The Value of Printing in the Age of Digital - Girl Reading a Book
Consolidated Press

The Value of Printing in the Age of Digital

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The Value of Printing in the Age of Digital - Woman drinking coffee and reading

In an age where digital platforms seem ubiquitous, one might question the relevance of print. Yet, as reality would have it, the value of professional printing continues to be a valued choice despite, or perhaps in response to, the surge of digital media.

The resiliency of print is powered by several key factors that offer significant ROI and unparalleled advantages, especially for certain audiences and industries. In this piece, we discuss the profound importance of print, focusing on its economic value, tactile benefits, and its unique role in learning.

Exceptional Return on Investment

Many businesses can testify to the return on investment (ROI) of print. Direct mail, for example, inherently has measurable results. With advanced tracking mechanisms, businesses can accurately calculate their ROI, making this form of print marketing a valuable asset.

Printed catalogs continue to drive online sales, enhancing brand imagery and customer loyalty. Customers who receive catalogs tend to spend more time engaging with the printed piece and on a retailer’s website and consequently spend more money. Print, therefore, is not just alive but a thriving catalyst for business growth.

The Value of Printing in the Age of Digital - Magazine Covers

The Tactile Advantage

Nothing quite matches the sensory experience of print. From the smooth texture of a glossy magazine page to the comforting smell of a new book, these tactile experiences craft an intimate connection between the reader and the printed material.

Scientifically, the tactile experience stimulates higher cognitive processing and emotional connections – ultimately enhancing memory retention. It’s the sensory nature of touch that makes printed material instinctively more engaging and memorable than digital media, providing a lasting brand impression.

Moreover, print products such as brochures, business cards, or newsletters show effort, thought, and investment, creating a perception of credibility and professionalism about your brand. They bring a physical presence of your business into customers’ homes or office spaces, keeping your brand within reach and sight.

The Value of Printing in the Age of Digital - Girl Reading a Book

Print’s Unique Role in Learning

When it comes to education and learning, print takes an impressive stand. Scientific studies reveal that reading from paper results in better comprehension and recall than reading from screens. Print’s lack of distractions promotes deeper engagement and encourages more thorough mental mapping of the information.

Also, printed books and documents provide easy navigation that digital platforms often lack. The ability to physically flip through pages, highlight lines, and scribble notes on the margins greatly enhances the learning process.

The Emergence of Hybrid Models

Rather than view digital and print media as rivals, savvy businesses are combining the strengths of both to maximize customer engagement. Printed materials can work in tandem with digital platforms by incorporating QR codes or social media handles, offering a seamless multi-channel experience.

The endurance of print in the age of digital media is by no means accidental. Its powerful sensory connection, tangible market reach, and contribution to effective learning secure print media’s spot in the marketing mix. By leveraging professional print services, businesses can connect with their audience in a meaningful way while reaping a significant return on investment.

In essence, print is not just surviving, it’s thriving. It remains an impactful medium that businesses and learners alike continue to value in our digitally driven world.

Consolidated Press is a Seattle-based printer with more than 85 years of experience and expertise. Our specialties include magazines, catalogs, reports, manuals, book publishing, and direct mail. We’re the only commercial printer with in-house automated perfect bindery in the Pacific Northwest. Contact us to learn more. 

Holiday Print Marketing
Consolidated Press

This holiday season, get back in black with print

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The holiday season is upon us! Retailers can ensure a jolly holiday with print marketing plans that include catalogs, direct mail, and end-of-the-year postal promotions. With online advertising becoming both more expensive and more complicated to measure, print’s role in connecting with people and driving consumers to both physical stores and websites is on an uptick.

To underline the importance of print products in the retail industry, it’s essential to consider the National Retail Federation (NRF) Holiday Retail Sales Forecast. The NRF forecasts that retail sales during the US holiday season in 2023 will reach between $5.13 trillion and $5.23 trillion, or a growth of 4% to 6% over 2022, with multi-channel shopping (stores plus online) coming out ahead. This growth holds immense potential for retailers who leverage print products to connect with consumers and drive sales.

The Resurgence of Catalog Publishing and Mailing

In recent years, we’ve witnessed a resurgence in catalog publishing and mailing. Retailers are rediscovering the power of catalogs as an effective tool to engage consumers.

