This book is a great example of Ferrari’s product branding and homage to excellence. Ferrari did an exquisite job from product design, packaging and presentation. Without a doubt this book embodies Ferrari in every single luxurious detail even down to the price tag. Ferrari’s attention to detail and craftsmanship really shine in this collectible piece that looks as if it is ready to hit the race track.

The upcoming book, titled simply “Ferrari,” will be published in October of this year.

Below are some images from the book:

Augmented Reality and Direct Mail

October 5th, 2018

 

Direct mail is one of the most effective marketing channels. Add a mobile three-dimensional element such as augmented reality (AR) and you have a real opportunity to see a higher rate of return.

When deciding to implement AR into your direct mailings you have to use it effectively. Just adding AR to your mail piece for the sake of a mobile component does not mean that it will help improve your ROI.

Factors to consider when deciding to use AR in your mail pieces:

How: Understand how AR works and the best ways to implement it. Consider that some users will have to download an app.

Define: What are you trying to accomplish by using AR? Boosting your ROI is a given but what else are you looking to achieve? Branding? Product features?

What: What feature or incentives will your customers get by using AR? Coupons, discounts or other type of perks?

What are the benefits of using AR with direct mail? Pieces come to life by adding another sensory experience. You can provide more content than a normal mail piece can. You can track clicks easily. Your piece will have a “wow” factor creating longer user engagement.

Those marketers using augmented reality are creating a fun, engaging experience.

There are so many creative ways to enhance your users experience. Remember to describe in easy to follow steps how to use it. Enticing messages will help drive people to try it out. When you use AR with your direct mail you will see a big difference in the interaction with your mail piece.

If you have video or animated content and you have your direct mail art, Premier can easily help you link them with AR.

Are you ready to propel your marketing to the next level by using AR? Contact info@premieruplink.com for more information.

Have You Considered Digital Brochures?

September 20th, 2018

the digital age we live in, we are constantly bombarded with marketing clutter. In fact, it has been reported on average consumers are exposed to over 4,000 marketing messages per day. As a result, it is becoming more and more difficult for marketers to cut through the noise and gain the attention of their target markets.

While marketing messages can be found just about everywhere, the unique appeal of video brochures is that they can capture the attention of prospects and give them a more modern, engaging experience. Video brochures combine the best of both worlds, print and digital technology. They illustrate printed content very attractively and they are impressive to hold. The “magic touch” that makes these brochures more memorable is the personalized video you can upload to them.

When included in sales and marketing campaigns they enhance your reach. According to a report from IAB.com, videos make marketing campaigns more effective by generating an increase in brand recall by up to 33% and message recall by up to 45%. Evidently, based on those numbers, video marketing is worth it. Studies also show that recipients view video brochures as novelty items and not throwaway marketing pieces. These brochures can be used for sales, marketing, recruiting, training, branding, motivating, fundraising, sharing testimonials, and many other purposes. The possibilities are endless.

Below are some examples of a few video brochures styles:

 

 

 

 

 

 

Here is a video about this project for your reference: https://youtu.be/_Pu8yAfCq94

For more information on video brochures contact info@premieruplink.com

Premier Expands with New Team Members

September 14th, 2018

Jorge Rojas has joined Premier as Director of Production.  Jorge brings more than 15 years experience in electronic engineering, printing, manufacturing and operations management.

Jorge earned his MS of Industrial Engineering at Polytechnic Institute of New York University; Graduate Studies in Operation Management at the Institute of Higher Administration Studies, Caracas, Venezuela; and, a BS in Electronics Engineering at the National Polytechnic University of the Armed Forces, Caracas, Venezuela.

Jorge lives in Long Island NY with his family.

 

 

Marco Colon has joined Premier Graphics as 2nd Shift Manager. Marco brings more than twenty-five years of experience in leading planning, logistics, inventory control, cost savings, time optimization, ERP System, GMP, ISO, Lean Manufacturing and Six Sigma accreditations.

Marco is looking forward to engaging with the family of Premier and with his experience work together to move the operation to the next level.

He lives in Waterbury, CT with his wife Jackeline. He enjoys sports, arts and working with the community to offer opportunities and improve quality live in his surroundings.

 

“We are excited to have Jorge and Marco join our growing team. They each bring the talent and experience we need to achieve our aggressive plans for the years ahead” – Cesar Garcia, President of Premier

Paper with the Soul of Rock and Roll

September 10th, 2018

Today I was recently gifted with a product sample book from Sappi. The collector’s book was created by Sappi to highlight the stock that it was printed on: Opus; Paper with the soul of Rock & Roll. This publication features the work of Baron Wolman during his career with Rolling Stone Magazine in the late 60’s and 70’s. The portraits that are featured in the book are of artists such as Jimi Hendrix, The Who, Janis Joplin, and The Rolling Stones, to name a few. This book is definitely a keepsake for anyone that loves Rock & Roll and was beautifully crafted and the paper itself is a lovely stock with a nice smooth feel.

Inside the oversized flat mailer was the book that featured a poster which was folded around it as the book cover. The book itself is square like a vinyl case and has the texture of a vinyl record. This was done with 4 Color HD Ink, Reticulating UV Varnish and overall Gloss UV Coating on 130# Sappi Opus gloss cover. The body of the book was printed on Sappi Opus 100# dull text with 4 Color HD Ink, UV Varnish and spot dull UV Varnish.

Here is a little bit about Opus:

“Opus offers the broadest range of weights and finishes across sheet, web and digital formats. The family tree includes Opus PS, a solution optimized for direct mail—with superior glueability, fold-ability and caliper guarantees for predictable postage costs—and Opus Digital, which is optimized to perform across digital printing platforms. With unrivaled versatility, Opus delivers the right impression on multiple touchpoints.”

Below are some images of the book:

For more information contact us at info@premieruplink.com

Why Work With A HIPAA Compliant Printer?

August 31st, 2018

What is HIPAA?

HIPAA is the acronym used for the Health Insurance Portability and Accountability Act instituted in 1996. The act requires organizations that work with sensitive health-related information to adhere to national standards for code sets, unique identifiers, and data security. This act is in place to protect sensitive information (as related to health and identity) belonging to individuals.

How does HIPAA fit with printing? Statements, bills, id cards, welcome kits,EOB’s and medical documents are all printed and mailed. Many medical organizations have thousands of patients and require a printing facilty to print and mail  information sensitive documents. Being a HIPAA compliant printer means there are regulated processes to handle sensitive client information.

How can a Printer be HIPAA compliant?

Certification

Third-party certification is not recognized or mandated by the US government, but it is a way for businesses to make sure they are compliant with HIPAA procedures. Third party company’s assess current data security and help make corrections to make the organization HIPAA compliant. It is a great way for non-medical industry organizations to show that they understand HIPAA regulations.

Employee Training

For handling documents with sensitive medical information, employee education is essential and most important. HIPAA training and testing guarantee that staff know and understand the correct ways to handle sensitive information.

Secure Facilities

The facility must also be secure for printing, assembly, and the mailing of sensitive medical information. The printing facility must also put an emphasis on keeping passwords, network access, and electronic files safe and secure.

Premier is HIPPA compliant and understands the importance of data compliance. No one wants to take risks with sensitive client information. You need to know and trust that your printer is able to securely print, assemble, and mail your client’s information. By working with Premier, a HIPAA compliant printer, you know that we understand what it takes to handle your sensitive data correctly and safely.

Did you know that Premier will send out over 30 million medical ID cards this year? For more information about our HIPAA compliant facility contact info@premieruplink.com

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