For a variety of reasons, an increasing number of people are choosing to unplug these days. That doesn’t mean they don’t use the Internet or aren’t interested in browsing websites, but it does mean that print media is far from dead. Print is still widely seen as a credible source—after all, if someone took the time to print an ad and mail it, it must be important! As a result, there are many ways your marketers can utilize print media to increase engagement with target consumers and produce higher conversion rates for your business. 1. Limiting Online Distractions It’s impossible to ignore online distractions these days—from flashing ads to loud, auto-played videos, it can be difficult to focus all your energy on the content of a website. Notably, recent neurological research has revealed that readers of print media have a much longer attention span than those reading on the web. This makes a lot of sense when you consider how much you’re bombarded by online distractions! In short, the act of “deep reading” with print—that is, reading actively and without distractions—allows users to become fully engrossed in your content rather than have their attention bounce back and forth from ads to text, which can limit their comprehension of the information. 2. Attracting Customers to Your Website Sure, print products sound great, but you may be concerned that print can’t include every aspect of your services. While that’s sometimes true (depending on the size of your service line), it can actually be beneficial to omit some information from your media. In that regard, using print is a great way to initially attract clients to your website, where you can then provide any and every detail of your services. The odds are they will be more interested in your website because they’ve already developed questions or other interests from viewing your print piece. 3. Standing Out from the Online Crowd It’s true that using the Internet has become one of the most common forms of marketing and advertising, but in reality, people are more interested in what others are NOT doing. The less print is seen, the more it becomes a bigger opportunity to grab your target audience’s attention. A well-designed, thought-out piece of print marketing (with relevant content, of course) can pique the interest of a reader much more than an overdone banner advertisement. It’s easy for prospects to tune online ads out, but they’ll take a few more moments to check out an intriguing piece of print. 4. Final Thoughts It’s important to remember that you can’t just throw out any type of print advertisement and hope that your prospects will be hooked—your audience is still looking for a fluid and innovative design, relevant and easy-to-read content, and a medium that suits their lifestyle. Advertisers Printing can help you find the best ways to take advantage of print media. We’re a full-service, sustainable printing company that offers start-to-finish assistance on any project you have. From initial planning to final distribution, we have decades of print experience with materials ranging from professional business cards to bound books, compelling posters, and even banners. Contact Advertisers Printing, a St. Louis Printing Company today for more tips on how to influence your target consumers with print media.

With the rising awareness of climate change and other important environmental issues, many printing companies are scrambling to earn coveted recognition as an eco friendly printing company. Our sustainability journey began in 2004 and we’ve been guided by a Triple Bottom Line philosophy in maintaining the fragile balance between People, Planet and Profits. It is through that cultural lens that most of our critical decision making is made. Let’s take a look at what it truly means to be an eco-friendly printing company. Working with a Sustainable Printing Company If you’re looking to work with a sustainable printing company, we recommend reviewing their initiatives in these three areas. Sustainable Printing Practices Some companies talk a big game about being environmentally friendly, but in practice, they do the bare minimum required of them. While it’s admirable to make any strides towards sustainability, you should look for a company where  sustainable printing practices are a cultural mantra for their people and processes. The firm should have a record of meaningful sustainability achievements and milestones. To include onsite renewables such as rooftop solar, critical landfill avoidance goals and use of efficient gas-electric hybrid vehicles which can save thousands of gallons of fuel each year. Eco-Friendly Policies Eco-Friendly policies on sustainability should be prominently featured on their website for your review. In their written policy, companies should list out the various programs and commitments they do to prove they are green. You should also consider asking a company about their carbon footprint; how they approach material procurement, production, and logistics can have a huge impact on the environment. Take a look at our Advertisers Printing Sustainability Policy here.  Proof Third party validation is especially helpful in determining if the company you want to do business with engages in environmentally friendly practices. We recommend looking for these certifications: Sustainable Green Printing Partnership (SGP) B Lab US Green Building Council (USGBC) US Environmental Protection Agency (EPA) These organizations evaluate, measure, and monitor businesses for their environmental practices. Most printing companies have FSC or SFI certification. While remotely associated with sustainability, This merely deals with the material sourcing inputs. Base level stuff that is relevant but only about 25% of the sustainable story. The more important decisions involve the measure of sustainability within a manufacturing firm and production processes. Certified Sustainable Options Earning certifications is one tangible way for a company to show its continued commitment to sustainability. In addition, it proves companies work daily to reduce environmental impact while increasing social responsibility. Companies committed to sustainability offer relevant solutions across all of their services and processes. Examples of sustainable programs include: Comprehensive recycling of ink, paper, metal plates, and other materials throughout operations. Use of carbon neutral, plateless, zero spoilage, digital offset printing equipment Only utilizing low-Volatile Organic Compounds (VOC) or VOC-free inks and coatings for printing. Constant improvements to facilities and vehicles to enhance energy efficiency and use. A program for recycling