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Takeout Menus: Functional and Promotional

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Most restaurant owners know that their menu is one of their top selling tools.
While this may surprise the average consumer, restaurant managers often use their menu to upsell pricey items such as appetizers, drinks, and side items. The placement of each item within the menu is of the utmost importance, and even small changes can cause a jump in sales of ten percent or greater -- or a similar-sized drop in sales if item placement doesn't work for buyers!
Printed takeout menus are still one of the best printed promotional tools that restaurants can use. Consumers are more interested in ordering food ahead of time for takeout, and having a menu visible when hunger hits really boosts your brand to the top of your consumer's mind. See how takeout menus are one of the most functional and valuable tools for your restaurant business.
Strategically Situated Items
Restaurant menus are highly tailored, and often tweaked multiple times a year by consultants or managers to ensure that consume…

Four Savvy Strategies for Crafting Unforgettable Content (Part 3)

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In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But no matter how glamorous the graphics, they simply cannot stand alone. (Even the Lone Ranger had Tonto, right?) Today, we’re looking at part three of this question: How do you write exceptional copy? Content that commands attention, arouses interest, or compels people to action? Last week, we discussed slogans and sensory appeal. Today we’ll consider one final, fun technique.
4. Jaw-Dropping Surprises
Remember the “no way!” stunner at the end of The Usual Suspects? Kevin Spacey shakes off his signature limp and strides to freedom as his police interrogator gradually realizes Spacey is a mastermind killer who lied brilliantly for hours. Or remember how your jaw dropped when Darth Vader revealed he was Luke’s father? While these movie plots were phenomenal, the surprise factor was what drove them home.
That same principle applies in writing. As Chip and Dan Heath discuss in the…

Four Savvy Strategies for Crafting Unforgettable Content (Part 2)

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Have you hit a slow spot in your print or online marketing? Need a boost to garner fresh vision? In this three-part series, we’ll examine hands-on tools to enliven imagination. Today, we’ll focus on part two of this question: How do you write content that commands attention or sticks with people for months to come? Last week, we discussed “matching the media and the message.” Today we’ll consider two more simple strategies.
2. Saturate the Senses
One way to arouse interest is appealing to the senses. Strive to write content that paints a strong scene in your reader’s mind. Make your message easy to pull from memory by tying it to a taste, sight, smell, sound, story, or a triggering word association.
KIT KAT chocolate bars nailed this in 2007, celebrating the simple delights of candy and coffee. Known for its “break me off a piece of the KIT KAT bar” slogan, the company paired an image of coffee, a KIT KAT, and these words: “A break’s best friend.” Ad copy extolled the joy of life’s small…

4 Savvy Strategies for Crafting Unforgettable Content (Part 1)

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In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But where would vibrant graphics or sensational social media campaigns be without dynamic copy? Nowhere! Like Batman without Robin, like brawn with no brains, hard copy is fundamental to your success.
So, how do you write content that commands attention? How do you write copy that moves a reader and compels them to action? In this three-part series, you'll discover four practical strategies for writing fun, dynamic, and memorable content.
1. Matching the Media and the Message
L.L. Bean is an outdoor clothing and recreational equipment retailer with this brand message: the outside is in everything we make. L.L. Bean believes the more time spent outside together the better, and they design products to enhance that experience. In one of 2017’s most intriguing print campaigns, L.L. Bean brought its “Outsider” concept to life with a print ad that could only be read outdoors. The …

Change Your Scenery, Change Your Outlook

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On the sixth floor of a Boston office building, a sprawling Art Deco lounge gives way to a row of small, glass-walled offices. While the offices seem identical, the residents are not. As you stroll down the hall, you’ll encounter data scientists developing smart-home technology, tech rooms packed with drones and virtual reality headsets, a venture capital start-up, or even employees of Amazon, General Electric, or Liberty Mutual insurance. What do they have in common? A desire to change scenery and synergy through shared office space.
“Moving out of the corporate office empowered us to think and work differently,” said Adam L’Italien, Liberty Mutual’s director of innovation.
While Liberty wasn’t short on space, three years ago the company moved its Boston-based innovation center to a rent-by-the-month office space called “WeWork.” WeWork is one player in a co-working explosion in Boston. Since the start of 2017, co-working operators have leased 1.3 million square feet of office space fo…

Printed Reminders Keep Sales on Track

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Remembering to go to the doctor or dentist's office was much simpler back in the day when nearly everyone had a printed calendar. You would go home after a visit and immediately add your next visit to your calendar. The complexities of life today means that it can be tough to keep track of everything, even if you're putting follow-up visits in your smartphone. The cost of a missed office visit can really add up over time, causing professionals to lose thousands of dollars per year. The tiny cost of creating a simple printed reminder that can be saved to your patients' fridge provides an extra touch point for busy individuals.
Improved Experiences
Improving the experience of patients in today's competitive environment may mean the difference between a growing and robust practice and one that dwindles away over the years. One physician's office saw the benefits firsthand when Dr. Marcus L. decided to implement small printed reminders for his patients. As a family healt…

How to Bring in Trade Show Traffic

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Picture this: it's three weeks before your next trade show, and you're no closer to formulating a plan of attack. Last year, the public milling about your booth was polite but lackluster. Your IT business may not be the most exciting one at the trade show, but you know you can do better. The good news is that you can. Here are some unique things you can combine with your print marketing efforts for maximum trade show results: 
Look for Ways to Be Different
A company in Los Angeles called Finders Key Purse found they got the notice they wanted at trade shows by thinking slightly outside the box. Their product was aimed to make it easier for women to find their keys in their overflowing purses. Because they wanted to market their product primarily to college women, they decided to dress up as cheerleaders to make their booth both themed and identifiable. 
The tactic had nothing to do with looking like a group of sorority sisters. The actual staff of the company was mostly composed …