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The Value of Custom Postcards

Helps with Attracting and Keeping Attention in Print

If you counted how many times you see an ad in a day, what would be your estimate? How many do you remember and respond to? The number of advertisements we see per day sits between 3,000 and 20,000 according to now passed, researcher and social analyst, Daniel Yankelovich. Tech 21 Century say this is approximately 34GB of advertisements our brains process per day.

Custom postcards, business cards, brochures and many other forms of customised printing is a great way to set yourself apart from the norm and be remembered. Why? Lets take a look at human behaviour and responses.

Attracting the right kind of attention and keeping it, has been the research topic of Forbes’ 30 under 30, Ben Parr who released his findings in his book, Captivology. Here we delve into his ideas and how they relate to print media.

  1. Automaticity

    Automaticity is about our natural reactions. If we hear sirens, we look for danger. If we smell a bbq, we may feel happy (or hungry). Smells, sounds and sights are sensory cues.
    Imagery we subconsciously associate with certain feelings can be included in designs to communicate without needing words. Same goes for scent, known as ‘aroma marketing’.
  2. Framing
    The accumulation of our experiences, religious and political views, and biological make up frame our perspectives. It is framing that sees us having a different experience or perspective to the same stimuli than someone else. A campaign that alters the consumer’s frame is possible. If we hear the same message enough, it starts to become believable – normal. This is where print media can be digitised to be delivered both in print and digitally.
    Where do you shop ‘if you pay cash so they slash the prices’? Funnily enough, The Good Guys stopped that jingle in 2015 in light of new payment options and online shopping discounts. They re-framed consumer perspectives so well they still haven’t shaken the ‘pay cash’ discount.
  3. Disruption

    Disruption is linked to expectation violations theory. It is to break expectations through communication to the point where the recipient can’t help but take notice. Sending a millennial (whose world is digital) direct mail does just this. It literally sends a message. Millennials check their letterbox more than any generation and 77% give time to reading it (VoPP 2017).
  4. Reward
    Our brain releases a similar amount of dopamine to a bargain whether we have it or if we can truly visualise having it. The flip side is the fear of missing out. All natural cosmetics company Lass distributed biodegradable coupons stating the offer was valid only while the coupon itself lasted. Over the two days it took to degrade 70% of the coupons were used (Sullivan 2015).
  5. Reputation
    Professor Gregory Berns explains in his publication how the brain slows down to absorb content when it is coming from an expert (Pincus et al. 2014). It is valuable to share your expertise and credentials. Unlike 30 second commercials or billboards, print offers the space and the consumer the time to take in the information.

For the retailer or business owner, convenience and professionalism are key. Send all of your marketing materials to Absolute Colour for digital printing online and tick that off your to do list.

References

Pincus, M, LaViers, L, Prietula, MJ, Berns, G 2014, ‘The Conforming Brain and Deontological Resolve’, Plos One, vol. 9, no. 8, doi:10.1371, www.journals.plos.org/plosone/article?id=10.1371/journal.pone.0106061#s1.

• Parr, B 2015, ‘7 Ways to Capture Someone’s Attention’, Harvard Business Review,

Sullivan, L 2015, ‘Is Australia’s Creativity Lost in the Post?’, B and T, .

Tech 21 Century 2019, ‘The Human Brain is Loaded with 34GB of Information’, Tech 21 Century, .

Value of Paper and Print (VoPP) 2017, ‘What You Didn’t Know About Millennials’, chart, www.valueofpaperandprint.com.au/wp-content/uploads/2017/11/tsa3797_vopp_millenials.pdf.

Yankelovich, D cited in Johnson, S 2014, ‘New Research Sheds Light on Daily Ad Exposures’, SJ Insights, www.sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures.

118gsm-mohawk-smooth-text 4 Colour Catalogue

Catalogues – the most effective advertising

Catalogues – the most effective advertising in the face of digital

In the face of digital and social media advertising, billboards, TV, cinema and radio advertising, printed catalogues continue to be an essential part of marketing plans. According to Retail World, catalogues were ranked “as the most effective advertising channel in influencing their purchasing decisions” by 62% of respondents. This is exactly why Absolute Colour, who offer a huge range of catalogue printing in Sydney are being turned to by retailers and businesses small and large.

