Home Improvement Marketing Ideas for Local Growth

The home improvement and repair industry has grown more than 50% since 2009, with more than $400 billion in U.S. sales in recent years. Despite this growth, running a profitable home improvement business is challenging.

There are huge numbers of competitors in the remodeling, roofing, tiling, fencing, flooring, handyman, landscaping, painting, window replacement and other related renovation and repair businesses. In short, your company has to find ways to stand out.

While having a quality website is critical, there is another way to set your company apart—high quality, professionally printed materials to market your business.

Inspire your unique print marketing campaign with the following list of home improvement marketing ideas.

Home Improvement Print Marketing Ideas

Business Cards

Professional business cards are a great place to start when you are trying to land new customers. High-quality business cards communicate professionalism and experience and make consumers feel more comfortable and confident in making a purchase. In addition, business cards make all your contact information available in one easy to reach place. Business cards are cost-effective home improvement marketing tools that can be handed out anywhere you meet a prospect.

Be sure your business cards don’t look cheap–use high-quality stock with a clean looking and easy to read design. You might try creating cards that are different from traditional business cards to stand out. One idea is to make your cards a different shape or size. Fold over business cards give you twice as much space to present your information as regular business cards. You could seek out an unusual stock—either a colored stock, a textured stock (think linen, laid or felt) or maybe a stock that is thicker than usual. In addition, there are coatings that can be applied to make your business card look shiny or dull, or to highlight a particular image.

Using design creatively can get your message across on a business card and positively surprise customers. You could make the front of a business card look like a window for a window replacement company, for instance, and then print the important contact information on the back. It is also critical to choose the right font for your business cards. There are thousands of business card fonts, so find one that represents your company perfectly. A professional designer can help you with that choice!

Postcards and Company Brochures

Printed postcards and brochures can be mailed or handed out to potential customers giving them important information about your business. Targeted mailings using these materials will lead great, local prospects to call you or visit your website. Additionally, use printed brochures to present your company’s product and service offering in-person and show customers how your service will improve the look of their home and their home’s value. Strong design and professional photography will help any brochure look fantastic.

Presentation Folders

Printed presentation folders make a difference in keeping your company’s information organized and making it look great. You can create folders from a variety of stocks and use either spot color or full-color printing, or even foil stamping or embossing. Folders presented to clients should contain your brochures, business card, contracts and other sales materials. Be sure all materials in the folder look consistent and look great together.

Pocket folders are readily available in a wider variety of stocks and designs than ever before. Although a traditional presentation folder has two horizontal pockets, you can create folders with one pocket, three pockets or even vertical pockets. You can also get sculpted (“shaped” or “curved”) pockets. Further, even though standard folders are 9”x12”, you can get larger folders or mini folders to suit your needs and image.

Custom Promotional Products Set You Apart

Custom printed promotional items will help you gain new customers. Promotional materials promote top of mind awareness and popularize your brand. Gifting free items to consumers makes them happy and helps them remember your brand. One study showed that 59% of consumers had a more positive impression of businesses after receiving free items, and 58% of people receiving a promotional item use it for an average of 4 years. Whether you are gifting custom printed magnets, t-shirts, mugs, glasses, pens, or something else, these gifts make a big difference in promoting your company to new customers.

The Print Authority is here to help with all of your home repair company’s design and printing needs. With 30 years of experience with everything from design to offset printing to digital printing to creative promotional products, we will make your company look great in print!

Whether you are a single location home repair company or a franchise with hundreds of locations, we will help your image! We are also experts at creating web-to-print systems for franchises and other businesses who value consistent, high-quality printing shipped to multiple locations. Contact us today!

Guide to Designing Custom Referral Pads

Although medical practices use fewer paper records than in the past, many doctors and medical professionals use medical referral pads as a powerful marketing tool. Attractive printed referral pads lead to more business for doctors, dentists, veterinarians, endodontists, orthodontists, chiropractors, acupuncturists and more.

So, why use referral pads?

Referral pads are part of a solid strategy to grow your practice. As a medical professional or someone who provides imaging or other services to doctors, dentists, or veterinarians, you need to develop a source of referrals. Whether you meet potential referrers at medical meetings, in their offices, or elsewhere, your first step should be to hand out quality business cards to break the ice. Be sure to have professionally printed cards that clearly state your contact information and any specialties you have. The next step is to distribute medical referral pads to develop these leads.

How to Design Great Referral Pads

A referral pad design should be attractive and easy to use. Display your logo prominently at the top of the sheet so everyone will know about your practice. Also, be sure to use a great medical font that is distinctive and easy to read. Your pad should list services you offer in detail to guide doctors on what kind of patient to refer. Ideally, your pad should help users quickly and easily indicate services a patient needs—checkboxes are a good idea. In addition, include diagrams of the body or body parts if needed, so the exact location of any area of concern is clear. Lastly, include a simple map and your full contact information on the pad. Clearly state your full physical address, phone, email and website. If you have multiple offices or locations, be sure they are all clearly identified.

Use a professional designer if possible to create your referral pad. Designers can find ways to fit a lot of information on the pad and still make it attractive and easy to use. Graphic designers use high-level design software, which allows for precise placement of graphics and images.

Further, it is much easier to design maps and diagrams using design software than word processing programs.

Print Referral Pads Cost-Effectively

The key to identifying the right process for referral pad printing lies in the details. So, before you begin, think carefully about the exact content you want on the pads and the number of pads you want to distribute.

