It doesn’t take a super detective like Batman to figure out that booklets and other printed pieces need to have a binding. Without the binding, some printed pieces would be clumsy and fall out when opened, which is far from “super” for your return on investment. But just like Batman and Robin, printers like Kopytek have a full arsenal of techniques in their “utility belts,” to make sure that your printed piece uses a binding that works best for your project.

For hundreds of years, binding and printing have gone hand-in-hand with each other. We sometimes joke that the two are a printed piece dynamic duo, complimenting each other to create more organized and complete printed pieces.

Binding can be used to connect direct mail, booklets, brochures, manuals, calendars, and much more. And for any of these printed pieces, there is a binding to match, ranging from sleek and sophisticated to inexpensive and functional.

The process of binding often begins with what is called a punch or a score. A punch is the process by which a machine will line up your printed piece and punch the necessary holes for a wire or plastic binding. Depending on the binding chosen, there will be a different sized punch to match. And a score is the process where a fold or channel is created in your printed piece. This is often used when making booklets that will use a staple binding.

Now that you know the steps to create a binding, give us a “Holy binding, Batman” and check out some other binding options we offer at Kopytek:

Saddle-Stitching (Stapling): One of the most common and economical types of binding. After the score is put into your printed piece, two staples are inserted, usually two inches from the top and bottom to create a folding printed piece.  This is usually only for thinner pieces.

Tape Binding: A technique where a piece of tape is glued to the spine of a printed piece, often a booklet, this type of binding does not require punching.

Spiral Binding: Comes in plastic or wire. A spiral binding can hold a variety of sizes and offer a variety of colors for your printed pieces.

Perfect Binding: Often used for thicker printed pieces like a book, the cover of the piece uses thicker paper and the spine is glued together with a very strong and flexible glue.

While we might not print out of the batcave, we do use the latest in technology to offer you more options and better prices. All of our binding work is done under one roof at our state-of-the-art facility, meaning faster turn around times for you. If you are looking for a printed piece with binding, don’t throw up a bat signal, just give us a call and we can work with you to create a printed piece that is within your budget and perfect for your needs.

Let’s play a game with a paper fortune teller. Remember that? It was the cone shaped game where just a few simple questions could give you the future! What color do you choose? B-L-U-E What number do you choose? 1-2-3 Your future is…. (unfolding a corner of the cone) your next direct mail piece will be wildly successful bringing you tons of new business. YAH! That was so easy, but can this mystical paper cone really predict the future?

Our guess is probably not. But there are other types of creative folds and sizes you can use on your printed piece that can make it stand out and increase your chances of a response. Think of a tri-fold brochure.  You’ve probably seen or received one in the mail, opening to reveal three panels all of equal size. It’s simple, compact, and very economical – perfect for some situations.  There is nothing magnificent about this configuration, so your design and messaging will be key to draw your reader in.

Maybe you want to think outside the box and beyond the world of tri-folds.  Consider some other options, like:

• Gatefolds - Unfolding like the gates of castle, this printed piece has two panels which make up the front. When opened they reveal an area of four panels, a huge amount of space for copy and pictures. Gatefolds come in a number of sizes depending on your preference and price range.

• Half-Folds – The front cover of your brochure doesn’t always have to close all the way, thus concealing the entire inside. Instead, give your readers a “peek-a-boo” effect by folding your cover just part of the way.  It creates a unique design, and possibly even a unique size that will stand out in the crowd.

• Z-Folds – Think of a z-fold as an accordion, where your piece is folded back & forth in alternating direction rather than “rolled” into a fold in one direction.  Z-folds can be used in a traditional tri-fold scenario to give it a bit of the unexpected, or can be incorporated into a custom size for an even more one-of-a-kind appearance.

The possibilities are nearly endless, and unique folds and irregular sized printed pieces often are placed on the top of a stack of mail or papers, giving your piece an advantage.

As always, speak with your printer before you begin design.  While they can deliver a bigger impact, custom sizes and folds will affect the overall price of your printing and postage.  Have an idea for an odd shaped piece or unique fold?  Never fear – Kopytek can help walk you through your project.  Call us at 314-432-2700 or email sales@kopytek.com.

Not surprisingly, we never really grow out of our love for shiny things. Think about how a child operates, they are in deep concentration working on their building blocks…and then something shiny in the room reflects, immediately grabbing their attention. While most adults no longer play with blocks and chase shiny things across the room, (we know you wish you still could) other shiny objects still grab our attention.

A similar effect that marketers use on printed pieces is called a spot varnish. This special effect highlights specific areas of the printed piece (post card, brochure, business card) with a shiny, clear coating that adds texture and directs your reader without being overwhelming. For example, you want to draw attention to the fact you’re having a big sale next weekend, a spot varnish can get your readers to look at the detail. Or if your brochure is next to your competitor’s, a spot varnish on the title can give that extra push and be more noticeable.

