Maybe it’s the feeling of sophistication that comes with a more neutral or monotone palette? It’s also a softer way to greet the season and is reminiscent of snow and ice and ‘everything nice’.

 

How do we translate this retail trend into marketing and communications? A shimmer paper is one way. There are lots of these out there and not just in gold anymore – every color imaginable is available – with envelopes too. They started out just being for invitations but why limit them? A shiny pale silver identity system could really a dress up a brand. Food packaging shifted to white and clean a couple years ago – it says ‘simple, clean and fresh’. Even Coca-Cola is doing a white can for the holidays to raise awareness for polar bears. The can is a tone on tone silver and white – quite a departure from the standard blazing red.

 

Textures can be brought into printed design by using felt papers, soft-touch aqueous and wood or feather patterns. Metallic inks and foils have never gone out of style but now we are seeing them in new ways. Metallic silver on an uncoated sheet doesn’t scream shiny but gives a piece a certain subtle ‘pop’. Digital presses now can print a clear coat that stands on top of a sheet. A smart holiday card for Capella used ‘clear’ snowflakes on top of a cream sheet. It had a tactile, almost 3D effect. Other digital presses are now printing white ink. White ink really stands out on a dark sheet but to get that monotone look, what about white ink on a light sheet or shimmery paper?

 

All these soft whites, creams, pale pinks, silvers and golds are prime for printed materials but what about for digital use? It’s hard to have a white on white show up on screen but this softness can come through using the right photographs and images. Glows and shadows and lightening effects can be used to show off this trend. Subtle background textures on web pages or big chunky white or cream headlines, even pulling in some metallic text works on screen.

 

Is everyone ready for this light, bright calming effect? This softer look is easy on the eyes versus contrasting bright colors. It can’t be worked into every brand’s marketing and maybe it’s just a seasonal trend? Gold is often referenced at holiday time ‘Gifts of gold, frankenscense and mer, 5 golden rings, and all of those gold trees and ornaments. Either way, it’s a relief to see sophisticated neutrals and not screaming colors. Let’s all try to add a little shimmer or glow this season and be merry and bright.

When asked how they are planning to divide their 2012 digital marketing budget, retailers surveyed identified paid search (30%), email (18%) and SEO (search engine optimization) (11%) as their top priorities. When asked about mobile and social channels, retailers surveyed said they are either already employing or plan to use the following:

 

 

• Facebook: 87% employ today, 8% plan to employ in the next year
• Twitter: 82% employ today, 8% plan to employ in next 12 months
• mCommerce site: 29% employ today, 42% plan to employ in the next year
• Bar codes/QR codes: 38% employ today, 31% plan to employ in next 12 months
• Mobile application: 19% employ today, 27% plan to employ in the next year

 

 

But the data showed that even though there were plans to invest more, there were two issues to address: data overload and the need to remain flexible about specific spending. One issue is the need to closely monitor the success of the channels and be prepared to shift these priorities in response to success, failures and changing dynamics. For example, it is possible that based on results the retailers may have to change their distribution of SEO, social strategies (blogs, social networks), email, etc. Regarding revenue generation, merchants surveyed said that they expect top-performing channels will be SEO (31%), mobile (mCommerce, iPads, mobile application – 30%) email (22%), paid search (22%) and social media (14%).

 

While the new access to database marketing via digital channels provides more in-depth information about customers, it also overwhelms the majority of retailers. Less than 10% surveyed said that they are in an ideal situation to tap into the data they have to effectively market to their customers and prospects. This is one of the main opportunities for companies offering database services – not only offer the multiple channels but also offer the help with the data analysis.

1. Start with design.

Design printed pieces in ways that minimize environmental impact. This means setting your dimensions so that you maximize the use of space on the press sheet and using local vendors and sourcing local materials to minimize the carbon footprint from shipping.