Since referral pads are usually printed in some volume, it is important to consider offset printing in addition to digital printing. Both offset and digital printing can produce great referral pads, so the decision usually comes down to cost. This cost will vary based on the number of pads you want, the dimensions of the referral pads, the number of colors you are printing, and the point at which it makes sense to offset print the job rather than using digital printing. The line between using digital referral pad printing and offset referral pad printing will vary at different printing companies.

Unlike some print marketing, referral pads do not always need to print full color. For this reason, you should consider spot color printing in addition to full-color printing. Spot color printing makes sense when you can limit the ink colors on your pad to just one, two or three colors. Spot color printing is very economical for large print runs, so if you want to print a lot of pads, you should consider limiting the number of ink colors. Try to limit the pad to one or two colors, or come up with a black and white (or one-color) version of your logo to make this work.

What are the Dimensions of a Referral Pad?

Like other print jobs, the size of your printed piece affects the final pricing. Printing a small pad can lower the cost, but this should be balanced against fitting all of your information comfortably on the page. Consider printing both sides of the sheet to keep the size down. A quality printing company can advise you on the most cost-effective sizes to use, but 8.5” x 11” and 8.5” x 5.5” are very common sizes.

How Many Sheets to Use Per Pad

Most referral pads contain either 25 or 50 sheets, but there is no reason you can’t prepare pads that contain anywhere from 10 to 200 sheets. Obviously, pads with fewer sheets will cost less per pad. So, you have to think about how many pads you need to make your marketing effective and how many referrals a typical pad user might make. You should also understand how much money you lose if a pad is accidentally lost or destroyed.

What Type of Paper to Use

Since referral pads are typically printed in volume, you should use standard types of paper, like 20# bond or 60# or 70# offset. This paper is very economical for print runs and will keep your costs down. While lightweight paper keeps the cost down, it can sometimes make sense to use a colored (either pastel or neon stock) paper for the referral sheets. Using colored paper printed in one color typically costs less than full-color referral pad printing, and the color can make your referral pads stand out!

Sometimes special circumstances may call for a different paper choice. Carbonless or multiple part paper is a great option if you want one part to go to the patient and one to remain with the referring physician. Carbonless paper is specially treated so that whatever is written on the first part appears on the second (or even third) part. Think about whether two-part forms are enough or whether you need to use a three-part or four-part form.

If you use carbonless stock, it is important to include some kind of separator or card stock to be placed between one form set and the next set. This will prevent the user from ruining the entire pad when they write on the first or second form. The separator can just be an inexpensive piece of chipboard, or if you have the budget, you can include wrap-around card stock covers to use as a separator. Some companies use the wrap-around cover as a marketing tool with a logo or fancy cover design.

How Should I Bind the Pad?

Most referral pads are simply bound together with gum or glue at the top edge. This is inexpensive and makes it easy to separate pages as they are used. Although this works great for most pads, sometimes it makes sense to staple the pads together, especially if you have a wrap-around cover with carbonless paper. In this case, you should also perforate every sheet at the top. The advantage of this type of binding is that doctors can separate the part they are providing to patients and retain copies on the original pad.

Distributing Your Pads

Medical referral pads will only be effective if you get them to the right people. It also helps if people are familiar with you before you give them a pad. Use pads to build on relationships rather than to start them.

If you use them properly, script pads should lead to a steady stream of business and new patients!

Give the Experts a Call

Want to know where you can design referral pads that will attract more patients to your practice? Give the experts at The Print Authority a call or send us an email to create a custom referral pad design today. We have three decades of experience and have printed literally tens of thousands of medical referral pads. Whether you have one office or have dozens or hundreds of offices, we will help you succeed! Contact us today!

Trade Shows Cancelled? How to Still Reach New Customers

Whether you own a small retail business or a franchise, or if you work for a larger business to business company, marketers need to work harder to make up for canceled industry trade shows, conferences and other large events in the post coronavirus world.

Obviously, it is important to make sure your digital marketing, including your website, virtual meeting capabilities, and email marketing, are up to date.

In addition to electronic media, there is another trade show alternative for you to consider.

There is a significant impact that outstanding printing, signage and mailing can have on marketing your business effectively without the trade show booth!

You can extend your company’s reach using these techniques:

Use Signage and Print to Advertise and Inform

Let people know what is important to your business and community with professionally printed storefront signage.

Clearly communicate business hours, company policies, safety measures, etc. Banners are an excellent alternative to gain exposure still when dealing with a canceled trade show.

Temporary signage can let people know you are open for business, but they can also communicate sales and special promotions. Yard signs are another simple and effective trade show alternative using print materials. These signs help to promote your brand awareness in your community.

Although fewer people may be entering your business in person at present, use storefront windows to advertise your product and service offering.

There are many new materials for printing that look great either inside or outside windows to attract attention.

Cling labels and smooth banner material affixed to windows with suction cups can attract attention to your business. A-Frame sidewalk signs also hit customers with a succinct message about your business without entering.

In addition to signs, door hangers are an excellent way to show off your brand in a contactless fashion, and they have space for details and special offers to be included.

After printing, door hangers can be distributed simply by hanging them on

doorknobs in the area around your place of business. Be sure to let customers know on the door hanger how to contact your business or visit your company’s website.

Lastly, if you are delivering products to customers or offering curbside pickups, consider taping a flyer, menu or other handouts onto the product to spread the word about other products and services you offer. Your flyer can do the talking for you when the customer takes the product out of their car at home.

