What Your Customers Expect–Even if They Don’t Tell You

 

The first step to retaining and growing your marketing share.

Consumers have more influence on the growth of your business than ever before. Social media and online reviews tipped the scales years ago to the point that consumers now have a direct and significant impact on customer service policies and even product improvement and development. Why not? They’re the ones using the product or service.

None of the above is news. On the other hand, how your customers are served says a lot about you or your company. It’s easy to become so emotionally or financially involved that you can’t see things from your customer’s perspective–especially entrepreneurs. Let’s look at an example of a customer interaction and see how you would choose to resolve it.

A Typical Customer Experience

A customer calls about a broken part on an $800 mountain bike that they bought from you 18 months ago. The part comes with a 1-year warranty and your cost for the part is $3 ($9.99 retail). Do you:

A.) Kindly remind them that the part is out of warranty and you would be happy to email them the link to purchase a replacement or you can take their order over the phone (you make $6.99 on a sale).

B.) Kindly remind them that the part is out of warranty and you would be happy to ship it free if they would like to purchase the replacement part (you make $6.99 on a sale).

C.) Kindly remind them that the part is out of warranty, but you would be happy to send them the part free of charge and it will go out today (your cost is $7 with shipping).

What’s Your Choice?

If you picked “A” it’s likely that you still use a flip phone and fax machine, because you’re doing business like it’s 1999. “B” is not a terrible choice, but it’s doubtful that your customer will be telling everyone how they got free shipping. “C” is the best choice if you want to convert your customers into ambassadors for your business–consider the cost an advertising expense.

What Your Customers Will Tell You if You Listen

Your customers have expectations for you and your business. If you’re listening, this is what they would tell you.

“I consider myself an informed consumer and I rarely buy on impulse. I like to do some research before I make a purchase, and the higher the cost the more the research I do. I often read company websites, independent product reviews, customer reviews, ask friends, and sometimes even visit a few stores to inspect the items in person. In the end, I am placing my trust in you and what you have to offer.”
   
“I have clear expectations about what I have purchased from you. If I contact you in the future it is because I have a question or a problem. I hope that you will have a friendly attitude and a willingness to help me. If I leave a voicemail or send you an email, the response time tells me how important I am to you.”
 
“If a mistake is made on your part, please do your best to make it right. Please let common sense rule over policies and procedures. If you resolve the situation beyond what I expect I will be thrilled.”

“I am interested in hearing from you occasionally if you have information that enhances my experience or educates me about your product or service. Please do not share my contact information or consider it an open invitation to place other items in front of me several times a week.”
 
“Please be clear on the costs and anything else related to what you are offering. If I am unpleasantly surprised I will be unhappy. It is likely that I will take my business elsewhere in the future, and tell others about my poor experience.”
 
“Do what you do best and don’t offer more than you can deliver. Referring me to another product or service if you can’t help me is impressive and it motivates me to do business with you in the future.”
  
“In the end, I hope that you delight me more than you satisfy me. If I am delighted, I will tell others about you and be unreachable by your competition.”

Are you ready to wow your customers? We’d love to hear about your next print marketing project–we’re good listeners. Let’s talk.

12 Reasons Print Still Matters in the Digital Age

Print is Tangible
Your message in print is something your audience can touch, feel, and even smell in some instances. It creates a physical interaction between you and your audience, as they open it, turn the pages, or remove a special offer or mail-in response.

Print is Credible
Communicating in print has an implied level of credibility to the recipient. The investment made by you to convey your message in print means that it has value.

Print is Personal
In many ways, a direct mail campaign is like a digital advertising campaign. Reach targeted segments of your market their interests, income, or many other audience demographics.

Print is Engaging
Consumers (even millennials) continue to retain a higher level of interest in printed material. They read at a rate as much as 30% higher versus digital text. It increases the chance that your message will be read, understood, and better yet, not diluted by off-topic comments or other advertising in the sidebar.

Print is Memorable
Communicating in print has a “stickiness factor”. Research in neuromarketing reveals that print has a much higher retention rate than digital content. Another finding is that your message is more persuasive. Your audience can only respond if they remember that you’re a purchase option.

Print is Polite
Print is voluntary, so your message never interrupts or intrudes on your intended audience. Digital, TV and radio advertising is often an obstacle to get to the intended content. Your message in print is an invitation to be viewed when your audience on their terms.

Print is Responsible
Today’s print production processes and materials are renewable and recyclable. Sustainability standards for paper production, the availability of post-consumer paper and water-based inks means that the message you convey in print is a responsible one.

