Lornan Litho

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So far Lornan Litho has created 42 blog entries.

Sustainable Printing Is More Than Recycled Paper

Using recycled paper is essential in moving toward more sustainable printing, but it’s not the only one! For those who want to be friendly to the earth, here are five other ways to incorporate sustainability when designing and ordering print materials.

  1. Keep virgin fiber in the loop. While this might sound counter-intuitive, virgin fiber is a crucial component of the recycled paper stream. Recycled paper can only be recycled a limited number of times before the fibers become too short and weak for further use. Adding virgin fiber into the process is necessary to ensure that those papers maintain high quality.
  2. Use environmentally certified paper. Environmental paper certifications are granted to paper products that meet specific environmental standards. These certifications are awarded by independent third-party organizations and are based on criteria related to sustainable forestry practices, recycled content, and environmental impact. Some of the most recognized ecological paper certifications include the Forest Stewardship Council (FSC), the Programme for the Endorsement of Forest Certification (PEFC), and the Sustainable Forestry Initiative (SFI).
  3. Use environmentally friendly inks and coatings. Water-based and vegetable-based inks and coatings are typically made from renewable resources or recycled materials, reducing their environmental impact compared to traditional petroleum-based products. They often contain fewer of the volatile organic compounds (VOCs) that are harmful to both human health and the environment. Environmentally friendly inks and coatings are formulated to be biodegradable or easily recyclable, reducing their environmental impact after use. They are also less likely to contain heavy metals or other hazardous chemicals.
  4. Don’t laminate. If you’re specing packaging, try to avoid designs that require lamination. Once plastic film is laminated to paper, that paper becomes much more difficult for mills to depulp and reuse.
  5. Clean and de-dupe your mailing list. Nothing says “waste” like undeliverable mail. Keep your mailing list accurate, up-to-date, and free of duplicates for the lowest environmental footprint.

Sustainability is more important than ever, and there are so many different ways you can approach it. Using any of these steps will move you toward more earth-friendly print marketing, and for the best results, talk to us about using a multi-pronged approach!


Sustainable Printing Is More Than Recycled Paper2024-04-11T15:35:05+00:00

5 Situations Where Print Media Outshines Digital

In today’s digital age, it’s easy to overlook the enduring impact of print media. While digital marketing offers unparalleled reach and flexibility, there are certain situations where print simply outshines its digital counterparts. Here are five scenarios where print comes out on top.

  1. When it needs to last. Print materials have a physical presence that can last for months or years, making them ideal for content that must withstand time. Unlike digital content that can be easily overlooked or deleted, a well-designed print piece can continue to make an impression long after receiving it.
  2. When you need to make a statement. Print has a tactile quality that digital simply can’t match. A beautifully designed brochure or a high-quality, embossed business card can make a strong statement about your brand and leave a lasting impression on recipients. This physical interaction can create a sense of value and importance that digital content often lacks.
  3. When you need to work around opt-in requirements. With the rise of GDPR and other privacy regulations, getting people to opt in to receive digital communications can be a challenge. On the other hand, print materials can be sent directly to individuals without their explicit permission, making them a valuable tool for reaching new audiences.
  4. When it absolutely, positively must get there. While email can be a quick and convenient way to send communications, there’s always the risk that it will end up in the recipient’s spam folder or get lost in the digital ether. With print, you can be sure that your message will physically arrive at its intended destination.
  5. When it’s location-specific. Print materials can be strategically placed in physical locations where they are likely to be seen by your target audience. Whether it’s a poster in a high-traffic area or a flyer handed out at an event, print allows you to take advantage of location-based marketing opportunities in a way that digital can’t replicate.

When marketing your business, think of the different marketing channels as various tools. Not every tool will be suitable for the job. While there are many situations where digital marketing is a highly effective and cost-effective option, other times, print is—hands down—the best tool in the box.

5 Situations Where Print Media Outshines Digital2024-03-14T19:08:58+00:00

How to Write Marketing Copy That Motivates!

Whether you’re creating an advertisement, a direct mail piece, or website content, compelling marketing copy can capture attention, evoke emotion, and, ultimately, drive sales. To achieve this, marketers often tap into six primary motivators that resonate with consumers deeply and personally. Let’s take a look.

