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    Save Money on Office Printing Costs

    Can the Correct Font Save You Money on Your Office Printing Costs?

    Business Woman Angry On Her PrinterWith the advent of desktop publishing, many businesses in an effort to save money are buying laser and ink jet printers for their offices with the idea they can save money on printing costs. Businesses’ owners and managers are printing flyers and color brochures in house to save money on printing costs. Seems the ink jet printer manufactures figured out that they could sell you a cheap color printer and make a fortune on selling you the ink and laser cartridges. If you are printing consistent quantities of sales flyers, brochures or newsletters in house you are probably ordering a lot of toner and ink cartridges. It is $50 here, $100 there and pretty soon you are losing all the money you were saving by doing it yourself. If this sounds like your office, there are some things you can do that will save your company thousands of dollars on your office printing costs

    Most of us probably choose a font for legibility, mood, or beauty. Recent research by Printer.com, a Dutch company, brings to light new information for choosing fonts. Their study shows that your choice of fonts can dramatically impact your ink or toner costs for the year. The University of Wisconsin at Green Bay was used for the study, and their estimated savings is between five and ten thousand dollars a year when they choose certain fonts.

    Looking for Pricing? Click Here!

    The crux of ink usage is obviously in the design of the letters. Narrow or light versions of a font will use less ink than their bold or black counterparts. Serif fonts tend to use less ink, as the lines are thinner. Century Gothic, for example, uses on average 30% less ink than Arial. The top five fonts according to Printer.com for low ink usage are Century Gothic, Times New Roman, Calibri, Verdani and Arial. Of course, it makes sense to check your print quality and use draft quality, InkSaver and APFill whenever possible.

    Another interesting endeavor in the font world is Ecofont. Essentially, they offer a “holey” version of fonts. Ecofont Vera Sans, based on an open-source font, is free to use and can be downloaded from the Web. Ecofont software will soon be available. With it, one can apply the holey concept to the font of their choice.

    One final piece of interesting research comes from Matt Robinson. In “Measuring Type,” he has artistically shown how a number of typefaces rate in terms of ink usage. It is worth the Google search to see his interesting pictorial done with ballpoint pens. He recommends the Garamond typeface for reducing printing costs.

    If you are printing a lot of full flyers, brochures and point of sale materials consistently, you should call Wilson Printing for help. Our costs are usually very affordable. We have professional graphic designers who can make your materials more appealing and effective. Call us and let us show you how we can help you.

    ©2005-2014 Mark Hale, All Rights Reserved


    Tabbed Presentation File Folders – Replace Expensive Pocket Folders

    Saving ConceptI know that the practical side of you likes to save money. While the entrepreneur in you wants a little flash accented with professionalism, we have developed a product that will appeal to both sides of you. This product will help generate sales, build your corporate identity and give you a professional presentation of your products and services while being easy on your pocket book.

    Any business that has a sales force, sells business-to-business, sells a product or service that is a larger ticket item or a product that has a potential of a repeat sale, probably uses a pocket folder to put sales materials in. Let me ask you this – if you use pocket folders in your business, would you like to know how to save 30 to 70 percent of the cost of printing them?

    The new product we developed is called Tabbed Presentation File Folders.

    Traditionally, pocket folders were used to keep sales materials together. They look great, have pockets to put stuff but can be expensive, especially if you want a full color folder. You would also need to order quantities from 500 to 1000 to keep the cost per folder down. A full color folder could cost over $1.30 per depending on the quantity you order. As useful as pocket folders are there are a couple of problems with them:

    • One, they will not fit in a standard file drawer, which means your customer will take your materials and put the contents in a file folder and throw your $1.30 pocket folder away. Boom, your pretty pocket folder is done, in the trash and with it your money.
    • Two, the cost of a pocket folder (especially full color) makes them impractical to print in quantities smaller than 1000 or 1500. The solution is a Tabbed Presentation File Folder. These folders are printed in full color on both sides. They have a tab where your company name and phone number is.
    • Three, these folders cost 30-70 percent less than a traditional pocket folder, saving you a lot of money.

    Click Here to See Presentation File Folder Samples!

    We can print Tabbed Presentation File Folders in quantities as low as 100 giving you more flexibility. This makes it affordable and possible to create different folders for different divisions or product lines.

