CatalogsInAction

The Benefits of B2B Catalogs

If you are a manufacturer or wholesale business, you know getting your product into the right hands is vital to your sales. One way to get a buyer to notice your product is to put a catalog mailed directly in their hands. Like in the B2C space, B2B catalogs are tangible content pieces that have a long shelf life, can build a brand, help cross-sell, and offer an overall picture of what is available.

What You See

Because a printed catalog remains in someone’s sight, the brand, products, and other details stay on the buyer’s mind. Especially for manufacturers and wholesalers who offer many different products in larger quantities, a catalog with comprehensive information makes it easier for a buyer to make wise decisions. Instead of clicking through tabs on a web browser, they can enjoy the convenience of having a single piece to view.

In addition, printed catalogs are more likely to be retained for future reference. Suppose a customer likes an in-stock product but is interested in a different size or color. In this case, the seller can quickly refer to the catalog rather than attempting to navigate a website.

Another advantage to a print catalog is that the visual elements help build brand recognition. The way the photographs are styled, the colors and fonts used, even the finish and weight of the paper, create positive brand associations.

Finally, a print catalog shows commitment. The planning, design, and distribution of catalogs assure your audience that you invest in quality and aren’t afraid to promote your business and showcase your products in the best light.

What You Get

Whether you are a buyer who is sourcing inventory for a storefront, a construction company looking for building materials, or a manufacturer locating replacement parts, the experience of browsing a catalog is more immersive than scanning multiple websites. As the digital space becomes noisier with pop-up ads, email notifications, and social media alerts, having curated content in one place lets the viewer discover products and potentially uncover new items that may not have been generally found with an online search.

SampleCatalogsImg Wholesalers and manufacturers can use catalogs to inform businesses that they have options. With delays in the supply chain disrupting inventory, the arrival of a wholesaler’s printed piece can open the door to new relationships. On the flip side, showcasing your product in print can help move excess inventory from your shelves to where it is needed most.

Let Consolidated Press help you open those doors and move those products. Whether you need to provide a business customer a quick and simple directory of parts, or you want to feature beautiful goods in quality imagery and special paper finishings, Consolidated Press can help you explore cost-effective options. We also specialize in one-stop printing, binding, and mailing, for an end-to-end process that will streamline distribution, getting your pages where they are needed most.

PrintROCKS! Awards Fender Poster

CONSOLIDATED PRESS IS AWARDED WITH 10 PRINTROCKS! AWARDS

Consolidated Press is thrilled to announce its recent awards at the 2021 PrintROCKS! competition. We were awarded Best of Division for printers with 51 – 100 employees for our work to produce the Advantage Mailing / Pearl Jam / Fender Booklet and Poster.

PrintROCKS! Awards - Fender Booklet PrintROCKS! Awards

In addition to our Best of Division Award, we received the following recognitions:

Best of…UW Clamor Literary Journal

Books, Book Jackets, and Diaries
Offset: Sheetfed 40” and larger
UW Publication A7597 Clamor Literary Journal 2021

 

Magazines and Magazine Inserts
Offset: Sheetfed 40” and larger
Freehub Media Craft Magazine

 

Second Place

Brochures, Booklets, and Flyers
Offset: Sheetfed 40” and larger
Western Washington University Jeopardy Magazine 2021

CatalogsBarn Pros Catalog
Offset: Sheetfed 40” and larger
Barn Pros

Books, Book Jackets, and Diaries
Offset: Sheetfed 40” and larger
Western Washington University Jeopardy Magazine 2021/JEOPARDY MAGAZINE

 

Third Place 

Catalogs
Offset: Sheetfed 40” and larger
Mallory Paint Catalog

Magazines and Magazine Inserts
Offset: Sheetfed 40” and larger
Charles Wright Academy TIES Magazine

Honorable Mention

Brochures, Booklets, and Flyers
Offset: Sheetfed 40” and larger
MOHAI Q4 Programs and Events Brochure

Books, Book Jackets, and Diaries
Offset: Sheetfed 40” and larger
Bloom Journal

Hosted by The Pacific Printing Industries Association, now PIASC, the PrintROCKS! competition celebrates the outstanding work of printing companies in Washington, Oregon, Idaho, Alaska, Hawaii, Montana, and Utah. Learn more about the PrintROCKS! event by visiting: http://www.printrocks.org/

Consolidated Press Charitable Giving - Northwest Harvest

Join Consolidated Press in a low-key, high reward giving campaign this season

It almost goes without saying: Consolidated Press is here today because of our customers and their customers.

