Simple and Impressive Print Techniques to Strengthen Your Marketing Materials

Individual design elements are the building blocks of today’s best marketing pieces, and with today’s technology, almost anything is possible when it comes to print.

Print products can vary in texture, color, shape, and finish, bringing a staying power that allows your company to shine strong among competitors.

Step Up Your Game with Memorable, Inspiring Print Promos

Here are five simple and impressive print techniques that can drastically improve the appearance of your materials.

1. Cut it Out

Whether it’s brochures, business cards, or door hangers, printed pieces aren’t limited to square or rectangular shapes.

Consider reshaping your invitation to match your logo, or creating a custom label in the shape of your most popular product. For brochures or folders, you can add custom-shaped pockets, a peek-through window, or die cuts that accentuate the featured product.

2. Add Texture

While embossing was originally known for its use in personalized stationery, today raised elements can be used in envelope flaps, business cards, hang tags, and more.

Embossing elevates your design from the background, providing a raised, textured effect. It can be used to create geometric patterns, add borders, or add a custom seal to product packaging.

3. Be Blunt

Adding contrast is one of the most effective ways to add spark to your print piece.

Contrast helps organize your design and establish a hierarchy, guiding viewers to the most important parts of your design.

Add contrast by mixing dark and light colors (like white fonts on deep, rich backgrounds), by using opposite hues in close proximity, or by mixing organic, fluid shapes with angled, geometric elements.

Contrast texture in your font pairings, graphic sizing, or in disrupted patterns like these.

4. Go Retro

Though the eye loves symmetry, the heart connects with the imperfect.

From scary scars to burned edging, imperfections in design can humanize your creations and strengthen the bond between a brand and its user.

Add retro elements by making things look dirty or ragged. Degrade pristine images with vintage photo filters, add blur or gradients to your designs, or add artifact images that scream authenticity.

5. Finish Well

Like dolloping whipped cream on your pie, adding a stock coating in your designs can bring a delicious finishing touch.

In addition to providing extra protection to your marketing materials, coatings can draw attention to key elements by adding texture and shine. Add sophistication with a glossy UV coating, shimmer with pearlescent glitter coatings, accents with spot varnishes, or coarse texture with grit coatings.

Coatings add class and show that you approach business with pride, which can make customers more comfortable working with you.

Create a Timeless Treasure

While new trends take shape every day, you can make a modern design statement with existing techniques that give your print materials a sleek twist. Great designs mix the old and the new to create timeless print pieces your clients will love.

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From Ideas to Reality: The Basics of 3D Printing

3D print capabilities are growing substantially, and soon, they will be a regular part of our ever-changing industry.

While relatively new to the market, 3D printing is here to stay. In 1984, Charles Hull developed the technology for printing physical 3D objects from digital data. As the industry advanced, so did the popularity and affordability of this technology. Today, 3D printing is taking business by storm: growth in this field is expected to expand by 31% each year (to a projected $21 billion market in 2020!).

Create What You Imagine

What is 3D printing?

A 3D printer is a manufacturing tool used to create three-dimensional objects that have been designed on a computer. Once an object is designed, it can be imported into software specific to the printer in use, which will slice the parts and send the printer a list of paths and directions to create the item. 3D printers have a wide range of shapes, sizes, and types, but all of them lay down (or “cure”) materials layer by layer, fusing them to create a three-dimensional object.

In today’s competitive business environment, marketing that brings individuality can certainly hit home. 3D print marketing campaigns are distinct, original, and a whole lot of fun. Here are three examples of companies that have gone the extra mile with 3D print:

  • Coca-Cola invited consumers to create mini versions of themselves in a gamified mobile app to promote its mini coke bottles. Photographs of users were transformed into images for a 3D model and sculpted into tiny statue keepsakes made of colored sandstone.
  • Nokia made a 3D printing kit available for its customers, enabling them to print customized covers for its Lumia 820 (later surprising several bloggers during the Mobile World Congress with a 3D-printed case showing their blog’s Twitter avatars).
  • In 2014, BelVita breakfast biscuits decided to turn tweets into action with its #MorningWin campaign. Fans who tweeted their morning success stories were eligible to win a 3D-printed trophy depicting their tweet in action. BelVita also turned submissions into a series of funny videos. Overall, #MorningWin generated 80 million social media impressions and over 11,000 new Twitter followers. Sales increased by 104% in one year!