Print is Competitive
An online presence and social proof should be a consistent element of your marketing strategy. Print is a cost-effective channel for enhancing your digital brand and increasing your market share.

Print is Multilingual
Speak to your audience in their language. It reinforces the connection you have with your audience and multiplies your reach. Printed content also has the added advantage of communicating multiple languages simultaneously.

Print is Multidimensional
Print goes well beyond height, width, and depth. Shapes, textures, colors and high-quality images add dimensionality to your message that goes well beyond it being viewed on a screen.

Print is Measurable
QR codes and targeting landing pages give you the metrics you need to measure your ROI. A  direct mail campaign with message subsets gives you the insight to refine and adjust your message for a higher response rate.

Print is Multidirectional
Print is an excellent channel for pointing your market to your digital presence. QR codes and personalized landing pages seamlessly transport your audience to highly targeted information offerings.

It’s likely that we can help you with your next print marketing project in a tangible, credible, engaging and personal way–for starters. Let’s talk.

Wallace Graphics Branding has won GOLD in the 2018 Hermes Creative Awards

Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media.

Hermes Creative Awards is administered by the Association of Marketing and Communication Professionals (www.amcpros.com). The international organization consists of several thousand marketing, communication, advertising, public relations, digital media production and freelance professionals. AMCP oversees awards and recognition programs, provides judges and awards outstanding achievement and service to the profession.

Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. There were
about 6,500 entries from throughout the United States and 21 other countries in the Hermes Creative Awards 2018 competition. Of the entries, 22 percent won the Gold Award.

Being a Gold Winner is a tremendous achievement that is symbolized by the intricately detailed Hermes Gold awards. The name Hermes (Greek messenger) and the idea for the award were chosen to represent our roles as the messengers and creators of marketing and communication materials and programs.

 

Wallace Graphics Acquires MegaBytes Digital

Local, Family-Owned Printing Business Expands Large Format Service Lines with Strategic Acquisition

(STONE MOUNTAIN, GA) – Wallace Graphics Inc., Atlanta’s premier printing solutions provider, has acquired Alpharetta-based firm MegaBytes Digital, a leading large format and signage business. The acquisition represents the company’s strategic move to grow and expand its service lines to large format printing, as well as broaden existing digital services. The combined business will operate under the Wallace Graphics brand from our new, 70,000-sf freestanding building in Duluth, GA.

Founded in 1987 by John Wallace, Wallace Graphics Inc. has grown steadily over the past three decades to offer a wide range of print services, expert customer service and industry changing value. Family-owned and currently operated by Wallace’s two sons, Wallace Graphics focuses on maintaining a youthful, high-energy approach to offering superior printing solutions to a loyal customer base of thousands of successful clients.

With the addition of MegaBytes Digital, Wallace Graphics now offers turnkey print solutions – from digital and sheet-fed printing to custom signage, and large format capabilities for retail and point-of-purchase displays, trade show graphics, wallpaper murals and automotive wraps. The expanded business serves as a single source provider for full marketing campaigns from design, digital, small format printing, large format printing and direct mail.

“The acquisition of MegaBytes Digital has diversified and expanded our business,” says Jonathan Wallace, President of Wallace Graphics Inc. “In our 30 years of business, we have grown from a single small printing press to a larger operation that can provide complementary design and production services for digital campaigns all the way through physical signage. By bringing MegaBytes Digital into our evolving team, we run the gamut of services we provide to clients.”

With 75 full-time employees and steady growth, Wallace Graphics is relocating to its new facility in Duluth on December 15 to accommodate the company’s expansion. The new facility is designed to optimize efficiency among the creative workforce and centralize the company’s service lines in one dynamic space. With the larger, all-inclusive facility, the team can better collaborate to brainstorm ideas and offer our clients tailored approaches and continuity to comprehensive marketing campaigns. Wallace Graphics has plans to hire high-energy employees at its new location at 2450 Meadowbrook Parkway in Duluth. A ribbon cutting is also planned for December 15 at 11:30 a.m.

“By providing visually-stunning print products, we offer local and national customers the opportunity to showcase their products and services,” continued Wallace. “We are excited to help growing businesses achieve continued success with our improved, customized delivery services.”

About Wallace Graphics Inc.

Founded in 1987 in historic downtown Stone Mountain, Georgia, Wallace Graphics Inc. provides comprehensive printing services for clients in a variety of markets. With a mission to provide the best printing and most helpful service in its community, the company offers handcrafted offset and digital printing solutions with a distinctly human approach each and every day. The company takes pride in printing the strikingly beautiful documents that contribute to our clients’ success. Wallace Graphics prioritizes respectful relationships with its customers and vendors to offer premier printing services while maintaining its uncompromising principles of good service and community development. For more information, visit www.wallacegraphics.com.

