Lornan Litho

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So far Lornan Litho has created 44 blog entries.

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

Why Storytelling Works in Marketing

No matter what is happening around us, most of us will stop and listen as soon as someone starts telling a story. That’s the power of storytelling. It works in marketing, too. People care about the details of your product’s costs, benefits, and specs, but once you start telling a story, that story has stopping power that can be more powerful than facts and figures.

Here are three tips for communicating a great story in your next direct mail or multichannel campaign.

  1. Exude honesty. Buyers can quickly sniff out a gimmick, so engage them through authenticity. Be real, honest, and genuine. Think honesty only hurts you? Look at Avis. In the 1960s, the company was lauded for its campaign “We try harder,” which catapulted the #2 rental car company from 18% market share to 34%, not by acting like the market leader, but by advertising its status as an underdog that had to work harder to win its customers.
  2. Showcase your brand’s personality. Does your brand have a personality? It should! Look at some of the best brand storytelling in TV commercials. They often have spokespeople with characters that buyers can relate to. We all laugh at Allstate’s “Mayhem” character but relate to him, too. Likewise, our heartstrings are pulled when the Green Mountain Roasters coffee grower from a remote mountain village in Sumatra, beaming under his floppy hat, extends his hands to show off his beans. These are characters (and stories) people identify with and remember.
  3. Create characters that your audience will root for. Even characters like Mayhem are likable. You feel bad when a tree crushes Mayhem, or he is run over by a car. You root for him to be okay, just as you want your family to be. As you root for the character, you subconsciously root for (positively identify with) the brand.

What might this look like in your marketing? Create characters your audience can relate to and tell stories about them. Say you sell adventure gear. You might create the fictitious character Riley, the fearless explorer who never backs down from a new adventure. Or, if you are a makeup brand, you might create Maya, a trailblazing makeup enthusiast who embodies the spirit of self-expression and individuality. Tell how Riley’s Adventure Gear backpack saved the day during an unexpected winter storm or how your new eyeliner collection helped Maya win 10,000 new followers.

Storytelling doesn’t have to be complicated. It just has to be authentic.  So, use direct mail, email, and mobile marketing to tell different aspects of your brand story. Then make it a great one!

Why Storytelling Works in Marketing2023-11-10T20:15:30+00:00

Staying Top of Mind with Customers: Strategies for Lasting Engagement

In a world brimming with choices, staying top of mind with customers is a coveted position. It means your brand is the first one they think of when they have a need or desire. But how do you get top of mind? Let’s look at four ways to get (and stay) in this coveted position.

  1. Find Your Unique Selling Proposition (USP)

The foundation of staying top of mind is a clear and compelling Unique Selling Proposition (USP). Your USP defines what sets you apart from the competition. To discover your USP:

  • Identify your brand’s strengths, whether it’s quality, affordability, innovation, or exceptional customer service.
  • Know your target audience’s needs, pain points, and desires.
  • Study your competitors to find gaps in the market that you can fill uniquely.

Once you have your USP, consistently communicate it in all your marketing materials.

  1. Be Consistent in Design

Visual consistency is essential for brand recognition. Your logo, color scheme, typography, and overall design aesthetic should be uniform across all marketing channels. Consistency breeds familiarity, and familiarity breeds trust.

  1. Be Proactive

To stay top of mind, you need to stay out there. This requires producing a steady stream of high-quality content that addresses your audience’s needs and interests. Share this content on your website, blog, social media, and email newsletters. Host events, webinars, or workshops to showcase your expertise and connect with your audience.

Consistency in your messaging and content is critical to establishing your brand’s authority and reliability.

  1. Use Multiple Touch Points

To reach a broader audience and increase your chances of staying top of mind, use multiple touch points, including direct mail, email, social media, and events. A multi-channel approach ensures that your brand remains visible to a diverse audience.

Staying top of mind with customers is a dynamic process that requires a combination of unique value propositions, design consistency, proactive messaging, multiple touch points, and impeccable timing. Remember, top-of-mind status doesn’t happen all by itself. It’s something you have to create.