Print catalogues have evolved in colour, style, size, paper stock, digitisation and message since they first emerged in Venice in 1498. One thing that hasn’t changed is their efficacy. There are no limits to the choices available in catalogue printing except knowing what consumers prefer. Australians prefer gloss finishes, colours, a plethora of professional images, medium sized catalogues and – what is on the cover matters.

We love sales, seasonal products and informative content. Think ‘winter stock clear outs’, ‘seasonal and celebrity or chef recipes’, ‘beauty guides’, ‘home decor look-books’, ‘Christmas toys’.

In our modern age, you’d think that reading online would be preferred but it is far from accurate. TSA, a non-profit industry leader in paper in print did the research and the results may surprise.

74% of Australians prefer print catalogues, brochures, flyers, pamphlets, magazines and books.

Aussies love printed catalogues! Why do we make the migration everyday to our letterboxes? What is driving us toward print over digital?

• Catalogues are convenient, waiting in the letterbox for when we are ready to collect them. Many people rely on their weekly/monthly/seasonal catalogues to plan shopping.
• They are non-intrusive. They don’t interrupt the middle of our favourite TV shows, nor do they have a tiny check box to find in order to close them when they pop up on our computer screens.
• Things are easier to navigate in print. Ever opened a catalogue on a device and struggle to properly see it, look closer at certain products, find the opening hours, dates of the sale and so on? You’re not alone.
• Customisation and personalisation are key. Consumers have come to expect a level of relevance to them. This has become a standard with online databases filled with customer preferences, prior purchases and interests.
• Relationship building. Printed catalogues become part of the home, a part of the conversation and build trust with the brand.

We know that research says Australians prefer print and it makes sense why they do, but what is it costing retailers? Are they profiting from catalogue distribution? In a nutshell, a very confident yes.

In a campaign run by Value of Paper and Print to see just how effective catalogue advertising was, they saw a minimum 290% increase in sales from catalogue distribution.

From humble beginnings promoting general store items and plant seeds to what we see today, catalogues continue to experience yearly growth and receive huge support across Australia.

With that comes greater competition in quality and design. Ensuring you are with the best team in custom catalogue printing in Sydney and across the country is essential.

The Absolute Colour team offer outstanding service, professional graphic design, binding and printing for short and long runs. Order online at our website www.absolutecolour.com.au or come into our Sydney store.

References
Retail World 2015, www.therealmediacollective.com.au/wp-content/uploads/2015/03/The-evolution-of-retail-catalogues.pdf.

TSA Limited 2017, annual report, www.catalogue.asn.au/wp-content/uploads/2018/08/TSA0086_AnnualUpdate2017_vF_LowResGuide.pdf.

Value of Paper and Print 2017, ‘Return on Investment Study’, www.valueofpaperandprint.com.au/wp-content/uploads/2017/11/vopp_roi_study.pdf.

Poster Printing Services in Sydney

Beck’s produced a world-first musical outdoor poster using printing services in Sydney

As part of a promotion for New Zealand Music Month, beer company Beck’s produced a world-first – a musical outdoor commercial playable poster using poster printing services in sydney

The print industry never ceases to amaze us. Using conductive ink, Beck’s were able to produce a series of interactive posters to entice users using promotional tracks. By simply touching a poster, users could remix the tracks – a feat which had previously been unattainable until the introduction of conductive ink.

This type of ink, which is commercially available at quality poster printing services Sydney, is a recent development and is set to revolutionise the world of advertising. It contains silver nanoparticles which enable it to conduct electricity, and when connected to a processor, it can turn magazines and posters printed with the ink into a multisensory experience. When connected with various online platforms, conductive ink can transform any marketing campaign into a truly integrated multimedia experience.

 

Poster Printing Services in Sydney

In a collaboration with New Zealand-based creative agency Shine, Beck’s aimed to increase awareness of emerging kiwi bands for promoting the New Zealand Music Month. They commissioned an award-winning UK technology company, Novalia, to facilitate the interactivity component of their posters. Users were encouraged to interact with the touch points on the poster – allowing them to select tracks to listen to and adding various other audio elements and sound effects to create their own remixes.

