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MARKETING ADVISOR

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Three Ways You Can Make Significant Progress

ISSUE TWENTY FIVE

Harness the power of the new InDesign CS5 Use this powerful Formula for marketing success: I+E+E+O Utilize QR Codes

A InDesign CS5 Adds Some Perennial “Wish List” Items— And Much More

dobe has finally added something for which users have

InDesign can use an image’s metadata as

been clamoring for ages: the

its caption. (Metadata can be created and

ability to have multiple page sizes in

edited in Bridge and added via the Links

a single document. The new Page Tool lets

palette.) Captions can be “live” (updated

you resize each page individually, adding

dynamically if the metadata is edited), or

gatefolds for magazine covers, centerfolds,

“static.” However, live captions do not

special inserts, and so on, all in the

wrap, so they may need to be converted

same document.

to static captions. Still, it can be a big

Another long-desired feature is the

help if you can get the person supplying

ability to have text span multiple columns

the assets to add proper metadata tags

in a multi-column frame. If you want a

beforehand. (A big if, of course.)

headline to run across three columns of

Bridge. Although it offers a limited set

text frame for it, you can do so right

of Adobe Bridge features, it’s a far more

from the Paragraph palette. You can

elegant way of placing images than the

also split a paragraph into separate

traditional File>Place.

There are so many new features that it’s impossible to even scratch the surface here, but we’ll offer a rundown of some of the most significant.

brand new interactivity and animation

text frame. Speaking of columns, there

features, so, in addition to a print-

is a new Balance Columns feature that

resolution file, you can create Flash

automatically and dynamically bottoms out

animations and interactive documents;

each column in a frame.

export interactive layouts as SWF or native Flash files; export a rich media PDF with

on a page, selecting the one you want

sound, video, buttons, and navigation;

in the stack has always been a bit of a

and export e-books in the EPUB format

challenge, especially when switching from

(formerly called Digital Editions).

the Selection Tool to the Direct Selection

InDesign CS5 can use image metadata (added and/or edited in Adobe Bridge) to automatically generate image captions.

Paragraph and character styles can be specified, as well.

Finally, InDesign CS5 has a ton of

column text frame into a multiple-column

If you have multiple objects stacked

What’s New?

InDesign also includes a new Mini

text, but not have to create a separate

columns, effectively turning a single-

Adobe’s new InDesign CS5 aims to achieve two things simultaneously: allow designers to create any kind of document for almost any kind of medium (print, Web, Flash, e-book), as well as offer a wealth of new production efficiencies.

Ever have to generate image captions?

If you’ve skipped CS4 (which came out

Tool. Now, a new Content Indicator Ring

just as the economy was heading south),

appears in the center of a frame and lets

InDesign CS5 (and, indeed, the rest of

the Selection Tool function as the Direct

the Creative Suite) may well be worth the

Selection Tool. Live Corner Effects and a

investment. As always, though, it’s worth

Dynamic Rotation Cursor also keep you

checking with us to see if we have any

from having to switch tools as often as you

issues, problems, or advice regarding the

used to.

latest versions of production software.

The new Balance Columns feature in the Text Frame Options dialog box automatically and dynamically bottoms out all the columns in a text frame.

When working with multiple objects, you can now modify multiple frames simultaneously without needing to group them—nor do you have to ungroup

photos ©iStockphoto.com

objects to edit one or more of them.

The new Live Distribute lets you equalize the spacing between multiple objects, while the new Gap Tool gives you greater control over the white space between objects.

The new Span Columns feature (in the Paragraph Palette Menu) lets you apply column spans to individual paragraphs. Column Span settings can also be applied to paragraph styles.

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INTERRUPT In the Interrupt stage you problem,

are tasked with getting your

but don’t

target audience to “snap out of it” and

stop there. You

pay attention to what you have to say.

+ + + I E E O Four Components of Marketing Success

The layout and design of

Interrupting can be much more difficult than it

your print marketing piece

sounds in this age of information abundance.

must be aesthetically

What will get qualified prospects to read your

pleasing, but the

marketing message? Appeal to their “hot

information you deliver

buttons,” those things that are causing them

is far more important.

a problem. Hot buttons are typically portrayed

Effective messaging

in headlines, the first opportunity to interrupt.