Staying Top of Mind with Customers: Strategies for Lasting Engagement2023-10-24T14:23:05+00:00

The Power of Sustainable Packaging Materials

As consumers actively prioritize sustainability, many brands turn from plastic to paper-based packaging to align with their customers’ values. As part of this commitment, many are also speccing environmentally certified substrates. What are environmental certifications, and how can they enhance your brand image and reputation?

Environmental certifications let your customers know that the materials used in your packaging meet strict sustainability standards. These certifications indicate that the fiber was responsibly and sustainably sourced in ways that also support biodiversity and protect ecosystems.

Brands can choose from various reputable certifications, each with its unique focus on environmental stewardship.

Here are the three most common:

Forest Stewardship Council (FSC). FSC is an international non-profit organization that sets standards for responsible forest management. FSC-certified forests must meet rigorous criteria related to the environmental, social, and economic aspects of forest management. The FSC label indicates that the wood or paper comes from responsibly managed forests that use practices that support biodiversity, protect indigenous rights, and maintain the long-term health of the ecosystem.

Sustainable Forestry Initiative (SFI). Another well-known certification program is SFI. Primarily active in the United States and Canada, SFI focuses on promoting sustainable forest management practices that include harvesting practices and practices relating to water quality, biodiversity, and wildlife habitat while supporting local communities and respecting the rights of indigenous peoples.

Programme for the Endorsement of Forest Certification (PEFC). PEFC is an international non-profit organization that provides a framework for the mutual recognition of national or regional forest certification schemes. PEFC does not have its own forest management standards but rather endorses and recognizes the standards of its member countries or regions. It emphasizes customizing criteria to local conditions and is active in multiple countries worldwide.

How can selecting packaging substrates with one or more environmental certifications benefit you? By doing the following:

Demonstrating corporate responsibility. Consumers today actively seek brands that embrace sustainability. Designing environmentally certified packaging indicates that you are doing just that.

Building trust and credibility. Environmentally certified substrates send a clear message to consumers about a brand’s authenticity. Consumers are likelier to trust a brand that walks the talk and invests in eco-friendly practices.

Aligning with customer values. Utilizing environmentally certified substrates creates a shared value system with ecologically conscious buyers, fostering customer loyalty.

Differentiating from competitors. Adopting environmentally certified substrates sets your brand apart from competitors and positions you as an industry leader.

Designing with substrates with environmental certifications such as FSC, SFI, and PEFC is a powerful way to improve your brand image and foster consumer trust. Environmental certifications provide a tangible assurance of that commitment. When their badges are incorporated into your packaging design, they speak loudly to your customers that your sustainability values align with theirs.

The Power of Sustainable Packaging Materials2023-10-13T16:13:17+00:00

5 Tips for Getting Direct Mail Personalization Right

You are making a calculated investment in personalized direct mail, so you want to maximize that investment. Adhering to best practices can distinguish between good and great campaigns. Let’s look at five best practices for personalized direct mail that you should use in your campaigns.

  1. Focus! Before sending out your next direct mail campaign, take the time to get to know— really get to know— your target audience. This way, you can make your message relevant and right on the money.
  2. Use clean data. Nothing is more cringe-worthy than a personalized print campaign with misspelled names and outdated data. Give your mailing list a “spring cleaning” and a “fall cleaning” every year. Update it regularly.
  3. Make it personal, not just personalized. Data is just that— numbers in a spreadsheet. The real magic happens when you transform this data into messages that genuinely connect with the person receiving them. Even if you’ve gone to great lengths to use data-driven text and images, it won’t make a difference if the recipient doesn’t find the content relevant to them.
  4. Make it cross-channel. All direct mail campaigns need a great message and creativity. If you reinforce this message across multiple channels, such as following up with a personalized email or text, this consistently increases the chances that someone will respond.
  5. Test, test, and test again. How do you know your efforts are working? Test different approaches, offers, and variables in the campaign. Step by step, changing one element at a time while keeping one constant as a control. This way, you gain insights into what resonates best with your audience and what doesn’t, helping you refine your strategies over time.

Success with personalized print doesn’t happen by accident. It takes planning and strategy. You can get the most out of your direct mail dollars by putting these best practices to work.