 

2. Select consumables wisely.

Look for suppliers and order consumables with environmental certifications to ensure that your consumables are properly sourced and handled in a sustainable way. In addition to including recycled content in your paper, give priority to low-VOC, water-, and vegetable-based inks, coatings, and laminates. Look for adhesives and coatings that are recyclable without requiring a special waste stream. Inks can be heavy-metal-free, as well.

 

3. Keep your database up to date.

Why print mail that isn’t going to be delivered? Or that uses the wrong name of the addressee so the mail is thrown away? Make sure you’re running addresses through NCOA on a regular basis. Cull out duplicates (and triplicates) so you aren’t sending multiple pieces to the same address.

 

4. Use targeting and personalization to reduce print volumes.

Switch from mass mailings to smaller, more targeted and personalized mailings. Just as you don’t want to mail envelopes or postcards that never make it to their destinations, so you don’t want to mail packets of irrelevant information to people who will never read it. By sending only relevant information, you save money by not printing unnecessary bulk (postage is likely to drop, as well). You also reduce your carbon footprint on a percentage basis, often substantially.

 

5. Measure the benefits according to net impact.

Remember that greening requires a holistic approach. You might feel that you are forced to compromise in one area, but in total, the sum of the parts may end up being greener or more sustainable (because greening and environmental sustainability are different) on the whole. Work with your suppliers at the outset to get suggestions and tap into their expertise in this area. Prioritize and focus on things within your control.

 

Greening your print doesn't have to be difficult. Just take it step by step. These would be a great start.

For more than a decade, or perhaps even since the advent of e-commerce, consumers have been increasingly researching products, services, and other businesses online, even if they ultimately buy those things offline. (The reverse is also the case; consumers visit a bricks-and-mortar store to scope out a product like a TV, then buy it online if they can find it more cheaply. It has been said that Best Buy is Amazon’s showroom.) This research (or perhaps “presearch”) used to be done from the home computer, but now it can be done using a mobile device, often while we’re in the actual store. Says the eMarketer story: 

 

Some 70% of consumers checked an online source before visiting a local business or restaurant, according to a survey from local content and advertising network CityGrid Media conducted by Harris Interactive in March 2011. Google was the top source, 13 percentage points ahead of online yellow pages. Consumers also checked review sites (13%) and Facebook (12%).

Online Sources U.S. Consumers Check Before Visiting a Local Business or Restaurant, March 2011

Often it is presented as the Holy Grail, but some printers complain that they cannot sell marketing services because it is only relevant to larger customers. But a study by Pitney Bowes shows that small business are interested. According to Pitney Bowes, 76% of small business owners believe that the ideal marketing mix includes both physical (i.e. mail) and digital (e-mail) communications. This is based on a survey of 500 business owners with companies employing 1-99 employees in April  2011.

According to the announcement: 

• 68% said they are interested in e-mail marketing
• 54% reported they are interested social media as a cost effective method
• 12% discussed interest in mobile marketing
• 51% said that even though they were interested in these channels they could not pursue them because of limited resources and time

 

Pitney Bowes also noted that 12 percent of respondents added mobile marketing in the past year, and another nine percent added QR codes. When asked about QR codes, while some discussed not understanding the technology, about half said they were using them on business cards and about half said they were using them in direct mail.

 

According to Debra Thompson-Van, Vice President, Marketing, Pitney Bowes, “Small business owners are increasingly challenged to effectively communicate with their customers and prospects in ways they want to be reached. As a result, businesses are recognizing the requirement and opportunity of adding new customer communication channels. However, they need tools that are easy to implement and more information on how to use them to help build their business. They need guidance in managing those tools, and confidence that they will see a return on their investment."

 

“There’s an interest of combining the physical medium with the digital medium,” she said. The most common ways SMBs are doing this is by adding QR codes to direct mail and to business cards. Thompson-Van also recommends that SMBs combine direct mail and email marketing. “Send an email and a hard copy at the same time,” she said. “It increases the likelihood of your message getting across, and response rates go up because of it.” An example of this combination is in health care, where a doctor can send an email about test results while using direct mail to send the actual reports.

