The introduction and subsequent development of the Internet, mobile technology, apps and web-based solutions is of course very impressive and highly beneficial. However, integrated communications strategies are most definitely the future; blending traditional, new and ambient media in a complementary way to create the greatest effect and impact. Advertising is accumulative and it’s unlikely that using only one medium will enable you to effectively reach your target audience.

So, how can Print be more effective than online advertising?

New media and online advertising methods are constantly fragmenting, resulting in an increasing number of web options and offers. This is actually making some online promotional methods less effective due to saturation of the marketplace. Pop-up ads are now easily blocked and research shows consumers findthem annoying. Banner ads are becoming less common, they can create unnecessary clutter of a webpage and when everyone is advertising with web banners, the audience start to ignore them: it’s simple common sense. The web has become packed with promotion and the world of print is now a little less cluttered. Businesses can create campaigns through print which are far more effective; be creative with your use of print, get your graphic design right and you’re on to a winner.

Print is more direct

As a consumer when you come across a web banner or other online advertisement, do you tend to switch off a little? We’re almost trained to ignore them. Print campaigns, on the other hand, are usually delivered directly to the consumer – either via direct mail and leaflet drops or by another means of distribution. By having your advertising printed on postcards, flyers, window stickers, balloons, clocks, mugs or other forms of print promotion, you’re delivering your sales message directly to your potential customer and sometimes in quite an unusual and attention-grabbing way. Even using a basic postcard almost guarantees that your message will be read. When you get something through your letterbox, or handed to you when out and about, you will usually instinctively look at and read it – and that’s something that web advertising can never claim. The effectiveness of your print advertising will rely quite heavily on the actual design: if it’s not done to a high standard, don’t be surprised when your ad campaign fails to meet your expectations.

Print is easier to distribute

You may think advertising online is a piece of cake, but it’s more difficult than it appears; it’s hard to know exactly who your advertising is reaching. With print you know exactly who you’re delivering to. Whether it’s by direct mail or through someone handing out flyers, you can always be sure exactly where your print promotion is going – and you can rely on it reaching its target audience. You also have more choice in how you distribute the promotional material; you can select specific geographical areas to target which is very beneficial for small and medium businesses, especially in NI if you only trade locally, whereas advertising online for many small businesses results in wastage.

Print is better value for money

The internet is still relatively new and services offered vary greatly, you will find quotes and prices are all over the map. Print advertising is so well established that you will feel confident you’re getting the best price; your costs will be more predictable and your results more quantifiable. With online advertising, there’s a lot of trial and error. You have to spend money, see what works, then spend some more money. With print promotion, you’ll already be well equipped to know what works and what doesn’t, and you’ll know exactly how much it costs to reach ‘X’ number of people. It’s a more reliable and predictable form of promotion.

The money you invest in print promotion is easier to track: your printer can provide you with costs for raw materials, distribution, graphic design time etc… With online advertising, overheads are very low and yet prices still remain high. It’s always a gamble when you choose to advertise solely through the web. But print is tried and tested. Throw in the fact that it’s been somewhat neglected recently and you’ve got the recipe for an unstoppable print campaign!

You can easily integrate your print and on-line campaigns by using a QR Code – for more information on how what they are and how we can help check out our blog – QR Codes – what are those funny little boxes?

Want to chat to a member of our team about leaflet printing and distribution? Get in touch on 02825 639371 or email hello@ballyprint.com.

Exhibitions and Conferences

1. Place in areas of high footfall as directional signs to important areas, features or exhibitions
2. Provide “teaser information” to the audience about seminars, sessions and future events
3. Use as a public notice sign to display information such as the location of toilets, emergency exits and evacuation points
4. Display the day’s itinerary, information or programme of events
5. Present speaker information to highlight key speakers or keynote addresses
6. Create awareness of conference sponsors and organisations in attendance by displaying branding on/off the main stage
7. Display a welcome message to delegates

Boost Sales

1. Increase brand awareness by displaying your company’s logo, products, services and contact details
2. Highlight the Unique Selling Points of your products or services
3. Promote competitions, prize draws, offers and free giveaways
4. Use as a meeting backdrop to display key notes and bullet points
5. Grab attention by displaying larger than life product Images