  1. Physical Needs: At the most basic level, consumers are motivated by their physical needs for food, shelter, and clothing. Use clear, descriptive language that helps your customers visualize these needs being met. For example, a grocery store could list the fresh produce available that day. Or it could write copy that highlights the products’ freshness and nutritional value.
  2. Security: Everyone wants to feel safe. Tap into this motivator by focusing on how the product supports protection, safety, and reliability. For instance, if you are a car manufacturer, instead of simply listing the benefits of an extended auto warranty, you might provoke thought by asking questions like, “Where will you be when something goes wrong?”
  3. Love and Belonging: Humans are social creatures who crave connection and belonging. Marketing copy that speaks to the desire for love and acceptance resonates with consumers profoundly and personally. For example, don’t just list the amenities and activities in your elder care community. Include testimonials from residents touting the friendships and connections those activities have enabled.
  4. Esteem: Tap into this motivator of self-esteem and sense of worth by using language that evokes approval, independence, and status. For instance, a luxury car brand might appeal to consumers’ desire for status and prestige by using trigger words such as “elite,” “prestigious,” and “exquisite.”
  5. Self-Actualization: Who doesn’t want to reach their full potential? Use language that uplifts and helps customers visualize “the new you”!
  6. Altruism: Many consumers are motivated by a desire to “do good” and positively impact the world. For this audience, focus on empathy, compassion, and social responsibility. For instance, a sustainable fashion brand might use copy emphasizing its commitment to ethical sourcing and environmental stewardship.

Writing marketing copy that sells requires a deep understanding of the primary motivators that drive consumer behavior. By finding the right motivators and using language that taps into those motivators, you can craft copy that resonates with consumers’ needs and desires, ultimately inspiring action and driving sales.

How to Write Marketing Copy That Motivates!2024-03-14T19:04:37+00:00

Want More from Your Print Budget? Try This!

Direct mail is a highly effective marketing channel, but many marketing conversations must continue before they bear fruit. Your direct mail piece may prompt someone to visit your website, for example, but they often need another nudge. This is where retargeting comes in. Once a prospect visits your website, you can target them again (retarget them) on social media. This allows you to engage them further and complete the sale.

Retargeting is possible because once people visit your website, you can track their movements even after leaving it. Your target audience will be shown relevant digital ads on social media sites like Facebook based on the pages they visit.

Don’t Let Them Get Away!

Say you are a manufacturer of pool accessories. You have recently dropped your spring direct mail promotion and want to follow up with people who respond by visiting your website to look at fun add-ons like diving boards and slides. Buyers start flocking in, but most of them are only casual lookers. Some, however, are more interested. If they are curious enough to dive deeper into your product pages to look at the detailed specs, these are the buyers you want to capture.

For example, suppose buyers get to the details on your spiral slides but don’t make a purchase. In that case, you might retarget them with Facebook ads with real customer testimonials about how much their kids love the slide they are interested in. If they go further (say, they click through to the customer reviews) but still don’t make a purchase, you might target them with an urgent call to action that pops up in both their Facebook and Instagram feeds.

They grow up so fast! Use this 20% off coupon to turn your pool into a water wonderland they will NEVER FORGET!

Keep the Conversation Going

You make a significant investment in pulling people into the sales funnel, so keep the conversation going until they are ready to purchase. Retargeting makes the most of your investment in print marketing and can be a vital component of any lead-nurturing strategy.


Want More from Your Print Budget? Try This!2024-02-08T21:53:59+00:00

Why the Upper Left-Hand Corner of the Envelope Is Critical to Your Marketing Success

Where is the most critical area of the direct mail envelope besides the mailing address? The upper left-hand corner. Yes, where you put the return address! How you use this humble section of the envelope can be the deciding factor in whether someone decides to open your envelope or not.

Why is this space so important?

  1. It’s where customers recognize you. If the mailer is to someone you already do business with, they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for your product or service, they will often open it because it is you. Play up that relationship and make sure your company is clearly identified. Add your logo, use brand colors, and ensure you can be recognized, even from a distance.
  2. It taps your brand reputation. Even if the recipient has not done business with you in the past, if you are a well-known brand that the recipient respects, they will often open the envelope out of curiosity. This is why brand-building is so essential. When you invest in building your brand, customers will often open an envelope simply because your brand has become familiar and they have a positive association with it.
  3. It’s where their eyes go naturally. In English, we read from left to right, so the upper left is where people’s eyes will naturally go first. This makes the upper lefthand corner the perfect place to add attention-getting techniques such as images, colorful brand logos, and callouts. Some companies have even added the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. If you go this route, ensure you have the correct permissions and that the signatures (or images) relate to the product or service you are marketing.