Send Direct Mail To Reach Prospects

While a popular trade show alternative is a digital event, it isn’t the only way to directly engage your customers.

Avoid digital fatigue, increase customer engagement, and breakthrough to high-value prospects with a novel direct mail piece.

This can be a postcard or a letter with other printed collateral. Mail volumes are down right now, so your mailing is more likely than ever to stand out!

Utilize a data-driven direct mail approach to reach beyond your existing client list.

The right mail list will allow you to target prospects based on their geographic location, type of industry, number of employees, or other factors important to your business.

Be sure to obtain a high quality, current mailing list to have the most impact. You can also target specific types of businesses or consumers with a sophisticated mailing list. A professional printing or mailing company can help you obtain the right list of targets.

Follow up with strong prospects by mailing them professionally printed business cards, brochures, rack cards, and other pieces to reinforce your message. You can even send unique promotional products to break through to your best prospects. Use a professional designer and printing company to be sure your message is well presented to get your point across. With on-demand printing services, you can personalize your response and print only what is needed, so your materials stay up to date.

If you are looking for a great design, printing and mailing partner to get the word out about your company, try The Print Authority. We have decades of experience with design, printing, mailing, signage and promotional products to get the job done right. Contact us today!

 

How to Save Money Through Print Outsourcing

Let’s say you are a franchise or business executive at a company that experienced recent growth. During this economic downturn, you may be looking for solutions to help cut costs and improve the bottom line.

If you currently produce printing and print-related products in-house and then distribute them to your franchisees, distributors, customers, salespeople or retail outlets, there is a real and simple way to cut costs: outsource printing to a qualified printing fulfillment company. While it may seem counterintuitive to outsource something to cut costs, here is how it can help.

The True Cost of In-House Printing and Distribution

It is easy to acclimate yourself to producing printing in-house and just as easy to forget that there are real expenses associated with print production. Printing in-house involves contracts on digital printing presses with both the cost of the equipment and on-going maintenance or click charges. In addition to the equipment, there are real space requirements for in-house production and personnel to run the equipment. An, of course, you have material (paper) costs and maintenance costs apart from click charges if you have cutters or other bindery equipment.

The key to figuring out the economics of in-house production is to add up all of these expenses and compare it to the cost of outsourcing. Most printing equipment is designed to be cost-effective at high volumes. If you are not utilizing your equipment fully, there is a good chance that you are wasting money. So, you have to look at the cost of labor, materials, equipment, maintenance, and space for printing that you produce each month and compare that to the cost of sending the work out.

One other factor in the economics of this decision is the opportunity costs. If you are personally involved in producing and shipping web to print materials to a dealer network, franchisees or other groups, and it is only part of your job, you should consider what else you can accomplish when you can step back from these responsibilities. Although it is harder to determine the hard cost of your time, you will likely be more productive and be able to handle additional work after making this transition.

How to Save Money with Print Outsourcing

If you decide to outsource your printing needs, it is critical to make changes to your process to lower your in-house expenses. Cancel leases and do not replace unnecessary printing equipment. Find a way to cut the employment costs associated with running the printing and binding equipment. This is a tough decision, but you either need to get rid of production-related employees or relocate them to another department where you need their help. See if there is a way to reduce your leased space after getting rid of unnecessary equipment to lower your real estate costs.

Going to the Next Level on Savings from Print Outsourcing

In addition to making the switch to print outsourcing, you can look at your processes and engineer them to result in additional savings. When you make a change like this, it is a great time to examine what you are doing overall. Here are a few ideas which could save money (and time).

  1. Review your printing needs to determine which products are important to your business growth. Don’t print things which you don’t need.
  2. Change over to an on-demand printing fulfillment system. Again, this may seem counterintuitive at first. Some printing fulfillment companies may push you to run high volumes of printed materials to get the unit cost to the absolute lowest point. However, running large volumes and then figuring out how to use them later is an outdated business model. If you run materials as close to on-demand as possible, you will eliminate waste and any associated costs.
  3. Find a knowledgeable printing fulfillment partner who can analyze your printing needs and find the best and most cost-effective way to get your printing done. If you find an experienced partner, they can advise you on paper selection, printing processes, and volumes to make the process as cost-effective as it can be. Sometimes there are straightforward ways to make a specific printed piece less expensive just by changing the dimensions slightly (to increase yield) or looking at a different printing process. Offset printing, using an actual printing press, can often save money for larger print runs, for instance.

Partner With an Experienced Printing Fulfillment Company

If you are looking for an experienced printing fulfillment partner to help you save money with print outsourcing, contact one of the professionals at The Print Authority.

We have three decades of design, printing and distribution knowledge and can create a web to print portal to meet your needs.

We also understand that our success rests on your happiness with every print outsourcing order we produce. Contact us today!

6 Home Builder Signage & Promotional Tools

As a home builder, you rely on printed materials, such as home builder signage, to further your business. Great printing can help your business become even more successful!

Before, during, and after your contracts with your clients, you rely on expertly printed materials to market your business, provide helpful information to your clients, and advance your professional image.

This guide will explain the benefits of having stellar printed materials for your business at each of these stages.

Home Builder Signage to Help Potential Customers Find Your Business

It sounds obvious, but for your customers to learn about your business, they first need to know you exist. Create professional marketing materials to inform members of your target communities about your company.

Postcards

One way that people can learn about your company is by receiving a postcard. This is the perfect way to advertise to people who might not learn about your business any other way, so make it count!

