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We came across some interesting articles on an industry publication website (PrintCAN) and the related Canada Post blog entry about how your brain works when exposed to marketing messages. A team of neuroscientists looked at how subjects interacted with direct mail (printed pieces) vs. various digital marketing and how they can work together. This is reportedly a first in this this kind of study and their 2 main questions were:
What is the best media mix to optimize consumer attention, engagement and response?
What sequence works best when using digital and direct media channels?
A review of their resulting whitepaper, “A Bias for Action”, PrintCAN boiled down some key findings:
1) Direct mail is easier to understand and more memorable than digital media. It takes 21 per cent less thought to process, and creates much higher brand recall.
2) Direct mail is far more persuasive than digital media. Its motivation response is 20 per cent higher — and even better if it appeals to senses beyond touch, such as smell and hearing.
3) Direct mail gets the message across faster. Our brains process it quicker than digital media. An important difference in an era when goldfish have longer attention spans than the average human.
4) Direct mail is more likely to drive consumers to act on your message than digital media.
Generally speaking, the study found that the combination of traditional print marketing with digital marketing in the right order can increase the effectiveness of the marketing initiative significantly.
For the full article on Canada Post’s website, please follow this link:
For the PrinCAN article, please follow this link:
For the full PDF of the study, “A Bias for Action”, please follow this link:
From all of us at Direction, wishing you an amazing Christmas and a Happy New Year!
Happy Halloween from Direction Printing!
The last few years has shown an ongoing movement within the print industry to become more environmentally friendly.There are many forestry programs that provide jobs as well as a supply of raw materials for printed materials. A huge amount of recycling to offer renewable materials, but there is also an energy component to creating those materials. The largest challenge is to come up with sustainable materials and there are great solutions such as using hemp products. Which can be another article all together. But to start hemp is 7-8 x’s more recyclable than paper. Paper is only 3’s recyclable. Hemp paper does not require bleaching, which means less chemicals, it is stronger thus longer lasting and 1 acre of hemp produces as much as 4 acres of trees yet only takes 100 days to grow to a stage where its fibers can be used.
So what is the right step for your company? While most larger companies have already made the switch to offer greener solutions, it’s never too late to start! Today’s consumer is much more environmentally aware and wants to make sure that they’re doing their part as much as possible. Making decisions to support companies that support recycled materials or paper from sustainable sources is a factor these days. Budgets are of course a factor as well, but there are some options that do not break the bank.
FSC stocks are a simple option that allow businesses to help with the sustainable forestry movement. FSC (Forest Stewardship Council) is an international non-profit, multi-stakeholder organization established in 1993 to promote responsible management of the world’s forests. The FSC does this by setting standards on forest products, along with certifying and labeling them as eco-friendly (FSC information taken from Wikipedia). What that means is that by printing with FSC regulated stocks, you’re supporting their efforts to manage forests in a way that makes then sustainable.
Another option is choosing stocks with a higher than average recycled content. Most stocks have SOME % of recycled materials, but there are specific stocks that have 50% or 100% post-consumer recycled materials used in the manufacturing of that particular stock. Choosing this option is sometimes more expensive, but you’re helping keep the paper/pulp from recycling programs circulating with a new life.
Ink is another thing that people don’t usually think of as having environmental impact. Many printing companies (Direction Printing included) have made the switch to using inks, coatings, and chemicals used in print production that are vegetable-based where ever possible. Traditional inks that are petroleum based which can be much more harmful to the environment. They can eventually lead to contamination of the local groundwater and soil.
Vegetable-based alternatives are typically better for the environment and have less of an impact during the recycling process as they tend to be removed easier during the washing processes. But don’t let the fact that they’re vegetable-based make you think that they’re inferior, they still produce as good of results as standard inks.
Overall production processes are also becoming more efficient as each gen of equipment is engineered and re-engineered. While there is obviously always going to be power needed for any type of manufacturing process, printing included, the simple changes/switches in lighting and power saving equipment are helping to reduce the energy used per project.