and repurposing paper goods at local schools. Scheduling pickups of print materials for clients for recycling or repurposing. Sustainable companies should conduct business and deliver quality work in an environmentally responsible way each and every day. Sustainability Policy Sustainability means a commitment to working safely, protecting employees’ health and welfare, and preserving the environment while still delivering the highest quality product and superior service. Eco friendly companies should have a policy to: Comply with applicable laws and regulations concerning safety, health, and the environment. If non-compliance is found, environmentally friendly companies will immediately take action to remedy any problems. Provide employees, clients, and visitors with a safe and healthy work environment. Commit to pollution prevention by reducing, reusing, and recycling materials used in the printing processes along with items used personally by employees while at work. Communicate the sustainability commitment to employees, clients, vendors, contractors, and visitors.Take actions necessary to continuously improve all business areas, including safety, quality, service, health, and environmental matters. Comply with applicable laws and regulations concerning safety, health, and the environment. If non-compliance is found, environmentally friendly companies will immediately take action to remedy any problems.Provide employees, clients, and visitors with a safe and healthy work environment.Commit to pollution prevention by reducing, reusing, and recycling materials used in the printing processes along with items used personally by employees while at work.Communicate the sustainability commitment to employees, clients, vendors, contractors, and visitors.Take actions necessary to continuously improve all business areas, including safety, quality, service, health, and environmental matters. Final Thoughts Finding a sustainable company to work with doesn’t have to be a chore if you know the right questions to ask and certifications and practices to look for. We’re proud to say at Advertisers Printing, we’re highly committed to becoming one of the single most sustainable print providers in the entire U.S. Notably, Advertisers Printing is one of less than 60 U.S. printing companies to have earned SGP (Sustainability Green Partner) Certification, the industry standard for sustainability performance. For more information on environmentally friendly policies and practices (as well as how our services meet those goals), contact Advertisers Printing, a St. Louis Printing Company today.

Although many other business aspects are going (or have already gone) digital, many people still seem to prefer physical business cards to digital business cards. Their reasons for this preference may vary, but it got us wondering: is one type of business card better than the other? Or are they equal, even in today’s digital age? Let’s take a look at the pros and cons of printed and digital business cards–and the reasons why they are still necessary at all. Business Card Basics Discover business card basics on physical and digital business cards. Business cards are still an important part of face-to-face networking. They are an extension of your brand that gives recipients quick and concise access to your information. Depending on the information you choose to include, business cards might also serve as a call to action. Digital cards typically only cost the amount of the app. A physical card’s cost, though, depends on the quantity ordered as well as the printing specifications. Notably, custom printed business cards tend to have a high ROI for a low investment cost–especially when they help you close a deal. Generally speaking, business cards should include the following information: Name Job title Company Phone number Email address Website Physical address If you have the space, consider adding these details: Company logo Personal photo Company tagline or mission statement QR code Social media links If you’re starting to collect business cards on your desk, though, consider taking the person’s information and putting it into your CRM and/or connecting with them on LinkedIn in lieu of keeping the card. Benefits of Printed Business Cards Printed business cards have a few benefits, including: The opportunity to customize a visually-appealing card that communicates your personal (or company) brand. Cards can be printed in all shapes, sizes, and colors! If you can dream it, you can print it. Acting as easy-to-find giveaways at conferences or other networking meetings. They are tangible reminders of who you are and how you met. Two drawbacks include: It’s hard to update contact information (like an email or phone number) once they’re printed. You only have as many cards as you print–so you may run out (or have an excess in storage). Benefits of Digital Business Cards Two benefits of digital business cards include: Apps allow you to easily share your details with other users directly or through their email if they don’t have the same app. Easier to generate online networking opportunities. Digital also allows for more space/fuller profiles, meaning you can easily incorporate your social media links, for example. However, some downsides to digital cards include: Certain business card apps change like the seasons. In addition, poor Wi-Fi connection could make it difficult to connect and share your information. You often have to pay to link to custom domains, which could cost you more money in the long run. Why Not Both? Of course, there’s a way to take advantage of the best of both worlds: if a person has a physical business card with a QR code, there are apps you can use to scan the person’s information, which will send you to a link of their choice. Another kind of app allows you to scan the business card and input the information directly into your phone’s contact list, saving you the time and hassle of manually entering that data. Closing Thoughts In the end, whether you use printed business cards or digital business cards, as long as you are taking advantage of the networking that the cards give you, you are using them to their advantage. Advertisers Printing is a full-service, sustainable printing company that offers assistance from marketing to final printing solutions. We have decades of experience printing materials, including business cards. As we mentioned earlier, if you can dream your customized business card (and create it!), we can print it. For more information on how we can help you meet your marketing and printing goals, please reach out to us. We are ready to tackle any size project you might have!