Also, spot varnishes come in a few different finishes, including a gloss, matte and satin. A gloss finish is best used on photographs, offering them protection, giving off a reflection and enhancing the color. A matte finish does not have a gloss or shine, giving a softening effect. And a satin finish is a combination of gloss and matte, giving you elements of both effects.

While making your printed piece more attractive and effective, be sure to communicate with your printer when planning a spot varnish. They will be able to specify how to mark your spot varnish on the proof and give you direction to make the most effective printed piece. And remember, using a spot varnish will require using an extra plate when printing, adding to the cost of your overall print run. But small details like a spot varnish can take your printed piece to the next level. If you have any questions about how a spot varnish can bring out the child in your audience, give us a call at (314) 432-2700.

Taking directions for direct mail isn’t like using MapQuest for your summer vacation - there aren’t specific directions to take you where you want to go. Instead there are elements that should be incorporated to make your direct mail piece work effectively. Remember even with the greatest mailing list, a direct mail piece lacking certain elements and without direction will only lead to one place, the trash. If done properly your direct mail piece will stand out among the millions of pieces of mail sent every year.

What’s the first thing people look at on a direct mail piece? The headline. Without a strong headline everything can become confusing. Make sure your headline delivers the message at the heart of your piece with big bold letters that won’t be lost within your copy. Your headline should take up at least 15-20 percent of the front of your direct mail piece.

And now that you have their attention, keep pulling them in with a subhead that leads into your copy. A subhead can add that small incentive your reader may need to continue. A subhead is especially helpful when you have more than one paragraph, giving your reader a place to begin.

Once your reader has made their way into your copy, spell out the benefits of your product or service. Many marketers make the mistake of only listing the features, but not the benefit. A correct example would say “the car has 270 horse power (feature), giving you superior acceleration to get on the highway (benefit).” Some readers may not know what horsepower is, but the benefit can explained. Don’t assume that you reader will associate your features with your benefits, no matter how obvious it is.

Now that they know what your product can do for them, give them an offer to get them to act. An offer can be “while supplies last” or “limited time offer.” Then close with a call to action, to tell them what to do, like “call now” or “check us out on our website.”

And whatever you do, do not forget your contact information and return address. Now that they want to act, give them a place to go. Include your name, phone number, website, and mailing address. Having a permanent mail address will give your reader confidence in your company, knowing that there is a real person they can visit.

Now that you have the “directions” for direct mail, it should be easier to craft an effective piece. If you feel you might have taken a wrong turn, you can always reach our experts at Kopytek who can surely point you in the right direction.

Welcome back, I hope you haven’t been lost without the other half of the color spectrum. Colors are very important to how we connect with a printed piece, just as important as the copy. Have you ever tried to read a list of colors, but the words where actually a different color than they read…like red. If you haven’t tried it, you’re probably going to read the color you see, not the color you read. Similarly that is how we react when we see colors on a brochure or direct mail piece. Here are the rest of the colors and their meanings and how they will affect your audience.

Green-Supports balance, harmony, growth, love, communication, being social, and acceptance. Green is the color for nature and environmental conscience and often associated with safety, especially medical products and dark green is associated with money. Green is the most restful color for the eye.

Blue- Increases calmness, peace, love, honesty, kindness, truth, emotional depth and devotion. It is the color of water and the sky. Blue is beneficial to the mind and body, because of its calming effect. Blue is often considered a male color and used to represent cleanliness.

Brown-The color of the earth symbolizes home, friendship, depth, stability, richness, nature, and tradition. Amber, a golden brown, represents courage and energy. Brown is the color of dirt, giving it n earthy environmental quality which is often coupled with green. Brown can stimulate the appetite, wholesomeness, steadfastness, simplicity, friendliness and dependability.

Silver-Removes negativity and symbolizes encouragement, communication, technology and a connection with stars and space.

Gold-Symbolic of the sun and glamorous attraction. It also represents strength, wealth, security and ease.

The best way to ensure you are using a color combination that works well with your printed piece is to talk to your printer. A printer with an experienced staff should be able to give guidance and help deliver a printed piece that will leave a lasting impression, and evoke the intended emotions of your audience.

If you’re red with anger and become blue with sorrow, does that mean there’s a period of being purple somewhere in the middle? Well maybe if you’re a chameleon, but for the rest of us, colors carry meanings that evoke emotions. Whenever you send out a printed piece, the colors, along with the design should make it easy for people to connect what they are seeing with your company and leave them with a lasting impression. Since continuity is important, the many printed pieces in your campaign need to feature the same colors so that your brand is easily recognizable. Here are some colors and their meanings, then consider how different color combinations will affect your audience.

Red- Communicates love and beauty. It increases stimulation, excitement, fun, attraction, anger and is the color of action. In Christianity, red symbolizes love, blood and martyrdom of Christ. Red also brings about feelings of security, trust, strength, ambition and leadership.