Corporate Displays

1. Foyer welcome signage, welcome your visitors with the wow factor
2. Shout about your recent successes, accolades, awards and achievements
3. In-house event signage – direct people to an in-house event or seminar
4. Use as a graphics screen to hide unattractive facades or areas of your reception and offices
5. Promote your message with a portable corporate display that can be used anywhere in your building
6. Releasing a new product or service? Use as a training tool in staff rooms to remind employees of the key selling features

Within Showrooms

1. Indicate key sections of the showroom with a showroom planner and area indicators
2. Create awareness of the main brands available with price comparisons
3. Use as a screen wall to section off areas of your showroom or make more wall space
4. Create a colourful company or individual profiler to provide crucial information

Shop Displays

1. Use in shop windows as a fully portable and ever-changing window display
2. In-store promotion of special offers, discounts and sales
3. Point of sale stand, use at the end of aisles, beside pop-up counters and near till areas as a reminder for last-minute purchases

Shopping Centres

1. Inform your shoppers with a shopping centre floor plan and opening hours
2. Create excitement with a new store opening banner
3. Create a buzz about up and coming centre events and markets
4. Attract visitors to free standing units, pop-up shops and markets
5. Highlight food court offerings and entice with restaurant menus, pictures and prices

Restaurants and Eateries

1. Attract customers with attention grabbing menu boards
2. In-queue promotions – display your offers and deals to customers while they wait
3. Dish of the Day – we all like to know what’s for lunch so show off your Daily Specials and Chef’s Choice

Sports Events

1. Use as directional signage for toilets, ticket purchase, labelled seating areas, exits and drink/food stands
2. Promote team and event sponsors in areas with high footfall
3. Advertise future sporting events and display team position in league tables

Media

1. Media backdrop – link banners together to create a seamless banner display
2. Promote brands and products at launches and press events
3. Advertise celebrity appearances and book signings
4. Include a QR Code for instant access to websites, contact details, video clips, reviews, images and emails

Or if you want to be different…

*Ballyprint.com does not approve or recommend a pull-up banner display stand is used for the following suggestions and cannot be held responsible for  damage or injury resulting from inappropriate use.

1. Use as sports equipment – a hang-glider, surf board or a sail on a handmade boat
2. Create a jumbo tape measure
3. Take to the beach and use as a windbreaker
4. Make a lasting impression with a huge business card
5. Customise and use as door and window blinds
6. Lay it out straight and strut your stuff on a mobile catwalk or runway
7. Bring it in your bag and use it as a room divider to create a temporary changing room when all the others are full
8. Cut the top off your car and use to make a brand new convertible
9. Bored waiting on the train? Pull-up a makeshift projection screen and hold your projector in one hand while eating pop-corn with the other
10. And finally, you could use a pull-up roller banner display stand as a contemporary rowing machine, exercise on the go!

Click here for more information on pull-up display banners, or to discuss your individual requirements call a member of our team on 02825 639371 or email hello@ballyprint.com.

1. Visual Impact

A picture says a thousand words; people often think they should fill their leaflets with lots of information and as many words as possible. Don’t. Instead use good quality images that interest, excite, intrigue and showcase the unique features of your product, service or event.

2. Best Foot Forward

The pick-up-ability factor; whether it’s colour, imagery or a stylish font, the front design, especially the top third, needs to jump off the page.

3. Less is more

Use clear, concise text so that readers can quickly understand who you are, what you are about and what you are offering. Whet their appetite rather than telling them the whole story.

4. Production Value

The quality of your print reflects the quality of your business; a poorly produced leaflet might deter people from using your products or services, perhaps even degrading the image of your brand and negatively affecting your business reputation.

5. Size Matters

Consider how readers use leaflets – the most popular leaflets are A5, full colour and double sided. There is a small price difference between single-sided and  double-sided leaflets, you should use all of the space to sell your brand.

6. The Basics

Remember to include the essential information; directions to your premises if you are off the beaten track, you could include a sat nav reference or map. If your prices are great, shout about them! Include details of any deals, offers or promotions you are running. Always include contact details such as a phone number, email address, opening times and even a contact name.

