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GH CITYPRINT Blog

28/10/16
hese days, businesses tend to rely heavily on the Internet for their marketing efforts. However, while we don’t think you should entirely forgo online as a channel for your company’s own promotion drive, we would positively urge you to consider adding leaflet distribution to your campaigns. Done in the right manner, this kind of marketing can be wonderfully cost-effective! Here are just five ways in which you can increase your chances of success with handing out leaflets.

Think carefully about the size of the leaflets

As the independent digital marketing consultant Lucy Kirkness has put it, “go small or go home”. By that, she means that it can be worth making sure that the leaflets you distribute are small enough to easily fit into people’s pockets, bags or wallets. That way, when target customers receive these leaflets in the street or at events like trade shows and exhibitions, they could more likely choose to carry those leaflets with them, perhaps even long enough to more thoroughly read the contents when they get home. Big leaflets could too easily simply be dropped in the bin.

Team up with a business that complements yours

If you’ve developed a good relationship with another company that isn’t in the same field as yours, but does offer services that complement your own company’s, then you could suggest a joint promotional campaign, including leaflet distribution, between the two businesses. This can work especially well if the other company has its own distribution methods.

Arrange for your leaflets to be inserted into suitable publications

Are you aware of a local newspaper or magazine that distributes in your target area? If so, approach the team behind that periodical to see if you can get a leaflet inserted into their next issue. While you will probably have to pay a fee to clinch this deal, it could prove hugely worthwhile if the publication in question is highly influential, respected and widely read.

Distribute leaflets at an event you are sponsoring

If there’s a local event coming up that is relevant to your company and culture, you could get in touch with the organisers with a view to becoming a sponsor of that event. As part of the deal, you might get the opportunity to give your leaflets to the event’s attendees. While presenting branded “goodie bags” or delivering on the door are methods you could utilise on the day, even just leaving leaflets on a display table could prove useful for helping to get the word out.

Use carefully planned timing when handing out leaflets

Having provided various pieces of advice on how you could effectively distribute leaflets, here at GH CITYPRINT, we can also print out those leaflets to a high standard and strict deadline. However, before you get out there with those leaflets, meticulously consider whether you should get underway with the distribution during certain times of year, in phases, or before or after a specific event. Weigh up the different options to help yourself to choose the right ones.
29/09/16
Why have various big brands – think Apple, Coca-Cola and Nike – become so memorable? You could probably write an entire dissertation answering that, but arguably a big reason is their consistency. Below, we look closer at why brand consistency can be instrumental to a company’s success and, therefore, why you should keep it in mind for your own business.

A more consistent brand is a better known brand

The Apple logo of an apple with a bite in it is globally familiar – and one obvious reason why is that it’s on each of the billion active Apple devices that Apple has, on its website, revealed are now out there. iPhones, iPads, Macs, Apple TVs, Apple Watches and more all feature that familiar logo – no wonder it’s become firmly imprinted in the public mind. But it wouldn’t have done so, or at least not to the same extent, if Apple hadn’t stuck with that logo.

This is backed by the Branding & Digital Marketing Strategist Priya Songappan – who, in an article for LinkedIn, declares: “The more you see a brand in a TV or magazine ad, the more you will stay informed and hooked to the brand. As simple as that!”

Your company can enjoy a more professional image

If your company’s branding is inconsistent, that can look sloppy in the eyes of your customers. And, if the branding looks sloppy, these people could be led to fear occasional slacking with the quality of your products or services. A company’s professionalism – or, maybe more to the point, perceived professionalism – can be a key influence on customers’ decision-making. Customers want to feel like they know what they are getting – and consistent branding can help convince them that, with your business, they do know.

You can benefit across various channels

Considering what we have just said, you probably won’t be surprised to learn that, by putting that brand on various channels through which your company connects with customers, the brand can become more prominent and, therefore, more powerful…

These channels can include print marketing materials such as business cards, brochures, leaflets and posters – and, at GH CITYPRINT, we can print all such materials for you. However, it isn’t just print channels that you should be paying attention to. Channels have evolved as new technology has emerged; social media sites like Facebook and Twitter and media sharing sites like YouTube and Pinterest can now be great sources of promotional potential for your business.