This was achieved by printing the conductive ink on the reverse side of the posters which creates the touch sensors. By connecting the ink to an Apple-style processor, the poster registered electrical signals from user’s fingers, creating a touchscreen-like effect. Combining 20 touch points with an electric speaker attached to the rear of the poster, users could choose from 12 minutes of audio samples to experiment with.

Technology such as this is sure to be a game-changer within the printing industry. For businesses based in Sydney, Absolute Colour poster printing services can provide similar marketing materials printed with conductive ink to engage and excite consumers.

Conductive ink is considerably more affordable than many people realise, and can be printed on a wide range of substrates. This makes it an attractive marketing solution, able to be used a wide spectrum of media. In fact, rather than simply a passing trend, Business Wire UK have anticipated the conductive ink market to expand globally by 3.5% annually, turning media such as the Playable Poster into a $3.5 billion market by 2018.

printing yearbooks

How Quality Yearbook Printing Can Make your School or Uni Memories Last Forever

Yearbook Printing – We can help you with the Design and Ideas

While saving our treasured photos digitally seems like a good idea, there is always the chance that we could lose them forever if our devices broke. If that happened there would be no way we could recover those memories and fondly look back on them. And because it’s all so convenient to look at digital photos on our various screens, we almost never think about having them printed.

Those of us that are around my age (don’t ask…) were probably once used to taking our camera films to be developed, then carefully organizing them into photo albums. And who remembers digging out those old photo albums to reminisce old memories with family and friends? It’s becoming a lost art…

These days, this practice is becoming less and less frequent, with the rare few who actually make the effort to select their favourite digital photos and have them printed as physical photographs. But because we have so many devices to store our digital photos on – USB drives, CDs. memory cards, and so on – it can be difficult to keep track of what photos are where.

Find, hold and feel for a lifetime – The Yearbook

We often forget the joy of first receiving our Yearbook, forgetting about it for 20 years or so and then finding it, flicking through it an wondering what our classmates have done with their lives. It’s a great way to spend some time with friends and remembering the names of the people we went to school with all those years later.

With the increase of ‘normal’ people becoming famous for all manner of reasons, a Yearbook is the perfect proof that you shared a classroom with a celebrity if one of your former classmates became famous! But more importantly, a Yearbook serves as the ideal keepsake to pass down to your children.

It’s a simple yet joyous pleasure that can easily become extinct unless people (maybe you..?) were to invest their memories in quality Yearbook printing.

Yearbooks – printed to last a lifetime

Acid-free commercial printing paper is ideal for Yearbooks as it is resilient to the effects of time, as proven by the perhaps billions of volumes left by generations passed that have lasted for centuries.

As an example, Sovereign Silk is a frequently used paper in the printing industry that is highly suitable for Yearbook printing. There are several other paper types should you wish to match a previous print.

Not so long ago, custom printing meant you’d have to order in bulk, but due to improved printing technology you are able to have as few as 5 Yearbooks produced in various sizes, page numbers and binding styles.

And because of this, Yearbooks and printing them have become more affordable than ever.

Many online vendors allow for the DIY customer, but prices can differ greatly, so it’s highly recommended to get a few written quotes in case any price-related disputes arise at a later date.

 

Some helpful tips for organising photos for Yearbook printing

  • Make a folder in Google drive, making it easy to share and collaborate
  • Don’t fret too much when assembling photographs, names, etc. Everything will fall into place once you get started. Some people prefer to organize everything on paper, whereas others prefer to do this electronically
  • Gather and name group photos first, then order them by page number or as groups – for example, pages 4-8.
  • Create a plain Word document to make a rough guide to see how many photographs and how much text you can have per page when it comes to printing.
  • If you know how, continue the process with multiple Word pages. Not to worry if not – you can simply create several single pages and name them accordingly.
  • If you’re happy with your DIY design, then these files can be sent to a printer. However, it is strongly advisable to draft in the help of a professional graphic designer who can make the overall design of your Yearbook more attractive.

The main objective is to use a quality Yearbook printing service to physically preserve your memories for years to come.

  • By Yvonne Parkinson – Director of Absolute Colour Printing – since 1990.

Printed catalgoues – still in

Print marketing  – have you seen IKEA’s bookbook ad?