7. Push Online

Direct traffic to your website to provide potential customers with more in-depth, interactive and informative content, this benefits your business by increasing awareness and encouraging sales, you could even use a QR Code on your print materials.

8. Honesty Pays

Don’t give a false impression in order to make one quick sale, accurately portray what is on offer. Word of mouth accounts for a large percentage of business in NI and your aim is to create a relationship with your client-base to encourage repeat business, not one off customers who are left with a bad taste in their mouths after working with you.

9. Proof Read. Then Proof Read Again.

Ask a couple of people to check over the leaflet thoroughly before it goes to print; mistakes are costly and wasteful and it is not your printer’s responsibility to  notice these errors, they will likely check over the item too before printing, but in this case the buck stops with you.

10. Speak to the Experts

Ballyprint.com has been designing, printing and distributing leaflets for a long time and we are great at what we do, use our expertise to help promote your business. Give our team a call on 02825 639371 or email hello@ballyprint.com to discuss your promotional needs.

The logos which came out top in the survey were:

1. Apple: Clean, modern and extremely easy to reproduce

 2. BBC: Simple, memorable and works well on TV, online and in print

3. Nike: Suggestive of movement, ideal for a sports brand, works well on the product4. Amazon: Embodying the company’s philosophy: everything from A to Z, delivered with a smile5. Google: Strong primary colours, enhanced by ‘google doodles’6. London Underground: The capital’s most instantly recognised logo, the shape recalling the tube’s tunnels

7. UPS: Brown is symbolic of parcel paper, with the shield suggesting security

8. American Express: Squares and block lettering indicate strength and trust

9. Sky: A versatile logo that supports brand extension: SkyNews, SkyHD, SkyMovies etc…

10. HSBC: The only logo in the top 10 to use a traditional serif font, more commonly associated with business and finance, suggesting authority

Find out more about our Graphic Design services or call us on 02825 639371 to arrange a free consultation.

So, what can we learn from this?

Ideally, your company logo should be effective, professional and recognisable. You don’t have to love it right away, Phil Knight, the co-founder of  Nike, didn’t instantly love the swoosh – saying, “I think it will grow on me”. Overcrowded and confused logos are a common problem, tweaked constantly to attempt to make it reflect every possible value that the company wants to be associated with.

By trying to say too much, you are not really saying anything.

A logo is not your brand identity. A logo is your visual brand representation; it embodies your brand and what that stands for; little things like product quality, customer support, and the ability to deliver what you promise, time and time again. This does not mean that you should let your 15-year-old nephew with a copy of Photoshop make your logo for you, or to just go without one either. Professional design is the most cost-effective
way to create a visually strong and impactful logo.

It sounds simple, you have a company name and you know what your business is about, just choose some kind of graphic to represent it and add in the name, in a font you like, and there you have it, a logo. So simple, you could do it yourself. Or could you? Unfortunately, your knowledge of graphic design software is next to non-existent, so you are going to have to pay someone else to do it for you.  Preferably while you sit behind them watching the computer screen and saying things like, “no, make that word bigger! Try it in red!” Easy enough, and shouldn’t cost you much or take very long, right?

The truth is, you could find someone who will do that and probably at a too-good-to-be-true price and you might not even discover any problems with it right away. But the problem will become obvious later, when you are in the middle of a busy week and the last thing you need is to figure out why your logo does not look as good as expected on those 10,000 leaflets you printed and whether you have the time or money to print them again. Or when you realise that your shiny new logo is almost identical to your competitor’s…

A professional logo design process is different from simply opening a software programme and playing around with icons and fonts for a few hours. Approaches will vary slightly by designer, but many steps are similar:

1. Getting to know you, getting to know all about you…

This step lays the foundation for everything else, by asking some questions and having a chat with you we can get to know about your business, your personality and everything that makes you unique.

2. Brainstorming

By working with you, discussing ideas and exploring concepts, we can ensure we go forward with the most effective ones. Work with your designer and don’t discount anything right from the start, even if it doesn’t seem to be your usual style.

3. First Draft

We will send you a draft of the design for you to proof by email, or you can call in with us in person. Decisions can be made regarding changes, amendments and alterations.