For a Marketing Week article on the subject of consistent branding, Jared Regan, Gillette Venus brand manager at P&G UK and Ireland, has insisted that brands utilising many different channels should “have a clear message that resonates with the audience and helps the brand stand out over time.” Now, don’t let a fear of failure lead you to resist broadening the promotional channels that your company uses; Jack Daniel’s senior vice-president and managing director John Hayes says that “you have to evolve with the times”, adding: “It’s just a matter of evolving with the technology.”
22/08/16
It can be easy to buy into the mantra of “print is dead”; however, your own business would do this at its own peril, as there remain good reasons to consider print an essential marketing medium even in 2016. Here’s some real food for thought: the world’s biggest software company, Google, still sends printed direct mail to users of its AdWords online advertising service. Here are what could be some or all of the biggest reasons that Google continues to use print marketing…

Print marketing can help you to stand out

The Content Marketing Institute has revealed that about two thirds of marketing professionals forgo print for their marketing strategies. That presents a great opportunity for you: it means that, simply by using print marketing, you could help yourself to stand out from hordes of your competitors! It could be an especially good idea to target customers by sending out brochures, flyers or leaflets. Those can attract attention without cluttering the recipients’ email inboxes.

You can maximise your company’s exposure

Provided that your print marketing materials meet a high standard, they can bring surprisingly large levels of exposure for your firm. You should consider, for example, that a customer can choose to look at print whenever they fancy it, rather than just when they have brought up their email inbox. Also, they could choose to pass your print marketing materials onto someone else who might be interested in what products or services you have on offer.

Print can work well with your online efforts

While we have focused a lot on how print materials can be effective due to their unique strengths in comparison to digital campaigns, that doesn’t mean that you have to choose just one or the other. In fact, combining print and digital marketing could help you to reach previously untapped audiences. To this end, you could use a brochure or leaflet to promote a competition that customers can only enter by interacting with your brand on its Facebook or Twitter page.

There’s a real credibility to print

We tend to distrust a lot of the Internet, not least due to the excessive number of popups and banner adverts, not to mention the possibility of inadvertently coming across viruses. However, none of these specific dangers can be imminent with a print ad. Typically, we opt to buy from companies that we consider trustworthy – and, by making extensive use of print media, you can strengthen the public perception of your business as genuine and worth relying on.

You can boost your brand awareness

Here at GH CITYPRINT, there’s a huge variety of print materials, including brochures, posters and newsletters, that we can provide for your company. We will welcome your order with open arms! And, whichever types of print materials you request from us, we can ensure that your company’s visual branding – including its commonly-used fonts and colours – is consistent across all of them. You should then make sure that your digital marketing channels are adhering to this same visual branding as well.
28/07/16
It wouldn’t be an exaggeration to say that your company’s brand can develop into one of its most valuable assets. And, when we talk about your brand, we certainly don’t just mean a logo! Your brand represents everything that your company is about – and your logo can only cover so much of that. Hence, it’s crucial that you carefully look after your brand. Below, we outline various common branding blunders, but also how you can avoid them to keep your own brand in good shape.

Branding on price or quality

Of course, your company should never claim to offer the worst price or quality. However, that doesn’t mean it should instead claim to offer the best price or quality. That’s because it’d be an utterly unimaginative marketing message, and so your brand wouldn’t be genuinely standing out from the crowd. Instead, you should brand on something that your competitors definitely lack – like you! Just consider how strongly associated the Virgin brand is with Richard Branson, for example.

Not living up to your brand

Think of Apple, one of the world’s most powerful brands, and you likely immediately think of reliability and ease-of-use. However, those associations wouldn’t have persisted in the public consciousness if Apple’s products weren’t genuinely reliable and easy to use. If there’s an inconsistency between what your brand says and what your company actually delivers, you will lose trust among your customers. The lesson here is that your business must fulfil its promises.


Too frequently changing your brand message
If your business is new, it’s fine to experiment with a few different brand messages to see which one works best for you. However, once you’ve built a reputation for a particular quality, such as being a pioneer, you shouldn’t suddenly start branding on something different, like friendliness; otherwise, your relationship with your existing customers will be undermined. Here at GH CITYPRINT, we can supply your company with various printed materials on which it can keep its brand consistent.

Being a “me too” company

It might seem logical that, if you emulate the tactics of a much more successful company in your field, your company will thrive as well. However, you are unlikely to find this to be the actual result. That’s because, were you to indeed copy a leading company, you would send out the message that you are a “me too” business that lacks its own unique identity. Therefore, stick with this plan and you would increasingly have to compete simply on price, which is a risky strategy.