You know the feeling when you receive mail that immediately catches your eye? Great mailers capture your attention and generate excitement. This is what you’re trying to achieve with your company’s custom new home postcards. A well-designed postcard will help drive potential buyers to your website, where they can learn more about the homes you build.

Have your postcards professionally printed, and use a professional designer, if possible, to make the best impression on new customers. As well, an experienced printing company will help you target consumers geographically or at certain income levels, so that you’re spreading awareness about your business to exactly the people you want.

Make your mail exciting! Professionally printed oversized custom new home postcards help your potential buyers see the types of homes you build. If appropriate, try a special effect to help your mail stand out. This can include a UV Coating, foil stamping, or even a unique envelope. Anything that makes people want to learn more about your homes can help. These creative design elements set your company apart and attract potential buyers.

Brochures

As you’re trying to increase your visibility and create new connections, professionally printed home brochures will market your home building company to reach new customers and inform them about the homes you build.

What is the most exciting feature of your homes? What makes them special? Be sure to highlight this on your home brochures to inform customers while making them exciting and inviting. A stellar home builder brochure will showcase your best homes to impress prospects. Include photos of your homes so that potential buyers can visualize them, as well as information that will help your customers understand why they should use your company. Do your homes have large yards? Are they near good schools? If so, say so on your home builder brochure!

As well, on your brochure, consider including testimonials from satisfied customers. These are great proof of your company’s high standards and help inspire confidence in your business!

If your business is in an area prone to natural disasters, like floods, tornadoes, or fires, people frequently look for home builders to do remodels and repairs. Brochures help get your name out into the community so that you’re the first company people think of when they’re in a bind. Consider contacting insurance agents or disaster restoration companies, as they may be a good source of referrals.

For potential buyers to see your brochures, place them throughout your target communities, such as in grocery stores, restaurants, places of worship, and community centers. In addition, consider partnering with real estate relocation experts, as they often meet new move-ins first.

Once potential buyers see your brochure, they need to know how to take the next step to learn more. Make it easy for buyers to contact you by including your contact information. If you build model homes, make it very easy for customers to visit by including directions with local landmarks. Lastly, don’t forget your website address. Many buyers prefer to do research online first. All of this can be accomplished with a well-designed brochure!

Home Builder Materials to Use When Working with Customers

Congratulations—your potential customers are learning about your company! Now it’s time to show them exactly what to love about the homes you build.

Floorplans

Once you start working with potential buyers, it’s time to bring out the most exciting and comprehensive materials yet: your floorplans!

Floorplans can be inside of brochures or on flyers, or they might be on individual pieces of paper. If you build model homes for prospects to tour, professionally print a detailed floorplan for each of your houses, making sure there are copies inside all of your model homes.

Floorplans are a way for customers to remember which houses they saw and loved, so include any important information that a buyer would need to know about the home on the floorplan. If your home models have names, consider including them on your floorplans, as well as defining characteristics such as square footage, number of bedrooms and baths, and how many cars fit in the garage.

The floorplan is a great place to highlight special features of your home. Does it have a gourmet kitchen? A breakfast nook? A bonus room? If so, include it! Include anything that will remind your buyers about the excellent qualities of your homes and will make a lasting impression. Don’t forget drawings or photographs of your homes, as this is another way to help customers remember the home.

Potential buyers will collect floorplans as they tour many different homes, so make sure you put your company’s information on your floorplan so your customer knows how to find you again! Include your company’s name, logo and contact information (phone number, email, and website) on your brochure. This ensures that customers can reach out to you at any point.

Business Cards

If clients want to ask questions about your houses, what is the resource they’re most likely to turn to? Your business card! Having a highly effective business card develops your business’ image and brand, and can make a huge difference to clients. Make your business card the best it can be so that clients can easily contact you.

To ensure that your home builder business cards are as effective as possible, make them clear and easy to read. Display contact information prominently so that clients can contact you. Consider working with a professional designer, which will result in the perfect business card to generate more business for your company.

Of course, business cards are important throughout your interactions with your clients. Potential buyers will keep them as a physical reminder of your company. You can give them to current buyers so that they have a personal contact within your company, and you can provide them to satisfied customers to distribute to their friends and community members seeking a home builder. Your home builder business cards constantly help market your company and increase your business’ reach in the community!

Home Builder Signage For When the Job is Done

Once you’ve built your customer’s house and they’ve moved in, you can continue to impress them with your professionalism and continue to attract new clients! You can do this in two main ways: writing notes on professional stationery and creating home builder yard signs or banners.

Professional stationery

Make your communications personal with handwritten letters! Your customers will appreciate the personal touch. As a home builder, you have opportunities to use professionally printed stationery, particularly when writing thank-you notes to clients. You can also use professional stationery to write thank-you letters to anyone who made the job easier.

Don’t forget to ask for referrals when writing thank you notes. Many people learn about businesses through word-of-mouth, so this is an important way to increase sales.

You can, of course, use professional stationery for a personal touch before and throughout the contract with your clients, such as introducing yourself or writing a thank-you letter to a possible client after they tour one of your homes. You can also use handwritten notes to follow up on emails with clients. In this age of online communication, this adds a personal touch.

When printing your stationery, include your company’s logo, and print on a high-quality paper. This sophisticated step will impress. When writing notes to clients, personalization and professionalism will get you far!

Yard Signs and Banners

Once you’ve finished building a house, people will start passing by and seeing your beautiful work firsthand. Effective home builder signage will capitalize on this to further increase your business. Consider printing yard signs to place in front of the houses you build. People will see your name as they pass by, and then they will know about your company and the great results you produced.