4. Refining

Simplifying ideas and ensuring the design meets your specifications while working effectively from a design point of view.

5. The Finished Piece

Completed designs can be used in a variety of print and display products depending on your business needs, from business cards and leaflets to signage and display stands, we can also sign over the entire brand package to you outlining the design guidelines to ensure your branding stays consistent and effective.

For more information on our Graphic Design services you can contact one of our design experts on 02825 639371 or email hello@ballyprint.com to arrange a free consultation.

So, what do they do?

In basic terms, QR Codes can be scanned by your potential customers/current customers/target market and used to instantly provide them with relevant and important information such as; your contact details, event details, virtual business cards, price lists and much more. QR Codes are most well known for redirecting the viewer straight to the organisation’s website.

Great, what does this have to do with me?

Your advertising and marketing efforts will become greatly enhanced and seamlessly integrated if you incorporate a QR Code on your leaflets, business cards, posters and local advertising; QR Codes can be used on almost any form of print or display.

Lovely stuff, so where do I get one?

Well, that’s the great bit. Get your printing done with Ballyprint.com and we will provide you with a customised QR Code free of charge and include it in your graphic design! You can also download a QR Code Reader for free, we recommend this one – www.redlaser.com.

Will a QR Code really work for me?

QR Codes can be used for all sorts of business, products, services and events. We’ve included a few examples below to get your creative juices flowing!

• A business consultant adds a QR code to the back of their business card so clients can scan the card with a smart phone and instantly add the consultants contact details to their address book.
• A festival organiser adds a QR code to the posters used to advertise the event. People no longer have to try to remember all the details, they can scan the code and go directly to a website to find out more and buy tickets.
• An estate agent uses QR codes on the For Sale signs and newspaper ads. Anyone scanning the code can gain instant access to sales particulars, interior photographs and the agent’s contact details.
• A retailer decides to announce the opening of a new shop through a leaflet campaign. A QR Code is added to the leaflets, linking to a Google Map with the shop’s location. People can then follow the online directions directly to the door!
• A mail order company adds QR codes beside all products in their catalogue. Customers can now add products to their online shopping cart simply by scanning the relevant codes.

For more information on QR Codes or to discuss using one in your future print publications call our team on 02825 639371 or email hello@ballyprint.com.

“All great enterprises move forward in a recession and the weaklings move backward. The dumbbells cut back on advertising. The smart people don’t.” Ed McCabe, Founder of Scali, McCabe & Stoves ad agency.

The dreaded “R” word. At first we denied we were entering recession, until it took hold and held us firmly in its grip. Now some experts fear we may be entering a “double-dip recession”, where everyone has had to admit, we’re feeling the pinch. How long will the recession last? What is a recession? And should you cancel your marketing plans, batten down the hatches and ride it out?

When cash flows are struggling and profits look as though they are on the way down, the knee-jerk reaction is to cut back on spending and reduce overheads; often the first casualty is your marketing and advertising budget. Successful marketing is all about quality not quantity so for the clever marketer there are loads of opportunities to increase sales while keeping a close eye on your purse strings.

Traditionally, a recession is defined as two consecutive trading periods (quarters) of decreasing GDP or economic growth, during which the unemployment rate is likely to go up and consumer confidence down. Historically, a recession is supposed to last for around one year and they come around more often than you might think. The UK has faced recession four times since 1973, which means we’ve lived in recessionary times at least once every ten years. A normal economy will go through a typical cycle of peaks and troughs, this is unavoidable. However, this recession has hit the hardest. Some reasons provided for this include; the changing high street – technological advancements have increased online shopping and imports, the part the banks had to play and the high levels of personal and business debt through credit.

Despite the despair publicised in the media, growth can occur during a recession and opportunities are there to be taken advantage of; with many companies cutting marketing budgets an aggressive business can experience great strides in a recession. Over the years hundreds of studies have been conducted to prove that companies who cut advertising and marketing budgets during a recession face immediate and long-term negative effects on sales and profit levels. Studies have yet to show that timidity is the route to success. Instead, they have consistently proven that companies with the intelligence and guts to maintain or increase overall marketing and advertising efforts in times of business downturn will reap the rewards and have the edge on their timid competitors.