Attempting to be uniformly appealing to everyone

Successful brands aren’t necessarily popular with everyone, as they will be catering to very particular types of people – leaving numerous other kinds of people repelled by what the company stands for. Should you develop your brand with the intention of reaching out to everyone, there’s the danger that your message will be diluted and so lose its appeal to your company’s core customers. Yes, the mantra of “be yourself” can effectively apply to brands, too!

23/06/16
Have you ever looked at the likes of Apple, Nike and McDonald’s and wondered how they became such globally renowned brands? It’s fair to say that the route to iconic status is never straightforward or hassle-free for any brand, but that doesn’t mean that your own business, however large or small, can’t learn from their examples. There’s no single formula for branding success, but there remain various tips – including those listed below – that we reckon pretty much any business would do well to keep in mind.

Be consistent – but also flexible – in telling your story

Once you’ve discerned what story your business should tell its target customers, it should do so repeatedly across a range of mediums. In the process, it should adhere to a unique, “trademark” voice that, with time, can become strongly associated with your business. Also, don’t be afraid to occasionally adjust your branding strategy to stay relevant. Consider the example of the Apple logo, which was originally very colourful to reflect the Apple II computer’s then impressive colour production capabilities.

Keep account of what your customers want

It’s crucial to continually monitor what these people – both current and potential customers – want. You can then use the information that you garner like this to ensure that your brand remains appealing to current customers while also attracting further business. In the US, the soft drink giant Pepsi has thrived in this way by, for example, marketing itself as offering great value for money during the Great Depression and reaching out to the overlooked African-American demographic in the 1950s.

Use the right communication channels for spreading the word

A classic technique for ensuring good return on investment in your marketing efforts is focusing on those communication channels that you know your customers use. In the age of the smartphone, you should have a strong mobile marketing strategy; however, you also shouldn’t overlook how effective print materials, like business cards, leaflets and brochures, can be for promotional purposes. For getting these materials printed to a high standard, you can easily contact us for an appealing quote.

Exploit your competitors’ weaknesses

Look carefully for where your rivals fall short and then brand your company as offering a genuinely better alternative. If, for example, there’s a competing business that offers similar services to yours but has attracted negative publicity for some of its practices, you can learn from where that company has gone wrong and promote what your company offers, knowing that it hasn’t been tainted like its rival.

Don’t just talk the talk – walk the walk!

Looking again at the example of Apple, that tech giant might release many of its products to a wave of hype, but the excitement around those products would be short-lived if they weren’t genuinely excellent. The lesson to be learnt from this is that you must meet your customers’ expectations; otherwise, the authenticity of your company’s image will be eroded. And meeting those expectations requires an in-depth and sweeping approach that goes right to the heart of your company’s culture.
22/03/16
Your business could offer plenty of awe-inspiring products or services, but that could count for little if you don’t do enough to get the word out about them. So, how can you do that when there are so many other companies also vying for attention? With the following thoughtful marketing tactics. Just a little creative thinking could take you surprisingly far this year!

Hold a live event

Putting on this kind of event can get lots of people excited. Perhaps it could be something small scale, like a barbecue or party, or something more formal and openly ambitious, such as a networking or product launch event. Whatever it is, you should ready some print promotional material for handing out to potential clients at the event. We would strongly recommend business cards – and here are some tips for how you can distribute those cards to the greatest effect.

Also, don’t worry if you’re inexperienced with organising corporate events. Simply setting up an event page on Facebook before sending invites to followers of your company’s Facebook page could be enough to attract considerable interest. Meanwhile, if the event will be ticketed, we definitely recommend turning to the event listings platform Eventbrite. This platform makes it easy for you to design a custom event page to encourage a better response to your invites.

Pay attention to your customers and cater to their needs

Of course, this reads like a common sense practice for any business. However, we think it bears repeating as you just never know what a treasure trove of promotional potential you could stumble across during your routine of taking account of your customers’ wants. Consider, to start with, a wonderful story told by Business Know-How…

The story goes that Peter Shankman once tweeted Morton’s Steakhouse jokingly asking them to meet him with a steak at Newark Airport, where his plane was due to land. Willing to go the extra mile for Shankman, the company responded by actually sending someone to greet him with a Porterhouse steak. The story soon spread across the Internet, providing not only a good few chuckles for many casual Internet users, but also lots of positive publicity for Morton’s Steakhouse.

