ISSUE TWENTY FIVE

Your logo hereMARKETINGADVISOR

Harness the power of the new InDesign CS5

Use this powerful Formula for marketing success: I+E+E+O

Utilize QR Codes

Three Ways You Can Make Significant Progress

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Adobe’s new InDesign CS5 aims to achieve two things simultaneously: allow designers to create any kind of document for almost any kind of medium (print, Web, Flash, e-book), as well as

offer a wealth of new production efficiencies.

There are so many new features that it’s impossible to even scratch the surface here, but we’ll offer a rundown of some

of the most significant.

InDesign CS5 Adds Some Perennial “Wish List” Items—

And Much More

A dobe has finally added

something for which users have

been clamoring for ages: the

ability to have multiple page sizes in

a single document. The new Page Tool lets

you resize each page individually, adding

gatefolds for magazine covers, centerfolds,

special inserts, and so on, all in the

same document.

Another long-desired feature is the

ability to have text span multiple columns

in a multi-column frame. If you want a

headline to run across three columns of

text, but not have to create a separate

text frame for it, you can do so right

from the Paragraph palette. You can

also split a paragraph into separate

columns, effectively turning a single-

column text frame into a multiple-column

text frame. Speaking of columns, there

is a new Balance Columns feature that

automatically and dynamically bottoms out

each column in a frame.

If you have multiple objects stacked

on a page, selecting the one you want

in the stack has always been a bit of a

challenge, especially when switching from

the Selection Tool to the Direct Selection

Tool. Now, a new Content Indicator Ring

appears in the center of a frame and lets

the Selection Tool function as the Direct

Selection Tool. Live Corner Effects and a

Dynamic Rotation Cursor also keep you

from having to switch tools as often as you

used to.

When working with multiple objects,

you can now modify multiple frames

simultaneously without needing to group

them—nor do you have to ungroup

objects to edit one or more of them.

The new Live Distribute lets you equalize

the spacing between multiple objects,

while the new Gap Tool gives you

greater control over the white space

between objects.

Ever have to generate image captions?

InDesign can use an image’s metadata as

its caption. (Metadata can be created and

edited in Bridge and added via the Links

palette.) Captions can be “live” (updated

dynamically if the metadata is edited), or

“static.” However, live captions do not

wrap, so they may need to be converted

to static captions. Still, it can be a big

help if you can get the person supplying

the assets to add proper metadata tags

beforehand. (A big if, of course.)

InDesign also includes a new Mini

Bridge. Although it offers a limited set

of Adobe Bridge features, it’s a far more

elegant way of placing images than the

traditional File>Place.

Finally, InDesign CS5 has a ton of

brand new interactivity and animation

features, so, in addition to a print-

resolution file, you can create Flash

animations and interactive documents;

export interactive layouts as SWF or native

Flash files; export a rich media PDF with

sound, video, buttons, and navigation;

and export e-books in the EPUB format

(formerly called Digital Editions).

If you’ve skipped CS4 (which came out

just as the economy was heading south),

InDesign CS5 (and, indeed, the rest of

the Creative Suite) may well be worth the

investment. As always, though, it’s worth

checking with us to see if we have any

issues, problems, or advice regarding the

latest versions of production software.

The new Span Columns feature (in the Paragraph Palette Menu) lets you apply column spans to individual paragraphs. Column Span settings can also be applied to paragraph styles.

InDesign CS5 can use image metadata (added and/or edited in Adobe Bridge) to automatically generate image captions. Paragraph and character styles can be specified, as well.

The new Balance Columns feature in the Text Frame Options dialog box automatically and dynamically bottoms out all the columns in a text frame.

What’s New?

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INTERRUPT

In the Interrupt stage you

are tasked with getting your

target audience to “snap out of it” and

pay attention to what you have to say.

Interrupting can be much more difficult than it

sounds in this age of information abundance.

What will get qualified prospects to read your

marketing message? Appeal to their “hot

buttons,” those things that are causing them

a problem. Hot buttons are typically portrayed

in headlines, the first opportunity to interrupt.

Use words and phrases to mirror the intensity of

the consumer’s emotional level as you describe

scenarios that exemplify the frustration or

annoyance you are going to help them solve.

This sets the stage for your future clients to

become engaged.

ENGAGE

To Engage the prospect, use a subheading to

promise information is forthcoming that will

help the reader make the best decision possible.

