Plain Jane or GI Jane….Which one are you?
How many of you remember the movie GI Jane with Demi Moore? If you saw the movie, I am sure you still remember it. If it were simply a movie about some women trying to make it in the military, I doubt it would have had the impact it did. Instead, the movie was about a women who was in the military not just to prove the point that she could do it, but that she could do it better than the men, and kick their ass (excuse my language) while doing it! She was one fierce trooper! To this day this movie is still remembered by many, because she was no Plain Jane!
Now, think about your publication, how do you take it from being a Plain Jane to an ass kicking GI Jane? Sure QR codes and Augmented reality are cool, innovative, new, and helps to bring the web into your printed product, but does it make you any different than any other publication? I am not saying stray away from using these, but let’s take a look at some other things you can offer to make you more memorable.
The other day my wife opened up her new issue of Elle, and as she was paging through it, she said “Holy cow honey, come look at this!” I thought there must have been a major printing error, but instead we pulled out this wierd looking advertising piece that was tipped on to a page. It was a printed 3D advertisement for underwear, and it had a women modeling the underwear over the past three decades. Now this is cool! And I am sure my wife could tell you the name of the advertiser that utilized this advertising vehicle.
So what are some things that you can use, I understand a 3D printed piece that gets tipped on to a page may not be economical for all of you. So let us bring it back to the basics, inform your sales reps so that they can inform your advertisers of all the unique things that are available to them:
- French Door Cover- Think of this as two doors side by side both needing to be pulled open on your cover. Underneath lies a hidden ad, talk about unique, you still have the cover, and an ad under your cover!
- Gatefolds- These can be 4 panel or 6 panel. Think of this as several connected pages on top of each other. This works well for an advertiser that wants to have an ad that is bigger than just a page in your publication. Maybe the reader could tear it out and have a poster!
- RPN- These are your average sticky notes with an ad on it. You can place these on the cover or inside of the publication.
- Bellybands- Think of this as a belt for your publication. It goes around the outside of your publication and the ends glue together.
Don’t forget about polybagging, this is a great way to offer an advertiser a way to send their catalog or digest sized ad along with your publication as on onsert. Also, printers can pretty much tip on or bind in anything into a publication, from a cd, dvd, to a BRC. You will want to give your printer ample notice so that they can perform an analyses of the object to show you how to utilize the greatest efficiency of binding or tipping the object in. As well they should be able to tell you how this will effect your mailing rates.
Finally, if you are really looking at spicing things up or opening your ad sales market up, check into a flip book. For exampley,maybe your publication is Tucson magazine which is all about the city of Tucson. You typically cover the night life of Tucson. However, in one issue you can have 32 pages about the night life, then you can flip the publication over and you have 32 pages of a dining guide for the area. This allows you to find new advertisers that you normally would not call on, as well as keeping your publication fresh.
These are just a few ideas for you, if you want to see samples give your printer a call to see what they look like (or myself, and I would be happy to send you samples!) Ultimately it is going to be the advertisers call, but if you are not advising them of what is available (or if your printer isnt advising you) then going from Plain Jane to GI Jane just isn’t possible!
September 27, 2010 Posted by noahknoble | Publishing | ad sales, advertising, advising, Augmented Reality, consulting, flip book, french door cover, gatefold, ideas, innovative, magazine, marketing, memorable, new, polybag, printing, publishing, QR Codes, sales, stand out, tipping in, unique, web | Leave a comment
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Hello,
Thank you for stopping by my blog.
My approach to working with print buyers is non-traditional. I truly believe, and operate with the mindset, that I am an extension of your organizations marketing and purchasing teams.This is shown by providing unique ideas for your print marketing vehicle, offering cost savings ideas, press flexibility to meet quick turn times,hands on communication throughout your project, onsite technical training, and digital solutions that will enhance your brand.
My promise to you is to never become a shadow, a sales representative that can no longer be reached once they have earned the privilege of working with you. Instead, perpetually being committed to growing our relationship, consulting with your team, staying up to date and educated on all new innovative technologies/print offerings, and always building your trust in me as well as J.B. Kenehan.
As a committed organization to reducing our carbon foot print with recycling programs that go far beyond the industry standard, we have earned the following certifications:
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Also, as a dedicated organization to print excellence we have earned G- 7 certification.
We know that no matter what market or industry you(or we) are in, commodity or not, it is the people that can never be marginalized. The people of J.B. Kenehan are among the brightest minds in the printing market, a Distribution Manager that serves on the Postal Consumer Council which acts as a liason between the general public and the USPS, Technical Service Director that is among the top minds of pre press work flow in the industry, and improved hundreds of organizations art files while streamlining their processes, Press and Bindery Managers with over 20 years within the print industry each, just to mention a few.
You will see, with J.B. Kenehan, as has been proven with our valued clients, we hold dear many of the same values, always committed to your success.
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