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1. BuyPaper,
Savethe
Planet?
Your logo here
ISSUE FORTY-EIGHT
MARKETING
ADVISOR
also in this issue:
WHATDOMILLENNIALSREALLYWANT?
5DESIGNMISTAKESTOAVOID

2. photos©istock.com
1
What Do Millennials
Really Want?
1
2
3
4
5
Offeraloyaltyprogram. “Getting a deal”
is critical to Millennials. It is even better when
the deal is unique to them.
Haveamobileappforyourprogram.If this is how
Millennials want to interact, then give them what they want.
Besocial.Millennials are deeply tied
into their social networks, and referrals
and input from friends is critical to their
decision-making.
Keepinfrequentcontact.
Relationships are critical to
Millennials, and regular contact is
important to them. But give them
a choice in frequency, too. Note
their channel preferences and
honor them.
Keepthemuptodateonthedealstheyearn.
Use a mix of channels—direct mail, email, and mobile.
How to keep
Millennials loyal?
With Millennials representing the highest percentage of the
American population, marketers need to know how to reach them
effectively. Whether it’s through direct mail, email, or social and
mobile media, Millennials want to be reached on their own terms.
M
illennials are defined as consumers between 18 and
34 years old. They number 83.1 million, more than the
Boomer generation, and represent more than one
quarter of Americans. They also represent a coveted $200 billion
in annual spending.
Millennials are not only more deeply tied into digital media
than previous generations, but they are more fickle as consumers.
They are extremely price conscious and have little brand loyalty.
As shoppers always looking for the best deal, Millennials love
loyalty programs. On behalf of Excentus, Ipsos eNation polled
1,000+ U.S. consumers to compare Millennial loyalty program
preferences with those of their Generation X and Baby Boomer
counterparts (“The Road to Rewards: What Drives Millennial
Loyalty?”). Researchers found that Millennials are more likely
to earn rewards from retail stores, oil/gas credit cards, travel
programs, and professional or industry associations.
In terms of their preferred program types, Millennials rank
them in this order:
Retail/brand coupons (26%)
Fuel savings rewards (25%)
Instant discounts at the cash register (23%)
To reach Millennials, marketers need to use a mix of channels.
These consumers are very tech-savvy, but they respond to direct
mail, too. In fact, according to data compiled by Direct Marketing
News, 90% of Millennials see direct mail as reliable and 57% have
made purchases based on direct mail offers. But they love their
mobile devices. One-third prefer to check their rewards status on
a mobile app—twice that of Gen Xers (16%) and more than five
times the rate of Baby Boomers (6%).
Because of their price-sensitivity, Millennials are more easily
swayed than other generations. Excentus found that they will
change where they eat, where they shop, and where they dine just
to save $.50 to $1.00 per gallon on gas through a rewards program.
Millennials represent tremendous buying power, and treated
right, they’ll reward brands for catering to them.

3. 3
Buy Paper,
Save the Planet?
3
O
ver the last six decades,
the net volume of trees
on U.S. timberland
increased by 58%. Did you read
that right? Yes, increased by 58%!
If you’re in Canada, the forest
cover has remained stable over
the last two decades.
Buy Paper,
Save the Planet?
Have you bought into the
idea that using paper is
bad for the environment?
If so, here are some data
that might surprise you.
Over the last
six decades,
the net
volume of
trees on U.S.
timberland
increased by
58%
Our country’s forests aren’t in danger
of disappearing anytime soon. They are
actually growing!
By investing in paper-based
communications, you are helping America’s
timberland continue to flourish. Did you
know that most pulpwood harvested
in the United States (89%) comes from
private land? (Here’s a quick fact: Most
harvested trees are used to make lumber,
not pulp and paper. In the U.S., only 36% of
the annual timber harvest is used for paper
and paperboard. In Canada, it is only 13%.)
The income landowners receive
from selling timber encourages them to
maintain and renew this valuable resource.
If forests weren’t creating income for
landowners, what would happen to them?
History shows that this land would be at
high risk for development for agriculture
or real estate. So the more paper you buy,
the more you support the preservation of
our nation’s timberland.
It gets better. When you invest in
paper-based communications, you are not
only preserving our nation’s forests, but
when you choose paper certified by one
of the industry’s certifying organizations,
you can also be sure that the pulp is being
harvested in a sustainably managed way.
Among those to watch for?
 Program for the Endorsement of Forest
Certification (PEFC)
 Sustainable Forestry Initiative (SFI)
 American Tree Farm System (ATFS)
 Forest Stewardship Council (FSC)
These organizations are set up using
standards and guidelines that ensure that
the pulp and paper industry benefits local
economies and forests. When buying
paper, look for stock that carries the logo
of one of these organizations.
The takeaway? Continued use of paper
and other wood products may be a key
factor to maintaining a healthy forested
landscape for future generations.
Want to share these facts with a
colleague or a friend?
Check out the video created by Two Sides
North America. URL: http://www.twosidesna.
org/US/Paper-and-Sustainable-Forestry-Video
photos©istock.com