First impressions count. And in a crowded marketplace, your marketing collateral has to work harder than ever to make an impact. It starts with choosing the right print service provider, one whose manufacturing processes and core values match your needs. From business cards to flyers and everything in between, Advertisers Printing has seen–and printed–it all. We are ready and able to assist and produce quality collateral at an affordable price (less than what you’d pay to do it in house) and in a timely manner. Give your house printer a break–let us do the heavy lifting… we mean, printing. Why should you trust us with your printing needs? We are a one-stop shop that removes the administrative and management burdens of printing and distributing your marketing collateral. We are a print communications firm committed to clients, quality, and sustainability. We make the production and distribution of your print marketing materials a “no brainer” on your end. Our new large format digital printing press was added specifically to offer our clients faster product turnaround as well as a more sustainable printing approach. In fact, each sheet can be personalized based on prospect data, personalizing outreach. This printer also enables on demand printing, so you can order as many or as few materials as you’d like, with no increase in cost. We also offer… A Skilled Team: Our representatives have better technical print knowledge than the competition. Got a question about our process or products? We’re happy to answer any concerns quickly and accurately to help you get your project’s ball rolling. Quality Certifications: Over 400 independent judges in printing competitions across the country (and hundreds of positive testimonials) have awarded us for blowing away the competition; it’s proof that we are dedicated to producing high-quality products. Sustainability: We are one of less than 50 printers in the world (yes, the world) to have earned the SGP Certification, a rigorous process that proves our dedication to sustainable, green printing. That said, we are also the only SGP certified printer in the region. Color Consistency: We are G7 certified at the highest level in both our offset and digital printing press departments. What does this mean? You get the exact color shade you want printed every single time–no changes and no surprises. In fact, we have a G7 certified instructor on staff to ensure the highest quality print job. Automated Processes: Get to market faster with a better product. Our automated workflow means that you save time and money without sacrificing quality. The HP 10000: This monster digital press is only one of two in our home state. It’s so big that it can handle projects up to 20.8″ x 29″–all day, everyday. It’s a beast that can effortlessly handle anything you throw at it: tabloids, posters, fine art books, canvas wall art, book blocks, over-sized books, more business cards than you’ll know what to do with… you name it, we can print it. Plus, the HP 10000 can chew through a larger quantity than a typical digital press; it’ll print up to two and one-half times as many pieces per sheet. Still not convinced? You should also know that we specialize in digital printing. In fact, our digital printing is actually digital offset, which delivers much higher quality than typical digital printing. We use liquid toners–not dry–resulting in print quality that’s not only equal to offset, but also, in some cases, even better. You get the highest quality digital output available today while also benefitting from significant cost savings compared to traditional printing. At Advertisers Printing, we are committed to quality, sustainability, and clients. We like to think of ourselves as an extension of your team rather than just your printing service. We work to reduce your costs and produce an incredible final product that represents your identity–and that will keep your clients coming back for more. For more information on how we can help, contact Advertisers Printing, a St. Louis Printing Company today. We look forward to becoming a part of your team!

