Custom printing the key to your business brand

Every day your customers are inundated with marketing material, so how do you make your custom printing stand out for your business from the crowd and grab the attention of your target audience?

According to Joe Kowalewski and Hagop Tchamkertenian from the Printing Industries Association of Australia, the answer is custom, or personalised, printing. 

What is custom printing?

"Custom printing is about creating a personalised piece that is tailored to your clients' particular interests," says Joe. 

"For example, you may be in retail and know that a particular client segment is interested in golf. So your catalogue would feature golfing products more prominently than your other products."

Getting personal

Custom printing can also be used to personally address your clients in your marketing material – not just on the envelope, but also throughout the product. 

"If someone invests time to get personal with you, you're more likely to invest time to actually read the piece," says Hagop. 

Sharpening your aim 

According to Joe, the ability to keep comprehensive databases these days makes customising your business printing even more effective in generating leads. 

"By using demographic data at your disposal you can target marketing pieces accordingly," he says. "Customised printing allows you to target the aspirations, values and dreams of a specific group."

Higher return on your investment 

"Studies have consistently shown that, when it comes to return on investment, personalised printing has a higher response rate," says Hagop.

"By its nature, it means you've done your research, you're using databases that target a particular niche market, and you're aligning the offer with their needs." 

Innovative marketing pieces

Custom-print designs are limited only by your imagination, says Hagop.

"If you want to spend a little more, you can use die cuts and shapes, and three-dimensional fold-outs. Yes, the cost is higher, but the impact on the client is also much higher."

In fact, since Australia Post relaxed its rules regarding the sending of oddly shaped packages in the mail, so-called 'impact' printing has really taken off.

"Now you can send just about any shape through the post," says Joe. "If you sell cars, for example, you could create a three-dimensional cardboard vehicle and personalise the number plate for the client you are sending it to." 

Benefits of custom printing 

With 'impact' business printing, you can:

• Use your brand or logo to form the shape of your mail piece for instant brand recognition
• Wow your customers with uniquely shaped direct mail that establishes a strong brand identity
• Create a unique mail piece that consumers are more likely to retain and share with friends and family, thereby extending the life of your message

For that personal touch

In today's global marketplace, it pays to get up close and personal with your customers and make them feel special. So talk to a custom printer today about how you can make an impact with custom printing.