Media Inquiries

Jerry Carbone

Director of Marketing

Wallace Graphics Inc.

P: 770-723-0202

E: jerry@wallacegraphics.com

The Value of Dimensional Signage for Businesses

Dimensional signage can make a much greater impact than most other types of flat signs, particularly when lettering and logos are used to identify a company or business. Well-designed and imaginatively displayed, dimensional signs will catch the eye of passers by whether they are on foot or driving past in a vehicle. They are also generally easier to read and more memorable than other signs.

3D Logo | Dimensional Wall Display | Corporate Interior

Suitable for use in corporate displays both indoors and outdoors, dimensional signage is ideal for use on the sides of buildings, for storefronts, reception areas, and lobby walls, even for conference center walls. They are a popular choice for trade show booths, and work well for some neighborhood signs, as well as tenant signs.

Dimensional signage is a very popular choice amongst a wide range of enterprises including retail operations, businesses, various organizations, and restaurants. While the businesses, organizations and so on don’t have much in common in terms of operations, dimensional signs allow any type of enterprise to display a message or identity using a very distinctive form of presentation.

The Versatility of Dimensional Signage

There are various ways to design dimensional signage too. For instance, stand-alone letters may be used to spell out a message or name, or they may be used as part of a signboard either recessed or extending outwards. Either way, what makes them different to other forms of signage is the effect of depth, and this makes them particularly effective when viewed from a distance.

The use of color will also help to make dimensional signage stand out, as will customized illumination that will ensure they stand out no matter time of the day or night it is.

How Dimensional Signs Are Made

Various different materials may be used to make dimensional signage including wood, PVC, foam, aluminum, acrylic materials, and a number of other substrates.

Aluminum, wood, and PVC are all perfect for outdoor use, but foam should really only be used indoors.

The professionals at Wallace Graphics use a highly specialized computerized router to custom make all types of dimensional signage. We will design and make exactly what you need to stand out.

When to Use Backlit Displays

Backlit DuratransBacklit displays are beautiful when properly created and they have an incredible impact. So it is not surprising that the trend for their use is growing in the world of marketing.

Apart from anything else they create great first impressions that can help companies build brands.

The Use of LED For Backlit Displays

Today many television and computer screens use LED backlighting for effect and impact. The lighting is literally behind the screen. This same technology is used to light displays in offices and at trade shows. It is eco-friendly and hugely effective.

The effects can be powerful for marketing or educational purposes. Better still, the displays last longer than other media forms and yet are amazingly budget friendly.

Unlike photographs, backlit displays are created with transparencies that are rather like big slides that allow the light to shine through them.

So where would you use backlit displays? The most obvious applications are:

  1. In the office
  2. At trade shows and other events

Backlit Displays for Office Decor

Whether you want to create an eye-catching display in the office or use pictures to promote what the business does, backlit displays provide awesome options. It is particularly effective for customized branding.

These might be used in a reception area or a boardroom, and they might take up a relatively small area or an entire wall.

Backlit Displays for Trade Shows and Events

One of the advantages of backlit displays is that they can be created so that they are transportable and can be used for booths and other stands. They are much more effective than posters or simple photographic displays and are fantastic for branding products and companies.

In fact, backlit trade show displays have been heralded as “one of the hottest advertising trends at trade shows” this year (2017).

Why Backlit Displays are Better Than Photographs and Posters

When posters and photographs are exposed to UV light they fade. It doesn’t happen immediately, but if you look at old photograph albums your parents or grandparents had you’ll immediately see the difference.

When a high-quality transparency like Duratrans is used the opacity is extraordinary.

Backlit Displays From MegaBytes Digital

MegaBytes Digital has an enormous Lightjet printer that can produce huge, high quality photographs up to 72 x 120 inches in size. The Duratrans “photographs” are created in the form of a transparent film that makes the pictures come alive.

Does the idea excite you? If so, contact us to find out how to join the trendsetters.

Vehicle Graphics for Marketing

When it comes to return on investment (ROI) vehicle advertising is one of the most effective forms of marketing. Regardless of size, clever use of digital graphics turns the vehicle into a moving billboard.

Vehicle graphics are a great way to expose your brand simply by displaying your logo on a car that is your corporate color. Or you can attract attention creatively, with images and words, or use vehicle graphics to share a short mission statement.