A Hands OFF Process

3D printing allows designers to go straight from concepts to physical models while bringing ideas to life in a very short time.

3D printers employ a variety of materials, including plastics, polymers, steel, titanium, gold, and ceramic. This versatility means 3D printed models can be used for everything from artistic sculptures to personalized jewelry or even custom prosthetics and airplane components. Even 3D scans of individual people can be printed and modified to suit the end recipient.

As this technology progresses, entrepreneurs will find that their products may be as distinct as each client, and as wild as their ability to imagine. With 3D print, almost anything will be possible to dream, to draft, and to do!

New technology makes out life better and more interesting. We try to use new technology in printing and design and help you with your marketing.

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5 Smart Strategies for Fantastic Font Selection

5 Smart Strategies for Fantastic Font Selection

Want to win in print? Let’s talk text.

While fonts are a crucial part of one’s design, often fonts are given merely a passing thought. However, good typography expresses personality, increases readability, and displays professionalism, ensuring your print ad delivers the right message in just the right tone.

Fonts can mark a clear difference between a piece that is awkward and amateur versus one that is sleek and professional. Don’t fast-forward through this crucial element in your project design!

Increase the Impact of Your Print Piece with the Right Font

Here are five things marketers should take into consideration when choosing the right font.

1. Readability

The most critical factor in font selection is readability.

If people struggle to read your text, they’ll probably pass on your business. Remember, script or decorative fonts are usually more challenging to read, especially in large blocks. Increasing font size and spacing between lines increases readability, whether you use simple or decorative fonts. If you aren’t sure of the best format, try several drafts and poll friends to get an objective viewpoint.

2. Instant Impact

Design, including fonts, is key to a consumer’s brand assessment.

Did you know that 72% of consumers say packaging design definitively influences their purchases? Using multiple fonts can enhance your message and captivate consumers, but don’t get carried away.

Choose fonts that compliment rather than compete with each other. Try a decorative font for a logo and a traditional font for the body copy. Or try a large, bold headline with a subtle script tagline. Logo fonts should act as an accent piece to reflect your company’s personality but use these fonts sparingly in other copy.

3. Emotional Connection

The height, curves, or angles of lines can resonate with consumers in ways you might not expect.

Take the New York Times, for example. This media giant has tried several times since 2003 to change its font and modernize its image. Each time, the paper received backlash from readers who felt upended at the deviation from what they had known and loved.

Over time, your font can become as much a part of your brand as your tagline or logo. Make an enduring, sustainable choice, and you may be surprised how it takes on a life of its own!

4. Target Demographic

To really hit home, remember your font should immediately click with your target audience.

For example, a stodgy, narrow font may work well for a cigar box but would seem clumsy for a children’s playground carnival. When beginning a project, ask yourself, “where and how will consumers read this information?” Aim for the customer, and you’ll find greater success.

5. Brand Goals

What is the overall image you want to project? Fun and playful or sleek and simple?

If you’re looking for something traditional, formal, or elegant, a serif font is usually best. If you’re aiming for a modern, sharp, or minimalist look, try sans-serifs.

From Font to Fantastic

Fonts choices have a subconscious impact on how customers process and receive your message.

Push yourself to think contextually when it comes to fonts, seeking out those that will best connect to the culture, age, or the location of people you are trying to reach. Carefully attending to these details can make a difference that lasts for decades!

Remember, people buy with their eyes, so your promotion needs to catch attention. Need ideas?

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Keep Things Real with Four Animated Design Tricks

While you may not be able to launch a 3D billboard and party-train campaign, you can to stop traffic with 3D elements and hot design trends from 2019.

Here are four animated styles with practical examples to try in your next printed piece.

Three-Dimensional Designs

3D works seem to be everywhere right now: entire compositions that have so much depth, you can’t help but reach out and touch them.

