by Kirby Hasseman
Graphic design is about the eye and the mind. It’s about finding a new and creative way to solve an old problem. A trained designer will understand how to answer these questions and solve these problems in the best way possible.
But sometimes, a quick job or budget constraints mean that you may have to create the artwork yourself. In this case, there are also plenty of measurable skills that almost anyone can use to improve how the final product of their design will come out.
Print is a physical medium, so there are many practical problems that need to be considered when making your artwork. Today, we’re going to cover three things to consider due to the process of cutting, or trimming, the paper. In general, any print job is run on a sheet of paper larger than the final size. For example, if you are making a flyer that is 8 1/2″ x 11″, or the size of a sheet of copier paper, it will most likely be printed on a sheet of paper that is 9 1/2″ x 12″, give or take, and then trimmed down the final size afterward. This physical process gives some speed bumps to consider when creating artwork.
Margins
An easy way to ruin your final job is to put your content, like text or important images, close to the edge of the sheet. When setting up a page, it’s easy to look at your white space and think you can fill all of it with your artwork. This isn’t the case. There needs to be a margin on the sides, top, and bottom to avoid anything important being cut off. If your headlines or text get too close to the edges, they run the risk of being trimmed off by accident. In this case, the printer is not to blame for it, and you are left with a job that is basically unusable. A safe distance to put anything important on your page is at least 1/4 inch from the edge of the sheet. This will give the printer enough room to work with the wiggle in the sheets as they trim them down, without worrying too much about cutting anything off.
Bleeds
In print work, and color or background that is supposed to run to the edge of the page without white showing is called a “bleed”. In order to correctly get this effect, the image needs to “bleed” over the edge. This means that when the art is printed on the larger sheet, the background will be a little bigger than the trimmed size. This may sound like opposite advice from the margin section, but the difference is that the background shouldn’t have anything important, like pertinent information or images, it should be a simple color or an image that isn’t of absolute necessity.
Alignment
Another aspect to easily overlook is the alignment of the artwork. Are all the elements centered on the page, or are they a little farther left or right? This can wreak havoc on your design. Without properly centered artwork, the printer will cut it as sent, which will make your page look lopsided. Sometimes, printers will try to correct it for you and center the page, but this can lead to problems with bleed, or even frustration from the printer from dealing with troublesome artwork.
Simply following little guidelines like this will instantly make whatever you create begin to look more professional. But remember, whenever possible, you should hire a professional to make the most out of your project and show your company in the best light. When the need arises, remember we at Hasseman Marketing offer full-service design, start to finish. Give us an idea, and we will take it to new heights.
Want more great content like this? Sign up for our VIP list! Get access to our weekly content and special deals…by simply going here! Sign up today!
by Kirby Hasseman
It’s time for our very first Guest Blog on the Hasseman Marketing blog! This one comes from Bill Petrie from brandivate. Bill is a rock star in the promotional industry with wisdom that translates to any industry. Take it a way Bill! Excuses. Excuses are insidious little beasts. They provide convenient, if not somewhat accurate, reasons we tell ourselves – or others – why we can’t accomplish certain tasks necessary to build our business. From the ubiquitous “too busy” to “we’ve always done it this way,” excuses manifest themselves in many different forms. Despite the various excuses readily available to avoid uncomfortable and/or unpleasant business tasks, the outcome is always the same: stagnation.
The real problem with excuses is that they become a habit – a bad one. For example, often people will say they are “too busy” to do something without giving it any thought. The habit of making excuses to avoid difficult or challenging tasks creates a false sense of comfort that prevents growth.
Bad habits, however, can be broken and the habit of excuses is no different. The key is to respectfully challenge the person using the excuse – and that person may be the one in the mirror. Next time you hear an excuse, simply ask, “What do you mean by that?” This will cause the person using the excuse to not only think about what they are saying, but why they are saying it. For example, when someone says they are “too busy,” it usually means that the task really isn’t important to them. By giving pause to understand WHY someone is habitually using an excuse, it will begin to break the habit and stop stagnation.
Don’t make excuses, make time. Bill Petrie is an executive leadership guru in the Promotional Products industry. He has over 15 years of experience helping companies grow, and he brings that experience and passion to brandivate. Bill has a fantastic blog on the brandivate site (that you should read).