In August, Digiday reported that Nordstrom re-launched its anniversary sale catalog this year after phasing out the print publication in 2019. And Amazon-owned online retailer Zappos launched its first print catalog as part of its back-to-school marketing efforts. Amazon has been sending out a holiday toy catalog since 2018.

Here are some key reasons why catalogs are making a comeback:

Tangible and trusted

Catalogs provide a tangible experience that digital channels cannot replicate. Shoppers can flip through the pages, mark items of interest, and keep the catalog for future reference. This physical interaction creates a lasting impression and enhances brand recall.

Printed catalogs convey a sense of trust and credibility. Consumers often perceive printed materials as more reliable, which can enhance the perceived value of the products and the brand itself.

Curated shopping experience

Catalogs allow retailers to curate a personalized shopping experience for their customers. By showcasing select products, arranging them aesthetically, and providing detailed descriptions, retailers guide shoppers through their offerings, increasing the likelihood of a purchase.

Multi-channel marketing

Catalogs seamlessly integrate with online and offline channels. Retailers can include personalized URLs or unique promo codes that direct recipients to their websites for online purchases. Zappos is using QR codes to measure how many people are engaging with the catalog, what they’re buying and how much traffic the catalog is driving. These tools create a bridge between the physical and digital shopping worlds.

Targeted marketing

Catalogs enable highly targeted marketing efforts. Retailers can send catalogs to specific demographics, past customers, or those who have shown interest in their products, resulting in a higher conversion rate compared to mass advertising.

Direct Mail and EDDM: Niche marketing strategies

Direct mail, including EDDM (Every Door Direct Mail), is another powerful tool in a retailer’s arsenal. EDDM allows retailers to target specific neighborhoods or ZIP codes, making it an excellent choice for local businesses. It’s an efficient way to promote in-store events, sales, and special offers to the immediate community.

Personalized messaging

Direct mail, when well-executed, can provide a highly personalized experience. Customized offers, product recommendations, and exclusive discounts can all be tailored to individual recipients, increasing engagement.

Staying top of mind

Regularly sending direct mail keeps your brand top of mind for consumers. Whether it’s a monthly newsletter, postcard, or promotional flyer, consistent communication helps maintain customer loyalty. Come holiday time, sending a specialized mailer advertising gifts or services specific to the holidays will capitalize on the relationship you’ve been cultivating all year long.

Measurable results

Modern direct mail campaigns can be tracked and measured, allowing retailers to accurately assess their return on investment (ROI). Retailers can fine-tune their strategies by analyzing response rates and conversions for better results.

Maximize Impact with USPS End-of-Year Promotions

The United States Postal Service (USPS) offers various promotions throughout the year to encourage businesses to use direct mail effectively. One way for retailers to maximize their impact is to take advantage of these promotions, especially during the holiday season. The USPS 2023 promo calendar provides a roadmap for these opportunities, and we are happy to help our customers sort out which will work best for their audience.

  • Emerging Technology (now includes mobile shopping) – Retailers can experiment with emerging technologies like virtual reality (VR) or augmented reality (AR) to create immersive and engaging direct mail experiences. This promotion also encourages the integration of direct mail with mobile technology. Retailers can leverage QR codes and other mobile features to enhance the shopping experience and drive consumers to their websites and stores. Discount ends Nov. 30.
  • Retargeting – The Retargeting promotion incentivizes marketers to send personalized postcards to recent website visitors who didn’t convert. Discount ends Nov. 30.
  • Informed Delivery Promotion – Informed Delivery is a USPS service that provides consumers with a digital preview of their incoming mail. Retailers can use this promotion to complement their direct mail efforts with digital content, further reinforcing their message. Discount ends Dec. 31
  • Reply Mail IMbA – This promotion encourages Qualified Business Reply Mail (QBRM) and High Volume QBRM customers to adopt Intelligent Mail® barcode Accounting (IMbA). Participants will need to enroll in IMbA and use either a static or serialized barcode. By adopting these tools, customers can improve visibility, while also delivering easier payment methods and faster delivery speeds. Discount ends Dec. 31.

Bling in the New Year

Print products such as catalogs, direct mail, and EDDM remain powerful tools for retailers to connect with consumers and drive traffic to both physical stores and websites. The popularity of print catalogs, the personalization of direct mail, and the various USPS end-of-year promotions all provide opportunities for retailers to make a significant impact. As the NRF holiday retail sales forecast indicates, the holiday season presents a prime opportunity for retailers to leverage print products and maximize their sales potential. With the right strategies in place, print is a valuable and effective marketing channel in the ever-evolving retail landscape.

