jcalagaz

About Joe Calagaz

I am third generation in a family business located in Mobile, Alabama. When I joined the company (Specialty Camera Store) I started a digital printing division that focused on printing on-demand for the restaurant industry. We have grown to represent several national restaurant chains and produce both digital and offset printing for their marketing, culinary, and training needs. In addition to our national restaurant printing we produce all types of printing (Flyers, Business Cards, Newsletters, promotional products, forms, Letterhead, and envelopes) for local businesses in Mobile, Alabama. Specialties: We partner to reduce the pain of purchasing and distributing printing for our customers.

Does Your Marketing Content Sound Human?

Whether you are writing text for direct mail, email, blog posts, or any other type of marketing material, ask yourself, “Does my content sound human? Does it sound like something a person might actually want to read?”

When competition is fierce, it’s tempting to throw in every feature and benefit to make your positioning clear. But readers are still people first. You have to catch their attention and draw them in. You won’t do that with copy that reads like a spec sheet.

Effective marketing copy should sound human, and it should speak to real needs, priorities, and challenges. It should sound […]

By |August 21st, 2015|Uncategorized|0 Comments

What Dictates the Meaning of Color?

When designing marketing materials, whether print or online, do you fall prey to the temptation to rely on traditional meanings for color? If it’s a luxury product, you use black. To bring excitement, you use red. If it’s a premium product, it must be gold.

While we do tend to associate colors with certain meanings, color also works like a palette. How those colors work together can be a more accurate reflection of the meaning those colors convey.

“For example, orange is seen as playful and youthful—think ‘Finding Nemo,’ but it can also be utilitarian (traffic cones and life rings),” says Jack […]

By |August 21st, 2015|Uncategorized|0 Comments

Print Bests Digital for Driving Purchases

Want proof that print drives sales? Just ask the researchers at Temple University, who found that print has more impact than digital when it comes to increasing reader engagement, recall, and ultimately, purchases.

The study was sponsored by the Postal Service Inspector General’s office (OIG) in conjunction with Temple’s Center for Neural Decision Making. The study found that print ads are more effective than online ads in five of nine categories and equal in two of them.

Researchers found that, while digital ads grab attention more quickly, readers lose interest in them more quickly, too. Print holds attention longer, which translates into […]

By |August 21st, 2015|Graphic Design, Mailing, Marketing, Printing|0 Comments

Want to Personalize? Don’t Do This

When marketers talk about producing “personalized printing” or 1:1 printing, they are talking about printing that communicates with a customer in a way that static direct mail cannot. By definition, this approach is based on knowing something about each customer, even if it’s just name and address.

When done correctly, however, 1:1 printing is more than just “personalizing” a document. After all, you can personalize something well or you can personalize it badly.

There is an industry pundit who is fond of telling the story of receiving a personalized marketing pitch from a hotel in Las Vegas. The mailer was fully personalized […]

By |August 21st, 2015|Graphic Design, Mailing, Marketing|0 Comments

Tricks for Increasing Your Envelope Open Rate

Even the best written sales letter will be ineffective if it’s never read. This is why the envelope can be the key determining whether your direct mail gets opened or tossed. Here are some ideas for making your envelopes more enticing:

Oversize it. Anything outside of the standard #10 envelope will set your piece apart. Make sure the envelope is at least ¼” larger than your largest insert.

Stay clear of window envelopes. This makes your mailer look like a bill or bulk mail.

Get creative with envelope stock. Smooth, heavier stocks show off your color designs, while textured stocks, such as linen […]

By |July 10th, 2015|Marketing|0 Comments

What Does Your Font Say About You?

Good typography equals good communication. We have thousands of typefaces to choose from. What does your choice of typography say about you?

Historically, typographers designed almost all of the classic fonts for specific purposes. Let’s look at the history of some of our favorite fonts.

Venetian book printer Aldus Manutius invented italic type not because he wanted to stress everything, but because it was the best way to fit all of a book’s text in a “pocket edition.”

The British newspaper The Times commissioned the creation of Times Roman after font designer Stanley Morison criticized the paper for its poor typography.

AT&T designed a […]

By |June 26th, 2015|Graphic Design, PrePress, Uncategorized|0 Comments

5 Design Tips to Make You Stand Out

Your customers are buried under an avalanche of conventional and uninteresting print materials every day. How can you elevate your marketing collateral, direct mail, and displays with simple design changes, no matter what your budget? By creating a unique visual identity.

Being unique doesn’t mean throwing out the basic tenets of marketing and design. But with a little creativity, you can incorporate out-of-the-box typography, an unexpected use of color, or a dash of purposeful discontinuity that will build an engaging and memorable experience.

Here are some tips for creating a lasting impression:

Communicate with clarity, humility and brevity. Try some light humor, if […]

By |May 28th, 2015|Uncategorized|0 Comments

5 Reasons to Beef Up Your Visual Content

Is your marketing content heavy on the text? Or graphics? If it’s the former, you might want to change your strategy. Today’s marketing content, whether in print or electronic media, is increasingly heavy on the visual content.

Here are five facts supporting the importance of graphics and images that every marketer ought to know.

1. Ninety-three percent (93%) of communication is non-verbal.

2. Ninety percent (90%) of the information transmitted to our brains is visual.

3. People only remember about 20% of what they read, but as much as 80% of what they see.

4. More than half (55%) of website visitors spend less than […]

By |April 23rd, 2015|Graphic Design, Resources|0 Comments

Do People Learn Better in Print?

The debate has been raging for a long time — which is more effective? Print or email? If you want people to understand and retain information, studies consistently show that it’s print.

“Print and Paper Play a Key Role in Learning and Literacy,” an e-book produced by Two Sides (2015), compiles data from a wide range of studies showing what makes print so different. While many of these studies cover students from elementary through college, they have a direct correlation to consumers reading advertising and marketing information.

What makes print so valuable for information retention and learning? According to the studies, print […]

By |April 23rd, 2015|Printing, Resources, Uncategorized|0 Comments

What Could a Redesign Do for You?

When was the last time you took a close look at the design of your marketing collateral? How about your statements and invoices? Is there unused white space that you could use to personalize offers and maximize sales with cross-sells? Could highlight color improve response time? Where could you add customization or demographic segmentation? Let’s look at three redesigns that reaped huge benefits:

Virginia-based First Market Bank decided to redesign its customer loyalty notifications to make better use of its white space. It added personalized messaging and filled this space with 1:1 cross-sells and upsells based on customers’ purchase history. Under […]

By |April 13th, 2015|Graphic Design, Marketing|0 Comments