If you’ve built homes in a subdivision or on a busy street, consider posting a professionally printed banner at street level to let passers-by know to enter and see your homes. People will want to know more about your company, so make sure you include your company’s name and contact information!

Advance Your Home Building Company With The Help of a Professional Printing Company!

Professionally designed and printed home builder signage helps your home building company shine, and The Print Authority is the perfect company to work with you to create these products. With almost thirty years of experience, we’ve helped home building companies produce materials they’re proud of, and we’d love to work with you too. Contact us today!

8 Tips for Rebranding in 2020

 

With all the changes happening in the world in 2020, it’s no mystery that many businesses are looking to change up their image.

Rebranding now may look different from how it was done in the past.

Eight thought leaders share their advice and tips for rebranding in 2020 below.

 

Clean Out Social Media 

Wipe all of your social media accounts and website of old logos, posts and other company messaging. Be sure to upload all of your new content shortly after and follow that up with an honest message on your social media platforms about rebranding and why your business did it. Be sure to include a message about COVID-19 and helping your customers through difficult times. The common thread in rebranding is transparency and honesty about the process. 

Eric Blumenthal, The Print Authority

 

Go All Out

Rebranding in 2020 needs to be a full-force focus if you choose to do it. Studying your competitor’s brands are important, as you can get a feel as to how they are reacting to the target audience. the brand needs to be appealing to the potential and current customer and easily recognizable in the marketplace. Too many times companies rebrand and the new branding is vague or does not tell the story of what products/services the organization offers. Make sure the rebranding is done on every single communication medium that exists. You don’t want to be in a situation where your old branding is seen in the marketplace after your new branding is introduced. 

Larry Drago, Independent Marketing Consultant

 

Focus on Quality

Going forward, brands will form deeper connections with customers by focusing on quality, authenticity, and thought leadership. The societal pendulum is swinging back towards “needs” vs. “wants,” so successful marketing campaigns will serve to align brands with this ethos. Prioritize quality by listening to the voice of the customer, curating products & services, and pricing for fair value. Demonstrate authenticity by communicating with full transparency, and backing up the messaging with action. Practice thought leadership by thinking about how your brand can evolve and improve into the future, instead of just maintaining the status quo.

Luke Grant, JLG Group

 

Find a Solid Purpose

I think 2020 is a year where we’re seeing a lot of companies consider their social capital and how they’re perceived in the wake of changing social climates. Rebranding may be the answer for some and my best advice would be to consider the real reason you’re rebranding before you develop your strategy. Making a surface level effort to appeal to the sensibilities of the public will quickly fall apart. You will have spent all of that money only to make your public image even worse. If you’re going to rebrand, have a good reason that transcends anything specific to 2020. Unless you’re already on the ropes, you need to approach this with care.

Dan Bailey, WikiLawn

 

Stay Consistent

If you want to rebrand in 2020, make sure that the process and the product stay consistent. Customers should never be able to tell in a product that your business has changed unless it is for positive reasons. Making sure that the quality of your product remains the same even if you change manufacturers or vendors is a sure way to keep your customer base steady despite the changes.

Brett Farmiloe, SEO Printing Company

 

Ask How Rebranding Affects Your Equipment

Think about how rebranding impacts your equipment. For example, if a construction company decides to rebrand, will that mean that the logos and look of their equipment should follow suit? Rebranding isn’t just a new logo and a website redesign. A rebrand can impact every tangible and intangible area of a business. 

Carey Wilbur, Construction Equipment Financing 

 

Play a Role in Your Customers’ Lives

What will separate the good brands from the great brands is articulating what role they play in their customers’ lives, and how they are making it better both for the customer and their environment. This need goes beyond the typical marketing hygiene and strategy we’ve seen in the past. Customers are going to want to understand how a brand is helping the world around them and based on that, *why *they should support the brand with their dollars. Factors like how many BIPOC an organization employs and what organizations they support will be especially important for Millennials, who are amid a cultural reckoning and awakening.

Kimberly Solarz Gordon, Brand Strategist & Marketing Consultant

 

Test Before You Commit

Test multiple designs, color schemes, and messages before you commit to your rebrand.  It has never been easier to create AB tests and companies that can invest a little in creating multiple versions of their site will not only save themselves time later on, but ensure the changes they want to make resonate with their users. Platforms like Google Optimize allow you to send web traffic to different pages and measure the results, if you can do this for just a few core pages (start with Home and Services) then you will have a much clearer picture of what will work.

Quincy Smith, ESL Authority

7 Ways Restaurants Are Adapting in 2020

 

Restaurants have taken a huge hit during the pandemic, but they are still open and operating. However, trying to serve the public in the midst of a pandemic comes with a whole new set of challenges. 

We asked seven thought leaders to share what restaurants are doing differently while operating during the pandemic. 

Read on to find out how they are making the most of the situation.

 

Extend Operation Hours

Restaurants are adapting to a new normal by extending operation hours. Because most places are not offering full dine-in service, it is difficult to to serve the same amount of customers as you would prior to COVID-19. Operation is slower and more cautious, but restaurants still want to serve as many people as possible. By extending operation hours, you are allowing more people to frequent your restaurant. 

