Promoting Sustainability: Green Printing and Package Ideas for Your Products

Whether you’re a school, tech company, pharmacy, or small local business, printing is an essential part of your marketing. With your consumer base turning toward earth-friendly initiatives, you can appeal to your client base by choosing green printing and packaging options.

As customers learn that you make an effort to use more environmentally conscious business practices, they can feel good about continuing to use your product. If you’re not sure where to get started, here are some green printing ideas for your business.

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5 Reasons Why Print Still Works in the Digital Age

It’s never been more important to establish and optimize an online presence for your company than it is currently. However, the growing importance of digital media and advertisement has not negated the effectiveness of print materials. A successful marketing strategy for companies in today’s digital age must balance the immediacy and accessibility of online materials and the impact and persuasiveness of print materials.

In this blog, we list five reasons why print media remains an important part of connecting with your target audience.

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Keeping Current: 4 Marketing Recommendations for 2017

Keeping your business relevant and competitive has become increasingly difficult, especially for smaller companies with lower budgets. Many business owners struggle to identify where and how best to spend their marketing budgets to most effectively connect with their current and prospective customers.

Understanding the future of marketing can help you make smart decisions now. In this blog, we list four marketing trends you can expect to see this year.

  1. Customer-First Marketing

In recent years, there’s been a shift in customer focus. Rather than prioritizing the quality or availability of goods and services, contemporary consumers are concerned with the individual customer experience. What does this shift mean for your marketing strategy?

Industry experts recommend personalizing and individualizing the experience. Your goal is to make each customer feel like he or she comes first in your business. One of the easiest ways to create this perception is to make recommendations based on the products or services each customer has already used. For example, when you buy anything from Amazon and a number of recommendations pop up.

You will also want to provide surveys and results because contemporary customers look at other people’s experiences with your company before working with you.

  1. Interactive Rather Than Static

Currently, the best marketing campaigns encourage customers to engage with the content rather than just view it. For example, lots of successful marketing campaigns have encouraged customers to tweet a common hashtag, upload videos of their favorite products, or post pictures of how they use the product.

While much of this interaction happens on digital platforms, you can also encourage customer interaction by taking digital to the next level.  Hold contests to make your customers feel like they’re an integral part of how you do business. One of my favorites is the Orvis cover dog photo contest. Thousands upon thousands of people send in a picture of their dog in hopes of being named the “cover dog.”

  1. Personality Over Authority

While you want your customers to see you as an authority in your industry, contemporary consumers are more concerned with your persona than with your credentials. If your prospective customers don’t see your company as trustworthy and likeable, your actual level of experience may not matter. Share with your audience any community service work or volunteer efforts your company participates in. This will help humanize your company persona.

In addition, your personality could be judged by the shift toward influencer marketing. In influencer marketing, you rely on recommendations and endorsements to help sell products. Many of these influencers are social media personalities, rather than traditional celebrities. If you can find out who your customers trust and whose lives your customers are interested in, you can identify the type of influencer who can revolutionize your company persona.

It’s also more important than ever to establish a consistent persona in your print and digital media. Humor and storytelling, which we’ll discuss in more depth in the next section, can be major assets for giving your company a personality.

  1. Story-Based Selling

You may have noticed a trend in commercials where the ad creates a narrative rather than just hawking a product. While story-based selling is hardly a new concept, it’s a strategy that you should emphasize in the coming year.

One of the easiest ways to improve the narratives that your company tells is to livestream and add more videos to your website and social media accounts. High-quality video content conveys a lot of emotion quickly.

You can also shift the focus of your print advertising from the product itself to how the product may change the customer’s life. Actual customer testimonials and stories are a great starting place.

The marketing needs of your business may differ from these general recommendations. To ensure that you’re keeping up with the times and thinking ahead, partner with the experienced marketing experts at FUSIONWRX @ Flottman Company. We pride ourselves on multichannel marketing that makes your message clear.

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4 Steps for Using Social Media to Connect Your Business to Your Customers

While print media remains essential for communicating with your customers, business owners must also develop a strong online presence. Because many prospective customers will first encounter your business online, multichannel marketing has become more important than ever, as we discussed in our previous blog, “How Multichannel Marketing Can Improve Your Business.”

In this blog, we discuss one of the most difficult and yet most crucial forms of digital communication: social media. Here are four steps to establish a strong social media-based connection between your business and your customers.

  1. Discuss Your Needs with a Marketing Team

While it may seem fairly straightforward to sign up for a Twitter account and proceed from there, successful digital communication can be complex. Unless you run a small startup company that isn’t ready for full-scale marketing, you should work with a reputable marketing team.

Look for a team that has experience in both print and digital media so you don’t have to work with two different marketing strategists. Many of the following steps will be a lot simpler with the guidance and expertise of your marketing team, especially if your past and current use of social media is limited.

  1. Choose Your Platform

Once you have established a partnership with a solid marketing team, it’s time to come up with a social media plan. Your first order of business is to decide which platforms will work best for your company and which social media platforms to focus on.

Start with the basics. Most businesses should have a Facebook page and LinkedIn profile since these accounts help both prospective customers and employees find your business. In most cases, you’ll also want a Twitter handle.

From there, your best choices depend on your business. For example, a bakery should seriously consider an Instagram account where they can show off their best delicacies while a bookstore may prefer to interact with literature fans via Tumbler.

  1. Understand Each Platform You Use and Format Accordingly

Once you choose your social media platforms, spend some time browsing. It’s important to understand the spirit and common usage of each platform so that any inexperience you may have doesn’t distract from your message. For example, misusing or overusing hashtags on Twitter may get you more rolled eyes than new customers.

Work with your marketing team to get as intimately acquainted with the demographics of each platform as possible. You’re targeting vastly different people when you use Facebook than when you use Tumbler.

Learn to format your posts to their best advantage for each platform. Returning to our Twitter example, shorten URLs you use so you have more room for your message, stick to single tweets, and keep your content as current as possible.

  1. Prioritize Social Media Engagement

As a business owner, you oversee many different marketing efforts. However, it’s vital that you prioritize your social media presence. High-quality social media interaction can improve your search result rankings, generate customer loyalty, and increase your company’s overall visibility.