Here are 10 strategies you can use to help your business thrive in recession economy:

1. Don’t cut your advertising budget, increase it. Let your competition cut theirs. When you increase your spending, you increase your share of voice. If your competitors cut back, your message grows even stronger.
2. Stop trying to advertise your business to everyone and anyone. ‘Preaching to the masses’ is a luxury you really can’t afford. Instead, identify your target audience and speak directly to them.
3. If your products or services are cheaper than everyone else, now is the time to shout about it! Many small businesses – particularly in the service sector – are able to undercut their larger rivals so make sure everyone knows you’re cheaper by making this the main focus of your marketing.
4. Offer discounts or special offers. If business is slow then selling at a discount is preferable to selling nothing at all. You want to prevent people putting your advert or leaflet to one side and forgetting about it, so give them an offer they can’t refuse but only if they’re willing to act quickly. Set a ‘valid to’ date (the shorter the timescale, the better) or limit the offer to the first 25 or 50 orders.
5. Reassure your customers. Implement marketing strategies that allow buyers to feel they are minimizing risk by doing business with you
6. Start sponsoring. This type of awareness advertising gives your business valuable exposure to targeted, core audiences.
7. Keep your friends; know who your loyal customers are. Keep in touch with them and let them know what you have to offer.
8. Maintain continuity to sustain awareness. Advertising works cumulatively so you have to remind people frequently about your brand or they’ll forget you.
9. Club together with other companies offering complementary services and share the cost of producing and distributing a leaflet. Even if you only strike a deal with one other company, you could halve your marketing costs. But be careful, only choose companies with a very similar target audience otherwise you could be wasting money promoting your business to people who will never become customers.
10. Don’t “cheapen” your advertising by trying to save on creative design or production costs. Your customers will notice and worry about quality. This is a time to stress quality and value.

If you are thinking of starting a new marketing campaign and would like some expert marketing and print advice you can call Rachel on 02825 639371 or email rachel@ballyprint.com.

If you think we’ve missed out something important, get in touch!

Art Paper
See ‘Coated paper’.

Backing Up
Printing the reverse side of a sheet already printed on one side.

Black and White
Originals or reproductions in single colour (black).

Bleed
Printed area which extends off the trimmed area. It is not possible to print all the way to the edge of the paper sheet. To achieve this effect it is necessary to print a larger area than is required and then trim the paper down. Typically a designer would allow an extra 4mm-5mm of bleed to colour and image areas to allow for a little leeway when trimming.

Board
Thick paper over 200gsm in weight, commonly used for folders, brochure covers etc…

Bond Paper
A basic uncoated paper, often used for copying or laser printers. The better quality bond papers, with higher rag content, can be used for letterheads.

Business Card
Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid. A business card typically includes the giver’s name, company affiliation (usually with a logo) and contact information.

CMYK
Cyan (blue), Magenta (red), Yellow and Black – used as the basic colours in the printing industry. See ‘Four Colour Process’.

Contrast
The degree of tones in an image ranging from highlight to shadow.

Coated Stock
Paper which has a coating; usually of china clay. It can be gloss, silk or matt and is suitable for jobs requiring a fine finish such as colour brochures and annual reports.

Collate
To bring together and organise printed matter in a specific order.

Crop Marks
In printing, marks placed on the copy to indicate the edge of the paper. Used as a guide when cutting (or trimming) documents to finished size.

Die-Cutting
The process of using sharp steel rules to cut special shapes, such as the pockets of a folder.

Digital Printing
Printing processes in which information is transferred from a computer directly onto paper, without the need for film and printing plates. Digital printing is faster and more cost-effective for small/medium print runs and allows special techniques such as personalisation and printing-on-demand.

Dots Per Inch (DPI)
Measure of the resolution of input devices such as scanners, display devices such as monitors, and output devices such as laser printers, digital printing presses and monitors.

Drilling
Making the holes in paper for use in a ring binder.

Duplex
A printing press equipped to print both sides of a piece of paper in one pass.

Encapsulation
A form of protective enclosure for papers and other flat objects; involves placing the item between two sheets of transparent polyester film (available in various thicknesses) that are subsequently sealed around all edges.