Present your Unique Selling Proposition (USP):

this is what made your current clients buy from

you, and what will make others buy from you as

well. Position yourself as the expert and source

of the solution to the problem.

EDUCATE

It is now time to Educate the customer, turning

the corner from an emotional sell to a logical

sell. Create relevance by framing what you are

offering as a solution, following the What’s In

It For Me (WIIFM) approach. Provide enough

detailed, quantifiable and specific information to

allow consumers to logically understand how

and why your product or service solves their

problem,

but don’t

stop there. You

may have just given them enough

information to make a purchase from

your competitor! Prove that you offer the best

value available by defining key issues, presenting

a convincing argument and sharing credible

evidence that you are the only possible source to

meet the prospect’s needs.

OFFER

The final step is to compel the consumer to

take action through an Offer. Present a low-

risk way to take the next step. Insert a business

reply card to facilitate the ordering of a special

report or informational brochure, or to schedule

a personal consultation. Include links to your

website and social media. The buyer must feel

in control as you nudge him closer to the final

purchasing decision.

At any one time you may have hundreds or

even thousands of prospects at various positions

along this buying spectrum. Most of them are

in the “information gathering” or “thinking

about it” stage, so avoid the common mistake

of investing all of your print marketing dollars

in those who have already made the decision

to buy. Effectively separate yourself from your

competition by marketing to those in all phases

of the purchasing process on an ongoing basis.

I+E+E+OFour Components of Marketing Success

The layout and design of

your print marketing piece

must be aesthetically

pleasing, but the

information you deliver

is far more important.

Effective messaging

“interrupts” and engages

the prospect, educates

and offers additional

information to facilitate

decision-making, and

lowers the risk of taking

the next step. These

components – Interrupt,

Engage, Educate and

Offer (IEEO) – combine to

create a powerful formula

for marketing success.

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They are quick response codes, or

QR codes (sometimes called QRCs).

They act as immediate conduits

to websites, discount coupons, videos, or

other marketing messages.

What makes these codes so compelling

is that they are an immediate response

mechanism. If people see something they

like, they simply snap a picture of the

code with their cellphones. The marketing

information (such as a discount code) then

displays on the phone’s screen.

By making the cellphone the response

mechanism, you capture viewers’ interest

at the moment it is hottest. You don’t lose

eyeballs by people having to type URLs into

a browser or scribble down URLs onto a

piece of paper that might get lost. They just

snap and go.

It is no wonder so many of today’s top

brands are using QR codes. These include

GMC, Google, Ralph Lauren, The Weather

Channel, Best Buy, Ford, Chevrolet,

Starbucks, Facebook, Twitter, and more.

Creating QR Codes

Creating a QR code is simple. There are

a variety of QR code generators on the

market. Some of the most common

are Kaywa, Zing, BEETAGG, and

Google Charts.

To create the code, you simply go to

the site, input the URL to which you would

like the user to go, and hit “generate

code.” You’ll get back a .png or .jpg

image that can be inserted into your print

or online materials.

Yes, it’s that easy.

Using more complex software, you

can also create personalized QR codes for

generating personalized URLs.

QR codes can be massive in size —

hung on a billboard — or as small as 1.25

inches square. Another neat thing is that

QR codes are still readable even with a

small amount of data loss. This means they

can be branded. You can even insert the

logo within the code itself.

Marketing Benefits of QR Codes

What are the marketing benefits of

QR codes?

1. QR codes offer an immediate

response mechanism. As soon as an

advertisement or marketing pitch catches

their eye, consumers snap and view.

There is no delay between the interest

and the response.

2. They capitalize on today’s mobile

culture. Cellphones have been described

as today’s laptop. People’s entire lives are

stored on their phones, from contacts to

family photos. People’s phones are the one

device that is with them all the time.

3. They are highly trackable. Not only

are QR codes trackable themselves, but

they provide tracking for other types of

media, such as billboards, newspaper ads,

and direct mail. If people used the code,

you know they viewed the ad.

Because code readers capture the phone

used to snap the code, QR codes also give

you passalong information. If five different

people snap the code in a magazine ad,

the advertiser will know it.

Are QR Codes on Your “To Do” List?

The question, then, is not “why use QR

codes?” It’s why not use them? QR codes

cost little or nothing to include, and the

benefits are great.