They conclude that traditional and new digital marketing methods are co-existing to create effective campaigns. The report says 58 percent of small businesses surveyed use multi-channel marketing. Business owners are integrating various channels in order to properly serve the needs of their wide range of customers though there continues to be barriers to integration for many. Most impressive in this study was that about half said that they were aware and interested, but did not have the time to invest in getting it started. Sounds like an opportunity looking for a service provider. Small companies are interested and looking for someone to show them the way. 

Do you know if you own your URL and its variations? Many of our customers have no idea where they bought their domain name. If you don’t know when it’s up for renewal or how you are paying for it, then it’s time to check. Run a WHOIS check and see if you are listed as the registrant.

 

Do you own a Facebook, LinkedIn or Twitter account with your brand? If not, get one! Even if you aren’t going to use it now, get the name before someone else does. Try to make your brand consistent across all social media. Continue to monitor new channels regularly – YouTube, Tumblr, Foursquare and others.

 

Do your trade partners always use your brand correctly? Associations, directory listings or news stories? One of our clients, Career Quest, accidently got listed in the Yellow Pages through a typo as Career Qwest. This misspelling of Qwest is conveniently the spelling of the phone company not the career school and can easily cause some brand confusion.

 

Are your employees using your brand correctly, everywhere? Review their LinkedIn profiles and other associations or membership listings. Check out their Facebook pages to see if they mention their employer. Could their personal social media channels reflect poorly on your brand?

 

Is anyone using a similar version of your brand anywhere? Try Googling yourself and see what comes up. Google’s webmaster tools can provide valuable information on how people find you. You can assess your brand’s perception and see common misspellings or phrases used. Has your competitor bought your brand’s keywords? There are web tools out there that can provide reporting on what keywords your competitors are buying.

 

Are you confident in your registration and trademark protection? A good marketing partner and the right attorney can avoid an online takeover of your brand’s followers. The Susan B. Komen Foundation monitors its brand use constantly and defends its Race for the Cure trademark brand voraciously. They say their credibility is crucial and their donors shouldn’t be confused. That signature pink? They prefer you leave that alone as well.

 

Even if your customers aren’t international, every brand used online is technically global. Don’t dismiss a similar brand because it’s not local. It’s a good to be aware and knowledgeable on how your band is being used and displayed throughout all mediums and media. Think of your brand like your family, you want to protect it and make sure it’s cared for.

While we’ve seen an increasing amount of focus in the print industry on environmental design and marketing, this is the industry’s first conference 100% focused on environmental issues relating to print.

 

Eco-Print (to be held September 26-27, 2012) is dedicated to sustainable print production in retail, interiors, point-of-purchase, and packaging.

 

While the content seems largely focused on printers’ issues such as production efficiency, waste reduction, and effective process management, Eco-Print will also cover product design and producing smart marketing campaigns that reduce unnecessary print and waste.

 

Also on the docket is discussion about brand and retailer pledges, greenwashing, and the need to comply with new environmental legislation.

 

Why should designers consider going?

·      Consumers care about your clients’ environmental commitment. Print is still a huge part of today’s marketing, so it pays to know the facts.

·      There is a lot of greenwashing and misinformation out there related to e-media. Just because media’s environmental footprint isn’t visible (i.e., no paper) doesn’t mean it’s not there.

·      Paper is a highly desirable medium, both in terms of aesthetics and power of impact. You can feel good about using paper — it helps to know why.

·      The printing industry has become increasingly “green,” not just in terms of governmental regulation but voluntarily through printers’ individual green commitments. Did you know that, on the whole, the print industry is now so green that the EPA includes it as one of its “Power Partners” categories? The industry has changed. It’s worth knowing what’s going on.

·      You may pick up design and campaign development ideas that will green your marketing beyond production process.

·      Knowing the underlying issues will help you select print vendors that truly fit your clients’ environmental commitments.

Eco-Print 2012 is worth your time to consider. Besides, if you’ve always wanted to visit Berlin, here’s your excuse!