Serving Arizona, Colorado, New Mexico and Wyoming
June 3, 2015
Is Direct Mail Effective?  Heck Yeah!

According to a study by Exact Target, 65 percent of consumers of all ages have made a purchase as a result of direct mail. Other studies indicate that many of these purchases may be made online.
For example, a study by the Direct Marketing Association found that 78 percent of consumers will act on direct mail immediately, compared to just 45 percent who say they deal with email right away. When they receive direct mail from a brand that they're interested in, 44 percent visit the brand's website and 34 percent search online for more information about the product.

Charitable organizations still find direct mail particularly effective as well. A November 2013 study by YouGov found that direct mail is the strongest tactic for donations (aside from donating to a regularly supported charity). In this survey, 21 percent of respondents cited direct mail solicitations as the prompt behind their most recent gift, as compared to just six percent who responded to pleas on social media.

Want to learn more about the benefits of print? Visit  www.printing.org/valueofprint.

Sources:

[1] Exact Target, Channel Preference Study, 2012.
[2] UK Direct Marketing Association, "From Letterbox to Inbox 2013."
[3] YouGov, "YouGov Giving Report 2013."
Is Your Digital Press Profitable?

This sounds like a sensible question that one would like the answer to.  In a similar vein, one might ask about the bindery, or prepress etc.

According to industry sage Bob Lindgren the challenge comes when you realize that the word "profit" has a reasonable definition with respect to the business as a whole.  Profit equals sales minus all expenses.  Lindgren says this definition falls apart when you think about just part of the business.

First, you must define sales for the digital press.  that's simple if the project is just digital output, but if it includes extensive computer programming or mailing/fulfillment or perhaps an offset component, what's the sale for the digital portion?

Lindgren says you could use the estimating system to divide up the sales revenue but it's based on an arbitrary set of hourly rates, so you may be measuring the estimating system instead of market reality.  The challenge becomes worse on the expense side as once you get by the simple items such as paper or click charges, you have to deal with the rent for the building, the cost of the front office, etc.  This will lead to a set of allocations which, of necessity, are more a reflection of your accountant's mind than economic reality.

After all this, when a profit number is computed for the digital press, what are you going to do with the information?  Suppose that a loss is indicated.  You might raise your prices, but Lindgren argues you should have done that already if the clients are willing to pay.  Maybe you should get rid of the digital press but the allocated overhead (rent, etc.) will still be there so you could be further behind than before.

Lindgren argues that the reality is that the key number for any portion of the business is contribution - sales revenue less out-of-pocket costs (paper, click charges, toner, etc.).  Even that must be used with care as the client may actually be buying a bundle of services - digital, offset, mailing/fulfillment, etc. for a single price making the revenue distribution arbitrary.
Tech Tip: Preflighting
       

It's a well-known fact that the most common digital file problems from ten years ago are the same digital file problems that continue to plague printers today. These problems include missing fonts and graphics, color space issues with images and illustrations, and low-resolution images, to name just a few.

 

Historically, preflighting was a task that was only performed by the printer in prepress. Technology advancements now allow preflighting to occur at various points in the workflow. For example, preflighting can happen via a web-to-print interface where the errors are identified and repaired (if possible) as part of the web submission process. Designers are also becoming more involved with preflighting as new features have been added to page layout software applications. The equation is simple-the more preflighting steps in the process, the better the end result.

 

This brings the discussion back to a point in the workflow where preflighting traditionally didn't happen: during design. Wouldn't it be great to catch some many print-related problems before the file is sent off to the print service provider? What if designers could identify many of these mistakes as the job is being constructed--a kind of "pre" preflighting?  

 

There is a feature available in InDesign, called Live Preflight, which does just these things. Live Preflight sounds exactly like what it is: it can be set up to alert designers to potential problems as they arise, rather than after the design is complete. When an error is detected as the design is being created, the problem can quickly be found and corrected. Live Preflight can be configured to alert many common file problems including low-resolution images, unwanted spot color plates, improper image color spaces, and more.

 

Best of all, printers can create a preflight profile to send to their designer that is specific for a particular printing condition or job. For example, a profile can be created that restricts spot colors in a document, another can be created that alerts the designer if inadequate resolution images, or if objects that have been placed next to the trim area of a page have adequate bleed. Although Live Preflight cannot identify everything that can go wrong with a file, it can eliminate some of the most common problems. 

 


Two New Posters in the "Know It- Live It" Safety Series    

Printing Industries of America has created a specially important resource-a series of safety posters called Safety-Know It, Live It. The posters include general safety, the reduction of combustible dust hazards, safe operation of powered industrial trucks, and the two new posters: Get to Know SDS and Globally Harmonized System of Classification (GHS) Pictograms Quick Reference. 