Examples include 3D typography (that works with any kind of font rendering), metallic 3D pipes pulsing with neon electricity, or effervescent 3D poster compositions that jump off the page and make it impossible to look elsewhere.

Asymmetrical Layouts

While rigid designs have been standard for several years, layouts that break free from the predictable grid are now soaring in popularity.

Asymmetrical balance results from using unequal visual weight on each side of your page. For example, one side might contain a dominant element, which is balanced by lesser focal points or light elements on the other.

Asymmetrical balance is more dynamic and interesting. It evokes feelings of modernism, movement, vitality, and curiosity as viewers pause to peruse the design. Box elements within a page, stepped or tabbed layering, or the powerful use of negative space are all strategies for creating products that feel more customized and alive.

Open Compositions

Ready to throw off decaying designs of the past?

For years, illustrators have put frames around design elements, encasing them in boxes, frames, and in strict order. Today, viewers crave open, airy designs which seem to offer only part of the whole picture.

Allow your layouts to embrace white space with elements that feel loosely connected or even chaotic. Play with composition to make each part look like it’s continuing off the page to infinity. This allows viewers to engage with your image, using their imagination to wonder what else is out there.

Duotones and Gradients

In the 90s, gradients were a popular way to add color and depth to designs.

They came back in a big way in 2018, enhancing flat designs, adding color overlays to photos, and adding texture to backgrounds of all kinds. Gradients, or “color transitions,” are a gradual blending from one color to two or three others, blending similar colors (like different shades of blue) or completing contrasting colors (like purple and red). Gradients can be bold or subtle, modern or rustic, the focal point or the background. They can be used in logos, packaging, business cards, or photo overlays.

Find your favorite color schemes and go to town, because the energy of these stunning color transitions can elevate the vivacity of any design.

It’s an exciting time for design, especially when technology continues to allow us to push the limits. Have fun experimenting with us and make 2019 a year to look your best in print!

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Find Language to Express Your Ideal Design

Design involves a special kind of communication.

First, creators must have an idea or concept in mind. Second, they need to articulate their ideas in ways graphic designers can bring to life on a page. This requires a common language, and sometimes graphic designers are known for having a vocabulary all their own.

If you’re working on a design concept, knowing the right terminology will help you communicate to produce the results you envision.

Here are some design adjectives that can help you articulate the concepts you’d like to see in your next print project:

Cool vs. Warm

On the color wheel, warm colors range from yellow to red-purple.

Those colors that are reminiscent of fire or the sun are called warm colors. These hues are reds, oranges, yellows, and pinks. Warm colors communicate energy, playfulness, happiness, sociability, and optimism.

Cool colors include blue, greens, and purple. These colors typically stand for sky, space, water, and nature, and communicate a calming or relaxing tone. Cool colors imply dependability, trust, growth, beauty, confidence, and power.

Minimalist vs. Maximalist

Minimalism is a style or technique that is characterized by cleanness, simplicity, and expressing the most essential ideas.

Minimalist designs use a small number of colors, simple lines, flat designs, or plenty of negative space.

Maximalist or baroque designs are lavish, highly decorative, or triumphant (think ornate wedding invitations). Minimalist designs are sparse and clean, while maximalist designs are exotic or busy.

Feminine vs. Masculine

Feminine designs are usually characterized by details such as soft color palettes, florals, and cursive writing. They may employ fluid, flowing fonts, pastel colors, facial close-ups or silhouettes, or feminine associations such as love, curves, fashion, or beauty.

Masculine designs are typically more rugged, monochromatic, or modern (think IKEA kitchen layouts). They may feature gritty images, thick fonts, hard edges, and darker color schemes.

Playful vs. Professional

Playful design styles are fun, giving an informal (rather than rigid) vibe.

Playful tones may be colorful, fantastical, non-realistic, or cartoon/caricature focused. Often these concepts focus around animals, mascots, illustrations, and impish font pairings.

