Inside the Envelope

Do you have any “nightmare” trade show experiences? Maybe you worry that an impending disaster is ahead. Everyone who manages a big event knows the feeling. You know . . . the nagging sense that you’ve forgotten something crucial (but have no idea what). Or . . . one of several million things is about to go wrong (but there is no way to prevent it). 4 "No-Fail" Strategies for Organizing Your Next Big Event Large events can be stressful, but most large-scale events can be managed with confidence if you have a plan. Here are four “no-fail” strategies for navigating your next conference, convention, or trade show. 1. Generate an Event Checklist Early planning and great organization are the keys to a stress-free event. Make a master list of marketing and print deadlines, reservation dates, and travel coordination details. Months in advance, nail down every date possible and organize your task list in chronological order. Then you can...

Looking to showcase the benefits of your business or idea in a concise, compelling way? Use sell sheets to connect and close the sale! Like one-page billboards, these grab-and-go promotions can educate prospects, motivate buyers, and offer a point of reference for further review. What is a Sell Sheet? Perhaps you’re new to the concept of sell sheets. Sell sheets are simple. Like a miniature billboard, they showcase the benefits of your idea in a concise, persuasive way. Typically, these documents are just 1-2 pages, and contain all the information about a product or offer that your decision-maker needs. When you’re ready to multiply your message, sell sheets can be delivered by mail or in person. 5 Tips for Head-Turning Sell Sheets Ready to get started with your sell sheet design? Here a few helpful guidelines. 1. Use High-Quality Photos One of the most important features of your sell sheet is an image of the product, concept, or the people engaging with your...

Performance reviews don’t have to be something to sweat about. These conversations offer a valuable feedback loop for people to ask questions, identify needs, and drive professional growth. Building Conversations that Count Whether you’re conducting or participating in a review, here are a few strategies to make the most of your next review: Share Facts and Document Goals Before a review, make sure you are clear about what is expected. Review job descriptions and jot down ways success has been achieved or where one person is being overloaded. Include measurable data (i.e., project output, sales goals achieved, etc.) that is understood by all participants. Link any examples (like improvement strategies or success stories) to the facts. Then, conclude by recording time-sensitive, measurable goals that are linked to the objectives discussed in the review. Questions to Consider: What’s working? What’s not working? What has been your greatest accom...

Earlier this year, Gerrit Curran and Emily Wessner opened a Jersey Mike’s Subs in Muhlenberg Township, Pennsylvania. To gain traction in their township of 20,000, these entrepreneurs knew that their new business must be intricately tied to a community connection. Curran and Wessner chose to use print as their primary marketing channel. The Jersey Mike’s staff distributed nearly 7,500 sandwich coupons throughout the community, encouraging patrons to enjoy a free sub and also to donate the cost of that sandwich to the Muhlenberg Township Athletic Association. In the end, the promotion helped raise over $15,000, and the franchise gained an admirable reputation as a devoted community partner. Stand Out in Your Community Print marketing can be especially effective in creating a local marketing presence, especially when combined with integrated campaign efforts. Smart business owners know that catering to a local market can be a point of power. But how do you leverage t...

When you were a kid, what did you love to build? When Frank Yang was eight, he dreamt of building all kinds of things . One of his first creative concepts was a dog food dispenser with a timer that could feed house pets on demand. Yang used to tell people he wanted to be an inventor, but the adults in his life said he should be an accountant or an attorney instead. Today, Yang is the founder and CEO of Simplehuman , a privately-owned company that designs and manufactures kitchen, bath, and beauty tools. Simplehuman is devoted to finding ways to streamline daily tasks for efficient living, including touch-free soap pumps, sensor-activated vanity mirrors, and automated trash cans. Last year Yang’s love for building practical “problem solvers” grew Simplehuman’s revenues by $15% to more than $200 million. Yang says he continues to find joy in the dreaming: “Even though I’m the CEO of Simplehuman, I spend about 60% of my time on [Research and Deve...

The United States Open Tennis Championships is a professional tennis tournament that takes place in New York City around Labor Day each summer. The US Open draws fans from around the world to watch players like Roger Federer, Rafael Nadal, and Serena Williams compete. The 2019 US Open set an all-time attendance record with 737,872 fans coming to the National Tennis Center, with the largest stadium (Arthur Ashe) selling out 23 of 24 sessions. In 2018, the United States Tennis Association announced it was introducing a new logo for the tournament. This featured a speeding tennis ball with an updated font while dispensing with several elements of the old logo. The previous icon (a flaming ball with a red swoosh) was a dated image that presented challenges in digital media and failed to represent the US Open as a premium sporting brand. By keeping elements of the original logo , the USTA was able to redesign in a way that captured the excitement and movement of the...

Want to generate interest or keep the conversation going with your most promising leads? Brochures and flyers are two of the easiest ways to generate the momentum you need. But what appears to be a straightforward design can sometimes be more complicated. After all, isn’t a flyer the same thing as a brochure? Is there a substantial price difference? And when would it be best to distribute a brochure instead of a flyer? From folds to sizing, to finishes, finding the right promotional piece can be a little trickier than it first appears. Here are a few design basics to shape a print piece that does exactly what you need. Flyers A flyer is usually a single, unfolded print piece used to draw attention. Flyers can quickly convey small bursts of information and are great for highlighting sales, new locations, upcoming events, or coupons. Because they are easy to print, flyers can contain very targeted, time-bound information, or messages that are specific to a particular audie...

Just Do It. Think Different. Have You Had Your Break Today? You Can’t Beat the Real Thing. The 1990s brought us many of the world’s most iconic slogans, but certain companies have a corner on memorable branding. For example, a 2015 survey of 3,000 people in the U.S. and the United Kingdom were shown logos of 100 top global brands, then asked to name and describe those they found most memorable. Nike was at the top (16% of respondents cited it), followed by Apple (at 15.6%), McDonald's (at 11.1%), and Coca-Cola (at 9.7%). But aside from logo design or slogan, what makes a brand stick? Experts say it’s a combination of things: some which are inspired, some unusual, and some packaged in the form of contagious stories. The volume of exposure can also increase the likelihood that a brand will stand out, but not many businesses can afford to plaster their logo all over the world. Increase the “Stickiness” of Your Brand Use Humor Don’t be ...

Tis the season to set yourself apart! Year-end sales are a crucial part of many small businesses, and this year, the National Retail Federation predicts November and December sales will increase around 4% (for a national total of between $727 and $730 billion!). With this natural uptick, year-end festivities offer a great opportunity to add extra flourishes to your brand. Clever seasonal packaging can add a homegrown feel to your products or be the deciding factor for customers choosing between your brand and a more generic option. Adding professionalism to your packaging can grab attention, personalize your products, and show that you really care about your clients. Looking for inspiration? Here are five clever ways to spruce up your holiday messages. Holiday Packaging Tape Holiday-themed tape is an easy update to your year-round packaging. Add a strip to your bubble mailers, a border to the top of your brown bags, or a smidge to seal your gift boxes. These minor updates ...