Tip of the Month

Tips

Variable Data Printing - Variable Data is used to tailor your message and mailing piece to a very specific level. Using your database, your printed material can be modified on a case by case basis. For instance, if you are selling pet supplies you might send "Bob" a postcard with a special offer on dog food and a photo of his specific breed of dog, while simultaneously sending "Cindy" the same information with an offer of cat food and a photo of her breed of cat. If your records have the additional information of the Pets name your message could also include the name of the pet. So your message might look like this "Bob, why not let Ringo to try our new premium brands, and put 15% back in your wallet!" Using variable data can dramatically increase the effectiveness of your marketing campaign. The only limit is your imagination!

Update your Web Site - Use your web site to update your message! Face it, brochures and other printed material are not updated when changes occur. Directing people to your web site allows your potential clients to obtain the latest information and more information than you can place in a typical printed piece. If you are not getting your web site updated when changes in your business occur you need to reconsider your web strategy. A winning web strategy must include regular updates to keep your content fresh and your clients returning to your site.

Political - It's time to start preparing your political message campaign. Mailing is an effective method of getting your message across to your constituents. Studies show that it is best if you mail 3 separate pieces a different times during your campaign. The last piece showing up within days of the election. Plan now and let us help create a winning strategy!

Images - Ensure that your images will print correctly. Images created for viewing on screen or on a web page are typically 72 to 96 dpi (dots per inch). This is not sufficient for a printed piece. Images must be at least 300 dpi in order to print correctly. Even if the image seems to look OK off of your personal printer, if the dot pattern is not high enough it will look "fuzzy" when printed on a printing press. If you have low resolution images planned for your project it is best to locate a better image. Ask us if you have any questions about the image you are planning for your printed piece.

Copyrights - Most people do not understand copyright law. Although we are not necessarily experts in this area, here are the basics of the law.

A copyright is applied to any work that physically exists for a period of time, regardless of how short that time may be. The work does not have to display the copyright notice in order to be protected under the law.

Below are a couple of excerpts from www.copyright.gov. Please do not hesitate to visit that site for more details on copyright protection.

"Copyright protection subsists from the time the work is created in fixed form. The copyright in the work of authorship immediately becomes the property of the author who created the work. Only the author or those deriving their rights through the author can rightfully claim copyright."

"Mere ownership of a book, manuscript, painting, or any other copy or phonorecord does not give the possessor the copyright. The law provides that transfer of ownership of any material object that embodies a protected work does not of itself convey any rights in the copyright."

So, before using someone else's work, it is best to assume that they are protected under the Copyright Act and ask for permission to use the material.