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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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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How Printed Coupons Can Increase Sales

John Doe just got back from the grocery store. He opens up a box of cereal with hopes of a quick and tasty
meal. The packaging reveals a “Buy one, get one half off” coupon for the same cereal or any of its related
varieties. “Sweet!” John exclaims. A few days later, John returns to the store to purchase a different
variety of the same cereal brand that he’s always wanted to try.

The above scenario demonstrates the benefits of using printed coupons. The coupon offered John savings,
and it also led him to buy additional products of that brand that he may not have purchased otherwise.

As you can see, it pays to invest in printed coupons for your business and its products. In this blog,
we’ll list several reasons why printed coupons help with customer acquisition and retention. Once you know
these advantages, you can apply them to your own business’s print campaign in the near future.

1.  Coupons Incentivizeflottman feb blog pic

The last thing you want is an apathetic customer base, so market your business in ways that help existing
and potential customers get excited about your products. Printed coupons are one way to excite customers.

Think of printed coupons as a way to “dangle the carrot” for customers. Coupons offer customers percentage
discounts, bonuses, or free items with the purchase of other products.

After your customers realize you are offering lower prices or additional products to them, they become
more likely to choose your products in the future. In essence, coupons benefit your customers right now even
while they benefit your bottom line in the long run.

2. Coupons Call to Action

There’s a reason why every marketing campaign uses “calls to action.” These short, powerful statements
lead customers to connect with a particular company. In addition to giving your customers a reason to get
excited about a particular product, printed coupons let you spur customers to action.

On your coupons, use concise and bold wording to call your customers to a specific action, such as “Buy
two, get one free!” Notice that this statement makes use of an action verb in the form of a command. Yet it
doesn’t come off as commanding. Rather, the offered incentive gives your words an exciting and helpful tone.
Make use of printed coupons to prompt your customers to act.

3. Coupons Highlight Products

If there’s a specific product or service that you’ve recently developed, what better way to draw attention
to it than with a handy coupon? When you print coupons, tie incentives for commonly purchased items to a new

For instance, “Buy any select acme item and receive one [new item] half off!” Not only are you giving
customers a reason to buy more of your products in the near future, but you’re helping increase the
popularity of new products. Plus, customers get to try something new at minimal cost, which in turn increases
their satisfaction with the purchase.

4. Coupons Build Trust

When you offer a valuable coupon, it lets your customer base know that you want to help them save money.
Offering unsolicited help to consumers helps your business build a trusting and loyal customer base.

Of course, this trust and loyalty usually turn into positive word of mouth. As a result, you’ll keep
existing customers while gaining new ones. You can can also gain social media interaction through the use of coupons.

Since the invention of coupons, consumers have saved over $4 billion dollars. That’s a big number,
especially considering that most coupons require consumers to spend in order to save. Take advantage of the
power of printed coupons to build customer relationships and increase sales for your business. Your coupons connects your product to future sales and opens discussions on brand awareness.

For more details visit our insert printing page for more details on how our services can help you.

4 Basic Design Principles Every Business Owner Should Know

When you own a business, you need to wear many hats. In addition to your management and leadership skills,
you’ll also need to handle finances and become an official spokesperson for your business.

But in today’s marketplace, you’ll also need to advertise your business in order to reach a wider target
audience. Whenever you want to grab your audience’s attention, you’ll want to create a message that appeals
to their senses.

Specifically, basic design skills can help you brand your business and present your message in a
professional, creative way. If you haven’t studied graphic design before, don’t worry. Read the rest of our
blog post for a simple explanation of the four basic principles that will guide your business’s design.

1.  Contrast

The first basic design principle is contrast, or the idea that different colors, shapes, and sizes
will draw your readers’ attention best.

To use contrast in your designs, make sure that you choose a color scheme that combines light and dark
shades. You should also use a variety of fonts for your title and captions to create visual contrast in your

However, too much contrast can become a distraction for your readers. Instead of using 15 different
fronts, colors, and images that crowd out your central message, stick to two or three different design
elements to keep your layout unified.

2.  Repetition

In contrast with the first basic principle of design, the second principle helps you create unity. The
rule of repetition indicates that you should reuse some key themes in your design so that readers can easily
recognize and identify your brand.

For example, if you use red, white, and blue as the signature colors for your logo, you should repeat
these same colors in every print publication you order.

You can also utilize repetition with the shapes and fonts you select. If your logo uses an elongated
cursive script, you can mimic the curves of this font with curved shapes and a similar font for all your

You’ll know that your designs effectively use repetition when the casual observer can identify
advertisements that belong to your company at a glance.