Last year the furniture giant (who also happen to use direct mail for promotions), produced a video promoting their own new print catalogue. Not ones to waste an opportunity, they also take a playful swipe at the way high tecchies promote their products.

We think you might enjoy this cheeky approach to direct marketing using print. It’s beautifully done. Even if it makes you smile, don’t miss the not so hidden truth in their promo. There is a reason IKEA continue to print their catalogues in many languages all over the world and send 3-dimensional catalogues through the mail. They work!

Combined with their online catalogue, it’s a recipe for sales and marketing success.

Ikea is one of many successful iconic companies to provide their customers with printed catalogues. They join well known brands like Avon, JB Hi-Fi and Harvey Norman.

The need to engage customers via print is unlikely to go away any time soon even if the economy takes a downward turn. As more product offerings become similar, printed catalogues and their content will grow as a means of differentiating brands and sustaining existing customer relationships.

Printing catalogues may seem a bit old school, but their physical capabilities and brand building potential are a proven staple in retailers’ marketing tool boxes and customers’ mail boxes.

This ad was first shown over a year ago. Sit back for a few minutes and enjoy!

 

Absolute Colour At Fearless She Business

We were thrilled this year to be one of the sponsors of She Business’ signature event Fearless, a wonderful, end of year rousing of nurturing women and inspiration. Absolute Colour Printing provided all the print collateral and the wonderful fearless diary. We heard from inspiring speakers such as Lucy Perry, Karen James and Matina Jewell.

 

suzi-jacobs-ceo-fearless-woman-businessAfterwards we sat down with founder, Suzy Jacobs to find out what motivates her to be outstanding. Grab a coffee and enjoy the read.

Q: What drove you to create She Business

Suzy A: An absolute commitment to transform my life and the life of other women in Australia. To ensure women were making choices about their financial future with the knowledge from experts and support of a community.

Q:Where is She Business headed in 2016 and beyond

Suzy A: Very exciting times ahead as we create a place for businesswomen and entrepreneurs to access Australia’s top mentors, coaches and consultants on a regular basis at an affordable price.  We’ll have 30 locations across the eastern seaboard by December 2016.

Q: What positive values do you believe women bring to the workforce

Suzy A: I think we bring the same ones as our male counterparts however ours are perhaps slanted more towards vulnerability, honesty, purpose and a social conscience, caring for our community.

Q: In a grab, what is Fearless

Suzy A: The most energized, heart-felt extraordinary celebration of the year gone by and a place to be inspired and motivated to create the life of your dreams for the following year.  Awesome networking, fabulous frocks, sensational people.

Q: Secret question – what movitates you to work with purpose and be outstanding

Suzy A: The chance to transform my experience of life.  To live authentically, congruently and to show up every day 100% ME.

Q: What is the culture of She Business

Suzy A: Open, honest and personal. That’s She Business.

We’re known for our Brave conversations – when we have open, honest and real conversations with people we give them the greatest gift to move forward in life with choice and freedom.

  the-girls-at-fearless-2015-suzy-jacobs-pictured-centre

Brand Culture Books

How Brand Culture Books Boost Your ROI

Woo Hoo! As we move towards the wonderful holiday season many of us are already diving deep into 2016 plans.

If your brand is working hard to develop content, engagement and turn your fans into brand evangelists than you must consider an Absolute Colour brand culture book.

The Nuts N Bolts

We work with you to tailor the culture book specifically to your brand, vision and values. Talk to us about when you need it, how many and we do the rest.

We Customise for your brand.

We gather testimonials in their own words from employees, customers and stakeholders and package into a beautiful living story of your brand

It is beautifully bound and we help you design a personal note from the CEO that makes it such a special way to kickoff a new year with new targets, new focus and a positive commitment to working with your stakeholders as partners.

We also package your print content so that you can  re-purposed for your own digital media channels to extend the reach.

We recommend that your culture book is aligned to your vision, company values and brand story in action including any supporting sponsorships or community programs.

Introducing the purpose orientated worker

This week’s Mindful Monday is a little different. We talk about Work and Purpose. It’s a post inspired by U.S based Imperative who recently released their 2015 Workforce Purpose Index. It makes for a fascinating read and although the study is U.S centric there are some insights that are very relevant for the Australian workforce.

