See Your Marketing Success Fly

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Introducing Our New Digital Web Press

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True Value Hardware Case Study

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Contributed by: DOUG HOOGSTRA Account Representatived: 708.236.4967e: dhoog@darwill.com

3 EDUCATEIt 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 offering as a solution, following the What’s In It For Me (WIIFM) approach. Provide enough detailed, quantifiable and specific information to allow consumers to logically understand how and why your product or service solves their problem, but don’t stop there. You 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.

OFFERThe final step is to compel the consumer to take action through an Offer. Present a low-risk 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 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 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.

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The layout and design of your print marketing piece must be aesthetically pleasing, but the information that your organization delivers is far more important. Effective messaging “interrupts” and engages the prospect, educates and offers additional information to facilitate decision-making, and lowers the risk of taking the next step. These components—Interrupt, Engage, Educate and Offer (IEEO)—combine to create a powerful formula for marketing success.

2ENGAGETo Engage the prospect, use a subheading to promise information is forthcoming that will help the reader make the best decision possible. 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.

INTERRUPTIn the Interrupt stage you are tasked with getting your target audience to “snap out of it” and pay attention to what you have to say. Interrupting can be much more difficult than it sounds in this age of information abundance. What will get qualified prospects to read your marketing message? Appeal to their

“hot buttons,” those things that are causing them a problem. Hot buttons are typically portrayed in headlines, the first opportunity to interrupt. Use words and phrases to mirror the intensity of the consumer’s emotional level as you describe scenarios that exemplify the frustration or annoyance you are going to help them solve. This sets the stage for your future clients to become engaged.

GREAT WAYS TO See Your Organization’s MARKETING SUCCESS FLY

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Our New Digital Web Press

Offers a Blizzard of Flexibility

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Why is it important to stay on top of new printing technologies? Because new technology means new opportunities. And with Darwill’s latest printing capability, brought about by a new Oc� ColorStream 3500, Darwill can help you completely remodel your personalized communication.

More speed, more color and more options for your variable print jobs!

Like to see all that our new press offers fi rst-hand?

Come see the Oc� ColorStream in action during our open house in April. Full details will be coming your way soon!

Imagine a print job where each piece can

be customized, on-the-fl y, to the tune of

thousands of impressions per minute.

Now, imagine that same job, where each

paragraph and each 4-color graphic can

be customized for each recipient, without

losing speed or effi ciencies. Unheard of?

Not anymore! Your ability for extreme

variability is suddenly very real. The press

is ideal for high-quality jobs requiring

many versions and/or changes between

brands, graphics or messages.

But a shiny new press is only as good and

effective as the people behind it. As a national

leader in creating customized and complex

variable communications Darwill has the

experience to maximize the abilities of the

Colorstream 3500 to your benefi t. Darwill

will push its variability options to the limit by

leveraging expertise with data management

and data strategies including segmentation,

acquisition, cleaning and enhancement.

This advanced machine prints with a speed of

nearly four feet per second and a print width

of 21.25-inches (approximately 540 mm).

And its leading drop-on-demand print head

technology delivers dazzling image quality

and allows for smooth continuous-tone

transitions. The Oc� ColorStream 3500

handles both long- and short-run jobs,

which can be co-mingled for manufacturing

and postage effi ciencies. The machine also

has the capability to print additional fi fth

and sixth inks for special applications,

including MICR.

Whether your area of focus is non-profi t, HR

benefi t communications, insurance, travel,

fi nancial services or other industries that

can benefi t from high-powered customized

4-color communications, Darwill is ready to

help take you to the next level.

To learn more about the Oc� ColorStream 3500 and Darwill’s variable communications capabilities, visit darwillisms.com/

Brandon Van Dyke, COO (L) and Troy Van Dyke, CMO (R) with Darwill’s new Oc� Colorstream 3500.

Connect faster and improve results with PURLs! Learn more at

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Great education around digital setup and options, providing cleanerfiles, improved workflow and better color! Request your FREE “FinchDigital Field Guide” at darwillisms.com/guest.darwillisms.com/guest

guest.

The Oc ColorStream 3500 is ahigh-speed, game-changingvisual communicationsjuggernaut, and Darwill isamong the first in the nation tohave it.

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Our New Digital Web Press

Offers a Blizzard of Flexibility

4

Why is it important to stay on top of new printing technologies? Because new technology means new opportunities. And with Darwill’s latest printing capability, brought about by a new Océ ColorStream 3500, Darwill can help you completely remodel your personalized communication.

More speed, more color and more options for your variable print jobs!

Great education around digital setup and options, providing cleaner files, improved workflow and better color! Request your FREE “Finch Digital Field Guide” at darwillisms.com/guest

Like to see all that our new press offers first-hand? Come see the Océ ColorStream in action during our open house in April. Full details will be available soon!