Professional designs are usually characterized by muted colors and minimal details that represent conservative ideas. Formal tones are communicated with straight, classic font types, simple shapes or objects, minimalist and geometric use of line art, and cool colors (think college diplomas).

Abstract vs. Literal

Abstract designs shape images that are unhindered by what these objects might actually look in real life.

Abstract designs (like this Starbucks water bottle) are imaginative and varied, including ambiguous shapes, contemporary color palettes, curves and splatters, geometric patterns, or blurred images. Abstract art utilizes pure colors, shapes, and forms to express meaning (without getting bogged down in the storylines carried by objects and scenery). Abstract art can touch the emotions in a raw and powerfully direct way.

Literal designs are just the opposite, with concrete, objective ideas. Literal designs use sharp images, bold and simple fonts, and clearly defined limits.

Vintage vs. Modern

Vintage or retro (short for “retrospective”) is a style derived from trends of the recent past.

These designs incorporate rustic, nostalgic elements, including visual clues such as old letterpress, hand-drawn typefaces, ornate ribbons, sepia-filtered photos.

Modern designs are just the opposite, often changing in style. In 2019, modern graphic design trends include 3D design and typography, duotones and gradients, warm or moody color palettes for photos, and asymmetrical layouts.

One of the easiest ways to have a better client-designer working relationship is to align your project’s design style. Use this guide to get you started as a handy reference to communicate your ideas from start to print!

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Effortless: Three Tips to Boost the “Cool” Factor of Your Designs

Fashionable. Admirable. Timeless.

If you were to define cool, what words would you use?

Cool is just . . . cool.

In some sense, even describing what makes something cool can diminish its appeal. But in print and design, nothing is more appealing than cool.

What Makes a Brand Cool?

How do you add this edge to set your products apart?

To find out, marketing scholars Caleb Warren and Margaret C. Campbell carried out six experiments comparing consumer products, coolness ratings, and participant reactions.

In their research, Warren and Campbell discovered a relationship between the qualities of coolness and autonomy, finding designs perceived as cool were those that radiated autonomy in a socially acceptable way. Cool things tend to go a step beyond “stylish” things, so cool designs often push the boundaries of style. Think normative styles like jeans – but add excessive grunge rips. Or ordinary 1950s T-shirts – but add packs of cigarettes rolled into the sleeve.

Coolness is not an inherent quality, but rather a social construct. If coolness comes from stretching limits, one of the keys to cool designs is knowing your niche and understanding what customers perceive to be unconventional. As Warren & Campbell conclude: “objects and people are cool only to the extent that others consider them cool.”

Bringing Coolness to Life

Looking to push the boundaries in a way that’s meaningful to your customers? Here are three ways to set your designs apart:

1. Define the Gap in Your Market.

Look beyond your design to the people you are designing for.

What brands, social values, or fashion cues motivate them? Look at products your customers typically buy and find the “gap” between current designs and those that are too intense or extreme.

To design in the gap, add a bold twist to the colors, fonts, or ideas that might typically interest them. Wrapping paper company Gift Couture saw a gap in the market for wrapping paper “sets,” so they created a series of themed papers that coordinated together, like the Cheeseburger set (bun, meat, lettuce, and tomato wrapping papers) the steak set (raw meat and cutting board style designs), and the pizza set (pizza paper with a coordinating pizza box).

2. Bring Magic to the Mundane.

Cool people or concepts have a flow, grace, or character all their own.

Cool things often appear effortless (though they rarely are), so how do you add this sense of simplicity to your work?

Seek authenticity that focuses more on a core concept or idea than on the perfected final outcome. For a photographer, this might mean focusing on the moment, not the shot. For an advertiser, this might mean expressing character irrespective of the norms, beliefs, or expectations of others. For a designer, this might mean using minimalist designs, stark angles, or unfiltered photos one might generally reject.

3. Re-purpose the Old.

Sometimes the best designs are a twist on history.

Awaken inspiration for what WILL be cool by looking to what HAS been cool! From refinished wood to vintage art deco backdrops, sometimes the coolest things to come around are those that have been around.