You are our whole story.

We appreciate you every day. We dream up ways to express our gratitude. Our team shows it by getting your work done expertly, on time, and within budget. We treat everyone who walks in with respect and dignity.

This holiday season, Consolidated Press is pushing ourselves outside our own story. We’ve persisted through the last two years, and we’re looking at a bright 2022.

But not everyone is. For many, this pandemic is not even close to over. And we know that a safe and thriving community is better for all of us.

The pandemic’s footprint is massive, but together, we can fill in the gap.

That’s why this year we are making a corporate donation on behalf of our clients, employees, and corporation to Northwest Harvest this December.

Northwest Harvest supports a statewide network of 375 food banks, meal programs, and high-needs schools. What’s more, they work for real transformation by seeking to remove barriers within our food and economic systems permanently.

We’re so proud to support this Seattle-based nonprofit.

We know that our clients support important causes and organizations throughout the region. We invite you to join us in two ways:

✔️ Support Northwest Harvest by making a donation that fits your business.
OR
✔️ Make a holiday gift to a nonprofit that is a meaningful match for your company’s values and culture.
THEN
✔️ Drop us a line by Dec. 15 to tell us what organization your company gave to this season, and—if you have an extra minute—tell us why. In December, we’ll publish a post featuring all of our “Friends in Philanthropy.” Tell us your story at sales@consolidatedpress.com.

Together, we can make a big leap forward into 2022. Bringing others along with us makes the ride that much sweeter for everyone.

magazine

Magazines, Now is the Time to Shine

The print industry is here to stay, and at the same time, the industries that use print are changing. Magazines and periodicals are perfect examples of industries in demand, yet these media companies are also changing how they do business. Ad revenues are down; subscriptions are up (in some cases, 15% to 30%), and printers can serve these markets in creative and exciting ways. 

Reread, Retain, Reward 

Research shows over and over again that people enjoy getting mail and many prefer interacting with print pieces rather than digital advertising. People who read print media learn more effectively and retain more information. Magazine readers are diverse and include members of every age group, income level, sexual orientation and ethnicity. According to research, 91% of adults in the United States have read a magazine in the past six months, including 95% of adults under the age of 25.  

Magazines provide trusted information, and compared to Internet and television advertising; magazines persuade readers to try new things, buy new things, and help them make purchase decisions. Paper-based reading stimulates emotions and desires, and helps focus attention. Readers have positive associations with brands that advertise in magazines, and often seek out more information about the advertised product or service.     

According to “Mr. Magazine”, Samir Husni, Ph.D., the founder and director of the Magazine Innovation Center at the Meek School of Journalism at the University of Mississippi, magazines are here to stay. We don’t have a print problem, he explains. We have a business problem. The COVID-19 pandemic changed the business model in terms of distribution and revenue collection. Bookstores and newsstands closed, so periodicals need to depend on the post office to get to consumers. Advertisers have other, often less expensive outlets than print magazines. The loss of distribution outlets and advertising dollars is a real double whammy.  

print magazine and periodicals

Quality over Quantity 

In order to continue to publish, magazines need to deliver experience-making content, says Dr. Husni. People depend on the publications to which they subscribe to provide content they can trust, content that has been vetted and verified. Magazines are reinventing themselves by moving to quarterly publication, rather than monthly, or by releasing special editions. Timeless content that readers can return to will pay off for magazines as advertising models change 

Making a print project stand out from the pack can grab a person’s interest when browsing the magazine rack. As a non-disposable media platform, magazines have an advantage in style over other types of media. One option to engage customers is a bookazine, which is a publication that combines elements of magazines and books. A savvy magazine publisher will look beyond a monthly subscription, and create special editions on niche topics their readers will want to read and save. By using embossed graphics, foil printing, and high-quality paper, a printer helps publishers impart a feeling of value. (Very savvy publishers will also branch out into digital or streaming platforms, such as podcasts or television, information about which will be available to consumers via their print base.)  