Strategizing for election success
Consolidated Press

Strategizing for election success

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Print and mail campaigns can maximize voter turnout and positive results

Political campaigns heavily rely on print campaigns, especially in states like Washington that exclusively use mail-in ballots, printed materials and direct mail campaigns play a crucial role in reaching voters. Governments, candidates and political groups need to collaborate on a comprehensive plan with their commercial print partners to ensure a smooth and effective election-focused mailing in vote-by-mail states.

Understand the Mail-In Ballot System

In states where mail-in ballots are the primary voting method, it is crucial to have a thorough understanding of the deadlines and regulations governing the process to help shape the messaging and timing of the campaign to align with the election timeline.

Tailor Materials for Vote-by-Mail Voters

In states like Washington, where voters receive their ballots by mail, printed materials take on an even more critical role in engaging and informing voters. Governments and political parties should develop materials that educate voters about the voting process, highlight key issues, and provide clear instructions for completing and returning mail-in ballots. Design compelling brochures, flyers, and informational inserts that address common questions and concerns.

Collaborate with Printers That Have Election Expertise

Download our election checklist

Collaborating with experienced commercial printers is vital to the success of any election-focused mailing. Consider these aspects when working with printers:

Has your printer done this type of work before? Choose a printer with experience and knowledge in executing election mailings in your state. In Washington, Oregon, and California, they should understand the unique requirements, regulations, and deadlines associated with mail-in voting. Their knowledge will ensure that your materials comply with all the necessary specifications and arrive on time.

Consultation and design support. Planning is critical. For presidential election years, we recommend planning at least six to eight months out. For mid-term years, three to six months is fine. If your printer’s schedule fills up early, you run the risk of not having press time or paper secured in advance. Printers can put estimated deadlines in their schedule, and you can firm up later. Moving time around on a scheduling board is easier than creating time at the last minute. Work closely with the printer to discuss your campaign objectives, messaging, and target audience. Ask for advice on material design, paper selection, color choices, and printing techniques. Their expertise will help you create appealing and impactful materials that effectively convey your message to voters.

Look for extensive proofing and quality control. Establish a comprehensive proofing process in collaboration with your printer. Ensure that all printed materials undergo thorough proofreading to eliminate errors and inaccuracies. The printer should have robust quality control measures in place to deliver materials that meet the highest standards.

Develop a Mail Strategy

A well-developed mail strategy is essential to ensure that your printed materials reach the target audience in a timely and effective manner. Here are some key considerations:

Accurate voter data. Maintain accurate and up-to-date voter data to ensure your mailing list is precise and reliable. Work closely with the data management team at your print-and-mail house to regularly update voter information, including addresses and demographic details. Clean data will optimize the efficiency and effectiveness of your mailing campaign.

Targeted segmentation. Segment your voter base based on demographics, voting patterns, or specific interests to tailor your printed materials accordingly. Customizing your mailings allows you to address specific concerns or issues relevant to different voter segments.

A smart mailing timeline. Develop a detailed timeline that encompasses the various stages of your mailing campaign. Include all the steps, like design and production, addressing and labeling, sorting, and drop-off or delivery to the postal service. Account for production lead times, processing times, and the recommended mailing window to ensure your materials reach voters well before the election.

Compliance with postal regulations. A commercial printer with expertise in election mailings (like Consolidated Press!) knows the specific postal regulations and guidelines applicable to your state, and they can ensure that your materials meet size, weight, and format requirements set by the postal service to avoid any delivery issues or delays.

Tracking and monitoring. We utilize services provided by the postal service to track and monitor the progress of your mailings, allowing you to verify that materials are being delivered as planned and enabling you to address any issues promptly.

Evaluation and learning. Once the mailing campaign is complete, evaluate its effectiveness and gather feedback. Analyze response rates, voter engagement, and overall campaign impact. Use this information for future mailings and to refine your strategy for upcoming elections.

Leverage Digital Integration

While mail-in ballot states heavily rely on printed materials, it is essential to integrate digital strategies for enhanced engagement—the combination of print and digital maximizes the campaign’s impact and reach.