Designs nodding to the past evoke nostalgia and spark a profound emotional response. And cool designs don’t just reproduce old styles; they recreate them in arresting new ways.

Find the Sweet Spot

Cool designs understand their consumers’ tastes and hit the sweet spot between the ordinary and the unconventional.

From the unique to the unexpected, when you appear effortless, incorporate the past, and design one step beyond the norm, it will give you an edge an set your products apart.

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Test Your Brand Messages to Maximize Impact

Donald Miller is an author, speaker, and CEO of StoryBrand, a company that helps businesses clarify their message.

StoryBrand helps hundreds of brands to eliminate confusion, connect with customers, and grow sales. Miller says many brands struggle to break through because they don’t test their brand messages before sharing:

“We have a mantra at StoryBrand: If you confuse, you lose,” said Miller. “The answer to confusion is always ‘no’. When people are so close to what they offer, they tend to be either really vague or they speak inside language. I’m amazed.

“I’ll actually say to somebody, ‘Do you think on a scale of 1-10 that your message is really clear, from 1-10 with ten being clear?’ They will say they are a 10. I will tell them to come up in front of the group [and] ask them to tell me what they offer. They will say, ‘Nutritional packages that allow equestrian products to flourish.’”

Clear as mud, right? Miller says professionals often fail to use simple phrases people can easily understand:

“Here’s the thing, test it at Starbucks. You’re standing in line . . . there are strangers all around. Say, ‘I’m so sorry to bother you, but I’m actually starting a business. Can I tell you what I offer and then ask you if you understand?’”

Does Your Message Resonate?

Companies allocate enormous resources to hone their message.

A brand message, communicated to your target audience, describes what you do, the value you bring, or how you’re different. Your brand message should resonate with the needs, wants, or luxuries of your niche, sometimes with simple slogans like these:

 Eat Fresh.

     Designed for Driving Pleasure.

     Like a Good Neighbor, State Farm is There.

Strong brand messages are memorable, stir an emotional response, and distinguish a brand from its competitors. But when companies hone their identity, they sometimes miss a key element: relevance to their customers. What’s important to your company may not be the thing that matters to your customers. Consider these questions to clarify:

  • Why does my brand matter? Why does it matter to our customers?
  • What does our brand stand for? How will this affect our customers?
  • How are we different than competitors? Why does this matter to our customers?

When you don’t speak to customers on their terms, you are probably falling short. Be clear on what your customers care about and how you can address their situation. Use language that is authentic and messages that align with your clients’ desires or purchasing plans.

Also, consider testing brand messages before publicizing them. This doesn’t have to be complicated. Start by simply reading your copy out loud to yourself. Does it sound conversational and real? Then test it out on others. Poll your friends and family, create anonymous surveys for staff and clients, run focus groups with target audience members, or do a website trial with a third-party testing tool. As you move forward, consider logging the impact of:

   Product descriptions

   E-mail subject lines

   Print ads, graphics, or layout options

   Call to action statements

   Packaging colors or logo designs

   Slogans/taglines

   Online landing pages

   Advertising campaign concepts

   Time or location an ad is presented

While testing takes work, business leaders agree it is worth the effort: 72% of advertising professionals said it’s important to test an ad before it’s launched, and 85% of product-focused managers said testing is vital to their success at work. Testing content can sharpen your focus, make your message more relevant, and boost the response to your marketing pieces.

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5 Elements of Stunning Letterhead Design

Personalized mail is a special commodity these days, especially something that looks smart or sophisticated.

And everyone agrees that there’s a huge difference between a typed letter on a bland white page and one aligned smartly on a beautifully designed letterhead.

While many view letterhead as an afterthought, it’s time to raise the standard!

A sharp letterhead can communicate proficiency, increase response rates, and make your communication more memorable. As you craft a unique, professional look, here are some elements to help you cement your image without overplaying your hand:

1. Embrace Simplicity

One of the guiding principles of letterhead design is to make it flow simply.

While it’s important that your letterhead looks and feels great in the hand, it should still play second fiddle to the communication itself. If designs are too bold, you run the risk of competing with the page content to demand reader attention. When in doubt, simple is best.