A Knowledgeable Printer is a Valuable Partner 

Building a relationship with a printer will make a good print partner aware of the challenges magazines and periodicals face. By offering quality printing, an experienced printer will ensure that customers who are now laying down $12 or $15 per magazine get a collectible item that they can showcase in their homes. 

Consolidated Press – Seattle’s Printer

For over 80 years, Consolidated Press has been a part of Seattle’s thriving and vibrant evolution. When our doors first opened in 1934 near the famous Pike Place Market, no one could have imagined that our city would be the center of technology, innovation, retail, and tourism that it is today. Fast forward many decades and one big move down to Sodo, Consolidated Press brings print and mail projects to life for many of the companies that have helped drive Seattle’s success and bring new people to the region to live, work, and play. Here are some of the Seattle-based projects that help tell the story of our great city. 

travel magazineDestination guidebooks 

No destination is complete without a guidebook. Whether sending these out to prospective visitors or handing them to customers who have just arrived, tour books and guidebooks are a great way to welcome new business and help retain customer loyalty. These are often kept for the duration of a trip or stay and taken home and shared with others. 

Gameday books and fan guides 

Our location in Sodo makes us a little partial to our neighbors in the Stadium District and beyond. Whether you root for the Seahawks, Mariners, Huskies, Sounders, or our new NHL expansion team, the Kraken, fans love to take home a piece of the action. Gameday books, fan guides, commemorative player rosters and more are all a part of the ultimate fan experience.  

Direct Mail to Reach Your Community 

Seattle is known for its many distinct neighborhoods, each with its own unique style and flavor. Community events and festivals are the glue that keeps our city together. Seattle Farmers Markets serve the city population providing food access and promoting Washington State farmers. Communities participate in the National Night Out with neighborhood block parties and other relationship-building events. Rack cards or direct mail are great ways to reach residential-based lists to spread the word about events and other important initiatives in your area.  

Pass booklets 

Amongst Seattle’s many attractions are its wineries and breweries. Woodinville, the popular wine region about 45 minutes outside the city, is home to more than 100 wineries. Locals and visitors pick up pass booklets to take advantage of discounts and find information along our many wine and beer trails throughout the region.  

Consolidated Press is proud to be a part of Seattle’s rich heritage and looks forward to growing along with its strong future. We are honored to serve our many local companies and organizations with effective solutions in print — direct mail, brochures, catalogs,  booklets, and more to help them stay on time and on budget. Let us know how we can help with your next project. 

 

 

Sales

Direct Mail and Catalogs Give You a Purchasing Advantage

In this most digital of the digital ages, a catalog that shows up in your customer’s mailbox still delivers. While so many aspects of people’s lives moved online – from Zoom meetings to telehealth doctor appointments – putting a printed piece into consumers’ hands remains a reliable way to build brand loyalty and drive sales. 

Eyes on the Prize 

Consumers spend more time with direct mail pieces than online ads or email marketing. On average, advertising mail is part of a household for 17 days. Up to 90% of mail gets opened, as opposed to only 20-30% of emails. Every generation reports being a fan of physical mail: looking forward to receiving it, taking the time to read through it, and preferring to engage with it instead of marketing emails.  

The tangible nature of direct mail evokes positive feelings in recipients, creating memories and connections. Catalogs, in particular, are accessible in many settings and at almost any time, allowing consumers to browse and shop at their convenience. The way catalogs enable companies to incorporate content, telling a story while featuring products, has a lot of appeal for consumers. 

Most companies use a multi-page marketing publication to introduce consumers to new products and feature a select number of items rather than everything “on the shelves.” In addition, when catalogs and brochures are used to present seasonal offerings, customers look forward to what is next from the company. 

Options to Shop 

The high visibility format of a print catalog invites people to browse while also giving them various ways to make a purchase. These page-turning engagements have proven over and over again to drive sales. Catalogs are most successful when used as a launching pad to omnichannel marketing. They inspire people to use their phones to purchase more than social media ads do.  

