Here’s something a bit different for a Friday morning -  edge printing, also known as fore-edge printing. Edge printing consists of paintings or images applied to the edge of a book or brochure (see image).

Edge printing was widely used in the 18th century and from my sources, the process

“finds its origins in gilding, a process that applied gold or silver to the pages of a book to protect them“.

The process of edge printing however is rarely used today. I do ask though, why not? There are a number of interesting things you can do with print and fore-edge printing is one of them.

With edge printing, you can apply different images to the page edges, and these can either be shown permanently or are only shown when you fan the book in a certain way.

Surely there are uses for this in marketing your brand? Anyone who prints books (or brochures which are thick enough) should consider edge printing to give your publication that extra ‘wow’ factor, and not to mention to possibly increase the value of the book?

There are some amazing effects you can apply to your publications with fore-edge printing, so before you sign off the design of your book or brochure, get involved with edge printing and see how far you can take it!

The are a few different printing processes used in commercial printing today. It is helpful to have a basic understanding of printing processes if you are looking to place a lot of print work with a printing company, so here’s a basic introduction to two commonly used printing process, the offset printing process and the digital printing process.

Offset Printing Process

In the offset printing process, the ink is not pressed directly onto the paper. Instead it is distributed from a metal plate to a rubber mat where it is then set onto paper. Offset printing is the process of indirectly transferring ink to paper through the use of a metal or paper plate. This printing process uses CMYK (Cyan, Magenta, Yello and Black – aka Process or Full Colour) and Pantone spot colours (PMS). This printing process is widely used for the production of magazines, brochures, flyers etc. Generally speaking, the longer the print run, the lower the cost per 1000. This is because the majority of the cost of the printing process is tied up in the setup, rather than the actual production. The offset printing process produces high quality cost effective results for long print runs. Most print runs need to be at least 1000 to justify the cost of the setup. Usually, a colour proof is generated prior to the printing process commences, however colour matching is often still made ‘on press’ as the job is run.

Advantages Of Offset Printing

• The offset printing process provides consistent quality and produces sharp and clean images and type.
• The offset printing process conforms to many different textures thanks to the printing surface used
• Production of offset printing plates is fast and easy
• The printing plates used in the offset printing process have a longer printing life than direct litho presses.
• If you are printing high volumes of materials you will save even more money. With offset printing the more your print the more you save.

Digital Printing Process

With the digital printing process, both CMYK and RGB can be used, although colour shifts may occur with RGB content. The digital printing process is good for short runs of any quantity less than 1000 copies. The digital printing process also requires no printing plates so there is less time and expense involved in setting up a file to print. This means that the digital printing process can be turned around in a very short period of time, from approval of artwork, to a proof be produced, through to the final quantity being run. Unlike the offset printing process, with digital printing, proofs can be printed on the final stock choice for accurate colour checking. The digital printing process is done using a computer. The basic technology has made many things possible that would not have been otherwise. By utilizing the latest innovations in technology digital printing can help your business save time and money.

Advantages Of Digital Printing

• Digital printing gives you more options of substrates such as fabric, exceptionally thin paper and even ceramics
• The digital printing process is fast and economical and has a great turn around time
• Digital printing is cheap

Which printing process?

Ultimately in boils down to the time you have to complate the job, and the run quantity. The offset printing process tends to be better for larger runs however this printing process takes longer, whereas the digital printing process is good for short runs and takes relatively little time to complete. So price based on quantity required and available time are obviously key considerations, but the offset printing process offers the ability to specify PMS colour, so this may actually be the better choice to achieve higher quality results. The final printed effect of solid areas of colour can also be an issue to consider, as the digital printing process can appear less impressive than offset, especially within certain colour ranges.

There are many ways to launch your new product in store, from display bins through to posters and even price promotions, but sometimes it takes something a little more personal to really get that product in your prospective customers’ faces. Promotional sampling is increasingly finding a place in the marketing mix, and promotions sampling using a fully trained brand ‘expert’, who customers can talk to and ask questions, can be a very effective way of marketing your new product or brand. An in-store brand expert can:

• Increase the number of people who trial the product
• Build awareness
• Educate customers
• Distract from other products

All this leads to an increased number of sales. In-store “demonstrations” have evolved to more effectively and speedily push products off the shelf and into consumers’ shopping baskets. Promotional sampling has developed several variations of in-store promotion to meet a variety of budgets and objectives, from simple in store sampling, to ‘gift with purchase’ promotions, and a hybrid of the two.

So what else do you consider when thinking about promotional sampling? Before you decide to undertake your next in-store promotions sampling, consider the following:

1. What do you want to achieve? Is it sales, overall brand recognition or something else?
2. When is best to undertake the activity? At the weekend, in the evenings, in the day? Is your product seasonal?
3. How much do you have to spend?
4. Are your competitors releasing similar products at the same time? What are they doing to promote their products?

In summary, promotional sampling can be a great way of getting your brand noticed, much better than simple price promotions or display bins. As with almost all types of marketing there are costs to take into account, but don’t overlook promotional sampling when thinking about options for your product launch.

Trade shows are the perfect time to exhibit your company and your products and services to your prospective customers, right in front of your competitors. Your stand is likely to be surrounded by your direct competitors, so you have to stand out. So how do you do this without breaking the bank? And have you considered every little aspect?