If you have a mandate or project that you’d like to have a quote on for more environmentally-friendly options, we’d be happy to discuss.
Hoping you have a happy and safe Canada Day from the entire Direction Team!
The True North, Strong and Free!
Let us help you create a unique wall. We can work from existing graphics or create something new to compliment your space. The installation process is simple, only a few hours and then you can enjoy the “wow” factor that a full wall graphic brings to an office, retail or even residential location.
Contact us today to discuss further!
Don’t throw a funeral for printing budgets. The future still needs print for effective advertising.
While many media companies think print materials are out of date (think: direct mailing ads, magazines, billboards, etc.), some of the top industry professionals from Forbes warn companies otherwise.
So why should your company budget include print costs? Here are the top 5 reasons:
Check out this article for more insights on why companies need a print budget:
Reviewing your marketing strategy for 2019? Stay on top of marketing trends by using these leading strategies.
1) Use Old-School Marketing Ideas—Physical brochures, coupon value packs, and brick and mortar approaches to business aren’t gone. Just be sure to use these tools effectively by micro-targeting your customers.
2) E-Commerce Marketing—This is a marketing trend that’s not leaving anytime soon. As e-commerce gets more technology enhancements, you can create an even better experience for your users.
3) Video Marketing—It’s not just for big budget companies. It’s important to use video to create a story for your audience to see.
4) Use Automated Marketing—Accomplish goals in less time with automated tools and use your time more wisely to plan and execute more marketing strategies for the future.
5) Inbound Marketing—B2B companies, take note! Use inbound marketing to bring in prospects, engage them, and provide them with something valuable. Authenticity is key.
Read more about these trends and how to incorporate them into your marketing strategy with this article: https://www.business2community.com/marketing/5-surprising-marketing-trends-that-will-continue-to-blow-up-in-2019-02129656
How To Successfully Choose Brand Colours
Are you rebranding in 2019 or choosing brand colours for the first time? Here are 5 things you must consider:
1) What emotion will these colours evoke?
Every colour drives an emotional response from the viewer. Choose colours based on what you want your audience to feel when looking at your brand.
2) Do the colours and brand typography work together?
Choose colours and typography that complement each other and provide a similar emotional response.
3) How will the colours impact purchasing decisions?
Majority of purchasing decisions are based on initial judgments and colour. Make sure your colours bring buyers in quickly and don’t scare them away.
4) How does this colour relate to the target audience?
While there are similarities in the emotions colours evoke, you can get extremely specific to your target audience and what they are drawn to.
5) How do the colours connect to your overall goal?
The colours you choose for your brand should enhance your overall goals and speak to your company’s message.
Ready for more tips and colour tool resources? Check out this article: https://www.inkondapaper.com/hidden-in-plain-sight-how-to-choose-your-brands-colors/
From the entire Direction Team we wish you a very Merry Christmas and a Happy New Year!
Here's a tasty recipe for gingerbread cookies to bring you some holiday cheer!
2 ¼ cups flour
½ cup white sugar
½ cup butter softened
½ cup molasses
1 ½ tsp cinnamon
1 tsp baking powder
1 tsp ground ginger
½ tsp ground cloves
½ tsp nutmeg (grated or ground)
½ tsp baking soda
½ tsp salt
Directions: (makes approx. 24 cookies)
Note - Mix all dry ingredients together first and then add the wet (egg, butter and molasses).
In a large bowl with mixer at low beat all ingredients together.
Cover the bowl with plastic wrap and refrigerate dough in bowl for 1 hr.
Preheat oven to 350°
Grease cookie sheet with butter
Lightly flour your working surface and your rolling pin…take the dough out (divide dough in half) use first half and then the remaining half. Roll dough out to be 3/16” thick and punch out your desired shapes and place cookies ½ inch apart on a baking sheet.
Bake for 10 minutes, 12 minutes max. Cool cookies on cookie rack then decorate as desired.