You stand in front of the crowd. Who stands behind you?

Tips for Print Marketing

Though so much marketing is now done online and “social”, it's important to point out that in the seminar industry, there's still a strong need for print marketing materials. The reason is clear, of course: You

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want to be able to hand people your

marketing materials at the seminar that you're speaking at or presenting. Sure you can send them to a website, but why not put something in the customer's hand at the point of contact? Many of our clients approach us with just that in mind. We're happy to deliver – and we've built some incredible print marketing pieces for them.

SmartTradePro - Media KitHowever, given how versatile the web is for creating marketing pieces, it's no surprise that sometimes the processes required for creating media marketing pieces seem arduous and frustrating. Here's a few tips to pull off a killer print marketing campaign on time, on budget, and with fantastic results. Tip #1: High Resolution Photos When getting ready for a print marketing campaign, it's important to note that the photos that work for the web typically aren't anywhere near large enough for print. Here's how it breaks down. Your computer monitor has a resolution of 72-96 DPI. DPI = Dots per Inch, meaning the number of unique “pixels” the screen can display. But, our eyes can see much more than that. Remember the big deal about the iPhone Retina Display? Instead of making the screen of the iPhone bigger, the folks at Apple made the screen they had much more dense. They packed their screen with a density of 326dpi – about the equivalent of … duh duh duh … print quality! Pixelation ExampleSo, what does all this mean to you? Basically it means that if you want to pull off a great print marketing project, you'll want to use the highest resolution photos possible. In most cases, that's the raw, original file that comes off your digital camera. If you worked with a professional photographer, they'll have some massive files (typically 25-50mb per image) but they'll be at an astounding resolution. The resolution is critical so you don't get blurriness or “pixelation” as the image gets applied on the denser medium. The math is actually pretty straightforward: Imagine you have a picture that appears on your screen as 2″ wide by 3″ tall (on your monitor). Typically, web resolution is 72dpi, so your image would be 2×72 = 144 pixels wide by 3×72 = 216 pixels tall. If you took that same image, and put it on a print project, that image would measure about 1/2″ x 3/4″ (roughly) on print. About the size of your thumbnail. If you try to stretch it to make it bigger, it'd just get blurry and pixelated – there's not enough “information” to make it all work. If you wanted a 2″ x 3″ picture on your print piece, that image would need to be 600 pixels x 900 pixels in dimension (2 x 300dpi & 3 x 300dpi). Tip #2 Organize Your Photo Collection This one is really straightforward, but I can tell you nothing will help you manage your marketing (both print, online, etc) like a well organized set of images to pull from. To create great marketing, you need to create compelling stories. And most marketing is visual – it's a split-second image that captures someone's attention and compels them to read more. With that in mind – do yourself a favor up front – save all your images (in the biggest size possible!) and organize your photo collection. This is one of those things that Mac's do really well with iPhoto (or, even better, Aperture). Those machines have “Faces” and “Places” features that let you tag people using facial recognition software, as well as note the location of photos & events. This is great if you want to find all the pictures of yourself or want to send over the entire set of images from your last big seminar event. SmugMug LogoEven if it's just organized on your hard drive somewhere, take the time to organize your resources. You can use an online photo service like Flickr or one of the newer services like SmugMug. Just get organized! It'll pay huge dividends whether you're working with us, another designer, a JV partner, etc. Tip #3 Get Your Images in Full Frame, Against a Contrasted Screen Professional photographers sometimes aren't all that pro. Even if they come fully loaded with a killer DSLR camera and a bag full of lenses and goodies; sometimes professional photographers are more artist than marketer. You need to provide some direction for them to get you the best possible media for your needs. There's two tips that I'd convey to them… Get the subject in “full frame”. What this means, is that you don't want to have any limbs or body parts that fall outside of the photo. Here's why: When you're using that image in a marketing piece, you never know where it'll be. So you want as versatile picture as possible. That means nothing in the foreground, nothing complicated or of the same color in the background, and the entire picture in the frame. Here's two examples. The first is an example of good spacing. The second is not – notice his head is out of frame (and full of matching colors… Notice his hair is practically the same color as the concrete behind him, his shirt & jacket are similar to the tone of the entire picture, etc…). Wrap Up We love doing all sorts of marketing projects for our clients – both online and print-scale – promotional, direct marketing, media kits, etc. We've produced some awesome results – and we hope that if you're thinking about taking a stab at doing some print marketing, you'll take these tips in mind, and then give us a should when you're ready to roll.

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