Take advantage of this powerful area of envelope real estate. Use it to create an emotional connection and tell a story, even before the envelope is opened.


Why the Upper Left-Hand Corner of the Envelope Is Critical to Your Marketing Success2024-02-08T21:52:50+00:00

Mastering the Unboxing Experience

Some packages are just fun to open. Regardless of the product inside, the experience of just opening the box is exciting and makes us feel special. We know brands that are masters at this. Apple. Ulta. Glossier. These companies have mastered the art of “the unboxing experience.” (more…)

Mastering the Unboxing Experience2024-01-25T01:49:59+00:00

Curbing Customer Churn: 4 Key Strategies

Customer churn is part of the business for even the most successful companies. New customers come, and some customers go. The question isn’t how to stop customer churn. It’s how to reduce it. What are some of the ways you can keep churn to a minimum? Here are four steps to get you started.

Identify customers at risk.

The first step is to figure out who you are most at risk of losing. Identify your most “inactive” customers. Who hasn’t purchased from you in a long time? Look for commonalities among them. For instance, if most are concentrated in a specific geographic area, ask yourself why. Are the demographics in that location changing? Is a new competitor moving in?

Assess your communication frequency.

Sometimes, customers churn simply because you aren’t communicating with them often enough. Don’t bombard them, of course, but don’t let customers slip through the cracks due to infrequent outreach.

Want to know why they are leaving? Ask!

Once you have identified your most inactive customers, create a plan to re-engage them. As part of this plan, send surveys to gain insights into why they are disengaging in the first place. Offer incentives to participate. If customers don’t respond to your surveys by email, follow up with direct mail. Print communications don’t get caught in spam filters and are more likely to be opened and read.

Recognize and engage your top customers.

One of the best ways to reduce customer churn is to keep active customers happy. Pay attention to them. Offer insider deals, and tell them, “Thank you.” Everyone likes to feel noticed and appreciated. Make your best customers feel valued by offering them something special.

Customer churn is a part of business, but high customer churn doesn’t have to be. So engage both groups—lapsed and engaged customers—each in their unique way. Sit down and create the right channel mix, with the right messaging and offers, to address the specific needs of each group. Then, watch your churn rate drop.


Curbing Customer Churn: 4 Key Strategies2024-01-12T20:12:12+00:00

Is Personalized Print Over-Hyped?

We hear a lot about personalized printing—addressing recipients by name and tailoring the content based on what you know about them. This approach takes additional time and expense, including refining and analyzing marketing databases, creating customer profiles, and developing messaging for personalized communications. Does it make a difference?

According to the recipients themselves, the answer is a resounding yes!  Research from Epsilon, a provider of third-party data, has found the following:

  • 90% of consumers see personalized communications as “somewhat” or “very” appealing.
  • 80% of consumers say they are likelier to do business with a company that offers personalized experiences.
  • 75% of consumers say it is “very cool” when they receive personalized offers.

According to Epsilon, consumers are very willing to provide personal information when they know it will be used to benefit them, providing personalized offers, product recommendations, and deals. More than two-thirds (68%) agree that “it is worth giving my personal information to a company” in exchange for these benefits.

Do consumers feel confident that their personal information is secure? More than half (57%) say yes.

Consumers not only desire personalized experiences, but they do so because they expect those experiences to provide them with tangible benefits and are willing to trade some of their privacy to get them.

So, is personalization worth it? Consumers themselves are telling us yes! So, if you’re still on the fence about this investment, let the resounding consumer verdict guide your decision. Personalization is a strategic investment that yields tangible benefits and customer trust, and that is worth the investment…in spades.

Is Personalized Print Over-Hyped?2023-12-07T21:05:43+00:00

Searching for Business Leads? Emphasize Content Strategy

Inbound marketing has never been more critical. With the prevalence of information on the web, buyers do most of their research before ever contacting a salesperson. 60%-70% of buyers will be at the end of their sales journeys before they reach out to talk to you.