Oh, and in one interesting turn of events, we both have Guest Blogs on each other’s sites today. You can read mine (on his) here!
by Kirby Hasseman
Marketing businesses on Social Media is a different kind of strategy. Most other forms of marketing are “push.” In other words, you push your message out as much as possible. You sell on every pitch. Social Media is different. On Social Media we will be “pulling” our audience in. We want to gain credibility, trust and loyalty and THEN go for the sale! So since this is a different playing field, we wanted to share some tips and suggestions on ways each person can help!
- Everyone can help. You don’t need to be in sales or management to help spread the word on social. Everyone is “in sales.” We are all able to help the brand.
- Likes, Comments and Shares: Facebook doesn’t show each business post to everyone. You can help our posts show up more by “liking, commenting, and sharing” posts. This increases our engagement and our reach.
- Please take pictures! If you have a fun group of guys, take a picture! Have a new specialty car? Take a picture. My suggestion is, put a person in every picture you can!
- Tag people in pictures. If we post a picture of someone who has bought a car, tag them in the picture. If we post a picture of the staff…same thing. This will show the picture to the friends of those in the picture and expand the reach.
- Stay positive. Nothing good comes from running anyone down on social…including competitors.
- Take complaints offline. If we get a person complaining about something on Facebook we want to get them to contact us directly. We NEVER want to argue online! We want to say something like, “I am so sorry you had that experience!My cell is xxxxxx, please call me so I can make it right!”
There are other tactics and strategies, but this is a good place to start! Remember, you are representing your employer when you are online. Think before you post! 🙂 Want more great content like this? Sign up for our VIP list! Get access to our weekly content and special deals…by simply going here! Sign up today! 
by Kirby Hasseman
In case you haven’t looked at the calendar, it’s the 4th quarter. That means it’s the perfect time to say “thank you” to customers, sales team and employees. Entrepreneurs know…but what do you get them so you can really make an impression? Let’s talk about a few things that you might not have considered…but you should! Soft Shell Jacket: If you want to outfit your team in style…and keep them warm at the same time…this jacket is perfect! You can get this style in a variety of colors and make it a gift that keeps on giving! Check this one out here! EvryBox Charger Speaker: This one is really cool! The EVRYBOX is a bluetooth speaker AND a phone charger in one. You have the ability to imprint in full color on the top of the piece and really make an impact on the desk of your best clients. Learn more here. Custom Etched Bottle of Wine: This is a way to really leave an impression. These Custom Etched Bottles of Wine not only give a reason to celebrate, but also leaves a really nice momento as well. Don’t want to blend in? This will help. Tower of Sweets: If you have a diverse group of people that you need to thank, or you have a group in one office to recognize, food gifts can be perfect! They are naturally share-able and (when done right) can bring that warm and fuzzy feeling you want when showing gratitude. This is just one example (and it’s awesome), but contact us if you want to other food gift ideas. Prism Padfolio: The great thing about a Padfolio is that it is functional, long lasting and valued! In addition, the perceived value is high on these. In other words, clients will actually think you spent more than you did! That’s a good thing! Here is a great gift option for under $10…check it out! Bonus Low Cost Item: “Okay,” you might be saying. “But do you have any gift ideas that are under a buck?” Yes! Here is an item that 40% of the population is addicted to…but it is legal! If you have a budget that is super tight…consider Lip Balm! Want more Holiday gift ideas? No worries. Contact us and we will be glad to help!
by Kirby Hasseman
Let’s start with a statistic. It will really make you think.
Studies show that 69% of customers who leave you (as a customer, donor, supporter, etc.) do so because of “perceived indifference.” They will leave you because they simply don’t think you care.
Seriously, think about that. Nearly 7 out of 10 lost customers come down to the fact that you didn’t show them that you gave a crap about them.
Customer Loyalty—The Stakes are High, But It’s in Your Control
This statistic both frightens and excites me.
On one hand, it means that my customers could leave me because I have just been careless and lazy. It means that if I am not careful, my competitors could swoop in and take my revenue…just by caring more! Am I doing enough to show my customers, regularly, that I sincerely appreciate their business? Are you? The question itself seems scary.
And yet, on the other hand, it is an entirely fixable (and improvable) situation. If I am not doing enough to show them, I can fix it! It is totally within my power to do so. That’s a good thing. I don’t have to wait for some cosmic shift in the economy, or some other outside force to change. This is something I can fix all by myself. I just need to care more, and then follow through with actions to demonstrate that I care.
Create Systems to Improve Customer Loyalty
On the third hand (is that even possible?) I see this statistic about perceived indifference as an opportunity. It means that most businesses—and likely my competitors—are NOT caring enough about their current customers. That means I (and now you) can create systems that allow you to gain market share…through caring! How cool is that?