“interrupts” and engages

Use words and phrases to mirror the intensity of

the prospect, educates

the consumer’s emotional level as you describe

and offers additional

scenarios that exemplify the frustration or

information to facilitate

annoyance you are going to help them solve.

decision-making, and

This sets the stage for your future clients to

lowers the risk of taking

become engaged.

the next step. These

may have just given them enough information to make a purchase from your competitor! Prove that you offer the best value available by defining key issues, presenting a convincing argument and sharing credible evidence that you are the only possible source to meet the prospect’s needs.

OFFER The final step is to compel the consumer to take action through an Offer. Present a lowrisk way to take the next step. Insert a business reply card to facilitate the ordering of a special report or informational brochure, or to schedule

ENGAGE

components – Interrupt, Engage, Educate and

To Engage the prospect, use a subheading to

Offer (IEEO) – combine to

promise information is forthcoming that will

create a powerful formula

help the reader make the best decision possible.

for marketing success.

Present your Unique Selling Proposition (USP): this is what made your current clients buy from you, and what will make others buy from you as well. Position yourself as the expert and source of the solution to the problem.

a personal consultation. Include links to your website and social media. The buyer must feel in control as you nudge him closer to the final purchasing decision.

At any one time you may have hundreds or even thousands of prospects at various positions along this buying spectrum. Most of them are in the “information gathering” or “thinking about it” stage, so avoid the common mistake of investing all of your print marketing dollars

EDUCATE It is now time to Educate the customer, turning the corner from an emotional sell to a logical sell. Create relevance by framing what you are

in those who have already made the decision to buy. Effectively separate yourself from your competition by marketing to those in all phases of the purchasing process on an ongoing basis.

offering as a solution, following the What’s In It For Me (WIIFM) approach. Provide enough detailed, quantifiable and specific information to photos ©iStockphoto.com

allow consumers to logically understand how and why your product or service solves their

5

Download a QR reader app onto your smartphone, and snap a pic of these QR codes!

Make your own QR code here for free!

put your own QRC here

(printer customized text here)

(or visit qreateandtrack.com)

T

hey are quick response codes, or

are Kaywa, Zing, BEETAGG, and

2. They capitalize on today’s mobile

QR codes (sometimes called QRCs).

Google Charts.

culture. Cellphones have been described

To create the code, you simply go to

as today’s laptop. People’s entire lives are

to websites, discount coupons, videos, or

the site, input the URL to which you would

stored on their phones, from contacts to

other marketing messages.

like the user to go, and hit “generate

family photos. People’s phones are the one

code.” You’ll get back a .png or .jpg

device that is with them all the time.

is that they are an immediate response

image that can be inserted into your print

3. They are highly trackable. Not only

mechanism. If people see something they

or online materials.

are QR codes trackable themselves, but

They act as immediate conduits

What makes these codes so compelling

like, they simply snap a picture of the

Yes, it’s that easy.

they provide tracking for other types of

code with their cellphones. The marketing

Using more complex software, you

media, such as billboards, newspaper ads,

information (such as a discount code) then

can also create personalized QR codes for

and direct mail. If people used the code,

displays on the phone’s screen.

generating personalized URLs.

you know they viewed the ad.

By making the cellphone the response

QR codes can be massive in size —

mechanism, you capture viewers’ interest

hung on a billboard — or as small as 1.25

at the moment it is hottest. You don’t lose

inches square. Another neat thing is that

eyeballs by people having to type URLs into

QR codes are still readable even with a

a browser or scribble down URLs onto a

small amount of data loss. This means they

piece of paper that might get lost. They just

can be branded. You can even insert the

snap and go.

logo within the code itself.

It is no wonder so many of today’s top

used to snap the code, QR codes also give you passalong information. If five different people snap the code in a magazine ad, the advertiser will know it.

Are QR Codes on Your “To Do” List?

The question, then, is not “why use QR

brands are using QR codes. These include

codes?” It’s why not use them? QR codes

GMC, Google, Ralph Lauren, The Weather

cost little or nothing to include, and the

Channel, Best Buy, Ford, Chevrolet,

benefits are great.