If possible, hire an employee or small team who can dedicate all of their time to creating a consistent, engaging social media presence. This way, you can ensure that you respond to all relevant messages without diverting energy or time away from your primary products or services.

Using the same people for most of your social media posts also ensures that your company maintains your chosen persona across multiple platforms, which can increase brand loyalty and improve prospective customers’ first impression of your company.

Use these guidelines to begin building your online authority and your social media follower count so you can better communicate with your target audience. If you need assistance, our FUSIONWRX team here at the Flottman Company can help ramp up your marketing communication.

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How Images Optimize Your Press Releases

You’ve heard of the saying “a picture is worth a thousand words.” Nowhere does that tried and true adage ring more accurately than in business-related media.

Including the right images in your inserts, catalogs, mailings, and other media is essential to catching your reader’s eye and turning interest into sales. In this blog, we discuss the power of images in your press releases, both digital and print.



Why Images?

Readers look at images more readily and with more focus than text, especially when reading online. This characteristic comes from the fact that the brain can process visual media almost 60,000 times faster than it can process text. When readers look at your press release, they likely process the header image before they read a single word.

However, not all marketing images are created equal. In addition to asking “why use images?,” it’s important to also ask “which images should you use?”

Which Images?

The best images for any campaign represent or summarize a portion of what your text says in a straightforward manner. It’s smart to use actual images of your products or staff in press releases.

When choosing images, you must also consider what the reader will glean from them. If you want to showcase a product, for example, opt for a picture of someone using the object rather than a simple catalog shot.

Additionally, your press release images should always have the following characteristics:

  • Appropriate photo resolution for the media type
  • Content that reflects your message and company persona
  • Dimensions that fit the final format
  • Readable imagery

Once you choose your image and decide where to put it in your press release, you should also put some time into composing your caption for the picture. Because images catch the eye, your reader will likely look at the caption before any other text on the page.

Digital Press Releases

If you publish your press releases on your website or through a local news site, images are crucial. In your digital press releases, images provide the following crucial benefits:

  • Enhanced reader engagement, especially since many online readers do not pursue articles that don’t have engaging images
  • Improved search engine optimization (SEO), which makes the press release easier for readers to find
  • More shareability on social media sites

In addition to including the pictures you might usually use in a press release, consider engaging alternatives like infographics. These summary images are ideal for digital readership.

Print Press Releases

If you publish press releases in a newsletter, marketing campaign, or other form of print news media, images should be one of the first components you think about. Printed images do the following:

  • Catch the reader’s eye, especially on pages that are busy with advertisements or other articles
  • Make the press release more memorable
  • Simplify reading and understanding the content since images and captions help break up large blocks of text

Before you choose your print images, consider the quality of the final product. If your images will appear in a black and white newspaper, you want bolder and better lit pictures. If your press release will have high-resolution printing, your images should have a similarly high-quality feel to them.

Whether your next press release announces a new product or a company expansion, plan to use high-quality images to enhance the appearance and content of the release.

Want to harness the power of well-chosen images to make your next press release more impactful? Work with the team at Flottman Company. We offer  marketing packages that encompass many aspects of your business’ image, from your business cards to your press releases, to ensure that your audience receives your message.

Push Advertising: What It Is and Why It’s Beneficial for Your Business

Push ads are the opposite of what marketers call “pull advertising.” Push advertising tactics like custom content and search engine optimization inform and gently guide consumers toward your services. Push ads, on the other hand, interrupt what a person is doing so they have to stop and notice your company’s bold, beautiful message.

As much as Flottman Company is an industry leader with inset printing, miniature folding and inpackage marketing, their marketing department Fusionwrx has established a niche in push/pull advertising and marketing.

Push advertising, while somewhat intrusive, is highly effective. If your company hasn’t experimented with it yet, you’re losing valuable opportunities for customer conversion. To help get you started, we’ve created a basic guide to push ads in both print and digital formats, and we’ve explained the benefits of both. Read on to learn how push advertising could transform your business.

Two Print Examples of Push Ads and How They Work

Print advertising isn’t dead-it’s adapted to the new market and new technology. In the digital age, print focused marketers started producing promotion-heavy, eye-catching push ads that you see when you’re walking down the street, driving on the highway, and flipping through a magazine. Here are two print examples of push ads that work.


Marketers use flyers, also called leaflets, to promote a specific event to a wide audience. Think about the concert flyers that promoters hand out in the street or put under your windshield wiper. Even if you immediately recycle the paper flyer, you still notice the event that it advertises. You decide as soon as you see it whether or not you’ll go to the event.

When you market with flyers, you get a lot of bang for your buck. These economical forms of collateral grab an audience’s attention with strong, catchy headlines that attract customers  immediately.

Magazine Ads

Magazine and newspaper sales took a dive in the mid-2000s. As a result, many publications cut how many issues and pages they produce. Print-savvy marketers stepped up to the plate, creating better, more engaging magazine ads.

Magazine ads very effectively reach a target demographic. If you’re selling winter outterwear, for example, then you want to push information about your product to an adventurous, nature-loving audience. Your marketing team can create a memorable, interesting ad, and you can purchase ad space in a customer-targeted magazine like Outside Magazine. Your brand reaches the right audience with the right message, and your product sells.

Two Online Examples of Push Ads and How They Operate

Your modern consumers spend a large amount of time on smartphones, tablets, and computers. It’s tough to wrest their attention away from what they’re enjoying on their devices. Enter digital push ads, which capture people’s attention as they use their electronic devices.

Here are two digital examples of push ads that you should try.

SMS Text Message Campaigns

Text message campaigns allow you to send up-to-date product and service information right to your audience’s inbox. You need to obtain your customers’ permission before you can start sending, but many companies simply use previous purchases as a way to ask readers for this permission.

Text message campaigns work because they provide direct information about limited-time offerings like clearance sales. These messages can even be triggered to send when the individual is within proximity of your business. Starbucks is one of the best at this technique. Try walking past a Starbucks kiosk at any airport and prepare to be invited to grab a latte before your flight.