Engage with Local Communities

During an election cycle, governments, candidates and political parties should focus on building strong connections with local communities. Organize community events, town hall meetings, or rallies to engage directly with voters. Printed materials, such as posters, banners, and informational handouts, can play a vital role in promoting these events and creating awareness. Consolidated Press can coordinate your materials and timing so your brand identity is clear and clean across all collateral.

Print and mail campaigns are crucial for effective voter outreach. By collaborating with experienced printers and developing a well-defined mail strategy, local governments, candidates and political groups can maximize the impact of their election-time mailings. The efforts listed above will help ensure your materials ultimately contribute to a successful election campaign.

Download our election checklist
Election Checklist

 

Summer Tourism
Consolidated Press

Use brochures, posters, guides and maps to promote your region’s summer fun

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When the sun comes out, people start looking to keep busy, feel refreshed, see something new, and get onto the open road.

Whether you own a business or work for a city, a parks department, a farmers’ market, or a nonprofit, summer is the time for printing projects aimed at the public—posters, brochures, calendars, maps, menus, guides, event collateral, direct mail, and more.

Posters reach more people.

Posters are an underrated source of advertising, and they are excellent at bringing people back to the spot they saw the poster in the first place. For example, if you are advertising a new farmer’s market or opening one for the season, plaster the area with posters. 

An event like a farmers market draws mostly local people—people who tend to live, work, and play in the same places day after day. So it’s easy to ask them to return to a place they are already hanging out for something fun and ongoing like a farmer’s market, monthly flea market, or summer concert series. All they have to remember is the time or date. 

The same principles work for one-time events like summer festivals, retail events, civic volunteer opportunities, and more. Be sure to print the website, hashtag or a QR code on the poster for an even stronger memory aid. A simple and clear call-to-action (CTA) like “Post a selfie with this poster” will go a long way toward engaging people and bringing them back to the very place they are standing —with friends.

Read this comprehensive guide to creating posters that bring a buzz to your event.

Brochures are marketing’s best bet.

Everybody likes to pick up free stuff! Brochures are better than free—they represent possibility, excitement, travel, fun, relief from boredom, and future purchases and services that make life better.

Consider these compelling statistics when planning your summer advertising campaigns:

  • 7 out of 10 tourists, as well as visitors, tend to pick up brochures
  • 95% of visitors that obtain brochures become aware of a business
  • 80% of people consider visiting the business they saw in brochures

Keep in mind that brochures can truly reflect your brand’s aesthetic or personality. They don’t have to be the glossy three-fold six-panel classics we know from brochure stands in visitor centers across America. You can produce maps, calendars, posters, sales flyers, menus, and destination collateral, all in brochure form.

We can help you stand out with:

  • Strong brand identity through color matching and design
  • A variety of paper choices for your budget and brand
  • Professional folding and printing so your brochure is easy to read
  • Fun and functional stickers and seals
  • Addressing, sorting, storage, and direct mailing (if you want to go that route!)

Get on the map.

A March 2023 survey and report from The Vacationer revealed the potential for an enormous uptick in travel—especially domestic travel—this summer.

As summarized in Travel Agent Central this month:

Eighty-five percent of Americans plan to travel this summer. Nearly half of them are planning to travel more this summer compared to last, and those who intend to travel this summer represent a 5% increase over 2022. Ninety percent of American adults aged 30 to 44 intend to travel this summer, as do 88% of 45- to 60-year-olds and 87% of adults under 30. Forty-three percent of women said they intend to travel more, while  40 percent of men said they will.

Sixty-two percent of respondents said their travels will be domestic only. Seventeen percent said their travels would be domestic and international, while 6 percent said they would only be traveling internationally. Nearly four in five travelers plan to take a road trip this summer, most traveling between 100 and 500 miles. 

Now is the time to get your community on a map. There are so many ways and reasons to do this!

  • Regional and state visitor associations can create road trip maps of cities and tourist destinations. 
  • Cities and towns can publish a map of shopping and dining hubs, pointing visitors to all the places to play and spend money while passing through. Locals love these maps too, when they are updated regularly. 
  • Hotels and convention centers can publish maps of nearby nightlife, dining, and daytime activities. 
  • Tourist bureaus can offer maps of day trips within a radius of your city or region. 
  • Business hubs and neighborhood associations can promote dining and shopping with hyper-local maps, capitalizing on “coop-ertition” to bring more people to the location by displaying or handing out the map at each business in the area.
  • Local Arts and Entertainment can distribute information on upcoming show schedules, venues, special events, or concerts. 