Orange- Represents enthusiasm, excitement and adventure. Orange is energy and brings a ‘get-it-done’ attitude. It typically symbolizes Hinduism and Buddhism emitting feelings of happiness and balance. Orange has less intensity than red and is calmed by the cheerfulness of yellow.

Yellow- The color of joy, gladness, delight, and the promise of a new beginning. It also represents warmth, playfulness, confidence. Being the color of the sun it evokes happiness, purpose, intelligence, idealism and the ability to follow one’s dreams.

Violet- Symbolic of power, majesty, spiritual goals, passionate beliefs, wisdom, visionary leadership, respect and wealth. It has been worn by emperors, military commanders and other high-ranking officials. In Christianity, purple means penitence; Thailand considers purple to be the color of mourning, which is not true in western culture.

Stay tuned for the second half of Colors That Evoke Emotion!

Social media sites might all seem like YouTwitFace to you – confusing, and hard to keep up with. Yet as confusing as it may seem to some, social media, (i.e. Facebook, Twitter, LinkedIn) can be a good form of communication. But take caution! While it is easy to look at Facebook’s 500 million unique visitors and want to immediately begin social marketing, it is important to remember that the best way to leverage this tool, and maximize reach in your target audience, is through a strategic mix of marketing tactics.

Social media has become a powerful tool in the marketers’ toolbox, complementary to other channels of communication, like direct mail. In fact, campaigns combining direct mail and the Internet yielded up to 25-percent higher response rates than Internet alone. Social media sites like Facebook are different from traditional marketing because it is a conversation. This gives companies the ability to listen and respond to their customers’ needs and make adjustments to their campaign.

But since it is a conversation, social media cannot be just one sided. Marketers sometimes confuse this and simply approach social media as another promotional tool. Using social media strictly to send marketing messages doesn’t work. The moment people feel they are being marketed to, they will turn you off.

That is why you can’t just rely on social media to run your campaign. You need more to keep it going and to penetrate different demographics. Having a mixed marketing campaign helps achieve this goal. It is known that 96-percent of generation Yer’s are on social media, but considering 70-percent of Facebook users are not in the United States that can leave approximately 150 million Americans not in touch with social media, making it important to integrate. By doing so you can capture more information on your customer, raise direct mail and social media responses, and give your customers somewhere to go when they read your messages.

Marrying the two lets marketers become more targeted and strategic with their dollars. Social media and printing are now more than ever interdependent with one another. Even Kopytek has joined the social revolution tying in our blog, twitter account and direct mail pieces to communicate with our customers. And if you think like Conan O’Brian, and feel that someday Youtube, Twitter and Facebook will merge to form one super time wasting website called YouTwitFace, give us a call or message us at @kopytekstl on twitter and we can help.

Maybe that’s not exactly what Francis Scott Key wrote during the shelling of Fort McHenry, but it is certain that without the printing press the American Revolution may have never happened. That’s because the printing press was America’s first collective voice. During this time freedom of speech was not protected and printing was the only way to spread information on a large scale. Even before the first shots of the Revolutionary War, British and Colonial newspapers took verbal shots at each other in the form of print, fighting for the hearts and minds of the Colonists. It was this struggle that eventually led to war.

During the 18th century, most early Americans received their news through newspaper. By 1775 during the beginning of the outbreak of the war, the number of newspapers exploded, giving Americans updates on the war and a forum to discuss their dissatisfaction. But not all writings were in newspapers.  Patriots like Thomas Paine distributed their information in pamphlets.  Paine’s piece, called “Common Sense” which argued the need for independence, was printed in a quantity of one half million copies for the only few million Colonists. And quite possibly one of the most famous images ever was the depiction of the Boston Massacre made by Paul Revere. This image was so powerful in fact, that the British hoped they could contain its spread. But thanks to the early post office and overnight riders, the newspaper was distributed to all the colonies.

Because of these early events of bravery by our founding fathers, we are able to enjoy the freedoms we have today. While the printing press was not invented in the United States, it has become a symbol of free speech and is distinctly American. Since the earliest days that we have called ourselves Americans, printing has helped give us a voice to freely express information and opinions. When we refer to freedom of the press, it’s because under British rule it was considered a crime to print anything which criticized the government.  The decisions made more than 200 years ago to fight for the freedom of speech have shaped our county today. If colonist would have chosen to go silently, never raising their voices, we would all be eating fish and chips! Kidding aside, printing is a part of our culture, and without it we wouldn’t be who we are.

“Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.”
-Bill of Rights, First Amendment

PURLs may not look great around your neck, but they can sure light up a direct mail piece. PURLs not to be confused with pearls, stands for Personalized URL. What is that you ask? PURLs are personalized website landing pages that are created specifically for each prospect on your mailing list. These personalized landing pages are changing the way marketers are doing direct mail and offering a level of customization that goes well beyond that of variable data.