 

Considered a segment of outdoor advertising as a whole, vehicle wraps are relatively new. While billboards have been used for more than a century, vehicle graphics were first used in 1993 when a digital graphics pioneer wrapped a bus in vinyl that advertised Crystal Pepsi. The vinyl product was new and its impact was incredible. Additionally, because it could be stuck onto buses and other moving vehicles, it was considerably more versatile and achievable than most other outdoor advertising media.

Within seven years, the new mobile outdoor advertising trend had expanded to private vehicles and companies offered to pay individuals to advertise products and services. Businesses also used – and still use – vehicles to advertise because this is such an effective, cost effective form of marketing. Digital graphics are also used to wrap rental vehicles.

The Outdoor Advertising Association of America (OAAA) has ascertained that 95 percent of American citizens are exposed to “media targeted” vehicles. It has also been estimated that one wrapped vehicle is likely to be seen by anything from 30,000 to 80,000 people every day! But this in itself won’t ensure effective marketing.

Having decided to go with vehicle graphics, companies need to ensure that the message they share is legible and contains sufficient information for interested parties to follow through. This might be a telephone number or a website address. Without it, you won’t get tangible leads that you and your marketing team can measure. But combined with powerful digital graphics, your wrap has the potential to make your business a winner.

Advantages of Vehicle Graphics

Unlike most other types of advertising that are placed in printed media, or on television or radio channels, vehicle graphics work constantly 24:7 every day of the year. Furthermore, they can be used anywhere, depending on need, from the CBD to localized events in suburban settings.

The OAAA rates vehicle wraps as offering the cheapest form of “cost-per-impression” of any type of advertising. They are also incredibly versatile and can be used for any type of marketing promotion, long- or short-term.

Like all other forms of advertising, vehicle graphics can be used to unify and strengthen a brand.

But to ensure the feasibility and viability of any digital graphics campaign, it is essential to employ a company that understands the logistics and dynamics involved. Wallace Graphics is your best Georgia-based option. We have been helping businesses make their vehicles stand out for more than 17 years. We have a team of highly talented professionals that will ensure your vehicle graphics are effectively and professionally designed and printed. Call us to discuss your needs.

Benefits of Fabric Sublimation Printing for Outdoor Custom Business Signs

If you need fabric displays or banners printed, fabric sublimation is a perfect choice. Even though it takes a little longer than most other printing processes created this way, your custom business signs will be UV, water, and scratch resistant, and they won’t peel or fade.

Ultimately, your custom business signs will be cheaper, will last longer, and will be more sustainable than signs made using other printing methods.

About Fabric Sublimation

Fabric Sublimation | Graphic Printing | Retail Display

Fabric sublimation printing is a form of digital printing, which is rapidly replacing old, traditional printing methods largely due to flexibility and cost efficiency.

Fabric sublimation printing commonly utilizes heat to transfer solid CMYO dyes to materials including synthetic fabrics, plastic, vinyl, and paper. Unlike CMYK printing that uses inks in the four standard colors – cyan, magenta, yellow, and black – CMYO dyes do not contain black. Instead, equal amounts of cyan, magenta, and yellow are combined to create “black”. Lighter than true black, the black color created in CMYO printing is lighter, less dense, and more like a dark gray or charcoal.

However, there are also dye sublimation printers that do print using CMYK and even CMYK plus four additional colors, orange and violet, as well as a light magenta (Lm) and light cyan (Lc). For these, ink is often used together with transfer paper. The transfer paper used for this form of high-quality fabric sublimation printing has a particularly high ink absorption. It releases the ink when it is heated, and the ink dries very quickly. Some don’t even use the transfer method. Instead, they print directly onto suitable material (especially coated fabrics) and then use heat to “set” the print or image.

The ink or dye used for fabric sublimation printing literally becomes part of the structure of the synthetic medium it is printed on, which is why it doesn’t scratch or fade. Because it is resistant to the elements, fabric sublimation printing is perfect for many outdoor custom business signs. This also ensures that signage is durable.

There isn’t any build-up of dye on the material being printed and once the dye bonds with it and dries, the color become incredibly intense and beautifully bright. This not only looks attractive but is eye-catching and impressive, which is just what you want for an outdoor custom business sign to draw attention to potential customers.

The fact that it works on a range of different materials is also an advantage. It is ideal for fabric banners, flags, displays, and other custom business signs.

Tradeshow Graphics | Fabric Sublimation

Digital sublimation printing is also ideal for shorter production runs, as well as signs that are designed with multiple colors and those that incorporate photographic images.