2. Represent Your Brand

Letterheads present companies with a great opportunity to represent a brand with sharp fonts, crisp logos, and subtle borders or shading.

Look for ways to draw the designs of your website, envelopes, and letterhead into a more cohesive unit and add some extra depth to your marketing mix. When trying out size contrasts, try to balance the shape of your images with the offset to create a connected design.

3. Don’t Be Afraid of White Space

Like silence between musical notes, a break between elements communicates elegance and ensures a quality user experience.

White space is not “wasted” space, instead, it balances elements, organizes content, and creates spatial proximity so your readers can digest information quickly and simply. Use generous amounts of white space between a large heading and a block of subtext. Or experiment all text flush left or flush right to create more white space between margins.

4. Use Colors Wisely

On printed letterhead, nothing communicates like color.

Use color strategically to draw attention to specific areas of your letterhead, or to add subtle shading to a more grayscale design. If your brand features bright and bold colors, it may be best to use color sparingly in the letterhead but more prominently in your envelope design or packaging. Color can make or break the success of your design, so tread lightly.

5. Don’t Overlook Details

The most critical information to communicate in letterhead is your contact info.

Who is writing the letter, a company or an individual? Decide which pieces of information are critical and build your design around this hierarchy. Keep key information obvious and reduce print size for lower priority info. If you are updating designs or re-ordering, take a fresh look at your materials. If the company you are sending to no longer utilizes a fax machine, perhaps it is best to omit this number. If your organization is larger, consider tailoring several letterhead designs to specific departments.

Letterheads remain an integral part of a brand’s marketing mix. Inject new energy into your designs with thoughtful layouts, creative contrasts, or complementary envelopes that keep your messages stand out in a crowd!

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Four Design Keys Every Novice Can Master

Ever feel stuck in a rut when it comes to your print or graphics capabilities? “It’s impossible,” you say. “I just don’t have an eye for design.”

There’s hope for even you!

In today’s generation, incredible graphics, fonts, and digital capabilities are literally at our fingertips. And while design may not come naturally to you, everyone can make their projects look better. Whether you’re creating newsletters, small advertisements, or presentations, here are four concepts that are fundamental to every well-designed print project.

1) Proximity

The main purpose of proximity is to organize.

When you begin your layout, remember that items relating to each other should be grouped close together. This reduces clutter and gives your reader a clear sense of structure.

When you’re thinking about proximity, organize your elements as groupings that form one visual unit rather than scattering around several separate pieces. Physical closeness implies a relationship, so items not related to each other should be spaced apart, while elements you want to connect should be grouped.

Don’t be afraid of white space! Sprawling elements throughout a page to avoid white space will make a piece more visually challenging for your viewer to comprehend.

What to Avoid: Too many separate elements on a page, grouping unrelated items in proximity, sticking things in the corners or the middle to avoid empty space.

2) Contrast

Contrast is one of the best ways to add visual interest in your page.

Contrast excites the atmosphere, draws the eye, and clarifies communication. Contrast is nothing if not bold, so one goal of contrast is to avoid elements on the page that are merely similar. If fonts, colors, or outline borders are not the same, then make them extremely different: white on black, 24-point font above 12-point font, or neon shapes near pastel text boxes.

What to Avoid: Being wimpy, using similar typefaces, highlighting a non-focal element, creating unnecessary chaos on a page.

3) Alignment

Alignment unifies a page and creates flow and personality.

Nothing should be placed on your page haphazardly. Every element you use should connect with other elements to create a clean, sophisticated look.  When items are aligned, the result is a stronger cohesive unit. Be conscious of where you place elements and align pieces in a page even when the two objects are physically far apart (like a top headline with the bottom footnote).

What to Avoid: Using multiple alignment styles (i.e. some center, others left) on one page or always defaulting to centered alignment.

4) Repetition

Repeating visual elements of design throughout a piece will bring consistency and strengthen the unity of your projects.