How do your potential customers find you once their initial research is complete? Content marketing. Whether in print, email, website, or social media, content is how your audience learns about you. It’s how you establish yourself as a thought leader and convince them to take a closer look. With the right combination of print and digital—at the right time—you can showcase your value and close the deal.

According to DemandGen, the plurality of B2B buyers (47%) use three to five pieces of content before they are willing to engage with a salesperson. Only 23% will talk to a salesperson after three pieces or less. However, the type of content they are looking for varies by the stage of their buying journey. In the early stages of research, buyers are looking for the following:

  • Listicles[1] (81%)
  • Infographics (72%)
  • Blogs (66%)
  • Video (62%)

While much of this content is digital, printed pieces can deliver this type of content with the added tangibility and value of a piece you can hold in your hands. For example, convert wordy product brochures into listicle format to make them easier to read and remember—segment brochures by vertical market to increase relevance. Create infographic-style designs for your prospecting postcards. Add video to your printed pieces using QR Codes or augmented reality.

In the middle stages of research, buyers are looking for something different:

  • Assessments (58%)
  • Webinars (50%)
  • Case studies (40%)
  • Interactive content (40%)

Here, too, you can incorporate printed elements. Include published case studies and industry research in your presentation kits: follow-up video presentations or webinars with printed information packets. Follow up your assessments with personalized reports.

In the late stages of research, buyers’ content needs change again. They are looking for:

  • Case studies (39%)
  • User review (38%)
  • Analyst reports (36%)
  • ROI calculators (28%)

In this stage, prospects are on the verge of becoming clients, so use the highest quality print to convey deep value to your audience. Incorporate specialty finishing like embossing, spot coatings, and dimensional printing to give credibility and professionalism. Use digital and print to send the message, “We are a company you can trust.”

If you sell into the B2B market, knowledge of the buyer’s content journey can be invaluable. Craft and deliver the right content at the right stage, and you have a winning recipe for success.



[1] Listicles are articles written in a list-based format.


Searching for Business Leads? Emphasize Content Strategy2023-12-07T21:03:28+00:00

5 Tips for Avoiding Packaging Missteps

When properly designed, great packaging protects the product, grabs the shopper’s attention, and becomes your in-store salesperson. Common oversights, however, can cause this opportunity to fall flat. How can you avoid common packaging pitfalls and maximize your on-shelf opportunities?

  1. Ensure structural integrity. Failing to consider the carton’s durability and strength requirements can lead to structural collapse, inadequate protection of the product, and compromised user experience. Don’t overlook this critical element. Conduct thorough assessments of the product’s weight, dimensions, and fragility, ensuring that the structure provides optimal protection and functionality throughout the product’s lifecycle.
  2. Don’t over-complicate design elements: Another common oversight is the tendency to overcomplicate design elements, resulting in cluttered or confusing designs. Complex graphics, excessive text, and abundant visual elements can overwhelm consumers and dilute the brand message. Instead, prioritize clean and concise designs that convey the product attributes with clarity and elegance.
  3. Ensure brand consistency. Inconsistencies in color schemes, typography, and visual branding elements (colors, fonts, imagery) can lead to a disconnect between the packaging and the overall brand identity, weakening brand recognition and consumer trust. Before designing any packaging, clearly understand your brand’s established visual identity (if you aren’t sure what your visual identity is, let us help you establish one!) and ensure that all of your design elements align.
  4. Consider the user experience. Product packaging may be beautiful, but if the user needs help opening or removing the product, the experience flops. Ensure that your designs include user-friendly features, such as easy opening and closing mechanisms, clear instructions on the outside of the package, and intuitive product placement within the package itself. Conduct comprehensive user testing and incorporate consumer feedback to optimize the user experience and create packaging solutions that delight rather than frustrate.
  5. Incorporate sustainable practices. Today’s consumers want brands to be kind to the planet. Neglecting to incorporate eco-friendly materials, recyclable components, or sustainable production processes can diminish the brand’s reputation in customers’ eyes. Prioritize eco-friendly and recyclable materials and integrate sustainable production methods to demonstrate a genuine dedication to the environment and resonate with conscientious consumers.

These may be common design pitfalls, but they are avoidable! With a little extra effort, you can elevate the quality and protection of your folding carton packaging and foster consumer engagement, brand loyalty, and sustainable brand growth at the same time.


5 Tips for Avoiding Packaging Missteps2023-11-10T20:16:32+00:00