Banner Ads

Banner ads are among the best ways to increase visibility about your products and services. Banner ads usually span a section of a web page. Many of them are like a digital version of a newspaper-style print ad. Others include an embedded link to the service they are advertising. Either way, their main function is to generate traffic to your company’s website. As people view webpages via their smart phones, they can share mobile ready advertising that can connect via search on specific content site visits.

Before you plan next year’s marketing campaigns in strategic planning meetings, reread this quick guide about the benefits of push ads. Flottman Company can help your business create one-of-a-kind print ads, including commercial folding and insert printing. Discuss your goals with our in-house marketing and design team. To set up your appointment, email us today at

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The Importance of a Media Kit

In the digital age, some companies disregard the importance of a media kit. After all, everything people need to know about a business is on the website, right?

What these companies don’t realize is that media kits have a very specific focus and purpose beyond what a website can convey. Essentially, a media kit is a packet full of information about your company. Traditionally it is sent to journalists to encourage them to promote the company, but it can also be sent to current and potential clients. Modification of a Media Kit to a “Look Book” will make the piece more informative and versatile.

Media kits usually consist of printed materials, but they can also be digitized into a PDF. Let’s explore what to include in a media kit and then look at why it’s so important.

What’s in a Media Kit?

Media kits vary widely, but they might include any of the following.

  • Contact details for company employees
  • Information about your company’s products and services
  • Information about your company’s history and mission
  • Press releases, explaining details of an upcoming event or product release
  • Images, including your company logo
  • Testimonials from clients
  • Reports of your company’s sales and statistics
  • Frequently asked questions and answers
  • Lists of notable clients

You can customize your media kit to meet the needs of who you’re sending it to. For example, if you’re sending it to a journalist, you could include contact details for employees they could interview. If you’re sending it to a potential client, you could send samples of your product or a list of prices. Making the base of the media kit evergreen you begin the process of turning the kit into a “Look Book.” Additional pages or personal letters can compliment the piece to help better target your audience.

Why Is a Media Kit So Important?

There are many benefits to a media kit that set it apart from a website and other advertising tools.

It Gives You Control

If you don’t provide adequate information about your company, reporters and clients will come up with their own assumptions about it. A media kit gives you the opportunity to present yourself as you want to be seen. It also gives your audience a detailed description of exactly what you offer. It allows you to control the message.

It Saves Time

When you take on a new client, he or she will likely have lots of questions about your products or services. Rather than spending hours answering questions, you can present all your company information through your media kit.

It Helps You Promote a Specific Product or Event

If you’re holding a public event or launching a new product, you want to get that information out to the media. By sending journalists a media kit, they’ll have all the information they need to write an article or advertisement.

It Promotes the Launch of a New Company

If you’re just opening your doors as a company, you want to let people know what you’re all about. Sending your media kit is a simple way to give people all the facts they should know about your business.

It Explains Company Processes

A detailed, step-by-step process of how you help clients may be overwhelming in a website setting, where people just want to browse different pages. In a media kit for a new client, this explanation is essential.

It Helps You Bring On More Customers

Perhaps the most important reason behind having a media kit is that it can attract new customers. The information from your media kit can attract attention from potential customers who wouldn’t otherwise hear about your business.

It Increases Client Confidence

Thorough information in a media kit gives customers confidence that you’re experienced and you know how to take care of them.

Get Your Media Kit

By now, you can see how important it is to develop a media kit. To ensure your media kit impresses, have a professional develop it. Printing and marketing companies like Flottman Company can offer all the marketing materials you need to promote your business.

4 Essentials for Effective Rack Cards

Rack cards have a lot to offer your business. Though smaller than brochures and flyers, rack cards can convey information at a glance in a variety of locations, from neighboring stores to hotels to information centers. With a rack card, you can pique the interest of potential customers without spending a fortune in printing.

However, rack cards have limited space for you to work with: usually 3.5 in. x 8.5 in. or 4 in. x 9 in. Although you may feel tempted to cram as much information as you can in that space, your cards will work more effectively if you can quickly communicate your key points and ideas in seconds.

So what essentials should you include on your card if you want to make the most of your space?

  1. Eye-Catching Photos, Phrases, and Slogans

Rack cards, as you already know from the name, display on a rack or postcard carousel near check-out stands or store corners. As your card will sit near dozens (or possibly hundreds) of other cards for competing companies, getting people to pick up and read your card will be your greatest challenge.

If you want your card to stand out in the crowd, choose colors, images, and text that grab attention. High-resolution graphics most often draw people in, but your memorable headline or slogan will keep them reading.

As you assemble possible photos for your rack card, keep in mind that many racks only display one third or one fourth of the cards. You’ll want your most engaging concepts near the top and minor details near the bottom. And don’t forget to place images and information on both sides of your rack card! The top of the backside needs to hold its own in case someone places the cards in the rack backwards.

  1. Benefits, Features, and Incentives

Once you have your reader’s attention, you must demonstrate what makes you, your product, or your service special. While you don’t want to fill your entire card with paragraph after paragraph of proven benefits, you should briefly discuss what your customers can expect when they come to you.

Pick a few of your most enticing points and focus on them. If you have coupons, discounts, promotions, or other incentives, print them on your card to encourage readers to hold onto your card and use it as soon as they can. When customers bring your card in to enjoy a good deal, you can monitor the results of your rack cards to see how they compare to the rest of your marketing campaign.

  1. Calls to Action

If your readers feel interested in what you have to offer, you’ll need to provide a way for them to follow up on the issue. A call to action will let readers know what they can do to cash in on your latest promotion, invest in your latest venture, or participate in your available programs.

In a prominent place on your card, tell readers to call your company, stop by your store, or check out your website. An easy-to-scan QR code could allow readers to use their phones right then and there to learn more about you or your business.

  1. Company Name, Logo, and Contact Information

Your call to action should include some way for customers to contact you, such as your phone number or website. However, you don’t want to place all of your eggs in one basket, so to speak, lest you alienate potential customers. If a user doesn’t have a smartphone, you need more than just your QR code. Or if you have a new store location, you’ll want more than just your address.