About 20 years ago, right when email was beginning its takeover as one of the quickest and most effective ways to communicate, people loathed receiving direct mail advertisements. That’s because they received dozens of pamphlets, booklets, flyers, and handouts all promising their company was offering the best solution for whatever problem they might have. Today, though, the tables have swiftly turned: people look forward to receiving direct mail, which has become much less frequent in the advent of email marketing, and groan every time they open their email inbox to see hundreds of promotions and spam emails. That being said, direct mail shouldn’t be viewed as an antiquated method of marketing; rather, since so many companies have dropped out of the space over the years, it’s a chance to stand out and have your message heard. Why Direct Mail is Better than Email Consider this: 98% of Americans check their mailboxes every day, and 79% of mail received is read for at least a minute. Compare this to the pitiful open rate most email marketing campaigns strive for–20%. That said, direct mail is now preferable to email for many reasons, including: The delivery rate of direct mail is about 98%, while email delivery is about 50%. And of the emails that do get delivered, chances are they’ll be a victim to the trash button. Direct mail does not require an opt-in in the same way that email does. Most office workers receive an average of 121 business emails and 100 personal emails a day. On the other hand, the average household only receives 16 pieces of direct mail a week. Emails rely on subject lines to entice readers to open them; direct mail has limitless space to personalize and stand out.Americans tend to keep direct mail pieces for about 17 days, whereas the average lifespan of an email is two seconds. Direct mail generates response rates that are 600% higher than all digital channels combined. Specifically, email marketing had a 3.7% response rate with house lists and only 1% with prospect lists. 56% of consumers believe that printed marketing, including direct mail, is the “most trustworthy” media channel. Email marketing, conversely, is viewed as spammy and informal. Three out of five Americans enjoy receiving direct mail about new products versus 43% who enjoyed opening emails about a new product. The Dos of Direct Mail In order to keep your direct mail efforts out of the trash, make sure you heed the following tips: Mail your piece to the right people; be as specific as possible with your recipient list. Creating personas is helpful for this step. Spruce up the mail; grab your reader’s attention quickly. Keep your message clear, simple, and prominent. Include a sense of urgency (like an offer or incentive) or a call to action to increase the reader’s interest. Keep sending mail–direct mail becomes most effective after the third piece sent. Read about our 5 tips for Successful Direct Mail here.  …And the Don’ts Keeping in mind the best practices for direct mail marketing, be sure to avoid doing the following: Using an unreadable font. We know, there are so many neat fonts to choose from, but if you want people to actually read what you sent, make sure you use an appropriate font style and size. Lying; always be open and honest about whatever you are offering. Otherwise, you risk alienating your target audience. Sending to an old list. If your list is three years old (or older), don’t bother using it. Make sure you keep a clean mail list to ensure maximum results. Using an unclear call to action (or not including one at all). If you don’t include this: mail, meet trash. Focusing on product features, not benefits. When you’re trying to sell to someone, you don’t want to focus on all of the new colors your product is available in, for example. Tell them how the product can help them solve their problem. Final Thoughts At Advertisers Printing, we can help you get your direct mail campaign on track. We offer both marketing solutions and printing solutions that are sustainable and efficient. For more information on how we can help you, contact Advertisers Printing, a St. Louis Printing Company today!

To the everyday consumer, the idea that you need to choose the “right” paper for a printing project seems absurd; after all, it’s just paper! But if you ask any design or marketing professional, they’ll tell you it’s a decision worth stressing over. Some of the most important factors for picking the right paper for a project include project type, material, price, coating type, thickness, and brightness and opacity. Let’s take a closer look at each feature. Where to Begin The first question you should ask yourself is what the project you’re creating is and what it will be used for. You’ll also want to know: who is the project’s target audience? Will it be sent through the mail or handed off? Once these questions are answered, you should consider the type of material you’ll want to use. Most papers are made from wood, but some are produced from cloth and synthetic fibers. Sustainable, environmentally friendly paper is also an option. Additionally, you may want to use paper that has not been bleached or that substitutes oxygen-based compounds for chlorine compounds; look for TCF (totally chlorine free), PCF (processed chlorine free), or FSC-certified (Forest Stewardship Council) labels. Price is also an important factor. Keep in mind that paper averages about 30% of the cost of a print project. Ideally, you’ll want to pick a paper that functions well above all else, but avoid breaking the bank. Coated Versus Uncoated In regards to paper, a coating is a covering of hardened clay material that better displays text and images with sharper detail and denser color. Coatings come in a variety of styles, including non-shiny matte, dull, gloss, and cast-coated and can be done on one or both sides. Since a coated sheet of paper is hard to write on, it is recommended for brochures, catalogues, postcards, and packaging. In terms of readability, paper with less glare is easier on the eyes than gloss papers. The trade-off is that gloss paper tends to be more eye catching initially. On the other hand, uncoated paper has a non-glare surface and is more absorbent. As a result, this type of paper can be textured or smooth and is easy to write on. Uncoated paper is best for stationery, standard envelopes, inexpensive flyers, newsletters, and other products you want to write on. Thickness When considering paper thickness, compare cover stock against text stock. Cover stock is thicker and is often used as a cover for paperback books. Text stock is thinner, looser, and more flexible, like a sheet of printer paper. Usually, brochures, flyers, and other direct mailers are printed on text stock. Thicker paper tends to be best for die-cutting, embossing, and foil stamping. Thinner paper, though, is usually cheaper and more environmentally friendly. Brightness and Opacity Paper brightness affects how readable text will be; the brighter the paper, the more readable. Brighter paper also displays colors more accurately, making it the best choice for high-end advertising and fine art printing. Blue-white papers in particular are especially popular right now because they have a higher brightness; similarly, warm white papers are comfortable on the eyes and are best for projects with a lot of text. Opacity is the measure of a sheet of paper’s transparency. Paper with 100% opacity means that you cannot see through it at all; by contrast, paper with 0% opacity is completely transparent, like tracing paper. If your project will be printed on both sides of one sheet of paper, and if there is a lot of text, you’ll want to make sure the paper’s opacity does not allow any text to show through from one side to the other. One tip to remember is that if you’re ever uncertain about a paper’s transparency, you can always make the paper a little thicker. Final Thoughts When you consider all of these factors together, it might lead to an overwhelming decision process. However, try to remember the very first question we posed: what is your project’s purpose? From there, you should be able to narrow down options until you find the right paper for your project. At Advertisers Printing, we offer a wide array of sustainable printing services and would love to help you with any aspect of your printing project from paper choice to finishing and distribution. Contact Advertisers Printing, a St. Louis Printing company if you have any questions about our commercial printing services.

