As a marketer for your company you are responsible for ROI. I get that! Everything you do is measured. From lead generation for your sales team to marketing campaigns designed to increase Brand awareness, you and your efforts will require measurement analysis. But have you ever thought of the impact your label has on your efforts? Is your label making your marketing job easier or are you trying to market a product that, well…just needs something more?
That something can be the difference between an easy marketing campaign or a rough ride. Let me explain.
It starts with the Design
Designers are one of the big keys to your marketing success. Whether you are designing custom labels, wine labels, beer labels, food labels, personalized labels or even kids labels (ok…the last 2 you can probably design yourself) your Graphic Designer had better know what they are doing. Especially when it comes time to print your labels.
A good designer will understand your business. He will do the work and research about it so he knows your audience. What they like, and what you like which reverts back to your vision of your product. He/she will ‘get it’ in every sense of the word even if it takes him a long time interviewing you…just listening to you. If he’s that good, allow him space for the creativity he was born to exhibit. After all, he’s an artist and this isn’t an Avery address label!
Printing your label
The printing of your label is probably the toughest part. As you are probably aware there are a few factors that will determine whether the printing process is right for you. A really good designer will already know printing, especially if he is designing a label or flexible package for consumers. Here are some questions you should be asking yourself:
- Is the form of printing going to get you closest to the design and vision of the label?
- Is the printer experienced in the type of printing you are looking for?
- Has the printer any awards for his capabilities?
- Is the printer as interested in the label as you and your designer? If not is he so interested in your results that he will share with you the best road to take, even if there’s nothing in it for him at this point? Is he willing to do that?
Remember, you’re not printing address labels or regular sticker labels.