Eric Blumenthal, The Print Authority

 

Adhere to CDC Guidelines

Restaurants have arranged the chairs and tables wherein physical distancing can be observed in which only one person can eat per table and the tables are set one meter apart. Temperatures have been checked upon entry to the establishments with a mister that sprays disinfectants in the air every once in a while. 

 Lewis Keegan, SkillScouter

 

Adjust Stock Orders 

They have had to adjust their stock and set up new stock levels to take into account the reduced (or simply different) traffic. It was necessary to face the unknown by finding new suppliers to replace those whose businesses have gone bust. And even before opening, they have had to deal with the expiry dates of their products, finding alternatives such as donating to charity. 

Elene Egiarte, Megaventory

 

Walk-Up Window

The biggest change adaption was the new walk-up window that was installed on the exterior of the restaurant. This eliminated all in-restaurant traffic and allowed everyone to be safe. Clients ordered online or by phone, paid upon ordering, and then simply picked up the food at the window when it was ready. This eliminated all person-to-person interaction and limited any line or traffic that was outside the restaurant

Zach Bergenholtz, Blu’s Barbeque 

 

Proximity and Transparency

The solution has been focusing on proximity and transparency. Allowing clients to know what steps are being taken to deal with COVID-19, which items have temporarily been removed from the menu, and ensuring clients are aware of any other operational changes. This improves the likelihood of clients feeling safe in restaurants and not being taken back by the changes.

João Pedreda, Webdiner

 

Digital Menus

There is a large TV now placed at the entrance encouraging customers to scan a QR code, which takes them to a digital menu. There is also a second sign with an embedded NFC chip that allows customers with the latest iPhone and Android smartphones to tap and have a menu automatically pop up on their device. If the customer chooses not to use either of those methods, there is then a single-use disposable menu provided.

Cindy Sun, Slater’s 50/50

 

Vocal on Social Media

Restaurants now more than ever need to be vocal on social media platforms as well as websites regarding their operation status. Making sure you post loud and clear about your hours, your method of dining and any precautions customers need to know ahead of time. Some restaurants may have not had to use these means to communicate before, but now is the time to start in order to maintain as much business as possible. 

Brett Farmiloe, SEO for Printing Companies

How to Make a Medical Product Brochure That Sells

Are you searching for the best way to market your new medical product to the public? If so, look no further! By answering the following three questions, we’ll explain why and how to create the perfect medical product brochure.

Making a Successful Medical Product Brochure

Why Should I Make a Medical Marketing Brochure?

The answer is simple: people are actually going to read them! While waiting at the doctor’s office, people are likely to read a brochure or two to occupy their time. Use this captive audience to your advantage!

As well, a brochure is a cost-effective way to market your product nationally. Even something as small as a trifold brochure can contain a detailed description of your product, along with photos, diagrams, and testimonials. A professional printer can easily ship your brochures to medical practices across the country that offer your service. All in all, it’s the perfect marketing tool!

What Should I include in my Medical Product Brochure?

Inform your readers about your product. Be detailed but concise, providing specific information but using a limited amount of words. Your brochure’s professionalism reflects your product, so a well-constructed, easily understandable brochure will increase consumer confidence.

Many readers are deciding between multiple products, medicines, or procedures, so convince them why yours is the best one. Does your medicine not produce a common side effect? Is your procedure a non-invasive alternative to an invasive one? Say so on your brochure!

Use attractive, pleasant visuals to entice readers to open your brochure and illustrate your product’s positive results. For a cosmetic service such as laser hair removal, include “before” and “after” images. For a machine or implant such as a pacemaker, include a clearly labeled diagram. In your explanations, use accessible, non-threatening terms. For example, instead of “pain,” use “discomfort.” Instead of “bandage,” use “dressing.” Instead of “cuts,” use “incisions.”

Answer common questions while accounting for multiple patient experiences by including a FAQ. Readers want to know your procedure’s recovery time and how much pain they will experience.

Answer these questions while avoiding prescriptive or promising language, and particularly, encouragingly discuss side effects.

For example, state that the patient “likely will have bruising, but most patients report that they feel better within a week.” If you’re trying to figure out which questions to include on your FAQ, ask medical providers who provide your product or service about what questions their patients commonly ask them.

This way, you will be answering the most frequently asked questions!

Most importantly, patients want to know that they’re safe. Reassure them that they’re in good hands and that your product is the right choice for them. Include a “Customer Review” section to give your product or service credibility. Let new customers gain confidence in your product from others who have already used it!

How Do I Make a Medical Product Brochure?

Once you’re ready to start making your medical marketing brochure, here are some important points to consider.

Choose the most effective paper size

Will one sheet of paper, either half folded or tri-folded, have enough space to convey all of your important information?

Or, do you need a bound booklet, stapled in a magazine-style, to fit all of your text, images, and facts and figures?

Although there are many standard sizes, 11” x 17” or 12” x 18” sheets, which are half folded or tri-folded, are perfect for medical brochures, or you can use 8.5”x11” sheets if you’re presenting less information.

Choose the paper that best fits your needs

First, choose your paper finish. Coated paper, usually either a glossy or matte (also called dull or silk), helps the image leap off the page. This is a great choice if you have full color images. Or, try uncoated paper for a subtle, understated look.

Next, choose your paper weight. Two of the most popular weight stocks are text weight and cover weight. While text weight stocks are less expensive, cover stocks—which are about the weight of a business card—give you a “weightier” image (no pun intended).

Consider making your medical brochure ecologically friendly by using recycled paper, such as stocks made of up to 100% post-consumer waste. If you go this route, indicate on the brochure how the paper or printing is ecologically friendly, such as including a recycled logo. Readers will appreciate your commitment to the environment!