    Your sales or service materials, flyers and proposals fit neatly inside.

    The folders come with die cut business card slits.

    Tabbed Presentation File Folders fit in a standard file drawer. Stop wasting your marketing dollars.

    They look very professional and will separate you from your competition.

    Tabbed Presentation File Folders are versatile and have a longer shelf life with your customer than a pocket folder. This makes them more economical.

    In today’s competitive marketplace it is about presentation and perception. Anything you use must make your company look more professional. Everything must work together to generate more sales.

    When you have sales people who are making sales calls on clients, it can get expensive if they use a pocket folder for every sales call. You need something that serves the same purpose that they can pass out like tissue paper. Tabbed file folders serve that purpose. Professional and inexpensive, you can pass out in mass to customers and prospects.

    Don’t get me wrong, I am not trying to talk you out of using pocket folders, we print tens of thousands of them a year. Part of what we do at Wilson Printing is to make suggestions of how you can save money on your printing. Tabbed Presentation File Folders will save you money and make your company look good.

    Uses of Tabbed Presentation File Folders:

    • They make great service folders.
    • Customers can keep all information about the product you sold them in a folder for easy reference.
    • You can cross promote other products and services.
    • Tabbed Presentation File Folders are an effective sales tool. Designed as part brochure – part presentation tool, your sales people can walk customers through the buying process.

    Want Pricing for a Presentation File Folder?

    ©2005-2014 Mark Hale, All Rights Reserved

    Guerilla Marketing Tactic #102 – Trinkets & Gadgets

    Ideas from people can makes a lot of money

    Every business at one time or another has at least thought about using trinkets and gadgets to promote their business. The trinket and gadget industry is a 100 billion dollar industry. There are so many choices available and it is easy to make a bad choice. By bad choice I mean nobody wants it, will use it and thus it ends up in the trash.

    There are basically two categories of promotional activity you can do:

    • Active promotion. These are things like sending out a direct mail piece or an email, airing a radio or television commercial or billboards. Active promotion simply means you are actively seeking customers.
    • Passive promotional marketing. This type of marketing you are simply attempting to keep your company’s name in front of the customer. This is generally tangible items (trinkets & gadgets) that you hope the customer will keep and use. Passive promotional items ranges widely from pens, flash drives, water bottles, coffee mugs, note pads, calendars to general marketing materials like pocket presentation folders.

    Most businesses have a use for passive promotional items. However, if you are not careful you can waste a lot of time and money with something no one wants or uses.

    There are two things to consider when thinking about using passive promotional items.

    1. Is the item useful? Will your prospect find the gadget or trinket useful? We have all receive cheap gadgets from trade or home shows and these cheap gadgets generally end up in the trash and are a waste of money. If you know your customer, it is easier to decide on what items will be best for your business.
    2.  Does the item make a good representation and good impression of your business? I have seen a HVAC company purchase refrigerator magnets and his only consideration was price. The result was he purchased cheap magnets and the magnetic material was so weak they would not stick on the refrigerator. Big waste of money, but more importantly it put an impression of his company of poor quality.

    If you have sales people or do a lot of home and trade shows, one of the passive promotional items we produce that are useful and make a great impression are note pads.

    There are five basic types of note pads:

    1. The note pad. Generally printed logo and phone on the page allowing for ample room for writing. The rule of thumb is not to make the pads so cluttered that they will not be used. These pads will keep your company logo, web and phone number in front of prospect 24/7.
    2. The Phone Note Pad. These are small phone message pads. This type of pad is great for business-to-business marketing. A strategic placement of a phone note pad at a busy switchboard or with the receptionist of your prospect and within a few days your company’s names, phone and web site will be distributed throughout the entire office. These pads also warm the coldest screeners when making cold calls.
    3. The To-Do Pads. Design as a daily to-do list to help recipients stay organized in their professional or personal lives.
    4. The To-Do Pads with Grocery list on the back. This type of pad is very popular with women and any business that has women as the key decision makers should consider this type of pad.
    5. Graph pads. This type of pad is very useful to businesses who has to graph or draw a design either for customers or who has customers who have to design layouts. For example, if I owned a landscape supply company or nursery, I would put my logo and phone number on a pad of graph paper and give it to every landscaper I could.IMG_0341

    The final thing to consider when it comes to pads is the final packaging. You can hand out lose pads but if you take it one step further you will make a great first impression. Simply combine a couple note pads with a nice pen, business card and a coupon special AND shrink wrap it and you have a home run for a home show or trade show or as a cold call pack for your sales team.