It’s a few weeks leading up to your trade show. You’ve got your stand organised, your wall graphics are almost ready, and you have application forms and suggestions forms ready to go. Is there anything else you haven’t considered? Of course there is – you need something for your visitors to take away. While you may have the most fantastic looking stand in the show, your visitors are likely to forget about your brand after they have left the show if you don’t give them something to remember you by. So you need them to walk away holding something imprinted with your brand, your contact details and what you do. Here’s how:

Brochures and Flyers

Company brochures are a great way to give prospective customers information about your company, it’s history and the products and services you supply. There are many companies available to print brochures, and these can be done relatively cheaply depending on the number you get printed. Don’t forget to include your contact details in the brochure – this can be done as easily as including your business cards. Can’t afford brochure printing? Why not consider flyer printing? Flyers are a much cheaper option and although not as effective as brochures, they are a good way to market your brand.

Promotional Products

There are hundreds of different promotional products available, from promotional stress balls to promotional pens. Office products are usually the best type of marketing merchandise as these are likely to be used by your target market day in, day out (see my post on promotional pens). Don’t giveaway something which is going to be discarded straight away! What else is there to consider when looking for promotional products. Well, never overlook size. Certain promotional products can be big – how much space have you got on your trade show stand to store all of your promotional giveaways? You should consider giving away promotional items which are either small (i.e. promotional flashdrives / promotional USB) or can be folded or stacked effectively to make the most of the limited space on your stand (think promotional t shirts).

Promotional Bags

If you are giving away brochures or promotional items, your customers will need something to carry them in! Promotional tote bags are the perfect way to give your brand that extra bit of exposure. Put all of your promotional giveaways in a branded promotional bag and everyone at the trade show will see people carrying your bags branded with your company logo. They may be interested to know where the bags have come from and will hopefully be intrigued to know what is inside them – a great way of drawing people to your stand without any extra effort.

Last but not least, make sure you wear something which is going to make you stand out as a staff member on your stand. Try wearing something like branded polo shirts or other types of promotional clothing.

There are many ways to promote your brand, however the one of the most cost effective ways is with promotional pens. Promotional pens are inexpensive, easy to customise, small and light, and therefore make the perfect promotional giveaway item. Promotional pens are perfect for trade shows and conferences, can be inserted into direct marketing / mailing campaigns, or can even be given away with your business card when you meet a customer or client.

Promotional pens come in a wide range of styles, from cheap imported plastic pens to higher quality metal pens from some of the leading brands.

So how do you choose which promotional pen to go for? Firstly, it has to look good. As with all kinds of marketing material, if your printed pens don’t look good, they will have an adverse impact on what people think about your brand. Also, it needs to write well and last longer than a few weeks. If it doesn’t, it reflects poorly on your brand. So pay a little more and go for quality – if you are handing out your logo branded pens, make sure they are pens which your current and prospective cusomters are going to use! A promotional pen in your customer’s desk drawer, or worse still in the bin, is not going be effective in promoting your brand. Buy a promotional pen they are going to use every single day. Most providers of branded promotional pens will give you a sample before you buy so you know exactly what kind of promotional pen you are getting for your money. If they don’t offer you a sample of their promotional pens, don’t use them!

Business cards are an essential asset to any profession or businessperson who has face-to-face content with clients or cusomters. Printing business cards gives you the opportunity to have your business contact details to hand wherever you are. If you haven’t started marketing your business or brand through other types of advertising, the first place you should start is with business cards. Business cards are are traditional but effective way to market your business, and they can be produced in some cases overnight at minimal cost.

Many companies offer online business card printing facilities where you can create your own business cards. You simply upload your details, your logo/image and pick from a series of funky business cards templates at a variety of different business cards sizes. Many also offer online payment, making the process quicker and easier than in previous years.

If you want free business cards, there are a number of resources online which offer templates for making cool business cards. Do it yourself business cards are obviously a good choice if you have a limited budget. Just make sure you have a good printer so that the business cards designs look as professional as possible! A poorly printed business card gives the impression of a poorly run company. Try downloading free business card maker software to help you with a more professional look.

If you would rather your business cards design was more customised and professional looking, most online printing companies can offer bespoke designed logo business cards. There are printing companies in every town and city throughout Australia, so pop into one and talk to the experts. A professional, high quality business cards design will give the impression of a company that is serious about business. Ask about some of the effects which can make your business cards stand out from the rest, like clear business cards, embossed business cards or glossy business cards.

There are a few other options to the standard business card. How about magnetic business cards, plastic business cards or DVD business cards. These are slightly different from conventional business cards but can be highly effective in certain circumstances. For example a magnetic business card would not be great for business to business sales, however may be used by someone like a plumber or electrician – your business card is likely to get stuck to the fridge and will be seen by your target audience every single day.

One thing to note is that no matter what kind of business cards design you decide to go with, it makes sense to get these printed up with your company email address, not a generic email address such as Big Pond. You don’t even need a website, just register the domain and set up the email and you’re ready to go.

In summary, decide on what you want from your business cards before making the decision to get them printed. Do you want cheap business cards or more professional business cards? Do you want to make your own business cards using something like an online business card maker, or are you after premium designer business cards made by an expert? Ultimately it boils down to cost, but don’t overlook the effect a high quality business card design can have on the impression you give to your clients or customers.