In addition to marketing campaigns,

QR codes are also a great way to turn

static print pieces (such as business cards,

company brochures, or trade show

collateral) into exciting and dynamic ones.

Just add the code!

Talk to us about incorporating QR codes

into your next marketing campaign.

You are starting to see them everywhere.

They look like square jigsaw puzzles, sometimes in color

but most often in black-and-white. They are in magazine advertisements,

on billboards, on websites, and on business cards.

QR Codes Are Everywhere

Make your own QR code here for free!(or visit qreateandtrack.com)

(printer customized text here)

Download a QR reader app onto your smartphone, and snap a pic of these QR codes!

put your own QRC here

MARKETINGADVISOR

Printer NamePhasellus porttitor elit

In hac habitasse plateaDonec tempor nonummy

MAILING INFO HERE

QR CODE FPONeed a QR code? Call Great Reach

Communications at 978-332-5555

About This IssueAbout UsOne or two small paragraphs about

you and your company. One or two

small paragraphs about you and your

company. One or two small para-

graphs about you and your company.

One or two small paragraphs about

you and your company. One or two

small paragraphs about you and your

company. One or two small para-

graphs about you and your company.

One or two small paragraphs about

you and your company.

Programs used:InDesign CS

Illustrator CS

Photoshop CS

Paper used:What paper did you use to print this

issue?

Ink used:What kind of ink did you use to print

this issue?

Coating used:What kind of coating did you use to

print this issue?

Computers used:iMac

Press used:What kind of press did you use to print

this issue?

Bindery used:What kind of bindery did you use to

print this issue?

GRAPHICADVISOR

Printer NamePhasellus porttitor elit

In hac habitasse plateaDonec tempor nonummy

MAILING INFO HERE

About This IssueAbout UsOne or two small paragraphs about

you and your company. One or two

small paragraphs about you and your

company. One or two small para-

graphs about you and your company.

One or two small paragraphs about

you and your company. One or two

small paragraphs about you and your

company. One or two small para-

graphs about you and your company.

One or two small paragraphs about

you and your company.

Programs used:InDesign CS

Illustrator CS

Photoshop CS

Paper used:What paper did you use to print this

issue?

Ink used:What kind of ink did you use to print

this issue?

Coating used:What kind of coating did you use to

print this issue?

Computers used:iMac

Press used:What kind of press did you use to print

this issue?

Bindery used:What kind of bindery did you use to

print this issue?

QR CODE FPONeed a QR code? Call Great Reach

Communications at 978-332-5555

11

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More and more, we are hearing about

1:1 printing or “print personalization” (using

printed pieces, often with four-color text and

graphics, to talk directly to recipients based on

name, gender, past purchase history or other

information) to achieve higher response rates

and better return on investment (ROI).

What’s the real deal with these applications? Is this

really a smart marketing approach? Or is it just a gimmick

to get you to buy more print?

Consider the way you are being marketed to. When

you shop online, you are asked to register so that the site

can greet you by name. Cookies follow your every move

so that when you return the page views are customized

to your purchase or viewing patterns. At the grocery

store, your receipt is printed with coupons based on the

items you just purchased. When you receive mail from

your financial services provider, it contains information

only on those funds in which you have invested or that

the company is trying to sell you based on your past

investment history.

We are used to being marketed to on a 1:1 basis,

even if we don’t think about it this way. Personalization

has become so ingrained in our experience that we barely

realize it anymore. If you aren’t incorporating 1:1 print into

your marketing, where appropriate, you are out of step

with marketing’s cutting edge.

Why Personalize Print?Because tailor-made marketing messages are on the cutting edge

1:1 is not a high-cost luxuryThen there is the issue of cost. In today’s business world,

every cost is increasingly scrutinized. Although marketers

tend to think of 1:1 printing as a high-cost luxury, when

handled properly, the opposite is true.

• 1:1 printing optimizes your marketing investment

by not mailing irrelevant information to the wrong

people. It makes every record count.

• Properly tracked, 1:1 printing provides provable

ROI, so you can compare its value against other

marketing methods and justify your spending

based on real numbers.

• By focusing on your top-tier customers and

generating higher response rates and per-order

values from those customers, you can spend less

on print and bring in more revenues.

• More relevant communications (newsletters, bills

and other correspondence) increase customer

retention and provide a benefit difficult to quantify

yet with real bottom-line benefits.

From this perspective, 1:1 printing seems less like a luxury

and more like a business necessity.