Have a bit of a giveaway…

Well, who doesn’t like getting something for free? Or, perhaps we should quickly clarify, something good. Your company’s Facebook or Twitter portal could be especially suitable for letting everyone know that you’ll be handing out goodies. You could also use leaflets, printed out by us at GH CITYPRINT, to let everyone know that there’s a big promotion. But what goodies exactly will you hand out?

You don’t have to splurge too much; a batch of pens with your company’s logo on could set you back mere pennies. That’s also a great way of passing on your company’s contact details, though be warned that going too cheap could backfire. Pens that run out of ink quickly, for example, could lead too many people to associate your company with products built only for short term use.
25/02/16
Business events provide your company with great opportunities to spread the word about what it offers and potentially even win new clients. Making the necessary positive impressions at corporate events, however, can be tricky without relevant know-how. Here are some of our own tips for delivering that “wow” factor.

Be picky with what business events to attend

Amanda Ebokosia, founder of The Gem Project, which helps young people to benefit from educational enrichment programmes, advises that, in order to “network with purpose”, you should assess major reasons to have to attend an event before you choose to attend it. That’s because your time is limited and so you have to spend it wisely for the best results.

Consider, for example, testimonials for previous events from the same organisers. Have other people like you found success at those events? Also, is the event’s structure to your liking? Perhaps it’s like a lecture programme, while you’d prefer something more sociable.

Be selective with who you present business cards to

We at GH CITYPRINT can swiftly but professionally produce a large volume of business cards for you to hand out at events. We can help with making those cards look good, but that’s only part of the story of how to impress with those cards. You also, for example, have to know the appropriate times to offer those cards.

Whatever you do, you shouldn’t aim to simply hand out business cards to as many people as you can find in the room. After all, productive networking is about forming strong, healthy relationships with people – and such relationships are never one-sided. Ebokosia advises that “you should take the time to listen as much as you take the time to speak” and that a business card, like a credit card, you should “give by connection not by sight”.

Increase your chances of a successful follow-up relationship

The biggest reason why you should follow this approach with business cards is that, if you have handed the card to someone you have formed a genuine connection with, there is a likelier chance of that person later getting back to you and continuing the professional relationship. Proud though we at GH CITYPRINT are of our attractive prices for printing, we also don’t want you to spend more on printing than you strictly have to. You won’t have to if you stick to giving cards only to people most likely to use them.
17/02/16
It can be too easy to overlook the wealth of imaginative possibilities with offline marketing. However, if you still need a bit of inspiration for your company’s next offline marketing campaign, here are a few good pointers. Remember that our printing services can help you to make these ideas reality.

Reflect your brand in its business cards

This is about more than just putting that company’s logo on its business cards. It’s about considering your company’s unique values and ethos and how they can be reflected on the cards.

Make sure your workers always have business cards to give away

You can never be certain when any of your employees might need to share their business details with a potential client.

Make sure marketing materials are easy to keep

Ideally, you don’t want a potential customer to simply immediately dispose of any marketing materials you send them.

Also keep these promotional materials practical for reading

When designing business cards, for example, make sure that the text isn’t so small that some less patient people could simply abandon trying to read it.

Don’t overlook the potential of distributing leaflets

Don’t mislead yourself into thinking that handing out leaflets is an outdated tactic. It’s an old marketing method, but it still works even in the age of the Internet.

Celebrate the festive season with your clients

Christmas cards are among the type of print materials we at GH CITYPRINT can provide for you to send to clients – past, present or potential – in December.

Include discounts in your materials to clients

By doing this, business blogger James Javier claims, you are “making clients feel privileged, while boosting leads and sales.”

Include online links in your print brochures

Don’t forget to include links to your company’s pages on Facebook, Twitter and YouTube. Your online efforts can then build upon your offline campaign.

Experiment with QR codes

You could place QR codes on your print materials, and allow potential customers to scan these codes with their smartphones to access exclusive online content – think videos, money-off vouchers, maybe even games.

Maintain a good sense of fun

If you have fun devising creative ideas for furthering your offline marketing campaign, potential clients and customers are likely to discern this and react more positively to your promotional efforts.
21/12/15
Let’s face it: we all know that the festive season isn’t always the time of good cheer that it’s cracked up to be. As a matter of fact, many of us would prefer it to be over as soon as possible.