According to the study workers with a purpose orientation are the most valuable and highest potential segment of the workforce regardless of industry or role. These Purpose orientated workers not only seek out purpose in their work, they create it and, as a result, out perform the rest of the workforce.  They work and thrive in every industry and role from accountants at professional service firms to the farmers growing our food to the designers at creative agencies.  According to Imperative, purpose driven workers are the foundation for successful organisations, a thriving economy, and a healthy society overall. On every measure, purpose orientated workers have better outcomes than their peers: 20% longer expected tenure, 50% more likely in leadership positions, 47% more likely to be promoters of their employers and 64% higher levels of fulfilment in their work.

To understand the significance of these figures let’s look at what work orientation is. According to Imperative it is a psychological pre-disposition to the role of work in life. It is a stable mindset throughout one’s career that transcends a specific job or employer. Some people see work in their lives as solely a source of income or status. Others are orientated to see work as primarily about purpose – personal fulfilment and helping other people.

As I have been re-imagining the purpose of Absolute Colour moving forward, I’ve focused on making our team and clients ‘be outstanding’. It’s an expression that we ‘walk the talk’. It’s really all about purpose. Yes, we produce wonderful print collateral in innovative and creative ways. But it is the pleasure I get in working with clients to deliver results that amaze and the joy that our regular roundtable meetups brings and that inspires me on many levels. It is about working in Colour. It is about encouraging people to be the best they can be. We all have a tremendous opportunity before us to define the success of our workforce by more than low unemployment rates, salaries and engagement. It is about people, the number of members of our community who are purpose orientated. We should be empowering our teams to tailor their work to build strong relationships, make a meaningful impact, and grow perosnally and professionally. I’d love to hear your thoughts?

What is High End Printing?

This blog post is unashamedly about what we do here at Absolute Colour. Too often I hear from people that yes, they know all about printing…. But like all industries printing has been dramatically disrupted. New technologies abound. Keeping abreast of printing innovation takes time and we at Absolute Colour are totally committed to ensuring our clients get and, indeed deliver campaigns that exceed their expectations.

So what is high end printing? High-end printing allows you to use print techniques and options that include a variety of special materials, techniques, and finishes. This allows you to make your printed items unique. Sure it is a little more expensive and does take a little longer to produce but if it is results you want this option should be considered. You only have to think about the number of unsolicited print items you still get in your mailbox that lack print creativity to distinguish the difference.. They get trashed pretty quickly don’t they, so taking the time to think about innovative and high end print items at the outset, often can be the difference between a great campaign and one that frankly doesn’t work.

In other words, it is vital you add print to your marketing mix but you must think like all cmmunication channels abour your goals at the outset. For example, I even know of digital companies that use print as their primary communication channel. Why? Because it is an innovative twist to what they do and of course because of the emotional bond that is created by touching and feeling their communication. This is then heavily reinforced through clever digital communication.

 

High end printing techniques can include:

  • Luxurious paper stock
  • Embossing
  • Foil stamping
  • UV coating
  • Die-cut
  • Metallic inks

If you want your mailer or marketing collateral to stand out and get attention then using foil and embossing will definitely do this. These specialized techniques add a completely new level of sophistication to your mailer.

 

Absolute Colour Launches Merry Mindful Christmas Colouring Gifts

Life can get pretty crazy during the festive season so this year we wanted to help our customers to send a special message to their staff, suppliers, customers and more. Instead of the traditional Christmas client gift or card, Absolute Colour offers an innovative Christmas Gift, known as the Merry Mindful Christmas Colouring Gift. The gifts include:

  • 6 mindful colouring cards plus a small packet of colouring pencils able to be inserted into a printed pillow envelope
  • Message: Have a Mindful Festive Season or Have a Mindful Christmas.
  • For orders over 100 gifts the messages can be customised with your own corporate messages and logo. Prices start at $9.95 per unit, discounts for volume orders over 100.

Overleaf of the Christmas wish card, is a description on how mindfulness is the new attitude to living and for anyone who hasn’t noticed, it would seem if you visit any bookstore that adult colouring is all the rage to staying calm.

To find out more, email yvonne@www.zainabfh.com

Mindful Christmas Gifts

 

 

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