 

The goal of the posters is to establish a simple pictorial and written message of safety for production employees. These posters reinforce the safety message and continually remind employees about safe practices. The design of the posters provides eye-catching graphics and bright colors in order to catch the reader's attention.


These posters are available for free to download in high-resolution PDF format, with two new posters coming soon!

 CLICK HERE for more information.  Make sure you are logged in as a member on the PIA website.  If you are having any issues please contact June Crespo toll free at 1-844-237-1550 or jcrespo@wsprint.org. 

11 Ways To Reduce The Stress of Your Job
There is no single magic bullet that will erase your work-related stress.  Instead, a series of little steps - like the ones listed here - can work even better:

(1) Write everything down.  Don't rely so much on your memory.

(2) Allow a litter margin of extra time for everything.

(3) Review your standards to make sure they are not unrealistic.  Perfectionism breeds stress.

(4) Always have a Plan B to fall back on if Plan A doesn't work out.

(5) Organize your desk before leaving every night.  Put the most important job on top so that you can focus on it first thing in the morning.

(6) Don't lug around a full briefcase with material you don't need.  It's not good for your back or your outlook.

(7) Focus on using the resources you have instead of complaining about the resources you lack.

(8) Tackle your toughest task in the first 10 minutes on the job.

(9) Give yourself deadlines; start early and stick to them.

(10) Set realistic goals for each day.

(11) Question the purpose of meetings.  If possible, find an alternate way to distribute information.
Mastering Sales Workshops in Phoenix and Denver 

Every company wants to grow profitable sales and help their teams improve the bottom line.  Successful selling is key to this objective.

Whether an industry newbie or seasoned pro this program will help you (or your sales professional):
  • Improve selling skills
  • Successfully navigate the relationship management process with clients
  • Earn long-term profitable accounts!
     
Workshop Leaders

Facilitated by WSPA CEO Michael Makin, this session will use virtual technology from PIA's Integrated Learning Center, where participants will combine interactive learning using streaming video with face-to-face dialogue.  Course content provided by Leslie Groene, a coaching superstar in the world of corporate sales as well as a business consultant and author.  Her background is in the paper and printing industries as a sales rep and sales manager.

The WSPA member price to attend either session is just $39 but registration is limited to the first 20 participants in each location.

To register for the June 16th program in Phoenix, CLICK HERE.

To register for the June 18th program in Denver, CLICK HERE.

Sign Up For Denver Golf Tournament

We have our date and location for the Denver Golf Tournament!  Friday, August 28, 2015 at the Heritage Eagle Bend Golf Club.

Described by Golf Digest, as "one of the best places to play in Colorado," the Arthur Hills designed course is a links-style 18-hole championship course that makes use of dramatic elevation changes, native areas, panoramic views and wide, accommodating fairways to appeal to players of all levels.

Tickets are only $125 and include greens fee, golf cart and lunch.  Foursomes and individual tickets will sell out fast so be sure to sign up ASAP.
 Interested in sponsoring the tournament?  Contact Sandi Neuman at 720-398-6907 or  sandi.neuman@visiongraphics-inc.com.
Sign Up For Phoenix Golf Outing - Space Limited

After a year's absence the ever-popular WSPA Phoenix Golf Tournament will return with a vengeance on Saturday, September 19, 2015 at the stunning Arizona Grand Golf Resort.

 

Join colleagues and friendly competitors from the industry for a day of fun on the links followed by the Par-Tee on the Green, where bragging rights will be on display and awards presented.

 

Tickets are only $99 and include greens fee, golf cart, lunch and two drink tickets.  Foursomes and individual tickets will sell out fast so be sure to register as soon as possible!

 

 REGISTER HERE  


Sponsorship Opportunities

Interested in sponsoring the tournament? There are numerous opportunities still available including individual hole sponsorships - many helping to support future GCEF Scholarships.

 

For details contact tournament chairman Gary Matchinsky at 480-829-8890 or  garym@bctarizona.com

Weekly Photo Feature:  
ARE YOU KIDDING ME?
 
Each week E-Connects will share incredible photos on just how lax individuals can be when it comes to safety. 

The goal - to keep a safe work environment front and center on the minds of all of your employees.

The old let's brace the co-worker with a knee over the manhole trick...

If you come across a funny safety pic you think should be featured, email Michael Makin at mmakin@wsprint.org.
Add Team Members From Your Company To Our Email List
       
If you would like to add other team members from your company to receive this weekly newsletter, just send us an email and we would be happy to add them to the list free of charge.  Contact June Crespo at jcrespo@wsprint.org. 

Meanwhile, if you want to access any back issue of E-Connects, simply visit our Archives Page. 


Quote For The Week 

"Learning is not attained by chance, it must be sought for with ardor and attended to with diligence."

Abigail Adams