3.  Alignment

Alignment refers to the placement of all the design elements on a page. If you put the text at the top
left corner of the page and then place your logo in the center of the page with images scattered around the
edges, your readers won’t know where to look for specific information about your company.

But if you carefully arrange the elements on the page so that all the images and text align with the same
invisible line, you’ll create a logical flow that pleases the eye.

As a general rule, the edges of your images should line up with the margins of your text. This principle
generates clean lines and plenty of white space that appeal to your readers visually.

4.  Proximity

Like alignment, proximity teaches you to keep related images, paragraphs, and titles visually grouped
together. This arrangement won’t just allow for more white space-it will also communicate the information of
your ads in the most concise way possible.

When you place the most relevant images and words close to each other on the page, you send a visual
signal to the reader that these elements have something in common. That way, your readers can quickly
interpret the most important details of your advertisement and internalize your persuasive message.

Notice that these four design elements don’t require you to have any experience with software or art. The
four basic principles of design simply allow you to showcase your brand’s message in the most effective way.

For more information about marketing your business, contact us for your printing and marketing needs.

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How Direct-Mail Advertising Can Boost Your Business

When you get home from work, you quickly skim through your mail. You pull out the bills and newspaper, and then scan through the advertisements. Some you might discard immediately as spam, but others might catch your eye—the 50% off coupon to your favorite store or a notice about an upcoming sale at a grocery store, for instance.

Some people mistakenly think that this picture of the typical American consumer is no longer accurate. However, a huge number of people still either scan or thoroughly read the print ads they receive—at least 79% of all households, according to one recent study. And far more people check their direct-mail print ads than sort through their email spam box without automatically deleting its contents.

If you want to reach more consumers, direct-mail print advertising is essential to your marketing campaign. Read our blog post below to learn more about direct-mail advertising, including what it is, how it can help, and how to start implementing it.

What Is Direct-Mail Advertising?

Direct-mail advertising typically refers to targeting consumers via mail with customized discounts, offers, or other promotional materials like newsletters. These days, you can use both regular mail and email to reach consumers, though the creation of a “promotions” tab on Gmail and other common email providers has made reaching customers through email a little more challenging.

Direct-mail advertising is incredibly diverse. Depending on your company and marketing strategy, you can use postcards, coupons, brochures, catalogues, sales letters, and much more, all uniquely customized to your target audience.

How Can Direct-Mail Advertising Help?

Direct-mail advertising offers businesses several unique benefits, including the following.

It Connects Marketing Campaigns

Many businesses use direct-mail advertising to connect multiple components of their marketing campaigns. For instance, they’ll include their website on the print advertisement to tie their print and online advertising campaigns together.

No matter what industry you’re involved in, your business’s advertising campaign will reach more people if it relies on multiple channels to draw in audience members. When you switch from single-channel marketing to multi-channel marketing, including direct-mail advertising, you’re likely to experience an increase of three times the advertising return on investment.

It’s Trustworthy

In general, consumers are more likely to visit a website they find on a print advertisement than to click on a website’s link in a sidebar ad. People shy away from sidebar ads because they worry about computer viruses or fraudulent ads. As a result, most consumers (including Millennials) view print advertisements like direct-mail ads as more trustworthy than any other type of advertisement.

It Reaches All Ages

Some businesses think that only older consumers skim through print ads, which means that if their business targets a younger target audience, they shouldn’t rely on direct-mail ads.

In fact, the opposite might be true. According to a long-term 2014 study conducted by Beasley Direct Marketing, 18-year-olds to 24-year-olds are the most likely age group to respond positively to direct-mail print advertising.

It’s Affordable

As mentioned above, switching from single-channel marketing to multi-channel marketing offers a large return on investment. Some business owners are hesitant to add new marketing strategies, though, especially if they’re concerned about costs.

Fortunately, direct-mail advertising is usually quite affordable. You can minimize costs even further by researching your targeted audience more thoroughly—this way, you’ll increase your chances of sending direct-mail advertisements to those who are most likely to respond positively to your ad.

The size of your printed materials also factors into your cost. Your advertisement doesn’t need to be huge to catch consumers’ attention; inserts, which are relatively small, cost little and reap large dividends. Similarly, you don’t need to pay for a lot of text on your printed ad. Most customers appreciate an ad that tells them only what they need to know as straightforwardly as possible.

How Can You Get Started?

If you want to add direct-mail marketing or any other form of print marketing to your business’s campaign strategy, meet with a representative from Flottman Company. We’ll assess your company’s marketing needs and discuss your marketing strategy to help you launch a successful advertising campaign.



