chiesman center - principles of print
DESCRIPTION
A presentation made to a group of nonprofits at the Chiesman Foundation for Democracy in 2011 to give a broad overview of print advertising.TRANSCRIPT
PRINT Does it
Even really
matter
anymore? Dustin Floyd
TDG Communications
Does print matter?
Magazines & Newspapers are failing.
Everything is becoming digital. …right?
Marketing isn’t about a single medium.
People still rely on print. Who are they?
43% of Americans read a newspaper yesterday. 62% of Americans 65 or older did. 55% of postgraduates said the same.
-Scarborough Research, 2010
Older, better educated people read print publications most often.
A significant part of the population relies on the print media.
OTHER KINDS OF PRINT Collateral Out-of-Home Phone Books/Directories
NEWSPAPER/MAGAZINES •Can reach older, educated audiences •Expensive •Need repetition: as many as 17 times •Buy several smaller ads vs. a big one •Keep design & message simple •Don’t target people who aren’t reading •Negotiate non-profit rates
Out-of-Home •Growing 13.5% per year •Digital/print crossover: supermarkets •Unusual displays get great ROI
Collateral Print Material •Tangible, long-lasting impression •Some need print: can’t get e-mail •A little flash can create a big impact •Eco-printing becoming more affordable
What print materials will work for me?
What’s my budget? What audience are you targeting? What action should they take? Don’t know? Then ask!
It’s important to measure. It’s possible with print… …to a degree.
Tools for designing on a budget.
GIMP – www.gimp.org
Blender – www.blender.org
Inkscape – www.inkscape.org
Scribus – www.scribus.net
www.urbanfonts.com
www.sxc.hu
www.everystockphoto.com
commons.wikimedia.com
Consider hiring a professional.
Tips for Working with the Pros •Many of them will give you a discount, or work pro bono for recognition. Ask. •Ask about their experience. •Do they know about marketing? •Are they in it for the long-haul? •Be upfront about cost savings.
Writing for Print Pieces •Ad copy needs to be very short. •Eight to 11 words on a billboard. •Reject promotional text. •Embrace action. •Be benefits-driven. •Don’t use jargon. •Be compelling. •Find a proof reader.
Eight tips for creating great design:
1. Design is about communicating effectively.
2. Communicate the benefits.
3. It doesn’t matter what you think.
4. Typography is important.
5. Less is more.
6. Don’t be afraid of negative space.
7. Repetition and consistency.
8. Create hierarchy.
The Good, the Bad & the Ugly.
Dustin Floyd
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 605 .722 .7111
Mobile: 605 .920 .1053