So how do we do it?
Let’s talk about two very concrete ways to ensure your customers always know you appreciate them.
Two Strategies for Customer Retention
Start a Habit of Sending Thank You Cards
It’s funny. Sometimes the things that make a big difference in your customer’s eyes are the simplest.
- Send your customers a card on their birthday.
- Send them thank you cards for their business.
- Send them a holiday card.
- Send them a Thanksgiving card.
Most people open their mail standing over the trash can because all we get are bills and junk mail. A heartfelt thank you card really stands out.
The reason most people don’t send out cards regularly is they lack a system.
Let’s face it; most of us have good intentions. But those intentions go out the window when we can’t find the right kind of card, or we can’t find a stamp, or we don’t have the person’s address.
We need to schedule a specific time each day (or week) that we send out cards. One of my favorite practices is to try to create a reason to send out at least one thank you card each day. Sometimes I send a card to thank a customer for a purchase they made. Sometimes I send one to someone who helped me. It’s a fantastic practice.
Two things will happen. First, your customers will NEVER think you don’t appreciate them. And second, you will have a better attitude about life. If you spend every day trying to find something to be thankful for—guess what—you will become more grateful. That’s not a bad side benefit for doing something to help you increase your business! Now let’s talk about how to create customer retention with promotional products.
Send Quarterly “Thank You” Gifts to your Best Customers
If you are like most businesses, 20% of your customers or clients produce 80% of your sales. It’s not a universal rule, but it is surprising how often it is true.
So those 20% are the clients you REALLY want to show that you care. So, in addition to sending them a birthday card, a Thanksgiving card, and thank you cards, you want to reach out with something extra special at least once a quarter.
Start by establishing a budget.
How much are you willing to spend over the course of a year in order to say “thank you” to these top clients? Remember, these clients are your bread and butter. This is probably not the time to go cheap. How much you can afford to spend retaining your best clients will be different for every business, but, in my experience, you don’t have to break the bank.
Figured out how much you’re able to spend per year, per top client? Now, just for argument’s sake, let’s assume this number is $100 per year. That is, you’ve determined that it’s worth it to your business to spend $100 over the course of a year to say thank you to these top clients. Divide your number by 4. This means you have $25 per quarter to create some sort of gift to give to these clients.
This is more than just a nice gesture. This promotional gift shows your appreciation for them, and it also showcases your logo, reminding them each and every time they use the gift that you are a great company to work with! The trick is to tailor the gifts to your audience.
Start a quarterly thank-you gift program and you’re now “touching” these clients 4 more times a year with a tangible, useful piece of appreciation.
A Plan for Thanking Your Best Customers with Awesome Promotional Products
How does this work? Let’s give you an example. Let’s say you are an insurance agent who has a wide variety of customers. You have business professionals, farmers, families and more.
This diverse group of customers gives you an idea of things you do and don’t want to give. So, your quarterly gifts might look like this:
Quarter 1: Roadside Safety Flashlight. This makes sense because you are not only promoting your brand, but you are showing you care about your client on the road.
Quarter 2: High-End Travel Mug and Cooler Bag. This is a cool combo because your clients might be thinking of vacations or road trips for the warmer months. Great way to remind them that you are with them through the miles and smiles!
Quarter 3: BBQ Set. At this point they will be in barbecue season with tailgating just around the corner.
Quarter 4: Executive Calendar and Tumbler. These two gifts are sure to stand out in the office and the home.
Obviously, these are just a few ideas to get you thinking. There are thousands and thousands of options. But these are some cool things that transcend generations and gender.
Streamlining the Process of Ordering Promotional Products
Also, here’s a quick tip to make this easier for you.
Call your promotional products consultant (that’s us!) and tell them your plans. We’ll help you find the perfect products that fit your budget and will be genuinely appreciated by each of your top customers. To make it even easier, consider ordering all four quarterly products at once. Have them shipped to you about a month before you need them, which allows you to spread out the cost over the year.
Pre-ordering for the whole year, “poof!” creates a reminder system for you, so you remember it’s time to say “thanks” again to your best clients. When the boxes arrive it’s time to start!
There are lots of ways to thank your clients, to kick the problem of perceived indifference to the curb, and to spread marketing joy all year round.
Get creative too and have some fun thanking your customers. You will be glad you did!
This post is an adapted excerpt from my book, Delivering Marketing Joy.
You can find all of the content we create on our blog page here. If you want to create a marketing campaign that truly hits the TARGET, check out our FREE TARGET Marketing Playbook here.