    Need Pricing on a Custom Note Pad? Click Here!

    We had one customer increase their sales from a trade show by 75% when they passed out pads with a pen and a special show coupon, shrink wrapped in a nice neat bundle.

    For this and other passive marketing ideas, contact your Wilson Printing USA marketing representative.

    ©2005-2014 Mark Hale, All Rights Reserved

    Direct Mail Printing Tips that Make Cents

    Business: Define Your Target, Reach The Right Market Click Here for Postcard Specials & Pricing!

    While direct mail is more expensive than electronic messaging, direct mail marketing continues to bring in more money than any other advertising channel. Why?

    The reason is that no other medium allows you to target your market so directly as direct mail does.

    Direct mail comes in many different forms: postcards, sales letters, note card mailers or self-mailing brochures.

    Many businesses, with the economy the way its been the last few years (including many of your competitors), have switched advertising channels to the Internet or email marketing only. Web ads and email marketing definitely have a place, but they are only a part of your answer. Because there are no spam filters on your prospects home mailboxes and there are fewer of your competitors in the mailbox, direct mail allows you to stand out and get noticed. This means that you will generate more sales.

    Click Here for Pricing for a Direct Mail Campaign

    Direct mail allows you to put something solid in the hands of your prospect. The attitude during the last few years was “we are switching everything to digital, nothing printed.” This is fine, but the fact is when it comes to buying, people are still touchy-feely. They like to hold and touch. The solid nature of direct mail makes your message more real to the prospect, and if your ad is designed properly with a good competitive offer you will drive more traffic and sales to your business.

    Contrary to popular belief, bulk mail rates have not risen very much in the last few years. It is still very affordable. In fact with the post office’s release of the Every Door Direct Mail program you can mail (up to) a jumbo 8.5 x 14 size postcard to your prospects for around 17 cents postage per card, and you don’t need to buy a mailing list. What else can you do that is for sure going to end up in the hands of your prospect for just 17 cents.

    Here are a few ways to optimize your direct-mail expenses and get the most bang for your advertising buck:

    • Use full color printing. With the advent of four color process printing and digital printing, the cost of full color printing has come way down. Full color printing allows you to bring your message to life.
    • Beware of bleeds (printing that runs to the edges of the paper). Bleeds can sometimes require larger sheets that need to be trimmed, resulting in higher costs.
    • Plan mailings in advance to save on potential rush charges.
    • Make sure you have a good mailing list.  A bad or outdated list is one of the three reasons why direct mail can fail. We can help you find a targeted list for your business but you have to know who the best prospects are for your service. If you are using your own list of customers and prospects, ask us to de-dup the list for you. We can also run a National Change of Address (NCOA) on your list, updating addresses. This will save you money on wasted postage cost.
    • Make sure your message is targeted to the people you are mailing to. A poorly targeted message will not generate response, this is true with any type of advertising you do.
    • Make sure you have a compelling offer. The offer is the most important part of your direct mail piece.
    • Choose a company to help you that is a full service printing and marketing company. Wilson Printing provides graphic design services, prints postcards and other direct mail in house, AND is a full service direct mail house. By providing all these services we eliminate the middleman and can save you money on your direct mail marketing.

    Our team here at Wilson Printing USA can help you navigate the choices in front of you when it comes to getting the best form of direct mail for your business and more importantly a type of direct mail that will get you noticed by your target prospects. Because we are not a “postcard” company who has to sell postcards, we are free to direct you to the type of direct mail piece that will work best for your business.

    Click Here to See Postcard Samples!

    ©2005-2014 Mark Hale, All Rights Reserved

    The Most Essential Part of a Direct Mail Piece – the Offer

    There are several things that go into an effective direct mail campaign. To be more specific there are 10 elements to creating a mailer that is effective. By effective I mean you getting a return on your investment.