Wherever possible, include additional ways for customers to remember you and your location. For example, you could include:

  • Open business hours
  • Current specials
  • Maps to your store
  • Alternative phone numbers
  • Key email addresses
  • Fax numbers

Provide the information that will most help clients reach out to you.

Talk to a Marketing Advisor for Tips

These basic features will help your rack card capture customer attention while encouraging readers to seek out your product, service, or company. However, you may struggle to find the perfect balance between all four rack card essentials on your own.

If you need help with your rack card, contact Ed McMasters at and receive a free expert evaluation of your current rack card, as well as recommendations for a revised version. We’ll ensure that your rack card looks great without sacrificing important details.

Proofread Like a Pro: 3 Secrets to Success

In 1962, NASA launched the Mariner 1, an interplanetary probe on its way to Venus. Within minutes after takeoff, the probe exploded due to a single missing hyphen in its code, costing NASA $80 million.

And in 2006, accounting software for the New York City Department of Education misinterpreted a document. An extra letter made the document unreadable, and as a result, the department spent $2.8 million rather than $1.4 million in transportation.

In each of these situations, small typos cost business owners millions of dollars. Naturally, you want to avoid similar mistakes when you prepare any marketing campaign.

With a little proofreading, you can catch typos, spelling errors, and misplaced punctuation before they cost you sales and customers. If you’re not sure where to start, try the following strategies to improve the quality of your text.

1. Don’t Rely Solely on Spellchecker

If you work digitally, you should note that many word processors come with their own spellchecker and grammar checker programs. Microsoft Word, for example, will underline basic errors and let you know if you’ve repeated words.

But this program won’t find everything. Spellchecker might not pick up on homophones (words with same sounds but different spellings), and it won’t help you decide between commonly confused words such as affect and effect.

For best results, you may need to plug your content into multiple programs and checkers. Some of the most popular editing tools such as Grammarly Proofreader, PolishMyWriting, Ginger, and Slick Write will help you find mistakes that your typical word processor might miss.

2. Read It Aloud

Unless you have an audience, you likely don’t read out loud. In fact, you read much faster when you let your eyes, rather than your mouth, do the work. The brain understands familiar words without needing complete input from individual letters, so you can skim quickly and still absorb information.

But when you proofread, take the time to say each word out loud, not just in your head. The auditory input will help your brain detect errors that you would have jumped over otherwise.

Additionally, reading aloud lets you see where pauses occur naturally. If you haven’t taken a breath for a while, you may have a run-on sentence that needs dividing or a particularly long sentence that could use simplification.

Furthermore, when you read out loud, you can quickly spot awkward word placement, repetition, and gaps in information. When you hear your work, you can also get a greater sense of your overall tone, and you can quickly tell whether you are too casual, formal, chatty, or serious.

If you have a smaller article or post, try reading it backwards and it will help you check your wording.

3. Re-Read After Making Corrections

After reading over your project, you’ve likely made a few corrections. You may have crossed out unnecessary phrases or inserted punctuation to make your piece flow more smoothly and feel more natural.

But sometimes your corrections can cause additional problems rather than fix your original mistakes. When you insert a forgotten word, your overall sentence may seem ambiguous. When you remove a troublesome sentence, you might delete essential punctuation along with it. And when you add an explanatory paragraph, the new information may conflict with an earlier statement.

As a general rule, read through your document multiple times and focus on different editing aspects during each session. For example, the first round could emphasize sentence structures. The second round could dissect your word choice and spelling. The third round could double-check facts and figures.

If your deadline allows, give yourself time to set the text aside for a few hours (or days) so you can approach your project with a fresh set of eyes each time. Use all the time you need, put it down and come back in an hour or a day and start fresh.

Don’t Be Afraid to Ask for Help

When you practice the above techniques and tips, you can find many typos and mistakes you may have missed. However, proofreading your own work proves difficult, and even the most experienced editors might not see problems with their own writing.

Use these techniques for notes, emails, posts, brochures, articles, and everything. Take the time to proofread even the simplest of copy!

Before you print your final copy of your next project, hire an expert (or even ask a close friend, family member, or coworker) to quickly glance over your work. Your piece will look cleaner and more professional as a result.

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A Small Business Owner’s Guide to Intelligent Packaging

As a small business owner, you spend the majority of your time working on your products or services and business model. But as your company matures, you realize that your goods don’t always appeal to the audience you’d like to target. Or worse, you realize that your audience doesn’t find your goods as useful or accessible as you’d like.

You may seem surprised to learn that your marketing, specifically your packaging, can put your company back on track.

The shape, practicality, and content of your packaging can prove nearly as important as what you put inside it. In this blog, we discuss some of the ways you can make your boxes, envelopes, and bags work for you through intelligent packaging.

What Is Intelligent Packaging?

Intelligent packaging, also known as active packaging and smart packing, consists of using retail containers to improve a product or customers’ experience with the product. Most intelligent packaging affects industries where products are particularly fragile, perishable, or otherwise sensitive.

What Features Does Intelligent Packaging Offer?

Designers make advancements in regards to what packaging can do on a regular basis. Today’s intelligent packaging can lengthen a product’s shelf life and improve customer education.

Common packaging features include the following.

1. Chemical Indicators

Advanced intelligent packaging often contains indicators intended to monitor the presence of specific chemicals in the product. For example, in the food industry, a chemical indicator may report the chemistry of the food contained in a package. Commonly, these food industry packages let you know when your milk or meat products have expired.

These indicators provide much more reliable guidelines than expiration date estimates because they report the chemical changes found in spoiled food. Use of these indicators can save businesses money in inventory and reduce food waste overall.

2. Identification and Tracking

Your products don’t have to be perishable to be sensitive. Tracking tags and other security measures also fall under intelligent packaging. Common packaging security measures include:

  • Article surveillance. You probably have cameras on your property, but did you know that you can surveil specific high-risk items? Electronic article surveillance devices adhere either to the product or the package to decrease the risk of theft.
  • Counterfeit indicators. Many products, such as designer accessories, are subject to counterfeiting. One of the most effective ways to detect counterfeit articles is through security
    printing. This process produces specific labels that are difficult to duplicate or replace.
  • RFID tags. Radio-frequency identification chips provide you with tracking information for products of all shapes and sizes.