5 Tips for Getting Direct Mail Personalization Right2023-09-14T18:51:36+00:00

5 Ways to Combine Email with Print

When planning a marketing campaign, businesses often think they have to choose between direct mail and email. Not true! The smart approach is to use both. Here are five ways to use direct mail and email together to get the best results.

  1. Use print when email addresses aren’t (yet) available. You can’t send emails to people for whom you don’t have email addresses or who haven’t opted in. One of the best ways to get their buy-in is direct mail. Direct mail doesn’t require opt-in, so think of these campaigns as giant fishing nets. “Fish” for potential subscribers, catch them, then encourage them to opt-in to future email communications.
  2. Use print when subscribers have opted out. There are many reasons people might unsubscribe from your email list. Sometimes they are simply overwhelmed by incoming emails and don’t have the bandwidth to distinguish between one provider and another. Often, all it takes is a nudge to get them to return. Identify those who have unsubscribed to your list, then send them a beautiful direct mail piece saying you miss them and offer them an incentive to come back.
  3. Use print as a follow-up to non-responders. If you use direct mail for every promotion, it can eat up the marketing budget. Start with email to gather the low-hanging fruit, then send direct mail to non-responders.
  4. “Watch your mailbox!” Use email to get people excited about what’s coming in the mailbox. Blast your email a day or two before the mailer is scheduled to hit. Send teasers, hints, and reasons not to miss out. When your mailer arrives, they will be excited to see what it contains.
  5. Use Informed Delivery. Every piece of mail that goes through the U.S. postal system is scanned. Informed Delivery is a free service that takes those images and delivers them to subscribers’ inboxes by email every morning, letting them know what’s arriving in their mailboxes that day. You can also add free hyperlinks below those images so recipients can respond to your promotion even before the mail arrives.

Who says direct mail and email are an “either-or” proposition? These channels don’t have to be competitors. They can complement and enhance the value of each other instead!

5 Ways to Combine Email with Print2023-09-22T16:18:15+00:00

Why Prioritize Customer Loyalty in Direct Mail Marketing? 3 Reasons

In a world where acquiring new customers often takes center stage, it’s easy to overlook the immense value that loyal customers bring. Customer loyalty is not just a buzzword. It’s a goldmine of opportunity. Let’s explore three compelling reasons why you should care about customer loyalty and how marketing to existing customers can be more profitable than seeking new ones.

  1. It Costs Less to Keep Them.

Acquiring new customers can be expensive. It has been said that it can take eight or more touches before a prospect is willing to take action. Retaining existing customers is often far more cost-effective. Marketing to your loyal customer base allows you to nurture the relationship you’ve already established. Keeping your brand in their minds and hearts increases the likelihood of repeat purchases and long-term engagement.

  1. Loyal Customers Are Your Advocates

Loyal customers are not just repeat buyers; they are your brand advocates. Customers who feel strongly connected to your brand are more likely to recommend your products or services to others. Word-of-mouth recommendations from satisfied customers can be a potent marketing tool, helping you acquire new customers through referrals. Direct mail campaigns targeted at your loyal base can reinforce their trust in your brand and encourage them to spread the word.

  1. They Offer Increased Lifetime Value

Customer loyalty is an investment that keeps on giving. Loyal customers tend to have a higher lifetime value as they continue to engage with your brand over an extended period. They are more likely to explore your product or service offerings and purchase more. Direct mail marketing to existing customers can introduce them to new products, services, or promotions, extending their relationship with your brand and boosting their lifetime value significantly.

In direct mail marketing, focusing on customer loyalty is more than just about retaining current buyers. It’s about unlocking profitability. Loyal customers are your most valuable assets. By nurturing these relationships, you can create a more profitable and sustainable marketing strategy that pays dividends now and over time.

Why Prioritize Customer Loyalty in Direct Mail Marketing? 3 Reasons2023-09-14T18:51:00+00:00

5 Ways to Build Your Mailing List

Direct mail marketing remains a powerful and effective way to reach potential customers, especially when combined with digital strategies. But lists don’t build themselves out of thin air. You have to make them! How do you do that? Let’s look at five proven techniques to take your existing list, improve it, and boost your results.