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4 Ways Printed Media Benefits Your Business’ Advertising Campaign

Thanks to the advent of the Internet, today’s businesses can draw on multiple complementary advertising methods to reach their target audience. Through social media posts, online ads, and print ads, businesses reach more customers faster and more effectively than ever before.

In fact, according to a USPS study, over 60% of consumers who received direct-mail advertisements were persuaded to visit the advertiser’s website. Similarly, 92% of consumers under the age of 25 reported that direct-mail advertisements influenced their final purchasing decisions.

When you use your digital and print marketing campaigns to complement each other, both you and your target audience members benefit. In our blog below, we’ll tell you more about how printed materials can improve your overall marketing strategy.

4 Ways Print Can Help

When it comes to designing a marketing strategy, print and digital advertisements each play different but crucial roles. In particular, here are four ways printed materials can influence your target audience. 

  1. Print Reaches a Wide Audience

In a recent study, researchers found that 85% of consumers read and sort their mail daily and 40% go to new businesses after receiving direct-mail advertisements. Along those same lines, studies show that print ads generally outperform email ads by 10 to 30 times. If you want to reach the largest possible audience, use both print materials and digital ads to impact more customers.

  1. Print Guarantees Memorable Products

While people experience an almost constant bombardment of advertisements from the Internet and other digital media sources, they don’t often receive simple, well-crafted print media. When people do get print advertisements, they stand out and make a stronger impression.

In fact, a study by the Advertising Specialty Institute says that 84% of Americans are more likely to remember a company’s name when they receive promotional products with the logo on it.

The ability to see, touch, and feel a piece of marketing creates an experience most people remember. Use printed marketing materials to help your customers or clients remember your business and return after a positive customer experience.

  1. Print Reinforces Brand Loyalty

As a business owner, you are just as concerned about keeping customers as you are about gaining new customers. Loyal customers help sustain your business and will refer others to your business. Print materials can go a long way towards helping you build a loyal customer base.

Loyalty cards are one way you can use print materials to promote brand loyalty. For example, a milkshake store’s loyalty card might read, “Buy six shakes and get the seventh one free!” Customers are more likely to return when they feel that they can receive a unique benefit that they can’t get anywhere else—and to get that benefit, they’ll take care to carry their loyalty card with them at all times.

Not every business needs loyalty cards, but providing promotions on printed materials is a good way to build loyalty in your customers. Get creative with your printed materials and help your customers feel valued. They’ll reward you with loyalty and increased business.

  1. Print Generates Sales

Most businesses employ a variety of marketing methods—including television, Internet, and print ads—to help increase business sales. While each advertising method has its unique benefits, print materials still deliver the highest return on investment of all major marketing mediums.

Research done by the Direct Marking Association found that for every dollar spent on print advertising, a business generates an average of $12.57 in sales. By comparison, online marketing averaged about $11 for every dollar spent. These statistics held true for all industries, which means that no matter what type of business you own, you can benefit from printed marketing materials.

Invest in Printed Marketing Materials

As you consider your annual marketing budget, don’t forget about the power of the printed word. To get an analysis of your business’ printed needs and make a mark with print advertising, contact Flottman Company today.

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What It Says on the Tin: How Printed Inserts Can Change Your Business

Survival in a busy industry depends as much on visibility as on the quality of your services and products. But with so many advertising platforms, from billboards to online ads, you may despair of being heard over the noise of your competitors (and even businesses in other industries).

While you try to distinguish your business, you may focus on digital resources and new marketing theories, but tried and true tactics should still have a place in your business plan. One of the best investments you can make is in printed inserts. Inserts provide direct, targeted marketing that can produce more results than even the most high-tech advertising methods.

In this blog, we’ll introduce you to marketing through inserts and how it can change your business.

What Are Printed Inserts? Where Would You Use Them?

When you think of a printed insert, you may picture the tear-away subscription form in a magazine or the instruction booklet that comes with prescription medication. Both of these forms of information distribution qualify as inserts, but they’re hardly the only options.

Any marketing you use in addition to basic packaging or products falls under this category. Some experts even include branded emails in this category, but for the purposes of this blog, we’re only talking about paper and ink inserts.

Business use inserts in the following places:

  • Mailings and newsletters. If you send out regular informational mailings, you can place an insert in the usual envelope.
  • Magazines and catalogs. Tuck an insert into your catalog’s pages or attach it at the binding to place your advertising directly in front of your customers.
  • Packages. Whether you place a booklet in each package or print extra information on the inside of each box, inserts represent an integral part of smart product packaging.