These important security measures reduce loss by theft, employee misconduct, and warehousing issues.

3. Time and Temperature Indicators

Many products have specific condition requirements. Intelligent packaging reduces the risk of mistakes that compromise your inventory. For example, time and temperature indicators in the pharmaceutical industry report how long an item has been out of refrigeration, as well as the actual temperature. This data helps employees keep life-saving medication and other important items in good condition.

Additionally, much of the extensive customer information found on well-designed packaging falls under intelligent packaging. This information may include special disposal instructions, safety warnings, or dispensing guidelines.

Think your packaging could use an upgrade? Work with a marketing and printing expert to pinpoint any issues with your current packaging. Then, these professionals can help you take specific, calculated steps to make your products more convenient, eye-catching, and functional.

As a small business owner, you need all the advantages you can get. Use your packaging to optimize the way your customers interact with your company and products.

To learn more about improving your business through marketing strategies, printing technologies, and print advertising, browse our blog section.

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How Multichannel Marketing Can Improve Your Business

When you started your business, you dreamed that it would grow and flourish. Whatever products or services you sell meet a specific purpose for your customers or they fill a certain need. Lately, though, you may have noticed that your ads aren’t reaching your target demographic-and sales might not be rising as much as you’d like.

So how do you reach your desired customers and let them know that you have something to offer? How do you accomplish these goals and rise as a business?

If you think about society today, you likely think that everything is fast paced and convenient. And you’d be right. People all over the world like to have everything as quickly and easily as possible. So if you want to better reach your customers in a way that works for them, you have to change your marketing strategy.

The world we live in has advanced in many ways-and the way you market your company should work in tandem with these advancements. Below, we’ll discuss a new marketing tactic called multichannel marketing. Read on to discover this new strategy and discover how you can incorporate it into your business’s advertising techniques.

What Is Multichannel Marketing?

Simply put, multichannel marketing is a way to interact with potential and current customers on multiple platforms, or channels. These channels can include anything from your retail store and website to print ads, product packaging, and promotional events. Word of mouth even counts as an advertising channel you can use to market your company.

These channels come in online and offline forms. Online forms, as you likely guessed, are serviced through the Internet. They include channels like mobile apps, email, videos, and social media posts. Offline marketing includes any other channel not found on the Internet: print ads, word of mouth, coupons, events, and similar advertisements.

By marketing your brand through various channels, you allow your customers to buy products or request services from you in the easiest, most appropriate way possible. But to reach the highest amount of current and future customers as you can, the best approach is to use a combination of online and offline channels.

How Can I Benefit From Multichannel Marketing?

Aside from having a wider reach to your customers, you can receive the following advantages when you participate in multichannel marketing:

  • Better practices
  • Consistent branding
  • Enhanced productivity
  • Increased sales
  • More aligned business plan
  • More business growth
  • More touch points and collectable data

And, over time, these cost-effective marketing techniques can help your company save money while still advertising as much as or more than you have in the past. As you continue to use these marketing methods, and as you collect data your customers output, you can more easily understand what appeals to these individuals.

For example, this data may show you what products appeal to your customers and which ones don’t. After seeing this data, you can bring in more products that you know consumers will buy and discontinue products you know they won’t invest in. As a result, your business plan becomes aligned with consumer desires, your sales increase, your employees become more productive, and your business grows.

How Can I Implement These Ideas Into My Marketing Strategy?

You may find it difficult to adjust your current marketing plan to a multichannel strategy. Use the following steps to get started:

  1. Look at your current plan. Discover where you have room to make changes or decide what current tactics don’t work for your company.
  2. Choose which types of channels you’d like to use as part of your advertising campaign.
  3. Set goals for what you want your new marketing strategy to accomplish.
  4. Determine what course of action you want your customers to take after they see your advertisements. This step can help you meet your marketing goals more effectively.
  5. Create a common graphic design scheme to use across all channels. This consistency reinforces your company’s brand and allows your customers to interact with familiar advertisements across various platforms. Your design should also help your customers take your preferred course of action if possible.

Once you’ve established this new strategy, open accounts with online channels and work with entities that provide services for offline channels. For example, many online channels are easy to set up and manage on your own. You can quickly set up a business account on Facebook, Twitter, Instagram, and other platforms. And, if you collect contact information from your customers, you can send out email ads or videos.

For offline channels, you’ll need to consult with other professionals. If you choose to set up a promotional event, work with an event planner. If you want to create print ads and coupons, or improve your current ones, connect with Flottman Company.

We have years of experience in the printing industry and know just how to make your printed ads, coupons, packing, and inserts stand out. Let us know what you have in mind and what you want to market, and we’ll do our best to help your printed projects-and your company-succeed.

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What to Include on Your Coupons

When you plan your marketing strategy, don’t overlook the power of coupons. Coupons give potential customers a tangible incentive to look into your inventory and make purchases. According to a report by the Farnsworth Group, 93% of consumers used coupons in 2011, and that number has remained fairly steady.

Despite the rise in popularity of digital coupons, many consumers still use traditional paper coupons to save money. In addition to giving the customers a compelling reason to purchase your products, coupons effectively track the success of your marketing campaign. When a customer redeems a coupon, you know that
your marketing strategy directly resulted in a purchase.

Since coupons are such an important and effective aspect of marketing, you need to make sure your coupons reflect your company well and appeal to the customer. To design an effective coupon, you’ll need to carefully consider what information is necessary and how to best utilize graphics and images.

As you start designing a coupon, incorporate some of the following features to increase the effectiveness of your direct-to-consumer marketing strategy.

1. Images

Choose images that will best promote either the product itself or the benefit it will add to the customer’s life. For example, if you are offering a deal for a certain brand of cereal, you can choose to
either use a high resolution graphic of the cereal itself or a picture of a smiling family spending time together while enjoying a bowl of cereal.