Organizations often have state or local funds to produce maps promoting their area. Local businesses can offset these costs by advertising or paying for a prominent location on the map. Be sure to create a connected website for the latest updates, specials, and events.

Invite summer fun—and spending!—with print products like maps, brochures, direct mail, guides and posters. Visitors and locals alike will be happy to jump in.

With our efficient presses and professional staff, we can help you steward your resources while creating important print products that benefit everyone. Let us help you—reach out today.

Catalog Trends
Consolidated Press

Print Catalogs Are A Cost-Effective Marketing Tool That Consumers Enjoy

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Catalogs are here to stay. As they have evolved over the last decade into high-end booklets packed with the power of story, catalogs prove again and again to be an indispensable part of the retail and wholesale marketing mix.

What’s behind the continued use of catalogs?

Skyrocketing online advertising costs. 

In 2021, a large US marketing agency reported to Forbes that online advertising had skyrocketed for their clients—primarily big-name retailers. Cost per 1,000 viewers (CPM) increased by 89% in April, 69% in May, and 42% in June across such platforms as Meta (previously known as Facebook), Google, Apple, Pinterest, and Instagram. AdSkate reported in May 2022 that costs have simply kept rising. 

  • Meta’s CPM has increased 61% year over year, averaging $17.60.
  • TikTok’s CPM has increased 185% year over year, averaging $9.40/CPM.
  • Google’s programmatic display CPM has increased 75% year over year. Meanwhile, search ad CPC (cost-per-click) increased by 14% year over year.
  • Instagram’s CPM has increased 23% year over year.

And costs per click tend to increase further during the fourth quarter, which is crucial to retailers’ bottom line. Companies can’t be sure they will get their money’s worth from online advertising, so they turn to a more diverse marketing mix.

Catalogs ‘fill a retail therapy niche.’

Last holiday season, NBC News reported that consumers were weary of being on their phones and computers after pandemic restrictions rounded a second year. Older consumers enjoyed the nostalgia of grabbing a catalog or two out of the mailbox box and relaxing into the curated experience rather than searching online for something. Younger consumers tend to appreciate a high-quality catalog with some personality, a clear values message, and engaging storytelling.

Hamilton Davison, American Catalog Mailers Association president, said millennials “have an affinity for flipping pages”—much like shopping for LPs or browsing for vintage furniture. “One of the big surprises is that millennials find great value in catalogs,” he said to NBC News, citing recent research into catalog trends. “The internet feels too much like work.”

Catalogs that function as gift guides, contain rich editorial content, or appear similar to lifestyle magazines tend to increase their popularity.

How can today’s retailers create a catalog that pays?

Integrate technology.

Smart retailers use a multi-channel marketing approach, which means that they integrate online, in-store, and print marketing products, each to complement the others.

Print catalogs make it easy to ingrate technology and personalize to the recipient simultaneously. Catalogs will either send people to the store or online to buy. Make the online bridge seamless and powerful by incorporating personalized URLs or QR codes for online shoppers to take them directly to your website while providing information about their buying habits. 

Be sure both your online and brick-and-mortar stores are stocked with the items in your catalog, and consider a strong BOPIS/BOPAC/BORIS plan for the holiday season. Consumer expectations around Buy Online Pick-up In Store, Buy Online Pick-up At Curbside, and Buy Online Return In Store are only increasing. Your catalog can provide a gateway and detailed information about these services, further easing the shopping experience.

Above all, be flexible.

With continued paper shortages, you may find that to get your catalog out on time, you have to pivot from an all-encompassing 100-page book detailing every product to a 36-page booklet highlighting categories, seasonal products, or personalized content for the reader. You may have to consider changing the paper grade or the finish if certain stock becomes available or runs short. Be ready to pivot on the details so the bigger picture can move forward and out to your customers—a strong, eye-catching print catalog that sells your products for you. 

The good news is Consolidated Press is in great shape and well-stocked. We are also experienced in working closely to make materials and services swaps that work for the product and never compromise quality. Mailing is a snap for us, and we have access to the best rates available.

