With a flat size of 17.5 inches, it folds down to a compact 3.5″ x 3.5″ square, which is easy to handle, mail or display at a counter. Check out the flat and folded size:

 But first, a little context. The Community Closet is a non-profit thrift store serving Park County in Livingston, Montana. Since 2005, they have been providing low-cost, pre-owned, clothing and household items to those in need in the local community.

 In addition to donating merchandise to schools and other non-profit organizations, the Community Closet board of directors distributes store profits to Park County non-profits, civic organizations, and individuals in crisis. One of these non-profits includes the Livingston and Park County Food Pantry – and Community Closet typically donates $1000 each year. But due to the poor economy of late, and the increase in demand at the food pantry, they wanted to give even more. The store set aside this past January as Food Pantry Month, and committed to donate 10% of revenues to the food pantry.

 To promote their Food Pantry efforts, they came to PrintingForLess for help in designing both a postcard mailer and a print ad for the local newspaper. They spent just over $1,000 on their marketing campaign (postcards, postage and newspaper ads combined) and shared the following results with us:

•  An average daily revenue increase by 20% compared to January of 2009;
• Total, January 2010 donations to the Food Pantry were $2,184.00 with a cash donation increase of 114%;
• Many donors commented on the Food Pantry program when they came into the store with their thrift donations; and
• The Community Closet was able to build positive awareness in the local community.

Caron Cooper – the Executive Director of the Community Closet – was ecstatic with the results they generated from their advertising campaign, and made the comment that she had never before seen such a direct correlation between their advertising efforts and results (increased revenues – and in this case, an increased donation to the food pantry).

 Kudos to the Community Closet for a job well done and for being such a positive influence in our community!

New York City is replete with PFL customers. One of them, Affinity Commercial, leases commercial space in the city. (Need some space? Contact them at: (AC@AffinityCommercial.com)

They recently got a makeover of the 4×6 postcards they use as mini-brochures for marketing to potential clients. They added a compelling graphic, spiced the piece up with some color on both sides, and cleaned up the clutter. Look at how separating the bulleted list of “services offered” into four short columns made it more readable. I also like the classy feeling created by using an italic font for “Specializing in Midtown Manhattan.”

Postcard/Brochure Before Makeover

Postcard/Brochure After Makeover

Continuous improvement in their print marketing materials is just one more reason PFL’s customers are the best. Nice work, Moshe and Sloane!

Have happy customers? I suggest working with them to create unique video accounts of how your business has helped them be more successful. You’ll deepen your relationship with your customers and give them a way to promote their own businesses. Hint: The more off-the-wall and creative the better!

Need some inspiration? Here is a video of PFL customer Jason White from Mattress Safe showing off his dance moves:

In our business, nobody needs brochures or postcards. What they need is to grow their business by communicating more effectively with their customers and prospects.

Nobody needs what you sell. What they need is what your product or service will do for them. So if you want to sell more of your product, find out what your customers and prospects want your product or service to accomplish for them, and tailor your solution to their actual needs.

Don’t sell drills. Help your customers get the holes they want.

• Die-Cuts- Using a die-cut is a great way to add interest to your piece and the possibilities are limitless. Think of a die-cut as cookie cutter that cuts your printed piece into a specific shape. Each die is made and ordered to your specifications so you can create a die to represent almost anything. Die-cuts are generally used for simple to semi-complex outlines and pieces with fine detail may require a different process such as laser cutting. Pricing varies based on the overall size of the die and your printer should assist you in creating a file to accurately represent the die cut shape.
• Foil Stamping- Adding foil to your design can help to draw attention to certain areas of your piece. Foils come in a myriad of colors and styles, but the most popular foils are the metallic colors which cover every shade from gold to green. There are also standard matte and gloss foils, and specialty foils that include options such as glitter and prismatic patterns. Again, the cost will vary based on the overall size of the piece and number of foil colors used.
• Embossing/Debossing- Using embossing or debossing to emphasize an area of your piece is a subtle and sophisticated way to add drama to a specific element. This technique is commonly used to emphasize a logo, company emblem, or important text. Embossing creates an imprint of a design into the paper itself and can be done alone or in combination with printed elements. Embossing impresses the design toward the viewer so that the element appears to rise from the paper. In contrast, debossing, impresses the design element into the paper so that the element appears to sink into the piece. The cost will vary based on the overall size of the embossed area and your printer will assist you in creating a file.

These are just a few of the custom elements that you can use to give your marketing materials a bigger impact. And don’t be afraid that you won’t be able to afford the extras. In many cases the additional cost is less than you might think.

Make sure you consult with your printer as you begin to design your piece so you can receive any set-up instructions as well as an accurate quote. Your printer should also be able to consult with you on which design elements may work best for your end use. See some samples of die-cutting, foil stamping, and embossing work here.

Next time I’ll cover several more custom printing elements that provide interest to any marketing piece.

There are  very real factors that can weigh in on what we can and cannot control–most of which are subjects for other posts on other blogs. Socioeconomic, education, and social-justice issues are just a few. However, when we go back to basics and follow simple principles they usually don’t let us down.

Keep costs down. Renegotiate with your vendors. They might be going through tough times too, but one thing you can count on is that they don’t want to lose your business. Save when you can: Having cash on hand during a credit crisis for home or business will make it easier to pay for the things you need going forward.

Invest in your employees. Numerous studies have proven that it is always more expensive to hire a replacement for an employee than it is to invest in the good ones you have. In the end, the ROI will be increased productivity, increased loyalty, and happier customers. Do right by your customers. We’re all feeling the squeeze, but I would wager that even the squeezed-iest among us would still rather pay a little more for a great product at a fair price that comes with great service than a mediocre product at a cheap price that comes with terrible service. Any joker can lower his price; don’t fall into that trap.

Invest wisely in a marketing plan that has a proven track record for you. Maybe that means going after loyal customers with a call to action that will encourage them to spend more or seeking out new customers that you can wow and retain for the long haul. 

When it comes to facing down the downturn, getting back to basics is all about what you can control.

How are you handling the economic crisis? Or, in the words of the new contest that PFL recently announced, “What recession-busting marketing tactics will you use to ensure your business comes out on top?” Share your ideas in comments, or enter the contest.