Starbucks, Facebook, Twitter, and more.

QR Codes Are Everywhere

Because code readers capture the phone

In addition to marketing campaigns, QR codes are also a great way to turn static print pieces (such as business cards, company brochures, or trade show

You are starting to see them everywhere.

collateral) into exciting and dynamic ones.

Marketing Benefits of QR Codes

They look like square jigsaw puzzles, sometimes in color

What are the marketing benefits of QR codes?

but most often in black-and-white. They are in magazine advertisements,

Just add the code!

Talk to us about incorporating QR codes into your next marketing campaign.

1. QR codes offer an immediate response mechanism. As soon as an

photos ©iStockphoto.com

on billboards, on websites, and on business cards.

Creating QR Codes

advertisement or marketing pitch catches

Creating a QR code is simple. There are

their eye, consumers snap and view.

a variety of QR code generators on the

There is no delay between the interest

market. Some of the most common

and the response.

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MARKETING ADVISOR

MAILING INFO HERE

Printer Name Phasellus porttitor elit In hac habitasse platea Donec tempor nonummy

QR CODE FPO Need a QR code?

Call Great Reach Communications at 978-332-5555

About Us

About This Issue

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Programs used: InDesign CS Illustrator CS Photoshop CS

you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company.

One or two small paragraphs about you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company.

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GRAPHIC ADVISOR

MAILING INFO HERE

Printer Name Phasellus porttitor elit In hac habitasse platea Donec tempor nonummy

QR CODE FPO Need a QR code?

Call Great Reach Communications at 978-332-5555

About Us

About This Issue

One or two small paragraphs about

Programs used: InDesign CS Illustrator CS Photoshop CS

you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company.

One or two small paragraphs about you and your company. One or two small paragraphs about you and your company. One or two small paragraphs about you and your company.

One or two small paragraphs about you and your company.

Paper used: What paper did you use to print this issue?

Ink used: What kind of ink did you use to print this issue?

Coating used: What kind of coating did you use to print this issue?

Computers used: iMac Press used: What kind of press did you use to print this issue?

Bindery used: What kind of bindery did you use to print this issue?

Why Personalize Print?

1:1 is not a high-cost luxury Then there is the issue of cost. In today’s business world, every cost is increasingly scrutinized. Although marketers

More and more, we are hearing about 1:1 printing or “print personalization” (using printed pieces, often with four-color text and

Because tailor-made marketing messages are on the cutting edge

tend to think of 1:1 printing as a high-cost luxury, when handled properly, the opposite is true.

•

1:1 printing optimizes your marketing investment

graphics, to talk directly to recipients based on

by not mailing irrelevant information to the wrong

name, gender, past purchase history or other

people. It makes every record count.

information) to achieve higher response rates and better return on investment (ROI).

•

Properly tracked, 1:1 printing provides provable ROI, so you can compare its value against other

What’s the real deal with these applications? Is this

marketing methods and justify your spending

really a smart marketing approach? Or is it just a gimmick

based on real numbers.

to get you to buy more print?

Consider the way you are being marketed to. When

•

generating higher response rates and per-order

you shop online, you are asked to register so that the site

values from those customers, you can spend less

can greet you by name. Cookies follow your every move

on print and bring in more revenues.

so that when you return the page views are customized to your purchase or viewing patterns. At the grocery

By focusing on your top-tier customers and

•

More relevant communications (newsletters, bills

store, your receipt is printed with coupons based on the

and other correspondence) increase customer

items you just purchased. When you receive mail from

retention and provide a benefit difficult to quantify

your financial services provider, it contains information

yet with real bottom-line benefits.

only on those funds in which you have invested or that the company is trying to sell you based on your past

From this perspective, 1:1 printing seems less like a luxury and more like a business necessity.

investment history.

We are used to being marketed to on a 1:1 basis, even if we don’t think about it this way. Personalization has become so ingrained in our experience that we barely realize it anymore. If you aren’t incorporating 1:1 print into your marketing, where appropriate, you are out of step

photos ©iStockphoto.com

with marketing’s cutting edge.

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