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Plaza Graphics January 16, 2018

The world of business and finance gets skewered, as Bottom Liners tackles subjects such as foreign takeovers, office policies, getting a raise, and the fast-paced world of Wall Street.
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A wry look at the absurdities of everyday life.
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In today's complex world of family issues, Focus on the Family provides grounded, practical advice for those dealing with family problems.
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A whimsical, slice-of-life view into life's fool-hardy moments.
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News From
Gary Cowan
Idea of
the Week
Marketing Tip
Uncommon Product of the Week
Tech Tip

Know Your Enemy

The Social Power of Print

Brochure vs. Booklet vs. Catalog

It’s Time to Scam the Scammers
A Message From Gary Cowan
The Way I See It

The Story of Two Trees

I came across an interesting story about a boy who visited his grandpa’s farm every summer. One year, the grandpa was getting ready to plant a few new trees, and he asked his grandson to help. He asked the boy, “If I plant one inside the house and one outside in the backyard, which do you think will grow to become the greatest tree?”

The boy quickly replied, “I think the tree inside the house will grow the biggest because it won’t have to struggle with the wind, hot sun, or freezing winters. “OK,” the grandpa replied, “We will grow one tree indoors and plant the other outside and see what happens.”

During a visit a few years later, the boy asked about the trees and their experiment. The grandpa showed him both trees. The inside tree grew very little and began to wither, while the outside tree grew strong and fast. He taught his grandson a lesson he would never forget: we don’t grow when things are easy, rather we grow when we face challenges.

Here’s the way I see it: Challenges are what make life interesting, and overcoming them is what makes it meaningful. Our creative team would love to help with your next printing challenge. Give us a call today!

Gary Cowan
Idea of the Week
The Power of Simplicity in Marketing

Marketing Team

You have an upcoming marketing or sales campaign and want promotional materials that have the right combination of imaging, color, design, and narrative to make the biggest impact on your customers. How can you design the right balance for your materials to make that impact?

Balancing Perfection and Excellence

The 19th-century American essayist, Henry David Thoreau, had great advice for us living with the overload of the information age: "Simplicity, simplicity, simplicity! I say, let your affairs be as two or three, and not a hundred or a thousand..."

On the other hand, we can temper Thoreau's advice with a caveat by Albert Einstein: "Everything should be made as simple as possible, but not simpler." So how do you strike a balance between perfection and excellence? What are the enemies of simplicity?

The Enemies of Simplicity

Marty Neumeier addresses the enemies of simplicity in his book The Brand Flip. The enemies of simplicity, according to the author, can sabotage your marketing in 7 ways:

7 Ways to Sabatoge Marketing

So, remember that in our enthusiasm to succeed, we can create clutter. Start simple and build that foundation. To paraphrase our friend Thoreau, your castles in the air are where they should be. "Now put the foundations under them."

See more great ideas like this!
Click here to visit the Plaza Graphics Ideas Collection.

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Marketing Tip
Print to the Rescue

If you’re looking for a few ways to boost your online activity, whether it be on your website or social media, here are a few tips for integrating print into your mobile campaigns:

  • Promote a custom microsite or landing page that is specific to each direct mail piece, trade show flyer, or brochure you create.

  • Create and distribute print coupons that can be redeemed online.

  • Send newsletters that redirect readers to a web URL for “the rest of the story.”

  • When announcing new products or services with posters, direct mail, or advertisements, encourage your audience to join in the conversation on social media.

  • Promote your website or social media group on everything you print, including business cards, statement stuffers, stickers, newsletters, custom envelopes, bag inserts, coupons, and much more.

If you’d like examples of ways other companies use print to expand their online presence, give us a call today!

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Uncommon Product
Differences Between Brochures, Booklets & Catalogs

Marketing materials such as brochures, booklets, and catalogs play an essential role in today’s business world. How do these marketing products differ from one another A good way to identify the differences is by comparing their sizes and uses. Here are a few common differentiators:

Brochures are typically folded paper (such as a bi-fold, tri-fold, or one large flat sheet folded into panels). Brochures commonly provide a brief company overview, or a spotlight on one product or service.

Booklets include multiple pages but typically have a narrow product focus. Booklets often provide in-depth information and details about a specific product or service. They usually feature many product photos and in-depth marketing information.

Catalogs usually have more pages and promote a larger variety of products, often including a complete list of products or services available, with minimal descriptions and product imagery.

If you need ideas for your next marketing piece, give us a call today. Our creative team would love to help!

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Tech Tip
Pushing Back on Scammers

Email scammers work in bulk by blasting out tons of emails in hopes of getting a few bites. Sadly, some of these scams can trick even the most web-savvy user.

In response to increased scammers and lost revenue, NetSafe, an online safety non-profit in New Zealand, built Re:scam, which is an AI bot that messes with scammers automatically. Re:scam imitates real human tendencies with grammatical errors and humor, and will continue any email conversation for as long as possible. The goal is to turn the tables on scammers and waste their time, without wasting a moment of yours.

If you receive an email message you suspect to be a scam, simply forward the email to: They will run a check to make sure it is a scam attempt, and then a proxy email address is used to engage the scammer. Their inbox will be flooded with responses without knowing who is a chat-bot, and who is a real living target.

For more information, visit:

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