Think about how you want to market your product. Do you want to emphasize a specific aspect of the product, such as its health value, popularity, or cost? Or do you want to focus on how using the product will improve the consumer’s life? In either case, find an image that makes your product look appealing and reflects the values of your company.

Consider using a large picture, aligned on either the left or right side and taking up a sizeable amount of space. You want the image to draw the eye without taking attention away from the necessary text.

2. The Deal

After the image, the deal itself should be the most prominent aspect of the coupon. Let customers know right away exactly what the coupon gives them and why it’s a great deal. Most coupons offer a monetary or percentage discount on a specific product, but they can include options like “Buy two, get one free.”

To figure out what kind of deal would benefit you and your customers, think about the specific product or service you want to promote. Consider what deal or discount would draw in new business without damaging your profits. A discount that causes you to lose money is risky since you can’t be sure that customers will buy anything other than the advertised product.

3. Expiration Date

You can choose not to give your deal an expiration date to allow customers to purchase the product or service at their convenience, but you may find people coming in years later with a coupon they found somewhere in their home. Expiration dates also mean you have a time frame to go off of when planning your finances.

Customers may also be more compelled to use the coupon if they only have a limited amount of time in which to claim the discount. If they only have a couple of days or weeks to redeem the coupon, they will likely plan ahead to purchase the product or service. If they have a longer time frame or no time frame at all, they won’t feel pressured to use the coupon and may forget about it entirely.

4. Restrictions

Clearly explain what is and is not included in the coupon. For instance, you may want the coupon to include any medication from a particular brand, or you may only want the deal to cover the liquid or capsule version. You may also want the coupon to only cover one product instead of as many as the customer wants to purchase at once.

Make sure these restrictions are clearly printed and easy to read. Unclear coupons can lead to frustrated customers who are unlikely to continue shopping for your products. Above all, you want your customers satisfied with the deal and their purchase so they keep coming back.

5. A Barcode or Redemption Code

This may be self-explanatory and obvious, but make sure that you don’t spend so much time on the information that you forget to include a way for the customer to redeem the coupon. Leave enough space so that the sales clerk can easily scan the coupon or read the numeric code. Try to make the redemption process as simple as possible.

6. Placement

Now that you have a coupon crafted to drive business, where do you put it? Consider the traditional options such as newspaper and magazine placements. Then add the new opportunities; have the coupon requested or printed via social media. Use cover labels to place the coupon on the package for instant redemption. Add the coupon designed within your product packaging to drive repeat sales. Another option and one of our favorites, put the coupon inside your package and market directly to your captive audience.


If you want to include coupon inserts as part of your future marketing campaign, talk to Flottman Company. We can help you design, print, and package your coupons. Visit our Flottman Company Facebook page and tell us where you have promoted coupons, your coupon success stories and any additional recommendations to share. Your comments may be the resource for our next blog post.

Why You Need to Label Your Shipping Boxes

Businesses that rely on shipping to get their products to customers understand the importance of packaging. You need strong materials to make sure the product arrives safely, and you need to include the necessary inserts so customers get the information they need about their purchase. In addition, do you also consider how the outside of the box should look?

Many businesses overlook the box itself when shipping their products. They may consider the price of customizing shipping containers to be higher than the benefits since people tend to throw out or reuse shipping boxes. However, attaching high-quality branded labels from a reliable printing service to your shipped products offers many benefits to any company, regardless of the industry.

Make Advertising Easy

Consider how many people see your box during the shipping process. The label printing company, for one, and every postal worker who handles the package from the moment it leaves your hands to the moment it arrives at your customer’s location. Anyone in the vicinity when the package shows up also gets a close look at your label, which may catch their interest and lead them to seek your services.

Think of each box you send out as a micro-billboard that will be seen all over the country. You could leave it blank, or you could make the most out of the space by using it for advertising.

Showcase Your Professionalism

Many companies custom-make their shipping boxes so that as soon as the customer sees the box they know exactly what is inside. If you don’t want to spend the time or money designing and producing customized shipping boxes, professional labels are a cheaper and simpler solution.

Using specialized labels, you will be able to mark each box with your unique brand, letting your customers know exactly where the package came from. Labels also show that you take your image seriously.

You can also print labels that match the color of the box, giving the package the appearance of custom printing. You get all the benefits of a professional custom box without having to pay for it.

Solidify Your Brand

One need nearly every industry has in common is the need to include additional documentation inside the package to give the recipient information about the order. For instance, pharmaceutical companies usually need to include instructions for using the medical device or medication safely.

The package inserts usually promote your business through logos or slogans. While these inserts benefit the customer and support your business, no one sees them until they open the box. Having a label outside the box that matches the insert shows the customer what to expect when they open the box and read the insert.

An additional benefit of matching the outside of the package with the contents is that your customers understand that your company personally handles all aspects of production and distribution. A company that’s completely involved with their business and their customers often appears more trustworthy and client friendly.

Show Off High-Quality Printing

Though you could print your own labels out onto premade sheets with your building’s printer, you won’t get the professional look you want. A printing company gives you access to skilled designers and the best quality materials so your shipping packages convey your desired brand image to your customer.

Companies that print on litho labels, for instance, use a four-color printing process to get your image and text onto the coated side of a magazine-page-thick sheet of paper. They then apply the uncoated side onto your package. If necessary, they will apply a varnish to the label to make sure it doesn’t get smudged or scratched during the process.

If you’re ready to add professional and eye-catching labels to your shipping boxes, talk to the experienced printers at Flottman Company.

Subtle Security: What You Need to Know About Invisible Ink Printing

When you think of invisible ink, you may picture hidden treasure maps or remember childhood codes written with lemon juice. But you’ve probably encountered invisible ink in a number of professional and commercial settings without knowing it.

The invisible ink used for official printing is more high-tech than what you may think of in popular culture or games of pretend. In fact, invisible ink represents one of the most important security precautions that business owners can take.

In this blog, we give you a summary of this printing technique and how it might help you better secure your products.

What Does Professional Invisible Ink Consist Of?

Professional invisible ink has a complex recipe that ensures that the designs remain unseen, crisp, and readable.