With the rise in digital advertising and marketing, so-called industry experts have been crowing about the impending death of print media for years. Is printing dead?  Despite these many predictions, print is not dead it is still alive and kicking. Of course, digital marketing offers promises like greater reach and cost effectiveness, but it’s missing many of the perks that only direct mail, for example, can achieve. If you’ve been considering kicking print marketing to the curb, here are a few reasons why you should hang onto the strategy. Print Produces Tangible Printing Products When email marketing was beginning to bud, and when everyone and their mother was sending direct mail pieces, consumers looked forward to opening emails and throwing out the legion of junk mail in their mailbox. Now, the tables have swiftly turned: consumers are inundated with email advertisements and look forward to customized print pieces. Think about it: how many pieces of mail do you have still sitting in your house? And how quickly do you hit delete on an unwanted email? Statistics show that consumers are more engaged when reading printed material; websites can be scanned in about 15 seconds and then ignored, whereas printing products can float around a person’s house for months. Similarly, lengthy information is more readily consumed when it’s in a person’s hands, as opposed to sending several PDF attachments that can be lost in an archive for “later reading.” Not only that, but digital marketing strategies also continue to evolve every day–meaning, if you’re still doing what you did a year ago online, it might now be wrong. Thankfully, direct mail strategies have been stagnant for years–but that doesn’t mean they aren’t still strong. … And Print Statistics Print statistics show that direct mail gets a greater response rate over email: 5.1% versus only 0.6%. And in September 2017, 59.56% of all emails sent were spam. No wonder consumers aren’t opening emails from companies anymore! Direct mail also offers one-to-one customization that supports relevant, timely, cost-efficient, and time effective campaigns. According to the US Postal Service, 81% of direct mail recipients read or scan their mail daily. Further, the Direct Marketing Association found that 65% of consumers have made a purchase based on direct mail advertising. Consider the following print statistics from Print-Print’s 2015 infographic: 78% of consumers prefer to read information on paper. 72% believe that printed documents are easier to read. 84% agree that information is better retained when they read print. 87% agree that companies have only shifted to digital marketing to save money. 79% feel “relaxed” when reading print. 54% pay more attention to printed advertisements. More Print Branding Opportunities Print branding gives consumers a sense of credibility and of your brand identity. Print also looks much more legitimate than the dozens of annoying pop-ups and banner ads people can experience on any given day. In addition, consumers are weary to click on those types of ads for fear of downloading a virus; on the other hand, there is no imminent danger in opening a print ad. Print ads also give companies the opportunity to spread their brand across different mediums, and they can establish an emotional connection with consumers through custom-designed materials, including distinctive features like paper, foils, die cuts, and so on. This unique look helps companies deliver positive, engaging, and powerful results. Bridge the Gap between Print and Web Print and digital marketing should work in tandem to create an effective and engaging campaign. One way to bridge this common gap is by placing QR codes on print pieces; when they scan it, consumers can be pushed to a landing page or your website for more information. Business cards are also a prime example of bridging the gap. Although there are platforms that allow you to create and share digital business cards, printed cards continue to reign supreme for many reasons: they’re easier to collect and share and they contribute to a company’s branding. Final Thoughts Now that we’ve convinced you to do print marketing, who can you trust to print your materials? Advertisers Printing is a full-service, sustainable printing company that offers assistance from marketing to final printing solutions. We have decades of experience printing materials ranging from business cards to bound books to huge posters and banners. If you can dream it (and create it!), we can print it. For more information on how we can help you meet your marketing and printing goals, please contact Advertisers Printing, a St. Louis Printing company. We are ready to tackle any size project you might have!