Repetition can be used with colors, fonts, bullets, graphics, borders, subheadings elements, or anything a reader will visually recognize. Repetition is a conscious effort to unify all parts of a design: elements repeating through various pages, colors displaying patterns, drop caps in lead paragraphs or sidebars in successive layouts.

What to Avoid: Making repetitive elements too subtle or infrequent, being haphazard rather than intentional, or repeating an element so often it breaks the flow or the document as a whole.

While design may not come naturally to you, everyone has room to grow. By using these four principles, your work will look more professional, unified, and interesting. And you will have more fun creating!

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How to Survive the Off-Season Sales Slow-Down

Dollar bills on turtle.

Vancouver’s Whistler resort, owned by Vail Resorts, is currently the most-visited ski venue in North America.

But as one of Vail’s 19 prestigious resorts, Whistler still deals with the reality of seasonal slumps. Part of Whistler’s off-season strategy includes summer activities like carnival games, ziplining, and bear-viewing.

Vail has recently taken a more aggressive ticketing strategy as CEO Rob Katz made the $899 “Epic Ski Pass” the centerpiece of its pricing structure. This upscale pass provides visitors unlimited skiing at Vail’s 19 resorts and partial access to dozens of resorts worldwide.

The effect has been substantial, with 2018 revenues rising 41.5% in just one quarter! With the Epic Ski Pass, Vail also removed discounts for skiers paying in advance on one- and three-day passes, instead limiting these discounts to early-season purchasing. While this has drawn criticism, county councilman Steve Anderson praised Katz’s bold move in incentivizing off-peak sales:

“For a company that runs a ski hill, that makes good sense because they get a lot of cash coming in when they are not in peak operating season, and as you get closer to the lifts opening, these bargains start to disappear,” Anderson told Business in Vancouver.

Strategic Sales Cycles

Every business has its slumps, and accounting for slow days is critical.

As you prepare your yearly budget, consider peaks and valleys in revenue and be creative in planning sales or service bundling options.

Resourceful entrepreneurs say it is helpful to break sales cycles into six seasons:

January-February

Post-holiday lulls may bring purchasing drop-offs, so smart businesses work to craft sales around health-related themes, branding or re-order opportunities, February holidays, bedding/linens/cozy comfort items, or electronic upgrades.

March-May

Spring is a time for renewing, cleaning out, or vacation planning.

Incorporate “think spring” themes like outdoor activities, Easter or gardening, trimming or tidying, tax-time incentives, or “going green” options. By April, finalize your summer sales campaigns and prepare to roll out hot new products or services.

Early June to July

Enjoy that summer freedom with longer days and lazy schedules.

People are spending plenty of time outside, so build your messages around recreation, refreshment, family, and everything that’s free and easy. Think weddings, outdoor gatherings, or strategic fall planning as you connect with your clients and plan your next move.

Mid-July to Early September

As vacations become memories, think ahead on school prep, fashion, fall landscaping, and new routines.

At this time, people are ready to stock up, plan ahead, or solidify year-end business goals. Also, a relatively new phenomenon is changing the second half of summer: Amazon Prime Day (mid-July).

As people take advantage of Amazon’s sales and free shipping that day, many online and e-commerce retailers also offer Back to School specials on this day. Even merchants who aren’t on Amazon tend to see a bump on Amazon Prime Day, so consider how you can grab this momentum and turn it your way!

Late September-October

Now those new rhythms are established, and the holidays are just ahead.

This season sees people finalizing home repairs or DIY projects, locking down system upgrades at work, and making major contacts before the holidays arrive. Find your client’s problems and find creative ways to help, because everyone likes a strong start to the fall season!

November-December

In this season retail sales explode and businesses plan for changes in the new year.

Whether this is your slow season or total survival mode, these months can make or break a business. Review data from previous years, tighten up shipping, or set aggressive agendas for the new year. Woo customers through holiday sales, Christmas greetings, or other incentives.

No matter when your slump hits, remember to push hard during the busy months and be strategic in the off-season. Set aside cash for slow months, plan for busy seasons in advance, and keep evolving in your skills. Your best years are still ahead!

We can help you with bright and clean design for your print advertising in PrintItPlus!

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