Archive for October, 2010

Oct 13 2010

Characteristics of Printing: Screen VS Digital Printing

Published by under Artwork

I was amazed to learn that soon Facebook will step out of virtual space and take up actual space on your brick and mortar walls! After imprinted promotional products like T-shirts, mugs, pens and bags, it is time now for imprinted Facebook, thanks to a new service called Printing Facebook which creates a poster collage by printing out your Facebook friends’ profile pictures.

This latest piece of news has left me awe-struck about how often we tend to ignore seemingly minor processes like printing, that make up our brand’s success recipe. So I decided that my next post will be dedicated to the characteristics of this process that has made marketing so vivid.

I know this sounds very clichéd, but the simplest way to describe Screen and Digital Printing (the two types of printing in use today) would be to compare them to two sides of the same coin. To make the process of differentiation easier I am using simple parameters like the tools they each use, efforts involved, quality and the costs that both the types entail.

Screen Printing

A better way to understand this would be to Google ‘Andy Warhol + Marilyn Monroe and see screen printing at its wondrous best! Warhol used the silk screening method (using the silk fabric to make screens) and created amazing pop art images of the diva.

Tools – The process involves making a stencil using a drawn/digitized image or a photograph, attaching it to a screen, placing it over the desired canvas and spreading the ink over the image.

Efforts – Takes a lot of time-consuming effort, because the screens need to be made and the process takes long.

Quality – Offers better quality imaging as the ink gets deeply absorbed and lasts longer. Screen printing also gives clearer edges to the image printed, because of the precision that carefully created stencils offer.

Cost – Costs escalate with the number of screens. If you want a more complex image with many colors, then individual slides for every color are created. Screen printing also requires trained labor which adds to the cost. However screen printing is apt if you want a large quantity. For example if you have a large order for promotional t-shirts or promotional calendars then go for screen printing.

Digital Printing

This is one of the boons that technology has given the marketing mankind. You only have to feed the image into the computer and it is printed directly without using any screens.

Tools – All you need is a computer and a printer with ink cartridges of every color.

Efforts – As it is so easy to operate and gives results at the touch of a key, it is relatively quicker

Quality – Choose this only if you want a fewer number of products imprinted. For example, a personalized T-shirt or a mug you want to gift for a special event. The ink doesn’t spread because the image is directly printed on the fabric, but tends to fade quicker than the screen printed images. However, if you have a colorful image to imprint, then this is an apt option for you as all the colors are present in the single image, and you don’t need separate screens for the same.

Cost – The computer and printers are one time investments and digital printing is cheaper compared to screen printing as the charge is often for per imprinted image.

To view a large variety of imprinted promotional products for your advertising & business promotion, please visit our website at

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Oct 08 2010

Defining a product appropriately in consumer’s mind while marketing

Published by under Business & Marketing

If only Inception could be a businessman’s official guidebook! Picture this – we could all be real-life Leonardo di Caprios who will be able to unravel the mind of a consumer, plant the idea of how fantastic our product is and mentally prod him to do business with us. Well, that may work in the reel world but in reality it is your marketing strategy that can influence how much a consumer knows about your product.

The trick to define your product in your consumer’s mind is to know how much he knows and what to tell him. Your potential customer needs the product that you sell but he is faced with so many companies offering the same product that he doesn’t know which one to choose. Use the three-tier marketing strategy given below and your consumer will know your brand and make an informed choice.

Advertise and emphasize:

Door-to-door promotions are difficult to execute in today’s busy world and internet advertisements are the new buzz words. Your promotional advertisements should reveal the salient features of your product or your service and leave your customer with a budding interest in you. When he goes a step further, your website should embody your company’s personality and offer a glimpse of your work, policies and finally what you promise to give him.

Gift away a giveaway:

The customer has reached you and now it is your turn to reach out to him. Promotional products are meant to give a human edge to profit-driven business ideas. Promotional items like customized stationery, pens, health care products, calendars or apparel serve as good gifts that will leave a lasting impression on your clients. Top-class corporate gifts indicate you really care about your customers and won’t compromise on quality even if you are giving out complementary products.