  1. Purchase a trade show attendee list

Trade shows are industry-specific events that attract decision-makers and potential clients. Acquiring an attendee list from crucial trade shows in your market vertical can provide you with a highly targeted audience. Trade show attendees also tend to be decision-makers, so this is a high-value add.

  1. Purchase a Media List

Specialty magazines, including trade magazines, have well-defined target audiences; some may be willing to sell or rent their subscriber lists. These lists often come with valuable demographic breakdowns, making them effective tools for targeted marketing.

  1. Tap Your Content Marketing

If you have a content marketing strategy, capitalize on it to build your direct mail list. For instance, if you offer an e-newsletter, ask recipients for their street addresses during sign-up. Similarly, when website visitors download white papers or case studies, prompt them to fill out an online registration form with an option to provide their contact information. By collecting this data, you can expand your direct mail list with engaged prospects who have already shown interest in your content.

  1. Use Every Door Direct Mail (EDDM)

Every Door Direct Mail (EDDM) from the United States Postal Service is an affordable way to target households within a specific demographic radius. While EDDM lists do not include individual names, they are highly cost-effective. Not only are these campaigns inexpensive to mail, but once particular recipients respond, you now own those contacts and have their names.

  1. Purchase a Cloned List

If you already have a productive direct mail list, consider leveraging it to create a cloned list. Start by creating a profile of your best customers based on demographics, interests, and buying behavior. Then purchase a list that closely mirrors this profile to expand your reach in your local area or help you move into a new one.

A successful direct mail campaign requires a great list. By utilizing the techniques discussed above, you can improve the accuracy of your targeting and reach new, high-value prospects just like them.

5 Ways to Build Your Mailing List2023-08-24T14:23:01+00:00

Planning an Event? You Need These 7 Tools

Are you planning an event? To maximize attendance, you need a comprehensive multichannel strategy incorporating various marketing tools. Let’s look at seven “must-have” elements to make your next event successful.

  1. Direct Mail

Direct mail remains a powerful marketing tool for event promotion. Use the unique power of print to showcase the event’s speakers, activities, and registration details. Personalize the content to cater to different segments of your target audience, making them feel valued and engaged. Direct mail is particularly effective for reaching potential attendees who have not responded to your email campaigns.

  1. Email

Create a series of compelling and visually appealing emails to build anticipation and excitement leading up to the event. Send personalized invitations, reminders, and exclusive offers to registered attendees. Email automation can ensure participants receive timely updates and essential information, streamlining their event experience.

  1. Promotional items

Branded promotional items are essential for leaving a lasting impression on event attendees. Offer valuable and relevant giveaways such as pens, notepads, water bottles, tote bags, or tech gadgets with your company logo. These items are tangible reminders of your event long after it’s over and can help reinforce brand recognition.

  1. Signs, banners, and floor displays

Create visually appealing and professionally designed signs, banners, and floor displays to guide attendees through the event space. Clear and prominent signage will enhance the overall experience and ensure that participants can easily find different areas, booths, or sessions.

  1. Table tents

Table tents are excellent tools for conveying important event information during sit-down meals or networking sessions. Place table tents on dining tables or other gathering areas to highlight the event schedule, sponsors, special offers, or interactive activities.

  1. Branded T-shirts

Branded t-shirts are a fantastic way to unify your team and event staff while promoting your company’s identity. Outfit event organizers, volunteers, and staff with eye-catching t-shirts that display your logo and event theme. This conveys a sense of professionalism and quality.

  1. Social media

Leverage the power of social media to create buzz and excitement before, during, and after the event. Develop a comprehensive social media strategy that includes posting engaging content, behind-the-scenes glimpses, speaker highlights, and real-time updates during the event. Encourage attendees to share their experiences using event-specific hashtags to maximize visibility and reach.

A well-rounded and integrated promotional approach is essential for success when planning an event. By integrating various marketing channels, you can engage attendees, foster brand recognition, and encourage word-of-mouth promotion, helping your event to be its best.


Planning an Event? You Need These 7 Tools2023-08-11T00:53:54+00:00