Some business owners even include marketing inserts as a part of sales receipts and account statements.

What Content Do Inserts Contain? Are Some Content Types More Effective Than Others?

The content your inserts contain depends entirely on your business. If you supply pharmaceutical medication to doctors, for example, you may include recommendations from a business perspective. But if you provide over-the-counter medication directly to your clients, a sales insert could prove more effective.

The best inserts for your business target your audience and call them to action. Common types of insert content include:

  • Discounts, coupons, and sale information
  • Instructions and directions
  • Product review incentives
  • Product samples
  • Testimonials or statistics

How Can Inserts Benefit Your Customers and Business?

The right inserts can revolutionize the way you interact with your client base and improve the impact of your marketing campaigns. Business owners implement insert campaigns to gain a number of benefits including:

  • Greater opportunities for cross selling and targeted selling. You know your client base better than anyone. If you include information on similar products (in the “people who purchased this also bought” format, for example) or products from your partner companies, you can greatly increase sales.
  • Increased marketing without increased cost. Since most inserts come in packaging you already produce, they don’t cost more to mail.
  • More foot traffic. Some clients only come to a business’ physical location when they need something specific or they have a coupon. Special offers increase the number of customers you have on a daily basis or for a specific time period.


As with any other marketing technique, inserts that truly fill the specific needs of a particular audience demographic have the most impact. If you think your business could benefit from printed insert advertising, work with a professional printer, graphic designer, and marketing specialist. Many expert companies provide all of these services in one place, but you can also work with a team.

Turn your packaging, mailings, and publications into powerful statements today with strategic printed inserts.


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The 3 Most Important Things to Look for in an In-Pack Printer

Most of us remember the excitement of opening up a Cracker Jack box and fishing out that secret decoder ring, or digging into our favorite cereal box to find the special prize inside. Both of these scenarios are classic forms of in-pack marketing, which is one of the most powerful forms of customer engagement you can utilize in a marketing campaign. Think about it: When you use in-pack materials, you take advantage of the rare opportunity to deliver your marketing materials directly to your customer.

Some of the most popular in-pack materials include coupons, marketing inserts, visual instructions, social media response forms, rebates, etc., all of which can serve as great product or brand reminders. You can create cross-selling opportunities, encourage repeat purchases, provide useful and important information and reinforce your brand’s message by way of in-pack marketing materials.

Even though in-pack marketing materials offer dozens of distinct advantages, you have to choose an in-pack printing agency that will be capable of handling the design and volume specifics that your campaign requires in order to be successful. This means that you will need to be very discerning in terms of which agency you choose to produce your in-pack marketing materials. Below are the three most important things to look for when you’re deciding which in-pack printer to choose.

1. Highly versatile folding capabilities.

If your in-pack printer doesn’t offer you a decent variety of folding options for your printed materials, you’ll be limited in terms of what type of marketing message you can convey to your audience. The ideal in-pack printer will have the ability to deliver your message in a pocketable format using a wide variety of folding techniques and options. Flottman Company’s folded marketing pieces have been placed in informational packets, mailing packages, product cartons, trade show displays, pharmaceutical packaging and much more.

If you’re looking for micro-folding capability, we specialize in designing miniature folded inserts that can accommodate a large number of panels, while still being able to fold into sizes as small as a 1.25″ x 1.25″ square. In fact, many pharmaceutical companies have certified Flottman Company as their Primary Supplier of Record for their miniature folded inserts. These kind of space-saving, folded printed materials are attractive, useful and highly cost-effective.

  1. Adhere to current Good Manufacturing Practices (cGMP).The United States Food and Drug Administration (FDA) has implemented regulations known collectively as current Good Manufacturing Practices (cGMP) to ensure a high level of quality in manufacturing practices to minimize or even eliminate contamination. These regulations require companies to be proactive in making their methods and products pure, safe and effective. Flottman Company’s Standard Operating Procedures are based on cGMP requirements to ensure the utmost quality, consistency and reliability with their in-pack printing materials.  Every job – pharmaceutical or otherwise – receives the same stringent quality oversight and clean production process.

    3. Able to accommodate any size job.
    Volume and scalability are an essential component of a successful in-pack marketing campaign. If you’re not working with an in-pack printer that can grow with you as the demand for your marketing materials continues to increase, you can short-circuit your own success and miss out on important opportunities.

Whether you need 1,000 or 100 million pieces for your next folded insert campaign, Flottman Company can accommodate whatever size job you need, and can get your product to market with precision, timeliness, accuracy and greater cost-effectiveness.

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