Mystery Ink!

During a conversation the other day on the topic of printer ink, I found myself feeling a bit confused and uneducated. Like most people, I have always assumed that printer ink is just ink. I understand that you can buy the name brand toner or an off brand option, as well as the new rage of refill kits. It never occurred to me that beyond these basic options there is quite a bit to know. As usual, my curiosity led me to some research and to ensure others benefit from my educational quest, I am here to report that I have learned a little bit more on this topic. I suspect there is much more, though!

Let me start with the basics that I listed above and my understanding of each option.

Name brand toner/cartridge = high cost, but great quality. Usually manufactured by the same company as your printer, these items are specifically designed for your machine to produce the best possible print. My understanding is that these items are also referred to as OEM (original equipment manufacturer) ink cartridges.

Off brand toner/cartridge = less expensive than OEM, but quality can vary. Depending on who and how these "off-brand" cartridges are put together, there can be a wide variance in the ink quality. The key, I have learned, is differentiating between those referred to as "compatible" and those that are "remanufactured". Prior to my research I thought these were just different ways of saying the same thing - I was wrong!

Compatible toner/cartridge = This is a product not manufactured by the original printer manufacturer (OEM). It will, however, function the same way as the OEM. The key warning.... check your printer warranty! Some have a clause built in that voids the warranty if you use compatible products rather than OEM.

 

Remanufactured toner/cartridge = This product has been used previously, taken apart and then refilled with new ink. Basically, the same thing you could do with a refill kit at home without the mess. These are likely to be the least expensive ink option available, but do tend to have challenges with smearing and malfunctions. Key warning for this item... check your cartridges before making this purchase. Some printer manufacturers have developed cartridges with special technology making so they cannot be remanufactured. If you have one of these printers, beware of anything labeled as "remanufactured" as it may not be accepted by your device.

Refill Kits = low cost, but quite messy! If you need a truly inexpensive option for replacing your printer ink, this could be a great option. HOWEVER, be aware that there is some skill involved in using these refill kits and it can be a messy endeavor. As stated above, before you take this path research your printer to be sure that your cartridges will allow for refilling otherwise you could waste time and money. The other consideration with this option is what you are printing. If this is your home printer and you use it for printing recipes and directions, then this may be a good option. If you are printing photos or more professional style documents, you should be sure to consider the ink quality concerns that people have voiced with the refill route.

As always, make the choice the best fits your needs and budget. Just be sure you have all of the facts before you make your purchase!

Send me a postcard!

In the world of marketing there seems to be a great debate about the use of direct mail pieces. With the massive increase in on-line media and marketing initiatives, most people have passed on direct mail marketing in favor of the digital options. One thing to consider, though, is that with the increase of on-line marketing customers are now bombarded more than ever with messaging every time they log into their email or other social media outlets. Just like the days of old when people were annoyed every time they went to the mail box and had mass piles of marketing mail, they now have the same experience in the digital world. So, what is the answer?

Unfortunately, I cannot claim to have the answer to the question of "to mail or not to mail". All I can suggest is that you consider the possibility of utilizing both direct and on-line marketing efforts. My logic for this suggestion? If people are becoming just as immune to digital marketing as they are to direct mail, catch them off-guard and send both! As long as the campaign design is attention getting it will register on some level in the customer's brain. Even if they spend mere seconds glancing at your digital effort, a well timed follow up received in the mail is more likely to get a second glance for the simple reason that it will be recognizable on some level and different than the version already brushed off.

Another encouragement is to consider the use of postcards rather than more traditional pieces. Because of their size they can be less expensive to produce while still allowing the use of custom graphics and message. Postage costs for these pieces are less than other options, as well, allowing you to stretch your budget a bit further. Unlike direct mail pieces that require the recipient to open and unfold, postcards offer a 100% open rate with the message front an center as soon as the mail box is opened. One last thing to consider is that used as one piece of a well designed marketing campaign, postcards can help direct customers to the next step in the conversion process.

Still not sure about my logic? Check out these articles for some additional insights and more hands on suggestions on how to make your direct mail campaign a success!

Postcard Campaign

Engage Direct Mail Prospects

Connect Direct Mail to your Website

Print Grows Trees!?

For quite a while now most Americans have been bombarded with eco messages on how to save Mother Earth by consuming fewer products that require natural resources to be made. Recycling has become a common household routine along with the use of energy saving electronics and appliances. People have also begun the shift from paper to digital in an effort to prevent over use of paper products.

I have always understood that the goal of using less paper was to decrease the product demand which would then, in turn, decrease the number of trees being harvested to create paper. It all seemed very logical to me... until I recently read an article on how the use of paper actually helps to sustain and maintain trees. Really?!

The basic premise of the article explains that although paper consumption does require the harvesting and processing of our precious forest resource, most of the trees utilized in the process come from tree farms. When a tree is cut on such a farm, it is replaced by a new tree ensuring that the farm is constantly filled with tree growth. With the decline in the use of print, the farmers who own and operate these tree farms are increasingly faced with financial challenges and forced to consider alternative options to make a living. Unfortunately, most of these alternative options involve the removal of the trees - without replenishment. Whether they remove the trees to farm alternative crops or sell the land to developers, either way the result for Mother Earth is another patch of land without the ecological benefits of trees.

Consider for a second the basic economic principle of supply and demand. If consumption of paper goods began to increase - creating a demand for the trees - these farmers would not need to consider alternative uses for their land. Maintaining the tree farms, in turn, ensures that these acres of land are continually populated with trees delivering their wonderful ecological boons. I am not, of course, suggesting that we return to the days of irresponsible consumption. Paper use should still be conducted in combination with the eco-friendly habits we have recently acquired. Opt for products using recycled content and recycle your used paper goods when they have completed their contribution to your life. Most of all - stop feeling guilty for the paper you use. Every piece that you use helps keep a farmer - and his trees - in the field!

For additional information on this education campaign, check out this site:

http://www.printgrowstrees.org/facts.html

The Sweet Stuff

For most people, the holidays are still a long way off. For business professionals and marketing teams now is the time to start planning the holiday cards and gifts to be sent. While most companies elect to continue the annual tradition of selecting, printing and mailing company holiday greetings the question sometimes arrises as to what constitutes an appropriate gift for certain clients or vendors. Without knowing someone's personal interests the selection process can be a bit daunting. There is, however, an option that most everyone enjoys... chocolate!

While there are a number of great boxed chocolate options available, one thing to consider when sending them as a company gesture is product personalization. An expensive box of chocolates is always nice to receive, but sitting on someone's office desk it may not be obvious who sent them and this is a lost opportunity for company marketing and/or branding. If the chocolates sitting on that same desk are imprinted with a personalized message or company logo odds significantly increase that co-workers stopping by are left with a sweet impression of your company. When considering a gift of the sweet stuff, take into account the return on your gift investment.

There are, of course, a variety of options from which to choose. Here are a few to get you started in your selection process.

Milk Chocolate Truffle Gift Set (16 ounces)

Milk Chocolate Truffle Gift Set (24 ounces)

Chocolate Covered Almonds and Cashews with Personalized Chocolate Center

Chocolate Business Card

Traditional Truffle Gift Set with Personalized Chocolate Center