Customized flexible fabric frame systems make fabric sublimation printing even more versatile. Not only do they create a lovely clean and finished look, but the printed fabrics can be easily switched to match a new marketing campaign or a different look. These framing systems can be lit from the back or front, depending on where the custom business signs are to be used.

If you are interested in finding out more about fabric sublimation printing for your business, call us at Wallace Graphics today to find out what options we offer.

Custom Business Signs for Mobile Marketing

Mobile marketing has become increasingly popular, particularly for smaller businesses. And like everything else in life, it can be online or on the high street in real time!

Vehicle Wraps

Either way, you’re going to need custom business signs of some sort to convey your message to your customers.

High Street Mobile Marketing

Unlike high street shopping that requires premises (and a variety of static custom business signs), high street mobile marketing is quite literally on the move. That said, it may take a variety of forms from vehicle wraps and fleet graphics to mobile billboards transported on trailers.

All of these provide an excellent way for a business to be noticed, and for you to communicate publicly what you have to offer in terms of goods or services. It is also a great way to promote your brand company image.

Digital Mobile Marketing

A large percentage of customers are constantly on the move, and they use mobile devices to get information, directions, and make purchases. For this reason, you must be sure that your business website is responsive, and will adjust to any sized screen of phone, computer, laptop, or tablet. If a customer (or potential customer) can’t read your custom business signs and other content on their smart phone, they’ll go somewhere else, to a business that has adopted a good responsive website design.

Additionally, Google ranks website with responsive design more highly than those that are not responsive. So when a potential customer does a search for a company that caters for the same niche as you, those with a responsive design will show up higher on the search engine’s list of results.

Another good reason for responsive design is to have integrated online payments for your business. So once a customer has decided to buy your product, they can buy it then and there. If the process is user-friendly, there’s a good chance that person will return to make further purchases. If it isn’t, they are more likely to go elsewhere.

Another trend that is emerging is custom-made apps that customers can download. Once you have engaged a new customer, you invite them to download your app so that they can access your business and online products and services without having to do Google searches or navigate the Internet in any other way. Once they have the app you can increase communication and engagement with your customers, and provide information via words and custom business signs.

If you need any form of custom business signs, including vehicle wraps, fleet graphics, and mobile billboards designed and printed, Wallace Graphics in Atlanta can help you. You can use our designs on your web site too. Call today for more information.

Digital Wallpaper Trends for 2017

Whether you opt for an existing digital wallpaper design or have something created to meet your own specific needs, there are some amazing digital wallpaper trends emerging in 2017.

corporate interiors | custom wallpaper

Above all, innovative digital printing technology allows designers to create just about anything they want. This incorporates an enormous world of needs from incredible feature walls that simply inspire, to walls that make a corporate statement.

The over-riding factor is that one-of-a-kind murals may be created using short runs that don’t rely on stock. It’s print-on-demand for wallpaper!

So What is Trending in the World of Digital Wallpaper?

In many ways, the projected digital wallpaper trends for 2017 are a misnomer because they belie what they stand for. For instance, breaking right out of the box, the old concept of repeating patterns is out. Instead, just about anything is acceptable, even printing new colors and patterns over existing wallpaper that is considered “dead stock.”

Some ultra-exciting trends include:

  • Interactive wallpaper that isn’t simply a backdrop, but something that means something. For children, bold black-and-white illustrations invite them to color while for adults, magnetic wallpaper gives them the opportunity to hang up their own works of art.
  • Metallic digital wallpaper, while not new in concept, continues to trend. It adds glitz and load of glamor and can look old or new in style.
  • Glow-in-the-dark wallpaper that brings a room alive at night.
  • Digital wallpaper that features florals and botanical images is back in vogue. But not pretty pink like granny used to like! These are bold and beautiful and don’t necessarily look like plants and flowers found in nature. The idea is simply to exploit the images to enhance your interior, either corporate or homey.
  • Botanical realities from ferns to water lilies.
  • Using a beautiful photograph that could be a view from your living room or corporate office. It’s an amazing solution for rooms without windows!
  • The ultimate trompe l’oeil that mimics any number of surfaces from wood paneling to brick or stone surfaces. It’s even easier than using a faux veneer.
  • Feature walls that mimic natural materials from reeds to rusty fencing. Although similar to the trompe l’oeil idea, this type of digital wallpaper can be more of a picture than a fake surface – a mix between the two previous ideas.

All-in-all most of these trends lie in a world of infinite virtual reality and can take on any form you like. This is at the heart of digital wallpaper.

If you want some great ideas for your spaces, contact MegaBytes Digital today. We can help you make it happen.