  • 72% of people surveyed said catalogs make them more interested in a retailer’s product 
  • 84% have made a purchase after seeing an item in a catalog 
  • 60% of catalog recipients visit the website associated with the catalog they receive 
  • Direct mail recipients spent 28% more money online or in-store than people who didn’t receive direct mail 

Combining catalogs with direct mail postcards is another way to boost browsing and shopping engagement. A postcard with a promotion reminds customers that they were interested in an item, and now they can save by using a special offer.  

Easy-to-track results 

Deliverables such as ROI and attribution are easy to track by using catalogs as well. Leveraging industry databases allows companies to segment customers by buyer behavior, product or service niche, and vertical, getting the right product details into the buyer’s hands. Catalogs can be tracked by mail date, customer codes, and source codes to accurately attribute sales. Companies can also use information from digital apps to track how specific catalogs are performing.   

Supporting Sustainability 

Before decrying the potential environmental impact of printing catalogs, know that the print and paper industries have a long history of developing and employing many eco-friendly practices. Sustainable systems are much more in demand now. Vegetable- and soy-based ink long ago replaced petroleum-based ink; vegetable-based inks release only 2-4% volatile organic compounds (VOCs), compared to the 100% of solvent-based inks. Energy sourcing and usage, responsible forestry and paper supply chain certifications and recycling programs all come together to reinforce the positive footprint printed materials bring to the marketing arena.  

Ask about our commitment at Consolidated Press toward sustainability, waste reduction, carbon emission reduction, and other steps in place to protect the environment. Working with a knowledgeable printer will give your catalog a look and feel that your customers will respond to while meeting your company’s eco-friendly goals.  

 

 

Paper Demand Creates A Need to Strategize

Paper and packaging manufacturing are feeling the squeeze as demand for printed goods continues to outpace the supply of paper. It’s a sign that industries are recovering from the pandemic, but what does it mean for consumers? Consolidated Press is ahead of the curve with a healthy supply of materials in stock, and we want to share just a few tips and tricks that will come in handy for our clients who purchase printed goods. Our goal is to help you save time, money and more than a few headaches in the future.  

Plan Ahead 

Preschedule the print jobs you know are on the horizon, particularly as we enter the crucial holiday catalog season. If you can provide your print service provider with estimates of the number of projects, materials needed, and page counts, they can, in turn, place supply orders now for paper goods to have in stock at a later date.  

What’s Happening 

There are critical shortages in the supply chain required for the manufacturing of paper. International imports of paper are at a lower volume than normal forcing domestic mills to try to pick up the slack. COVID-19 protocols and short-staffing are also causing slowdowns in production cycles and port operations across the globe. This perfect storm of circumstances leaves inventory low for many paper suppliers. It also means that paper prices are increasing.  

How We Can Help 

We constantly manage our customer expectations and make every effort to not disappoint anyone or delay work unnecessarily because of supply shortages.  

  • Work with your sales rep to identify projects well in advance 
  • Be creative about the size, shape, or type of paper you’re using for your printed piece to help with both supply and costs 
  • Consolidate projects into one print run to save time, money and paper 
  • Target or segment your audience for greater impact at a reduced volume 
  • Look at other printing options like roll-to-sheet versus sheetfed 

The road to economic recovery will have a few speed bumps along the way, but we’ll get through this together. Ultimately, the temporary supply shortages are a sign that more and more companies are investing in the future of commerce, and that’s a win for all of us. Know that we have your back and, when in doubt, pick up the phone to discuss your options for print success with Consolidated Press 

 

 

direct mail

Direct Mail is Worth a Thousand Words

According to a study of commercial printing trends, direct mail campaigns are on an upward swing. It’s expected that almost 72% of corporations will use direct mail, including catalogs, postcards, brochures, and books. Well-executed direct mail campaigns have a higher response rate than digital tactics, and direct mail reaches audiences that online campaigns don’t 

An outstanding metric to note is that companies of all ages – even new companies founded in the digital age – use direct mail. Companies 10 and 20 years old are leveraging direct mail at rates of 14.5% and 15.8%, respectively. Google, Amazon, Door Dash, and industry leaders in real estate, health care, leisure and travel are all using direct mail marketing to reach consumers.   

direct mail

Sending a postcard as a direct mail marketing piece is a quick and versatile way to get consumers’ attention. Using eye-catching graphics, an attention-grabbing headline, and quality card stock gives a postcard heft and authority. A brochure mailer has the advantage of giving consumers more information than a postcard, while still providing contact information and calls-to-action. Staying in front of your customers with relevant, targeted messages and offers can help keep your business front of mind.