Decide how many brochures you need

Generally, ordering more brochures lowers the cost per unit. However, balance this with a realistic estimation of how many brochures you’re likely to need for six months or a year. Fortunately, using modern, on-demand printing, you can order smaller runs frequently and cost-effectively while minimizing waste.

Decide where to distribute your brochure

Is this brochure for one medical office, a small multi-office group, or a national medical service provider? Consider this before completing your brochure to make sure the contact information and any maps are appropriate. If you need to have brochures or other printed materials distributed across a geographic area, you could consider on-demand printing fulfillment with a web portal enabling each of your locations to place print orders.

Contact an Expert Printer!

When you’re ready to start making your medical product brochure, The Print Authority is here to help. Our decades of experience with design, digital printing, fulfillment and web to print portals give us the expertise you need. Whether you have one medical office or a large group of offices, we can meet your needs! Contact us today!

5 Printing Solutions to Support Remote Workers at Home

Many large businesses and some smaller ones have continued operations during the coronavirus crisis by requiring their workforce to operate remotely. Almost overnight, a large swathe of the working public has discovered new ways of working remotely, such as printing materials for employees while working remotely.

By and large, a large portion of the U.S. economy is being operated from living rooms, kitchens and home offices during the pandemic.

If you and your team are working from home during this time, you want your business operations to continue running smoothly.

Not only can you find innovative printing methods to help marketing efforts during the pandemic, but there are many ways that printing while working remotely can help your team and clients.

This article will explore how printing while working remotely can help keep your company running!

5 Solutions For Printing While Working Remotely

1. Update Your Training Materials

Many states and cities have introduced restrictions and protocols for when and how businesses are allowed to reopen. These rules vary not only by state and locality but also by type of business. Retail businesses, offices, and restaurants operate very differently and are subject to different rules and regulations.

Create an updated training manual for your company and a checklist for your employees that reflects these new regulations and establishes protocols to ensure a clean, safe working environment.

These documents may evolve as government regulations change, so consider creating digital versions of your manuals and checklists until your company’s long-run plans are clear. At this point, you can print them.

Having a clear plan in place that your employees and customers are aware of will ensure that you keep all people associated with your business healthy. It will increase your customers’ confidence in your business!

As well, staying at home leads to the use of new technologies, including online and mobile ordering, increased online presence, and cashless transactions.

Consider creating training manuals or job aids for how to use these new technologies. Job aids can be as simple as a laminated card, which gives team members simple instructions, or they can be booklets or manuals, which go into much more detail.

Using printed materials will help improve the consistency of your company’s operations, which are being supported by many individuals working together and separately at the same time.

Depending on your business, this can include how to set up and join online company meetings over video, how to do payroll online, how to complete online sales, or simply how to work successfully from home.

Your employees will appreciate the clarity, and it will make operations easier for everyone.

2. Make Office Materials Accessible to Your Employees

While working from home, your employees still need the same printed materials that they needed in the office, so make sure you continue to distribute these to keep your business operating smoothly.

These products include anything that your employees wouldn’t already have at home, such as company letterhead, envelopes, business cards, order forms, brochures, notepads, or accounting documents.

If you work with a printing company experienced with providing web to print and printing fulfillment solutions, you can have a web portal set up and use online ordering of printed materials to safely order additional copies of these documents and have them shipped directly to your employees or your branches.

This way, everyone can easily continue their operations while away from the office.

In addition, depending on your business, your employees might need to send letters directly to clients.

Make sure to print company stationery, letterhead, and envelopes to distribute to your employees so that they can continue vital printed communication from home.

Printed letters can be both personalized and professional on company stationery, and it’s more important than ever to maintain professionalism while working from home.

3. Inform Your Customers

If you’ve changed how your business runs to comply with Stay at Home Orders or other regulations, your customers probably also have to change how they interact with your company.

Make sure you provide information to your customers so that it’s as easy as possible for them to continue using your services.

This could mean publishing information on your company’s website that explains how your business has changed and the ramifications for your customers, including how to place orders online, services you temporarily suspend, updated delivery times, or who to contact in case of questions.

This will ensure that your customers experience a smooth transition to using your company’s services remotely! Consider sending a mailer to your current customers tol get important information on how to work with your business. A simple mailer could be the difference between getting an order and having a customer go to a different source!

Further, if you work for a public-facing business, even though you’re working from home, other people—including potential customers—will still see your company’s building as they pass by.

Design and print a banner that lets customers know important information about your business, particularly if they can’t go inside to learn about it from you or your employees. Depending on your business, this banner might list updated hours, the phone number, instructions for placing orders, or instructions to visit your company’s website.

4. Printing as You Reopen Your Business

If your business is open to the public and you are starting to reopen, you may need a host of other printed materials to help with social distancing or other needs.

Examples include floor decals to promote distancing, signs to control entry and exit from the business, directional arrows and more. Your customers will appreciate you keeping them safe!

For businesses that have been temporarily closed to the public and are starting to reopen, you can create materials letting your customers know that you’re fully operational again.

For retail businesses, medical practices, and other consumer-oriented companies, you could print a banner or put out yard signs, so the community will know when you are ready for them to return to your place of business.

For larger businesses, you could send out a paper mailing or an email to let your customers know that you’re ready to work with them in person again.

5. Access Design Services

It may seem daunting locating and working with a designer in a time when so many businesses are closed.