Whatever your catalog plans may be, we can help you print and mail the product that’s perfect for your customers.

With our efficient presses and professional staff, we can help you steward your resources while creating important print products that benefit everyone. Let us help you—reach out today!

Elections and Print
Consolidated Press

Clear and accurate print materials help elections stay secure and accessible

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Free and fair elections are the bedrock of American politics. Communicating in print has played a crucial role since the first one in 1788, and it continues to make the elections process secure and accessible to the entire voting public.

Election materials need to be clear, accurate and on-time

In the Northwest, we use mail-in ballots which, coupled with voters’ pamphlets, afford voters the time to sit down at their kitchen table and become educated on each candidate and issue while filling out their ballot. Accurate and clear printing means an accurate and clear message. Smudges, misalignment, missing pages and improper binding can all contribute to misinformation—particularly for those who are disabled or do not have easy access to the internet, including elderly and under-resourced adults.

Voters’ pamphlets are printed, addressed and mailed directly to voters in time to make informed decisions. Using a reputable printer for both printing and mailing services is key to proper list management and on-time mailing to registered voters. Any mistake or delay means a vote may be cast late or not at all. 

A large printer like Consolidated Press can save money on mailing in several ways. We provide volume postage discounts by analyzing your files and providing postal logistics planning and strategy. We deliver mail direct to USPS bulk mail centers for faster delivery and postage discounts, and ink-jet addressing occurs in-line on our stitchers to save you time and money.

Printed campaign communications help sway voters

Taking part in our election process means being able to convey our specific ideals, opinions and plans to our constituents. Whether that is through flyering, print and direct mail, or canvassing, there’s a personal touch with print that you don’t get with digital communication. Besides that, print–even print and mail—is much cheaper and better trusted than television spots and outdoor advertising.

After a contentious race in Virginia, the USPS teamed up with the American Association of Political Consultants to ask voters about their sources for political outreach and information. The results revealed the power of direct mail for local campaigns.

Nearly 70% said mail sent to their homes was the most credible political outreach technique. Sixty-six percent of female voters, 56% of millennial voters, 57% of nonwhite voters, and 69% of college-age voters trusted direct mail the most. The survey also revealed direct mail in the top three most persuasive channels.

In addition, most people visit their mailboxes every day. They have positive associations with mail vs. unrecognizable digital campaign messages that are frustrating because of pop-up ads, potential privacy issues, and frequency. 

Reliability is key to the civic process

The printing industry has been in a tough spot since the pandemic started. In the early days, working together in a building was nearly impossible. Later, worker shortages slowed commercial printers across the nation. Add to that supply chain tangles and paper shortages, and presses were in a constant state of catch-up.

Today, Consolidated Press is completely staffed up and enjoying a surplus of paper. Our suppliers and vendors are all coming back up to speed and are at pre-Covid turnaround times. 

All of these factors add up to a reliable, cost-effective process suitable for government budgets and responsive to tight deadlines on the campaign trail.

With our efficient presses and professional staff, we can help you steward your resources while creating essential print products that benefit everyone. Let us help you educate voters—reach out today!

Government Printing
Consolidated Press

The Power of the (Printing) Press to Make Information Equitable, Timely, and Useful to Everyone

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Government Agencies and Municipalities Rely on Print

Municipalities and government agencies produce a lot of print publications, and for a good reason—they are responsible for educating citizens. By law, they need to make certain publications available to everyone, regardless of whether they have internet access. 

Think voter’s pamphlets and, in Washington state, the ballots themselves. Municipal recreation center program catalogs. Transit schedules, walking maps. Driver’s guides. There are fliers and brochures at every public office in dozens of languages represented in any major city. Transit Schedule

Governments are also required to seek citizen input on new developments and major projects. They require diversity and volume of input from citizens on projects such as bridge construction, new highways, and public spaces that are coming online. Zoning changes and redevelopments need public buy-in to move forward. A public involvement team is often brought in specifically to do this outreach, and printed communications or publications are essential.

Direct Mail Reaches Each Household

Direct mail is also vital for municipalities and contractors specializing in government outreach. Each year, updated recycling brochures are mailed out to every person who gets services. Changes in water, gas and electricity rates come through the mail. Every homeowner is mailed a value assessment on their house periodically. 

Recently, the pandemic has compelled governments to disseminate critical public health information to huge populations as quickly as possible. 