Most of professional inks are fluorescent, meaning that appear invisible in normal light but appear to glow under UV or black light. To create this kind of image, professionals use a simple sugar, binding agent, and fluorescent molecule, such as heterorotaxane.

Each expert printing company has its own recipe, ensuring that designs printed by that organization look and perform differently from those printed by competitors. The process usually involves application of multiple inks with different properties to create a single image.

How Do You Reveal the Presence of Invisible Printed Material?

To reveal an invisible ink image, you have to know what the ink interacts with. For example, fluorescent inks glow under black light, but thermochromic inks require a temperature change before they become visible.

Some invisible ink types can appear when run through certain smartphone apps. However, most invisible inks remain undetectable unless you have the equipment necessary to read them.

What Might You Print in Invisible Ink?

So how might you use invisible ink on your products, pamphlets, or printed inserts? Almost anything you can print in visible ink, you can reproduce in invisible ink.

Common invisible ink elements include:

  • Anti-counterfeit marks
  • Barcodes
  • Brand symbols
  • Serialization
  • QR codes

Your professional printing partner such as Rxperts Group, a Flottman Company can help you design any of the above elements in invisible ink according to your security concerns and needs.

How Does Invisible Ink Printing Improve Security?

Invisible ink printing’s primary purpose is to prevent product counterfeiting. This characteristic makes invisible ink an essential security measure in luxury markets, pharmaceutical manufacturing, and other industries where counterfeiting regularly causes loss.

Because each product can have a unique invisible ink element, printed in an ink with a set, specific recipe, these marks are virtually impossible to replicate.

You can also use invisible ink for checking the authenticity of tickets, coupons, and other printed materials. For example, black IR ink, one common form of invisible ink, interacts with the lights of copy machines. When you print with black IR over a unique mark, such as a coupon barcode, the invisible ink reaction to copiers makes it impossible for someone to copy and reuse the coupon.

In pharmaceutical usage, invisible inks are printed to match the miniature folded insert, with the packaging and the product. Invisible ink printing of sequential numbers on each component helps with inventory, tracking, and anti-counterfeiting.


If you think that invisible ink printing could aid in loss prevention for your business, discuss your options with the invisible ink experts at Rxperts Group and Flottman Company.

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FUSIONWRX Executive Selected…

FUSIONWRX, a Flottman Company, congratulates Sion Williams on being selected to the
C-Change Leadership Program sponsored by the Cincinnati USA Regional Chamber

Cincinnati/Crestview Hills, February, 10, 2016, Siôn Williams, Director of Business Development for FUSIONWRX (an activation and engagement agency) has been selected as one of only 56 entrants into the C-Change Class 11, sponsored by the Cincinnati USA Regional Chamber.  C-Change is the premier leadership program in Cincinnati and is entering its second decade of developing the region’s young talent.  Williams will join representatives from paramount companies in our community such as Procter & Gamble, Fifth Third Bank, Metro, WCPO and Great American Insurance.

“We are honored to have Siôn, as a representative of FUSIONWRX and Flottman, selected to this very elite group of individuals, I am certain that Siôn’s global experiences will add tremendously to the opportunities presented within C-Change.” – Tom Flottman, President of Flottman Company.

Siôn Williams is originally from Wales.  He spent his early career working in sports marketing roles with a leading rugby club in London, England, followed by the British Colligate Sport Governing Body.  Williams moved to Cincinnati after a 3 year stint in Los Angeles, where he co-founded a national rugby organization.  Williams played professional rugby for two years in Europe and the United States.  Currently, Williams is charged with growing a new marketing activation agency entitled FUSIONWRX.  Williams’ passions include sports, coaching, travel, his wife and two young children.

About C-Change

C-Change, a HYPE (Harnessing Young Professional Energy) year-long leadership development program targeted towards emerging leaders in the Cincinnati USA region, sponsored by the Cincinnati USA Regional Chamber. C-Change curriculum offers both business development and community connection that provides opportunities needed to advance both personally and professionally.  To date C-Change has connected nearly 550 young leaders to each other and the Cincinnati regional community.  Learn more at:

FUSIONWRX is a marketing activation, client engagement and public relations agency that helps brands connect with their clients delivering the right message, via the right channels at the right time.  We evoke passion and excitement that motivates your audience to act.  FUSIONWRX is a division of Flottman Company.  Learn more at:

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2016 PIANKO Awards


10 Awards from the Printing Industry Association of Northern Kentucky and Ohio.

• UC – Bloomberg Multi Channel Campaign – SILVER

• Goering Center 25th Anniversary Book – SILVER & BRONZE

• UC Campus Skyline Mailer – SILVER

• Auto Magic – 50 States – BRONZE

• Apokyn Pen Instructional Booklet – BRONZE

• Lexington Truck Show – BRONZE

• DAV Posters (Set of 4) – BRONZE

• Terillium Cloud Pamphlet – 2 BRONZE

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2015 PRSA Awards


Two Bronze and Two Silver Awards

FUSIONWRX, a Flottman Company, was recently awarded two bronze and two silver awards for public relations, print collateral, special publications and integrated marketing campaign.

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2015 PEAK Awards – Print Solutions Magazine


Print Solutions Magazine – Grand Award

FUSIONWRX, a Flottman Company, was awarded the Print Solutions Magazine 2015 Grand Award for the Best Multi-Channel Campaign of the Year for the University of Cincinnati, Lindner College of Business, Bloomberg-Businessweek Ranking Campaign. These awards are highly prestigious and honor not just the printing element, but the marketing strategy and success.

FUSIONWRX Wins Prestigious PEAK Grand Award from Print Services & Distribution Association

FUSIONWRX’s Cross-Media Marketing Campaign with the University of Cincinnati, Lindner
College of Business is named Top Marketing Communications Campaign of the Year.

Cincinnati, Ohio – Northern Kentucky – January 20, 2016 – The Print Services & Distribution Association (PSDA) selected FUSIONWRX, a Flottman Company, as the 2015 PEAK Awards Grand Award winner in the Category of Best Cross-Media Marketing Campaign for a Client.