One cost-effective method to reach customers is with self-mailers. A quick way to get your offers or branded materials into the mailstream is by creating a self-mailable piece or publication that can be inkjet addressed inline as it is printed—no inserting into envelopes or additional assembly work. The printed piece catches the eye as soon as it lands in the mailbox.  

More Direct Than Email 

  • Consumers like getting mail, and they especially seem to like postcards and catalogs.  
  • Because of their tangibility, direct mail pieces last longer than emails.  
  • Direct mail postcards are perfect for coupons. Putting a coupon on a postcard makes it easy to hold on to, and easy to use. 
  • Direct mail is also perfect for images. On a postcard, a powerful image paired with short, concise copy tells the receiver everything they need to know at a glance. With brochures and catalogs, companies have the opportunity to tell a longer story, and still emphasize image and copy elements. 
  • Response rates to digital interactive elements, also called digital calls to action, have doubled in the past four years. These callouts include social media channels, QR codes, and prompts to visit a website. 
  • Postcards and brochures are versatile. These types of direct mail come in a variety of sizes and card stocks, with specialty coatings and graphic elements that can make an immediate impact. 

Consolidated Press is your printing partner for direct mail. Contact us to talk about specialty printing, unique sizes and special mailing rates. 

 

Quality Assurance

International Standards for Print Quality Give Sensitive and High Profile Pieces the Attention They Deserve

Quality assurance provides peace of mind for our clients, especially those in critical industries like medical and pharmaceutical.

Consolidated Press offers Quality Assurance on each and every one of our projects. We pull pages from every run, and examine them for defects, splotches, wrinkles and more. Those pulled pages are set aside and stored for three months. Quality Assurance, or QA, focuses on sampling in process and final production to identify, isolate and report defects.

Quality Control, or QC, prevents defects in the first place. Using quality attribute based checklists, in process inspections are performed to identify and correct defects throughout the production process. QC is a proactive quality system element. Both the QA and QC elements of CP’s quality system are ISO 9001 based, with focus on actively developing and improving processes with a focus on eliminating defect root causes.

Consolidated Press has applied international standards of quality assurance to the printing industry to ensure our most sensitive clients and high profile pieces are consistently printed with the highest quality every time. This is how we do it:


CP
hired an experienced and highly qualified Quality Assurance Specialist. Our QA specialist, Heidi, has been in the print industry for 32 years. She knows the print process thoroughly, and is devoted to building and controlling processes to prevent mistakes and defects at every step.

SOPs STOP problems before they start. Standard Operating Procedures (SOPs) have been written for all departments within CP, from estimating to billing. As these documents are created or updated, affected employees are trained. The quality assurance specialist maintains training records and assures that all documents are readily available for employee access and use.

Documentation is king. Documents that are necessary to assure the quality and consistency of CP products and services are maintained electronically and stored on the CP network. Documents are assigned a control/revision number and entered into a document log maintained by Heidi. As documents are updated, the control/revision number is refreshed and affected employees are trained on the new/revised document.

Each individual job is assigned a quality process level. CP developed print grade guidelines to establish acceptance criteria for products printed by CP and for material provided by subcontractors. Print grade 1 guidelines are used for the medical and pharmaceutical industries, annual reports and high-end marketing collateral. Print grade 2 guidelines are used for direct mail pieces, magazines and directories.

Grade 1 jobs get extra attention. Print grade 1 jobs go through an additional quality step and are tagged to receive formal sampling by the quality assurance specialist. The pulls taken from each operator are examined, defects are identified, with inspection results recorded/charted. Charting the defects is used to identify trends and to pinpoint opportunities for improvement.

ISO based quality assurance is a rare find in the printing industry but customers find it here every day.

At Consolidated Press, we help the pieces fall into place.