All of this information is printed to reach the most diverse and complete group of constituents.

Consolidated Press Specializes in Government Projects for Several Reasons

  • We have enormous capacity on our web presses. We can run thousands of pieces in a short period of time. Because we work at scale, we can nimbly produce essential publications very cost-effectively right when they are needed.
  • We are experts at getting your direct mail to citizens and employees quickly and inexpensively. We create and mail announcement postcards, parks and recreation catalogs, visitor’s guides, regional newsletters, and more. We can work with you on paper choices and other tweaks that create a lighter, less expensive, yet attractive and useful piece.
  • Some pieces are just workhorses, and they need to be durable for months or years to come. Books, manuals, catalogs, guides, directories, curricula, and collections of regulations can all be perfect bound into books of any size at Consolidated Press. Optical cameras on our presses confirm quality and placement, so even nondescript projects look professional and hold up for years.
  • Even public documents deserve their privacy. We understand that government information is sensitive and timely. We protect your information from public view until its designated release time and treat each project as highly confidential.

We believe in the power of the (printing) press to make information equitable, timely, and useful to everyone. Contact us today to start reaching your citizens tomorrow.

Sales
Consolidated Press

Direct Mail and Catalogs Give You a Purchasing Advantage

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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.  

 

 

direct mail
Consolidated Press

Direct Mail is Worth a Thousand Words

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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. 

 

Consolidated Press

Use These Best Practices for your Next Direct Mail Campaign

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(Spoiler alert: Hiring an expert in printing and mailing covers ALL the bases!)

Not only is direct mail a great way to engage with your customers, but it also offers a powerful return on investment. Direct mail provides measurable results that generate leads, especially when using branded visuals, a solid call to action, and integration with your digital marketing campaign elements. Recent statistics reinforce the high impact advantages when communicating with direct mail compared to email and other electronic solicitations.

Did you know?

As consumers begin to flood the marketplace again, now is the time to put your brand messaging where it makes the most impact — right on their doorstep. But time is money, and the use of best practices for printing and mailing ensures a powerfully effective campaign that fits your budget.

Consider these pathways to success:

Hire an Expert

Direct mail is a complex endeavor. Between branding, designing, copywriting, printing, data management, versioning, sorting, scheduling, storing, mailing, returns, and measuring success, you have a full-time job on your hands with a direct mail campaign. A full-service printer with a consultative approach like Consolidated Press can walk you through each and every step and then replicate it for the next mailing, ensuring brand standards and clean lists.

Weigh Less, Pay Less

Paper stocks, embellishments, special coatings, coupons, return mailers, and other specialty items can add up, and mailing with efficiency means traveling light. But some projects call for high-end stock, unique finishes, and stand-out enhancements. Ask your expert to show you what items you need to maximize your investment and to help you choose the right paper and finishes for your project.

Panels, Tabs, and Size Restrictions, Oh My!

Direct mail through the United States Postal Service is a tricky business — and a highly regulated one. Your mailer needs to be the appropriate size and weight, a specific number of panels and tabbed or glued to meet USPS regulations. The specifications are vast. If you don’t believe us, look here to dive into the seemingly endless details of mailing. Never mind, don’t do that. Consolidated Press has a massive mailing program all designed to seamlessly and painlessly work within the postal system.

Have Some Class

The USPS delivers mail at several rates or classes, determined by the client’s needs and purpose of the mailing. Most often, you’ll be using USPS Marketing Mail, which, for beginning mailers, is often the best choice because postage prices are very low. According to the agency, mailers use USPS Marketing Mail to send:

  • Printed matter, flyers, circulars, advertising
  • Newsletters, bulletins, and catalogs
  • Small parcels

All USPS Marketing Mail prices are bulk prices, and each mailing must meet a minimum quantity of 200 pieces or 50 pounds of mail. There is no single-piece USPS Marketing Mail postage. In USPS Marketing Mail, there are prices for letters, flats/large envelopes, parcels, marketing parcels, and Parcel Select Lightweight parcels. There’s more where that came from, but you don’t need to get into the weeds — you need to ask your expert. 

Consolidated Press, by the way, knows all this stuff and more. 

When you need expert advice on printing and mailing with a consultative approach to your project, call or click Consolidated Press to determine how they can put the pieces into place.