PSDA’s PEAK Awards program recognizes excellence in marketing services and print by promoting projects that display innovation, quality and deliver a high return on investment. This year there was a record number of entries in each of the twelve categories but only one was awarded the Grand Award.

FUSIONWRX received this prestigious award for its entry UC Top Business School Multi-Channel Campaign.  This project was produced with the University of Cincinnati, Lindner College of Business Marketing Department in an effort to achieve eligibility into the 2015 Bloomberg Businessweek Best Business School Rankings.  (  The program included events, emails and direct mail components that motivated UC Business School alumni and current students to complete a survey on the request of Bloomberg.

“Having this project recognized by the Print Services & Distribution Association is an honor,” said Tom Flottman, President of Flottman Company, “Working with the University of Cincinnati, Lindner College of Business has enable FUSIONWRX to establish itself as an industry leader for marketing communication, engagement and activation.”

This is the second award this project, University of Cincinnati, Lindner School of Business and FUSIONWRX has received; having been honor as a top Integrated Marketing Campaign by the Public Relations Society of America (PRSA) earlier this year.

This award winning campaign and the entire award recipients are featured online at and in PS Magazine – November/December edition which is on newsstands now.


FUSIONWRX is a marketing activation, client engagement and public relations agency that helps brands connect with their clients delivering the right message, via the right channels at the right time. For businesses that have solidified their brand, crafted their message and know their target audience the question becomes, “Now What?” and that is where FUSIONWRX takes action. We evoke passion and excitement that motivates your audience to act.  FUSIONWRX is a division of Flottman Company.  Learn more at:

About the Print Services & Distribution Association
The Print Services & Distribution Association (PSDA) is the exclusive non-profit professional association dedicated to enhancing the success of the distributor channel for business communications, including print, marketing and related services. PSDA is the oldest and largest nonprofit association in the industry — our members include distributors, trade printers, suppliers and technology partners working together to provide differentiated solutions to end user customers. PSDA members comprise a broad network of supply chain partners representing nearly 1,000 companies and more than 10,000 active participants who account for more than $5 billion in combined annual sales. Learn more about PSDA at

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Protect Your Products With Intelligent Printing and Packaging Solutions

When you’re in the food or pharmaceutical industry, you need packaging that does more than sell your products. You also need printing and packaging solutions that protect your food or medication products, offer consumers relevant information, prevent counterfeiting, and act as a barrier against harmful conditions that could damage your products’ integrity.

But what if you had packaging that also alerted customers about whether your product was safe to use? For instance, what if your medication came with a sensor that told consumers exactly when the product expired,  or what if your package insert was coded to assume that the correct dosage instructions were married to the right medication?

Intelligent printing and packaging incorporates the most important aspects of today’s printing and packaging marketing and then integrates marketing with advanced technology to make your product better than ever. Below, we discuss some of the ways you can utilize intelligent printing and packaging to successfully protect, track, and market your products.

What Is Intelligent Packaging and Printing?

Intelligent packaging, also known as active packaging and smart packing, means using retail containers to improve a product or a customer’s experience with the product. Most intelligent packaging affects industries where products are particularly fragile, perishable, or otherwise sensitive, especially the food and pharmaceutical industries.

For instance, if you ship medications across the country, intelligent packaging can let you and your consumers know if the product has been damaged or compromised in any way.Usage, dosage and instruction information via a folded insert can be coded to stay with a medication or product to reduce the opportunities for mispackaging, labeling or counterfeiting.

What Features Does Intelligent Packaging and Printing Offer?

Intelligent packaging uses a variety of methods to extend your products’ shelf life, enhance your customers’ safety, and detect your products’ freshness level. Common intelligent packaging and printing features include the following.

  1. Chemical Indicators

Advanced intelligent packaging often contains indicators that monitor the presence of specific chemicals in the product. For example, in the food industry, a chemical indicator may report the chemistry of the food contained in a package. These food industry packages let consumers know when their milk or meat products have expired.

These indicators provide much more reliable guidelines than expiration date estimates because they report the chemical changes found in spoiled food. Use of these indicators can save businesses money in inventory and reduce food waste overall.

  1. Identification and Tracking

Tracking tags and other security measures also fall under intelligent packaging. Common packaging security measures include:

  • Article surveillance. You probably have cameras on your property, but did you know that you can surveil specific high-risk items? Electronic article surveillance devices adhere either to the product or the package to decrease the risk of theft.
  • Counterfeit indicators. Many products, such as designer accessories, are subject to counterfeiting. One of the most effective ways to detect counterfeit articles is through security printing. This process produces specific labels that are difficult to duplicate or replace.
  • Do we want to add the invisible ink printed codes matching insert to label to package?
  • RFID tags. Radio-frequency identification chips provide you with tracking information for products of all shapes and sizes.

These identification, protection, and tracking methods don’t just work on cartons and boxes. You can find these elements of intelligent printing and packaging on printed materials like pharmaceutical inserts and miniature inserts. Flottman Company specializes in serialization matching with coded inserts and coded painted packaging. These codes and serialization methods can be as obvious or covert as desired including the use of invisible inks – visible only under UV on black light.

  1. Time and Temperature Indicators

Many products, especially foods and medications, have specific condition requirements. Intelligent packaging reduces the risk of mistakes that compromise your inventory.

For example, time and temperature indicators in the pharmaceutical industry report how long an item has been out of refrigeration, as well as its actual temperature. This data helps employees keep life-saving medication and other important items in good condition.

  1. Additional Information to Improve Customer Education

Much of the extensive customer information found on well-designed packaging falls under intelligent packaging. This printed information may include special disposal instructions, safety warnings, or dispensing guidelines.

How Can You Incorporate Intelligent Packaging and Printing?

Do you want to see how intelligent packaging and printing solutions can protect your products against counterfeiting.  Talk to our experts about smart packaging for your unique business. We’ll help you use your packaging to optimize the way your customers interact with your company and to keep your products safe.

You’re always welcome to meet with the professionals specific to your pharmaceutical needs at Rxperts Group a Flottman Company in person to see our intelligent printing and packaging solutions.

From serialization, invisible ink and code marker solutions, we can connect your package insert directly to the label, the package and the product.

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