    The offer is by far the most important part of your advertisement. The offer is the enticement for people to call you and buy. Without a good offer your prospects will look at your postcard or direct mail piece and yawn. You can look at it this way, if you are fishing the bait you use has a lot to do with they type and quantity of fish you catch.

    Underwater scene of a businessman taking the bait

    It may seem odd to you to give your customers a price break when you are struggling with your revenue, and it may seem crazier to give them one when people are lining up to pay your regular prices, but there is more than what meets the eye here. For one, what is the purpose of an offer?

    There are two purposes to have an offer (special rate, sale, discount, etc.) on your direct mail piece:

    1. To entice new customers to try your product or service.
    2. To reward current customers and ensure future loyalty.

    In an effective marketing plan, these are your two main goals. Neglect new prospects, and your business will plateau then drop off. Ignore your current customers, and your business will see high customer turnover, and plateau right before it drops off a cliff!

    The following are some tips you can use to reinforce your marketing:

    Marketing to New Prospects

    The offer you present to prospects will be different from what you offer to your existing customers. The offer you send to new prospects needs to have the following attributes:

    • A High Perceived Value

    Know your customers and you can come up with something that would be considered a great value to them.

      • Good Example: FREE Dental Exam & Cleaning
        • It is of value to the prospect, and it gives you the chance to WOW them with your service and professionalism.
        • If offering something for FREE always include the value of it in terms of money.
      • Bad example: 5% Off Cleaning Special
        • The incentive is not valuable enough to inspire action. Nobody jumps at savings in the single digits.
    • Low Cost
    • The prospect needs to feel as if they are getting a real bargain, especially if they’re trying something for the first time. Don’t be afraid to offer a product or service for free. The profit you gain from a lifelong customer far outweighs the price of a free promotion. It helps if you know the lifetime value of a customer. If you don’t know here is an easy calculator that can help you identify what a customer is worth to your business.

        • Good example: FREE!
          • Anything FREE is enticing. But don’t attach many strings or you will lose the customers trust.
        • Bad example: $500 OFF Outdoor Kitchen!
          • You may know that’s a great savings, but if the dollar amount is too high, it will frighten away your prospects.
        • Believability
          • Good example: Buy one pair of jeans and get a second pair for free!
            • It is believable. The customer understands the cost involved and will think it is a great value.
          • Bad example: FREE* Phone!
            • Avoid asterisks. The customer instinctively (and thanks to that asterisk) knows you’re not giving them a phone for nothing, and will not trust you.
        • A Time Limit
          • Your offer must have a time limit. An offer with no expiration date will not pull as well as one with an expiration date.  A time limit ad creates urgency and urgency creates the potential for loss. People do not like to miss out.
        • Offer something that is a high-perceived value — for free! Free is great because it has automatic value for consumers. As long as your prospect feels they are getting a great value, it will work.

          Remember! Price incentives differ in many industries. A free massage from Chiropractor is worth $65, while a free dinner from a restaurant may be worth $15, but both would be successful deals because the offers would be perceived as valuable within their respective industries.

          When Marketing to Your Current Customers

          To tailor an offer to your customers, you need to follow the same basic principles as a new prospect offer, but with an added condition.

          The offer must have:

          • High perceived value
          • Low cost
          • Believability AND,
          • A reward

          You want your customers to know they are getting this deal as an exclusive reward for their loyalty, and because you value their business. You are not attempting to draw them in; you’ve already done that!

          Here are some examples of what a customer reward offer looks like:

          • Chiropractor/Dentist can offer a free adjustment/cleaning on patient’s birthday.
          • Jewelry – a $50 coupon! Kohl’s department store does a very good job of this seeing as they offer “Kohl’s Cash” and coupons for returning customers.
          • Theater or Entertainment Services – Save $10 off your next ticket!
          • Automotive repair a $10 oil change.

          It is important to reward your customers to continue the relationship. Even a small gesture can go a long way. Consider what you can offer and make sure your bottom line isn’t taking a huge hit.

          Follow these simple tips and you’ll see your offer will do the work to bring in more sales and build loyalty! Remember, the idea is to give a little and you’ll get back a lot!

          Want Pricing on a Custom Direct Mail Program? Click Here.

          ©2005-2014 Mark Hale, All Rights Reserved