4. 5
photos©istock.com
Graphic design is one of the great creative arts, and the possibilities of print
and online layouts are limitless. But even the best graphic designers need to
be reminded of simple design truths, too.
Here are five design truths that every designer should know.
Graphic design is an art, not a science, but these simple steps will ensure that your print, email, and online
designs look clean and professional every time.
1.
LIMIT YOUR FONTS.
Today’s layout software gives
you seemingly unlimited
options in font choices. But
as in most things, just because
you can doesn’t mean you
should. Most experts use the
rule of thumb of a maximum
of three fonts per layout.
2.
DON’T OVER-KERN OR
OVER-TRACK.
Tracking and kerning allow
you to adjust the spaces
between letters and words
in a paragraph. This can be
a convenient way to pull up
widows and orphans and fix
awkward line breaks, but use
these techniques sparingly.
If done right, adjustments
shouldn’t be noticeable. You
don’t want to end up with
words that look like they’ve
been slammed between two
concrete blocks or stretched
like salt water taffy.
3.
USE VECTOR FORMAT
FOR GRAPHICS.
Save graphics in vector
format, especially if you
will be enlarging them.
Digital images are made up
of millions of pixels. If you
enlarge graphics too much,
they will become pixelated.
Vector format allows you to
adjust sizing without losing
crispness. No matter what
channel you use—print, email,
mobile, online—your graphics
should look great.
4.
AVOID OVER-
USE OF STOCK
PHOTOGRAPHY.
Using royalty-free (or even
free) images can keep costs
down, but they tend to look
“stock” and without creativity
or uniqueness. Some images
are so generic that you see
them being used multiple
places. You don’t want yours
to be one of them!
5.
DON’T CROWD!
It’s tempting to try to cram
as much information into
the layout as possible, but
remember that white space
is your friend. White space
is clean and inviting. It draws
the eye in. Instead of using
heavy text, tell your story
through graphics, bulleted
lists, and pullouts. This makes
information easier and faster
for people to read and retain.
5 DESIGN MISTAKES TO AVOID

5. MARKETING
ADVISOR
MAILING INFO
HERE
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6. Here are five tips for making the most
of your in-store signage:
1. Make it pop! Think beyond just bright colors. Think
about what else is going to be around the signage. An orange
sign may be eye-popping on the computer screen, but if
orange is one of your brand colors, that in-store signage might
not stand out as much as you think. Pick a color that will grab
attention in the location in which it will be placed.
2. Tell the story. Use the opportunity to tell a critical
part of the product story. Does the product have hidden
benefits? Are there critical differences from the competition?
Don’t let shoppers walk by without getting the message.
3. Build mobile engagement. Did you know
that print materials, including in-store signage, are one of the
primary tools marketers use to gather mobile phone numbers?
Use short codes or text promotions to ask shoppers to opt in
and provide their phone numbers in order to access a coupon
to sign up for a sweepstakes. This is a great way to build your mobile
marketing database.
4. Use QR Codes and Augmented
Reality. Consider enhancing your in-store signage with
QR Codes or augmented reality (AR) to enhance the customer
experience and boost conversions. If you’re a clothing retailer,
you might use a QR Code to lead shoppers to a video on the
hottest fashion trends for spring. If you’re a home décor company, you
might use AR to allow customers to visualize themselves sitting on that
luxurious leather sofa at home.
5. Immediate access to coupons.
Use in-store signage as a way to convert sales immediately
by offering downloadable or text-back coupons. Encourage
shoppers to text 12345 to DEAL10, for example, to be
immediately texted a coupon for 10% off. Don’t let them leave
without making a purchase. The option to receive a coupon right then and
there can make a difference between their making a purchase or leaving the
store empty handed.
8
W
ith every product
available at
consumers’
fingertips online, what value do
brick-and-mortar stores bring?
Shopper experience. There is
something about browsing the
aisles and being able to reach out
and touch the merchandise that
online shopping can’t compete
with. That’s where in-store
signage and displays play such a
critical role.
According to Point of Purchase
Advertising International (POPAI),
in-store advertising and promotional
materials like point-of-purchase and
in-store displays influence 53% to 60%
of consumer purchases. Today’s wide-
format production printers enable
restaurants, retailers, and other brick-
and-mortar stores to capture eyeballs
and convert sales.
Need ideas for incorporating powerful
techniques into your in-store signage?
Give us a call!
Wide-Format:
It’s All
About the
DEAL10