You would expect such a targeted marketing tool with a fancy sounding name to be expensive, however you are in for a surprise. In fact PURLs are cost-effective, especially when you consider the return on investment (ROI) they offer. A typical direct mail campaign can expect a 2 or 3 percent response rate, while campaigns that make use of PURLs have reported a 20 to 30 percent increase in response rates. This drastic increase in the response rates are in part due to the nearly 33 percent of people who respond to direct mail by going online, according to the Direct Marketing Association.

When a direct mail piece is sent out using PURLs, the printed piece will have an URL containing the prospects name and will look something like www.kopytek.com/johnsmith. When the prospect visits the page it will open directly to the information that they are seeking, specific to them. At this point there is an opportunity for you as a marketer to capture more information on your prospect. It is possible to ask them additional questions to better target your prospect in the future.

Also PURLs allow you to capture analytics on your prospects and track their behavior. For example let’s say that we send three prospects a direct mail piece that employs PURLs, hoping to sell them white socks. Prospect A logs on to his computer and goes to his personal landing page, explores our website further and purchases a pair of white socks. Prospect B logs on to their personal URL and surfs for awhile, but doesn’t make a purchase. And Prospect C never logs on.

Now we know that Prospect A likes our socks, we can contact him in the future. Prospect B, is interested except something didn’t click and Prospect C will never buy socks, maybe we take him off the list. Now that the campaign is over we can go back and call Prospect B and offer them a special on another type of sock possibly leading to another sale.

Just remember the degree of personalization created, depends on the amount of data and info you know about your prospects. Keeping a clean mailing list, which includes their shopping habits, will make it possible for 20 to 30 percent response rates using PURLs. Even with such high response rates, PURLs are only beginning to come to the forefront of direct mail. By actively engaging your prospects it allows you as a marketer to recognize every prospect as an individual. And, as the marriage between web and print strengthens, printers like Kopytek will continue to be able to help marketers save money with innovations like PURLs.

Direct mail is one of the most strategic and targeted marketing functions, and if done correctly, can offer great return on investment. One of the greatest advantages it offers is the ability to establish one-on-one contact with the recipient, right at their doorstep. According to the United States Postal Service (USPS), 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. Compare that with email marketing’s 1.73 percent conversation rate and direct mail’s 3.42 percent response rate, it shows how powerful direct mail is. But to unleash that power, there needs to be diligence to lead to a great response rate and lower prices.

The first step in executing your campaign is to identify your audience and what they will respond to. That also includes determining how large your target audience is going to be. Once you have decided on your target audience, it is time to look at your mailing list. Often you can purchase a mailing list which includes the prospects’ shopping habits and other detailed information along with their name and address, for better targeting.  If you purchase a list, often it has one time licenses or is usable for a limited period of time, so be sure you know what your list will allow. And regardless, make sure that your mailing list is clean and correct. An incorrect mailing list can hurt the response rate of even the best printed pieces. A full service mail house will have the software certification programs needed to ensure a clear and deliverable list.

With direct mail through the use of variable data, you can identify and address your prospects individually and your message should reflect that.  Be concise and speak to their interests, understanding what they need. If prospects believe that you understand their needs, they are more likely to respond. Sometimes tying social media, or personalized landing pages called PURL’s, into your campaign can make it more targeted and strategic, giving your recipients a place to go, or a call to action.

The design of your printed piece should also speak to your audience and should not confuse them. Keep in mind that before you print, the size and shape of your design will affect the price of your postage and printing cost. For example, larger designs will require extra postage and custom-sized designs could require special paper or a larger press which will impact cost.

And finally be sure that your printed piece is compliant with the two parts of postal regulation. The first part is checking the postal certification and qualifying your mailing list. This process involves presorting your printed pieces to get the best postage rates possible and checking your mailing list to cut down on undeliverable addresses.

The second part involves the size and design of your printed piece. The USPS has postal regulations in place for the size printed pieces, aspect ratio requirements, and strict dimensional requirements to take advantage of postcard rates.  Also, a clear area is required around the address and bar code so the postage machines can read it, and certain paper weights are required for direct mail. If you are planning a tabbed/sealed/folded printed piece, the USPS has strict rules on which way a printed piece folds and where the seals are located on the piece, to avoid tears and jams as it is processed through their machines. Failing to follow the USPS’s regulations will raise the price of your postage, cutting into your return on investment. To help, printers like Kopytek often have a full service mail house to ensure that your printed pieces will be mailed at the lowest prices with the greatest accuracy possible.

To launch your own direct mail campaign, you don’t need to be an expert or have a large budget. All it takes is a little planning on the front end and keeping an open line of communication with your printer. Remember if you think practical, then you think direct mail!