Finishing
Any process that follows the actual printing; this can include folding, creasing, stitching and binding etc…

Flyer
A small leaflet, commonly printed onto a thick paper, often used to promote bars or nightclubs.

Folder
A folder is used to hold loose papers together for organisation, protection and/or presentation. Folders usually consist of a sheet of thick paper which is folded in half. One or more pockets may be affixed inside to contain loose paper documents.

Four-Colour Process
The most common system for producing full colour print; the four ink colours are Cyan (blue), Magenta (red), Yellow and Black – often referred to as CMYK. The inks can be overprinted and combined in a variety of different proportions to produce a wide range of colours.

Full Colour Printing
See ‘Four-Colour Process’.

GSM
An abbreviation for ‘grams per square metre’. This indicates the weight of paper or other stock. For example a typical photocopier paper is 80gsm, a good letterhead paper might be 120 gsm, a postcard would be about 300gsm.

Laid Paper
Uncoated paper often used for business stationery which has a textured pattern of parallel lines similar to hand-made paper. Compare to Wove Paper.

Lamination
A plastic film bonded by heat and pressure to a printed sheet for protection. Available in matt or gloss finish.

Landscape
An oblong artwork or photograph where horizontal dimension is greater than the vertical.

Leaflet
A leaflet usually consists of a printed sheet of paper not larger than international standard A4 in size. Leaflets are used to convey information and are commonly used by companies, organisations and individuals to advertise products, services, events and activities.

Letterhead
A piece of paper – usually A4 or A5 in size – used by a company or organisation for official correspondence. Letterheads usually feature the name, logo and contact details of an organisation.

Lithographic Printing (litho)
A conventional (non-digital) print process. The process works by first transferring an image to thin metal, paper, or plastic printing plates. Rollers apply oil-based ink and water to the plates. Only the inked image portion is transferred to a rubber blanket that then transfers the image onto the paper as it passes between it and another cylinder beneath the paper.

Micron
Although paper is usually measured in grams per square metre (weight), it is sometimes measured in microns (thickness). A micron is unit of measure equal to one millionth of a metre or .00004″.

Pantone
Pantone, Pantone Matching System and PMS + are Pantone Inc’s industry-standard trademarks for colour standards, colour data, colour reproduction and colour reproduction materials, and other colour related products and services, meeting its specifications, control and quality requirements.

PDF
Portable Document Format – The industry standard for saving files in an acceptable format. Quick, cheap and increasingly stable; often used for viewing proofs and for supply of final artwork. You can download a free Adobe reader here.

Perfect Bound
A way of adhesive binding multi-section jobs. Individual sections are collected together and the spine is ground off (typically 3mm). Glue is then applied to the spine and a cover pulled on before the product is trimmed to size.

Portrait
An upright, oblong artwork or photograph where vertical dimension is greater than the horizontal.

Postcard
A postcard is a rectangular piece of printed card, usually A6 or A5 in size, posted without an envelope and used for advertising or as a greeting.

Poster
A poster is any large piece of printed paper designed to be attached to a wall or vertical surface. Posters are often used as a form of advertising or by campaigners and protesters to communicate a message.

Pre-Press
All procedures (and costs) associated with bringing a job to press, such as design, artwork, proofs, set-up etc…

Proof
A version of a document produced for the purpose of review before it is printed.

Ream
Five hundred sheets of paper.

RGB
Red, green, blue additive primary colours.

Saddle Stitch
In binding, to fasten a booklet by wiring it (stapling) through the middle fold of the sheets.

Score
To impress or indent a mark in the paper, to make folding easier.

Spiral Binding
A binding, as used in notebooks, in which the pages are fastened together by a spiral of wire or plastic that coils through a series of holes punched along the edge of the document.

Spot Varnish
A way of highlighting an area of a page by selectively applying a gloss varnish to it.

Stock
Paper or other material to be printed.

Trim Marks
See ‘Crop Marks’.

UV Varnish
See ‘Spot Varnish’.

Wove Paper
Uncoated paper often used for business stationery which has no obvious surface texture or pattern. Compare to Laid Paper.

Still confused? Call our team on 02825 639371 or email hello@ballyprint.com and we can talk you through the printing process.