Award for Sales Growth

The package arrived in the mail from our franchise headquarters in Northville, Michigan.  Yes, July was a good month but for the second time in a year we were surprised to have received the monthly International Sales Growth Award for being among the top 10 businesses in increased sales volume for North America.

Maybe this wouldn't be such a big deal except that when you consider that this franchise, the Allegra Network, has over 550 locations, being in the top 2% made us proud.

Maybe we're finding some success there!

Yes, it's a down economy, but Allegra of Tysons Corner has a goal of enhancing the businesses that we serve.  We do that by being a one-stop marketing communications provider with  in-house traditional printing services:  full-color printing, graphic design, short-run digital printing, color copying, color signs, posters and banners, complete finishing services, mailing services, variable data capabilities, print management solutions and project consulting.

Now to find a place to put the new award!.   

Eco-Font ?

One of my associates pointed me toward an article about saving money on your printing by changing fonts.  She knows that I’m a skeptic on “things green” and I couldn’t help but weigh in on this.

In a nutshell, the Ecofont software converts any truetype font into a version wherein “holes” have been shot into the letters resulting in up to 25% of ink or toner resulting in a savings to your wallet and to the environment. This picture from ecofont.com gives you the idea.

The claim is that there is no degradation in print quality and I’ll be the first to say that for typical laser and ink jet printers, you’d never see or care about the difference – so go for it if your cost analysis says the price of the software is worth it.  (The software is not yet for sale and the price isn’t announced as I write this).

As a printer, however, I have to warn my customers against sending us files using these fonts on three fronts:

1.      It is unclear whether these new fonts will embed properly into a pdf document (clearly the safest and easiest way to transfer files).  If the pdf workflow is not used, these new fonts will have to be transferred with the files or there WILL be font reflow problems.

2.      We use presses and imagesetting equipment which have resolutions of 2400 dpi – probably high enough to print those little holes very clearly – depending on font size.

3.      The toner / ink reduction will obviously make the blacks grey (and the colors more pastel).  Is that acceptable?

I think the bottom line is – if your object is to work solely within your own environment, the ecofonts are fine.  But if you have to work with others, particularly printers with exacting print requirements, avoid these things.

If you really want to get int the fine tuning of the cost/benefit of this take a look at the link at printer.com (which is all about the machines, not people like me).

Direct Mail - It Still Works

The Wall Street Journal reported earlier this year that small businesses are now returning to direct mail marketing after experimenting with electronic strategies, like email, to trim costs last year. These marketers discovered that their customers and prospects still respond to “snail mail” communications when it’s done right. 

So what’s right? As with any advertising medium, saying the right things to the right people at the right time is the killer combo. There really IS a process to all this and it makes sense to follow the tried and true path, measure results, correct course and keep sailing.

At Allegra, our marketing pros will show you how personalization and relevant messages can boost your direct mail response rates – and deliver measurable results.

And don't forget to try out these new QR codes!  They work on direct mail, too!

Even More QR Code Applications

A retail store is the best place to see, touch and feel an article that you’re interested in. But often it is inconvenient to find specifications or other information at the counter. On the other hand, by instantly accessing a web page through the QR code, one can find what is necessary to make the buying decision.

These photos give you an idea how the QR label can be used to access a landing page which would provide more info.






A restaurant can place these QR codes next to individual menu items for the convenience of those who seek special dietary information. What a boon to diabetics, celiacs, and others with specific allergies who normally have to struggle to get health related information from a waiter or cook!

Think big! Even a roadside billboard has limitations to what can be included. Advertising signage utilizing QR codes make it simple for the passers-by to access additional information quickly and conveniently while the subject is still on their mind.

The message on this big board is simply plain text: "It's back on DVD September 10th".  Stangely enough, it does NOT link to the URL below the code which is www.28weekslaterdvd.co.uk - go figure!

We’ve given a lot of thought to this melding of media and there are plenty of important aspects to this that have to be considered. We’ll be glad to discuss your ideas and objectives and plan out the best way to make this work for you.

The important thing to know is that this is an important avenue to relate to prospects, customers and clients.
It should not be ignored.

QR Codes - Some Applications

Several months ago, a Pittsburg art museum began experimenting with QR codes and became the first in the United States to utilize the technology on-site as a visitor engagement tool.   

Here's what the signs at one of the exhibits looks like.  I discovered that I could scan this photo and link to the relevant URL.  Amazing!

Each code contains different information; some access video of artists talking about the piece the visitor is viewing or video of the artist installing the work, some display still images and background information, while others contain short anecdotal text messages about the pieces they are near. 

Along the same lines, if you were to drive up to a home for sale and wanted more information, it be certainly be convenient to instantly access the a mobile phone compatible web page to get access to the MLS listing and interior photos.

More examples coming ...

There’s an ap for that!

... or, aren’t you glad we gave you a reason to upgrade your phone? 

The use of QR barcodes is a creative challenge for those of you who are looking for a unique marketing advantage.

The idea is based upon mobile phone users taking a picture of the code with their QR reader-equipped mobile device. The data contained in the code (URL, SMS, etc.) is then read and the specified action is performed by the device. In most cases, when someone grabs a photo of a QR Code, they will be directed to a URL in their phone's web browser.

A QR (Quick Response) Code is a two-dimensional bar code) which was initially used for tracking parts in vehicle manufacturing. QR Codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (known as mobile tagging).

QR Codes storing addresses and URLs may appear in magazines, on signs, buses, business cards or just about any object that users might need information about. Users with a camera phone equipped with the correct reader software (easy and free to download) can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed URL. QR Codes are common in Japan, where they are currently the most popular type of two dimensional codes.

Hey, wait a minute! Why not just type in the URL into the phone’s web browser? Get serious! I know there’s no way I am going to bother typing an URL into my phone while I stand in front of an advertisement. Even on the iPhone or Android, typing of URLs is more painful than it should be. We’d bet that most iPhone users follow links from other applications – email, Twitter, etc – or use bookmarks – anything to avoid typing URLs.

OK, with that out of the way, how can these QR codes be used in your organization?

I'm going to follow up here with a few examples:

Brochures Are Important

Some of the hardest-working members of your marketing “team” are you organizational brochures and other collateral materials. Solid design principles and creative flair aside, your brochures need to say something.

Here are three quick tips to help you get your point across.

One: Stick with benefits. How can your products or services save time? Money? Improve results?

Two: Keep it simple. Make sure you remove all technical or industry jargon.

And three: A winning brochure will speak to your customer’s point of view…not your own. For more inspiring ideas, talk to the pros at Allegra.