If your logo or printed materials need an update or a fresh new look, an experienced printing company used to printing while working remotely can facilitate the process.

Once you update your logo, make sure you reprint your company materials and update your website to reflect this change so that they’re ready to go by the time you return to work in the office.

You will impress your customers and clients with your company’s new look!

Work With a High-Quality Printing Company

Partner with a leader in high-quality printing, web to print portals and printing fulfillment systems—The Print Authority.

We can help you and your employees continue company operations successfully from home!

At The Print Authority, we will offer you expert help in designing and printing materials for your business.

We have over 29 years of experience, including expertise in setting up web-to-print portals, design, offset printing, digital printing, wide-format printing and more! Contact us today!

5 Tips for Your Medical Office Reopening Announcement

As the manager of a healthcare company, doctor or practice manager, your world has been turned upside down by the global pandemic. The coronavirus caused many doctor’s offices and related healthcare companies to close.

You or your loved ones may have gotten sick, and many employees face a new reality of working from home.

Most importantly, our country has seen a drastic change in how healthcare is delivered. At times, it can be exhausting to learn how to provide high-quality patient care in a harsh new environment.

As the country begins to recover, there are many things you can do to attract new patients and bring back old ones.

One simple but powerful solution to getting your healthcare business or medical practice back up and running is print marketing.

While using social media and updating your website seem like obvious steps to take, using printing effectively can help you launch your medical office reopening.

Using printed materials will help consumers understand why your services will benefit them and how your practice or practices will operate in this new landscape.

Below are five great ways great design and printing can help you to hit the ground running.

Medical Office Reopening Announcement Ideas

1. Redesign Your Logo

Since your hours or services have been restricted and you are now ready to reopen, now is the perfect time to have a professional designer give your brand a facelift with a new logo.

You can use the logo on signage, invoices, your website, and all other printed materials.

While it is not a good idea from a health standpoint to have a “grand reopening” celebration in person at this time, a new look will give you the excuse to reintroduce your practice to the public and will attract fresh attention.

2. Use Mailers to Reach Out to Patients

Did you know that studies show that printed ads have a longer-lasting effect than pure digital advertising?

In one study, subjects showed greater emotional response and memory for physical media ads as opposed to online ads.

Additionally, participants spent a longer time reviewing printed ads, remembered them more quickly and confidently, and subconsciously desired and valued the printed ads more than online ads.

The greater impact and emotional connection with printed advertising makes a strong case for putting printed mailers in your patients’ hands.

Creating mailers for your practice can be a great touchless and geographically targeted way to reach your patients and prospects where they are right now…at home.

Mailers can take several forms. While postcards are a tried and true format, try something different to pique the patient’s interest. One way to give the personal touch is to send letters on professionally printed stationery.

This will let patients know that you want them to return and the steps you have taken to ensure their safety.

Or, for something more interesting, create a mailer in a brochure format but with an unusual fold, shape, or size to catch people’s attention.

Another idea is to send printed flyers to attract new patients and to let current patients know you are thinking about them. You can write a brief message to let your patients know why they should choose you for their care.

Remember that you can target your current patient list (so long as you have an accurate physical address list), or you can mail to residences within a geographic radius of your offices.

A professional printer can help obtain a high-quality target list of residences.

3. Say ‘We Are Open’ Loud and Proud With Banners or Yard Signs

Your offices may have been closed, restricted to telehealth, or have had to have very limited services for some time.

A banner or big sign in front of your building will make more people aware that you are open again. Additionally, this sign can also inform them that they can contact you to receive healthcare services.

This sign can be simple, but it needs to catch people’s attention. Yard signs are also good signage if local ordinances limit the use of banners or if you are looking for a lower-cost option.

The important thing is to let your community know you are open for business and how to contact you best to set appointments. Outdoor signage might also include a quick list of your most popular services.

4. Use Personalized Thank You Notes to Show Appreciation

When patients come to your office for their healthcare and pick your services over others, let them know that you care.

Writing or printing a note on personal letterhead or note cards displays your gratitude. Gratitude has been proven to help people feel happy, improve their health, and appreciate good experiences.

Providing this thank you note will make your patients smile and leave them wanting to come back to see you again. You can even mail thank you notes to your already established patients for coming to see you in the past.

Making your patients feel appreciated is a great step towards motivating them to utilize your high-quality services again.

5. Employ Interior Signage to Put Patients at Ease

It’s no secret that patients are apprehensive about visiting doctor’s offices right now with the coronavirus still active in our communities.

A great way to give your patients peace of mind during your medical office reopening is through print signage.

You can show people the steps you are taking to limit risk to them with good signage inside your office.

If you require patients and your staff to wear masks, it makes sense to create a professional sign or cling label explaining this to your clientele.

Also, if your office waiting room practices have changed, and people are required to wait outside or in their cars for their appointment time, you need to let people know. People will be more at ease with proper notification.

Use High-Quality Print Marketing For Your Medical Office Reopening

While there is still certainly demand for your healthcare services, high-quality design and printing will help your company or practice get back up and running during this difficult time.

The experts at The Print Authority can help you design and print high-quality mailers, professional letterheads and envelopes, thank you notes, banners, yard signs, and more. These services can help to give your reopening efforts a much-needed lift.

Our designers will work with you to make sure your logo is up to date, and your materials are eye-catching to appeal to your patients.

Contact The Print Authority today at (615) 468-2679 to learn how you can use print marketing to boost the success of your medical office reopening!