Confessions of a consumer mind:

However objective you seem while describing your product to a consumer, you won’t be able to keep him from thinking that he is merely a means to your end. However, if he hears your message from another consumer who has used your product or availed your service, he is likely to believe him. Forums on social media like Facebook and Twitter are the latest forums to advertise and influence a consumer’s mind.

Now being a Dom Cobb doesn’t seem that far-fetched, does it?

To view a large variety of promotional products for your business promotion, please visit our website at

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Oct 06 2010

Giveaway items for marketing your business during events

Published by under Promotional Products

Don’t you just love receiving gifts! So do your clients. However small or irrelevant the gift may be, getting something complementary gives them a high. To strengthen your customer’s loyalty to your brand, all you need is to use promotional giveawaysthat are designed to tug at their heartstrings.Your gift will first elicit a smile and then their logical brain will skip to the ‘well-wisher’ who was responsible for this sudden piece of joy; i.e. YOU! Brand recognition – accomplished!According to the study done by Promotional Products Association International (PPAI), 78.2% more attendees responded to a mailing offering a promo giveaway, than a plain post card advertising the exhibitor’s booth. So there is really no doubt that with giveaways you get to please your customers and leave them with a part of you, which they will hold on to.

Your personalized giveaways can be cute, useful, witty, durable or ideally, a combination of all these. Your choice of giveaways depends on the events during which you will be distributing them and the industry you are in. In this regard, tradeshows are a best place for distributing giveaways as they host the who’s who of your industry and clientele. Choose giveaways that are relevant to your brand as well target group, and neither time nor competition will weaken your brand equity. For example, if you are from the health industry, use healthcare giveaways like sanitizers, sunscreens or first aid kits.

Promotional calendars on topics that excite your customer will keep your brand alive in their mind all year long. From puppies to tractors, cars, stamps, wildlife, food and healthy food, promotional calendars cover a large ground and you can surprise your customers by giving them a customized calendar suiting their tastes.

If you want two targets achieved at the price of one, then choose promotional products that cost less but are highly effective because of their high usage. Promotional pens, flashlights, key-chains, stress balls promote brand recall because they aren’t stored away for later. Imprint anything from your company’s logo or message advocating a cause, it gets conveyed loud and clear. Imprinted household items are also high on the list as they are practical for daily use.

Be it a charity event, formal business seminars, conferences or a tradeshow, you can never go wrong with chocolates. Personalized candy tins, chocolates or jelly beans will tickle your customer’s taste buds and will in turn give you your share of sweet success.

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Oct 01 2010

5 Reasons you must keep your employees happy

Published by under Business & Marketing

Sometimes in business the tried and tested formulae fail to work the wonders they used to; sales stagnate, customers slip away and you have no idea what’s gone wrong. If you are nodding your head reading this then Bob Marley has a useful tip for you. (Yes, I can see you smirking!)Open your eyes… look within! These lyrics from Marley’s ‘Exodus’ offer the missing link you are looking for. Maybe, you are so engrossed in the race to success that you have left your employees far behind when your shortcut to win the race is to keep them happy. Want to know why?
They are your foot-soldiers

Companies may be owned by an individual or two, but running them successfully requires team-effort. Occasional personalized gifts like promotional calendars, stationery will always keep the idea afloat in their head and heart that their company cares for them.

Happy employees = happy customers

They are your contact point with your clients so it is obvious that their professionalism and competence will define your company’s reputation in the market. Let them know that you appreciate their efforts.

Loyalty = dedication

The more genuine your feedback sounds, the deeper will be their loyalty to you. More the loyalty, higher will be their commitment to your company and then greater returns can’t be farther behind, can they?

Promptness translates into performance

A survey conducted Public Agenda Forum has revealed that not even 25 per cent of American workers are working to their full potential. Happy employees are prompt to arrive for work and perform better too. Before your brain starts calculating the monetary costs of their happiness, let me tell you that a pay hike is not the only way to achieve it! Not even a dozen bonuses can compensate the warmth generated by a good word, a sympathetic ear or informal boss-worker chat sessions on anything under the sun.

They give a face to your company

Besides your customers, give business promotional products to your employees too. Gift them customized promotional shirts and they become walking advertisements for your company.

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