So, why don’t we do our bit to lift your gloom a little with examples of some of the Christmas cards we’ve seen lately that had us ‘ho. ho, ho’-ing with laughter?
  1. A card that simply spelt out the following: *<]:-{)} Confused? Look at it from one side… and you have yourself a suitably 21st century Christmas card symbol! #emoticon #smiley #YouGetTheIdea
  2. “When I think of you, I touch my elf”. One for those who remember Divinyls’ 1991 ode to self-pleasure.
  3. While we’re in pervert territory, perhaps we should also mention that card that showed a silhouette of two reindeer who were ‘getting busy’ in a slightly different way to the norm. Yep.
  4. On slightly more innocent ground, another card that we loved featured ‘Ginjas’ – ninja gingerbread men duking it out.
  5. “More sleigh bell” – a card featuring, in Santa getup, Christopher Walken – he of the legendary “more cowbell” sketch. Look it up online if you don’t know what we’re talking about.
  6. Alright, we’re admittedly back in pervy territory again. This Christmas card we saw online recently featured a “Happy Holidays” caption, along with a snowman whose pointy nose was positioned rather lower down than usual.
  7. Any card that gets humour out of autocorrect. “Shark! The herald angels sing”, “’tis the season to be jelly”, “King Kong merrily on high”… hey, it works on us.
  8. Any card based on a deliberately awkward family photo. If you can’t make your own such pic, complete with an awkward pose, vintage specs and embarrassing cardigan, you could always just use that notorious Tony Blair one from a few years back.
  9. A hip-hop Christmas card depicting Mary J. Blige, Chris “Biggie” Wallace, Nas and Tupac with the caption “Mary ChrisNas Tu You.”
  10. A mistletoe themed card with the caption, “Mistletoe is not an excuse for sexual harassment”.
  11. A card entitled “Holiday Spirits”, complete with an image of, well… various bottled alcoholic beverages singing.
  12. “Goodwill to all men, except Dave… Dave is a prick”. Yuletide is a time for revealing your most honest feelings about others, after all. Right?
  13. “All I want for Christmas is ewe”. Showing a lovely little picture of a wrapped-up ewe… a cartoon one, we mean. Just before you get RSPCA involved.
  14. “On the first day of Christmas, your true love gave to you…” The traditional ending of that sentence is crossed out and replaced with “…nothing, because you’re single”. Alright, alright! No need to rub it in.
  15. “I like your balls”. It’s fine, it’s fine, it’s referring to baubles. No, not those. Sorry that we couldn’t even get to the end of this piece without our minds falling once more into the gutter.

Think you might have a better idea for a funny Christmas card? Of course you do – we all do. Get in touch with GH CITYPRINT about our Christmas card printing service, and we can make it a reality by 25th December.
21/12/15
The ability to skilfully pitch your services is absolutely vital in order to succeed. Some of that comes from practice, but its preparation that really matters. If you want to stand out from the ordinary, make sure you follow these tips.

Tell the story of your company

You need to capture people’s interest and see that they are fully engaged. This is hard to accomplish when you’re reeling off facts about your company. Instead, build a quick narrative that encompasses everything people need to know.

Tell people why you started your business, what problem you aimed to solve, and how you wanted to make your service different from what was currently available. That might sound like a lot of information. Strip it down to the essentials and keep your story to 60 seconds or less.

Highlight the benefits you provide

To put it simply, people don’t really care about things that aren’t of use to them. Instead of talking about the advantages of your services in general, make sure that you explain what you could do for this company in particular.

Go through your presentation and make a note of any point where you explain a feature of your business. Next, make sure that advantage is linked to a tangible benefit for the people you’re pitching to.

Make everything easy to read

When you’re laying out printed materials or PowerPoint presentations, remember not to clutter up the page with too much writing. People are more impressed by one idea presented clearly and simply.

You should also consider using one of the serif fonts, which have been proven to be easier for people to read. This might seem like a minor point, but you need to make sure that your materials are as easy to read as possible.

Use the best presentation materials

Finally, you need to make sure that your presentation materials are of the highest quality. The items that you give out will act as a reflection of your business, so it’s never worth scrimping on quality. Finding a company that can bring colour, class, and character to your materials is crucial to your success.


At GH CITYPRINT, we offer a whole range of different services to suit your pitch, from posters to brochures to business cards. If you require any printed materials, don’t hesitate to contact us today.