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The Sweet Smell of Success

Posted Wednesday, December 30, 2015

The Sweet Smell of Success | H&H Graphics

The human sense of smell is the strongest and most primal of all our senses. It is also closely connected to memory and emotion centers in the brain. As a result, certain scents evoke certain feelings, and when we associate a scent with something, it stays with us. "A major attribute of scent, and one of its strongest merits, is its literal power to affect human perception," says C. Russell Brumfield, author of "Whiff! The Revolution of Scent Communication in the Information Age."

Because of these unique connections to smell, there is a very powerful and compelling business case for using scent in your marketing materials. Studies show that adding scent to printed materials increases consumer interest and recall, and can lead to increased sales.

Several case studies show overwhelming support for this. In the 4th quarter of 2005, shortly after Yankee Candle added scented pages to its catalogs, the company reported an 18% increase in catalog and internet revenues. Sure, candles are a product that is associated with scent, but the results have been duplicated by companies with totally unrelated products.

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Glitter in the Air

Posted Monday, December 28, 2015

Glitter in the Air | H&H Graphics

Do your marketing materials sparkle? Do your print samples twinkle? Does your product packaging stand out from all others because of its eye catching brilliance? It could. Imagine it for a moment... it would catch the consumer's eye and make it stand out, wouldn't it? In fact, it would make it stand out so much that it would be more likely to get someone to buy! Don't believe it? Ask the greeting card industry.

Greeting Card Glitter

Years ago, the greeting card industry figured this out. By putting glitter on greeting cards, they could actually draw the buyer's attention to the card on the rack, and make a glittered card more likely to be purchased than a plain card. Still, the added cost (albeit small) had to be worth it. It had to generate a positive ROI. Guess what they realized? They could actually charge more for a card with glitter than they could for a plain card, and the consumer would pay! Now they are getting a higher price, on a product that's more likely to sell, with minimal added cost. Increased margin! Anyone interested in that?

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Want to Get Engaged?

Posted Wednesday, December 23, 2015

Want to Get Engaged? | H&H Graphics

Commercial printers and marketers everywhere are looking for innovation; ideas that make them stand out from the competition and help their products get noticed. After all, that's the goal of any printed piece, right? You want the target to remember the piece and act on it. Well, sometimes the best innovation comes in the form of an application of something already known.

Scratch-Off Printing

Scratch-off printing, added to your existing promotional piece, can be just the ticket. Think about it... people cannot resist the urge to scratch off and see what they've won or what is revealed beneath. When they do, you've accomplished so much more than a plain printed piece ever could. You've engaged the target and they are interacting with the piece, and that increases recall and response rate. In fact, research shows that scratch-off promotions pull in response rates of 30%-50%!

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Reach Out and Touch Someone

Posted Monday, December 21, 2015

Reach Out and Touch Someone | H&H Graphics

As you stand in your kitchen, sorting through the day's mail, you hardly pay attention as you toss pieces into piles... bill, bill, junk, bill, junk... Suddenly, you feel something different. That's strange. It doesn't feel like paper. You take a closer look and realize it is a printed direct mail piece but it feels soft. You are compelled to look closer and read the text. After feeling the soft sensation, you are also more open-minded. As a result, you decide you are interested in the product being advertised, and you decide to buy.

Does that seem far-fetched? Not according to new research by a team from Yale, Harvard and MIT. Their study, reported in the June 25, 2010 issue of Science concluded that "our sense of touch profoundly affects how we view the world and other people, influencing thought and behavior."

The sense of touch originates in the bottom layer of your skin called the dermis. The dermis is filled with thousands of tiny nerve endings that relay information about the things you come in contact with. The information is carried to the spinal cord, which sends the message to the brain where the feeling is registered. Given that, it only makes sense that touch can influence behavior. According to Christopher Nocera, a graduate student at Harvard who worked on the study referenced above, "touch remains perhaps the most under appreciated sense in behavioral research" and experiments suggest that "greetings involving touch, such as handshakes and cheek kisses, may in fact have critical influences on our social interactions in an unconscious fashion." If that's true, then what about printed greetings?

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Can You Afford Value-Added Finishing?

Posted Wednesday, December 16, 2015

Can You Afford Value-Added Finishing? | H&H Graphics

Value Addition: the New Norm

A compelling article in PrintWeek India reminds us that not only can we afford value-added finishing techniques, but also we can't afford NOT to use them in order to grow our businesses and remain innovative and competitive in the market place.

India-based Shree Printwell Offset discussed the company's commitment to providing value-added screen printing to their customers, and that they believe value-added finishing will lead the company on a growth trajectory.

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