Imagine a print job where each piece can be customized, on-the-fly, to the tune of thousands of impressions per minute. Now, imagine that same job, where each paragraph and each 4-color graphic can be customized for each recipient, without

losing speed or efficiencies. Unheard of? Not anymore! Your ability for extreme variability is suddenly very real. The press is ideal for high-quality jobs requiring many versions and/or changes between brands, graphics or messages.

But a shiny new press is only as good and effective as the people behind it. As a national leader in creating customized and complex variable communications Darwill has the experience to maximize the abilities of the Colorstream 3500 to your benefit. Darwill will push its variability options to the limit by leveraging expertise with data management and data strategies including segmentation, acquisition, cleaning and enhancement.

This advanced machine prints with a speed of nearly four feet per second and a print width of 21.25-inches (approximately 540 mm).

And its leading drop-on-demand print head technology delivers dazzling image quality and allows for smooth continuous-tone transitions. The Océ ColorStream 3500 handles both long- and short-run jobs, which can be co-mingled for manufacturing and postage efficiencies. The machine also has the capability to print additional fifth and sixth inks for special applications, including MICR.

Whether your area of focus is non-profit, HR benefit communications, insurance, travel, financial services or other industries that can benefit from high-powered customized 4-color communications, Darwill is ready to help take you to the next level.

To learn more about the Océ ColorStream 3500 and Darwill’s variable communications capabilities, visit darwillisms.com/guest.

Brandon Van Dyke, COO (L) and Troy Van Dyke, CMO (R) with Darwill’s new Océ Colorstream 3500.

The Océ ColorStream 3500 is a high-speed, game-changing visual communications juggernaut. Darwill is among the first in the nation to have it.

The biggest difference between designing for variable and static pieces is accommodating the different sizes of art and text that are called upon to populate variable pieces. In variable work, designers need to ensure that their designs work with all of the content that can possibly appear from piece to piece in a variable run.

Production Notespaper Ultra Digital 110# ICE Pearl Cover

press Darwill’s HP Indigo 7200 Digital Press

design David James Group—davidjamesgroup.com

This article and the tips we posted at darillisms.com/jenniferalstadt were excerpted from Create Relevant Direct Marketing That Gets Results: More Ways to Profit with Digital Printing, a guidebook from Xerox Corporation.

Varying the images in a design is fairly straightforward, because you size and scale images in advance to fit the available space.

Text is another story. You need text blocks that accommodate the longest possible copy, while still looking visually appealing when the segment is short. Even the simplest personalization by name presents this challenge—think “Al Ho” and

“Margaret-Frances Davidson-Smith.”

Lesson: Handling Text Challenges

Designing For Variable Information Printing

Learn How to Incorporate Names and Other Variable Type

To get the tips on how to design text for variable printing, see the rest of this article at darwillisms.com/guest. Not a designer yourself? Pass the article along to your creatives.

Specialty Substrates:

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True Value Hardware

Needs• An organized and professional look for display cards • A cohesive visual display card system to accommodate

a wide variety of manufactured-supplied artwork• Lower costs of producing signage

True Value Hardware member stores use a gated shelving unit to display small items such as plumbing pipe fittings. These units were being signed with small cards printed by the manufacturers and a multitude of colors and logos along with wear and tear made for an unprofessional experience. True Value found a plastic track to hold the cards and had a designer create cards that were more consistent But, this approach proved to be time-consuming and cost-prohibitive.

Ideas• Eliminate the designer cost and speed up the project schedule• Implement a web-to-print system for greater efficiencies

Darwill proposed implementing a web-to-print system to centralize the printing and allow for a template-based display card system. True Value would simply provide Darwill with a spreadsheet of individual item information and corresponding art files; the system would do the rest. Having a designer create each card wouldn’t be necessary and the production time would be dramatically shortened.

Outcomes• Project costs reduced by 50% • Timeline from design to print reduced by almost 70%• Potential income from kits up 240%

Darwill’s new system gives member stores a clean-looking signage system that is easy to install and update. Plus, Darwill expects reprints and card changeouts to be simple and cost effective.

Read the full case study at darwillisms.com/guest

Darwillisms in Detail

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•Followcross-culturalrules,evenathome—bewaryofcolloquialismsandvariationsinthemeaningofwords,includingindifferentgeographicareasofyourowncountry

11900WestRooseveltRoadHillside,Illinois60162

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Humor used properly in your printed communications can transform your business-as-usual communications without turning your message into a joke.

EVERYONE CAN USE

A LAUGH—

•Keephumorinitsplace—makesureyourproductorserviceisn’tovershadowedbythefunny

•Humor,beitviawordsorimages,shouldberelevantandingoodtaste—thinkaboutyouraudience

•Don’ttakeaimatyourtargetcustomers—laughwiththemandnotatthem

•Donotuseoff-colorjokesandinnuendo—youriskalienatingyouraudience,orworse

Link to the full blog post at darwillisms.com/guest

Here’s how to be smart about being funny:

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