About Cynthia Fedor

Cynthia Fedor was QuantumDigital’s senior copywriter and marketing team lead. To see what Cynthia is up to now, visit her profile on LinkedIn.

The Quick and Dirty Way to Generate QR Codes and Track Response

Posted by Cynthia Fedor on February 21st, 2012 | 1 Response

For small business owners that are investigating new ways to optimize and track local marketing initiatives, QR codes can be intimidating. QR codes are high-tech looking. They’re kind of ugly. And, worst of all, they force marketers to examine how traditional media, like direct mail and print, can work with digital media and digital platforms in a seamless way. A lot of small business owners I know are very savvy and open to learning about new technologies. Even so, many are not sure how to actually generate a QR code, when and where to use one, and how to tell if consumers are even scanning them.

This post is dedicated to the do-it-yourself small business owners out there. For you, I’ve outlined a quick and dirty way to generate QR codes and track responses. Read More »

8 Different Uses for Printed Flyers

Posted by Cynthia Fedor on February 3rd, 2012 | 1 Response

Say the word “flyers” and most people immediately imagine colorful pieces of flimsy paper, tucked under a car’s windshield wiper, casually flapping in the wind. Others may picture street team members handing out flyers to folks passing by. Sure, these are typical uses for flyers; but this media type has so much more potential.

Check out these simple flyer printing ideas for business… and feel free to leave your own suggestions in the comments. Read More »

Campaign Case Study: QuantumDigital’s Agency Envision Campaign

Posted by Cynthia Fedor on January 31st, 2012 | Leave a Comment

Every now and again, we like to share examples of the marketing campaigns we’ve developed to achieve our business goals. By doing so, we hope to shed light on ways you can optimize your own campaigns and integrate digital technologies with traditional channels to get revenue-generating results. Below is a case study of one of our recent campaigns, the Agency Envision Campaign. Feedback and questions are welcome.  Enjoy!

QuantumDigital Agency Envision Campaign

OBJECTIVES:

The purpose of the campaign is to nurture existing agency leads while showcasing how new digital technologies could help them streamline, track, and grow their clients’ direct mail activities. Additionally, QuantumDigital needed to break any existing assumptions that positioned their company as simply a direct mail fulfillment and print facility. The target audience was comprised of key decision makers within the advertising/marketing industry who develop direct mail campaigns for enterprise-level clients. Read More »

Technology Stimulating the Evolution of Small Businesses

Posted by Cynthia Fedor on January 26th, 2012 | Leave a Comment

Small business marketingToday I came across an informative yet short and sweet article titled, “How Running a Small Business Has Changed,” on AMEX’s Open Forum site. It featured an interview with Jay Goltz, a 33-year veteran small-business owner and New York Times columnist. When asked, “Why is small business different now than ever before?” he answered, referencing today’s challenging economic climate:

“The interesting part about this one is you’ve got a recession and at the very same time you’ve got technological advancements that have changed the business environment. It used to be if the economy went bad, you suffered through it, cut some expenses, and, a year later, things went back to business as usual. Now… the fact is, you need to continue to spend money to stay up with the new technologies in the changing marketplace.”

For SMB’s to stay competitive, or even simply remain in business today, they need to utilize available technologies to streamline processes, uncover new efficiencies, and better connect with consumers whenever and wherever they can.
Read More »

Best Practices for Effective Email Design

Posted by Cynthia Fedor on December 9th, 2011 | Leave a Comment

emailsAny communication from a business, including emails, is an extension of brand. The tone set by email design represents part of the brand’s story. It conveys a great deal about an email’s sender and the email’s purpose before any content is read by the recipient. Additionally, design affects how email platforms filter, categorize and display messages. Therefore, understanding design in these terms will help marketers improve deliverability and ROI.

Here are some best practices to follow for effective email design.

Understanding the objective of an email

Understanding the main purpose and goal of an email communication is critical to developing effective email design. The design strategy will change based upon the objective and intended goal. For example, newsletters should have a different design and layout than a sales email or brand-building email. This is because recipients look for visual cues to guide them through the email’s content and to determine how it should be read. Read More »

How to Stay Productive and in Front of Your Local Market During the Holidays

Posted by Cynthia Fedor on December 9th, 2011 | Leave a Comment

During the holiday season, as many turn their focus toward spending time with family and friends, a lot of professionals tend to check out and let their marketing efforts wane. Sure, everybody deserves a much needed break from all the hard work they’ve been doing throughout the year; but successful marketers know that this is the perfect opportunity to get a jump start on business for 2012. They take advantage of the fact that many choose to hibernate rather than stay visible and available in the month of December.

Here are some ideas that can help you maintain productivity and stay visible in your local market during the holiday season. Read More »

4 Fresh Uses for Magnetic Business Cards

Posted by Cynthia Fedor on November 29th, 2011 | 2 Responses

Business cards are useful for sharing contact information; however, days of the rolodex are gone. Customers may not keep business cards around for long or consolidate them in a spot that makes it easy to access the information printed on them when needed. This doesn’t mean that they’re going away anytime soon. For several reasons, printed business cards are here to stay.

By getting creative with substrate and by including different information, you can keep business cards within your customers’ reach and your business in front of their eyes. Printing business cards on magnetic paper is one classic option.

Here are 4 fresh ways to use magnetic business cards:

magnetic business cardStrengthen customer loyalty and encourage repeat business

Include a coupon code on your magnetic business card that loyal customers can use throughout the year. Easy access to even a small discount on goods and services can motivate repeat and just-in-time purchases. This tactic is ideal for take-out/food delivery franchises, salons or hair care providers, carpet cleaning services and other service-based businesses.
Read More »

5 Elements of a Great Business Greeting Card

Posted by Cynthia Fedor on October 28th, 2011 | 2 Responses

greeting card
It’s time to break out the calligraphy pens, mailing labels, and stamps! Greeting card season is just around the corner—offering the perfect opportunity to strengthen business relationships, help win back past clients, or show appreciation to existing clients for their continued business.

A well–planned greeting card campaign can make a deep and lasting impression on audiences. However, campaigns that lack attention to detail or that are not 100 percent sincere can turn prospects and customers off in a big way.

Here are five key elements of great business greeting cards:

Personalization: Most people see greeting cards as an intimate and personal way to engage with family, friends, and colleagues. The medium alone suggests a personal exchange; so keep it that way. Start by addressing the recipient by name rather than using a generic greeting. Reference the nature of your relationship in the greeting card message (is the recipient a trusted partner, a long–time customer, new prospect, etc). And if you’re thinking about including a promotional offer or call to action, make sure it’s highly relevant for the recipient.

Image Selection & Card Design: Your greeting card is an extension of your brand, so although there is flexibility to try something new in terms of design, it should reflect the overall look and feel of your brand. And if you’re sending greeting cards during the winter season, take a few extra moments to think about the images you’ll use (should you go with an image depicting snow–covered mountain tops, Santa Clause, a Star of David, or a nativity scene, etc)? Consider this:

From a 2010 article, “Merry Christmas or Happy Holidays? Americans Divided on That, Too.” posted on Politics Daily: Read More »

What’s the Difference: Digital Printing vs. Offset Printing

Posted by Cynthia Fedor on October 10th, 2011 | 1 Response

What is on–demand, digital printing? Defined, it’s a printing technology that allows for digital files to be quickly and economically printed in short run quantities (short run is considered about 5,000 prints or less). However, what on–demand, digital printing actually is and what it can do for a business is much greater than its definition.

On–demand, digital printing is a powerful accumulation of technologies that will change the way you communicate with your audience.

Before I get into describing all the benefits of using on–demand, digital print technology, I think it would be helpful for you to understand the traditional commercial printing process. In contrast to it, you’ll be able to appreciate the significant advantages of on–demand, digital printing.

The most common technique used for high–volume commercial printing today is color offset printing. It’s a method that prints layers of four, and sometimes six, different colors of semi–transparent ink on top of one another in order to reproduce the original image.

The Color Offset Printing Process

offset printingThe process starts with having the original artwork, image and text, separated into red, green and blue components.  Each of those color separations are then inverted and negatives are produced.  Think of it like a roll of film from your camera.  When it’s developed, the images on the negative are represented in colors opposite to the actual, true–life color values.  In color offset printing, the opposite to red, green and blue is cyan, magenta, and yellow, respectively—the three main pigments used in printing to reproduce color images.  In addition, a black separation is made to help “fill in” shadows and improve contrast of the image.

Next, each color separation, or layer, is represented on a plate or screen.  Ink will be rolled onto each of those four screens. Then, the screens will be aligned and, one at a time, each screen will be pressed against paper to transfer the ink and reproduce the original image.

As you can see, preparing and printing the artwork using a color offset process is arduous and time consuming.  There is little room for missteps or errors.  Flexibility to allow slight adjustments in marketing message is just about non–existent. Read More »

How to Not Feel Guilty About Using Direct Mail for Marketing

Posted by Cynthia Fedor on October 7th, 2011 | Leave a Comment

Green MarketingMarketers—especially those who rely on direct mail and print marketing to reach audiences—are becoming more conscious of how they affect the environment. What can we do to reduce our ecological footprint? Should we stop sending direct mail postcards and printing marketing collateral altogether? No. We just need to learn about ways to reduce waste and make choices that benefit business and make less of a negative impact on the environment.

Here are a few things you can consider:

  • Partner with vendors that use ‘green’ materials and processes and are chain–of–custody certified by the FSC (Forest Stewardship Council).
  • Use a micro–targeted approach to marketing: define a specific goal/objective, target audience, location, duration, and response metrics before starting a campaign.
  • Ditch the spray–and–pray method of direct mail marketing. Use a targeted list, segment based on specific demographic characteristics, and cleanse your list throughout the duration of your campaign.
  • Reduce waste and storage costs by printing marketing materials on demand. Digital printing allows you to print only the quantities you need precisely when you need them.
  • Use direct mail and/or print to capture the attention of prospects. Then continue to nurture relationships online via email marketing or through social media.

Some call this awareness and approach ‘green marketing’. Honestly, I think it’s more than just being respectful of our environment and its resources. These are simple steps you can take to market smarter. You not only reduce the negative impact on the environment, but you also get better results from your campaigns.

Learn how QuantumDigital is doing their part to conserve.