{"id":3128,"date":"2020-12-14T14:29:56","date_gmt":"2020-12-14T19:29:56","guid":{"rendered":"https:\/\/smartpress.com\/blog\/?p=3128"},"modified":"2025-08-06T14:00:24","modified_gmt":"2025-08-06T19:00:24","slug":"blazing-boundaries-a-retailers-effective-print-marketing-strategy","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/blazing-boundaries-a-retailers-effective-print-marketing-strategy","title":{"rendered":"Blazing Boundaries: A Retailer\u2019s Effective Print Marketing Strategy"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>With the retail industry becoming ever more competitive, how do you blaze your own trail and come out on top? If you\u2019re Nicole Chose, owner and marketing director of <a href=\"https:\/\/thefoursome.com\/\">The Foursome and Boundary Clothing<\/a>, you use print to create a new landscape. With direct mail campaigns, storefront signage and personalized engagement, Chose\u2019s effective print marketing strategy ensures her specialty outdoor activewear store stands out.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">With custom hanging banners, <a href=\"#take-it-outside\">Nicole Chose of Boundary Clothing uses high-quality print materials to capture attention,<\/a> build awareness and make a lasting impression beyond digital channels.<\/span><\/li> <li><span data-sheets-root=\"1\">Despite the dominance of email and social media, Chose finds that <a href=\"#straight-line-to-success\">direct mail consistently leads to increased foot traffic and engagement, <\/a>proving that traditional methods remain powerfully effective when done right.<\/span><\/li> <li><span data-sheets-root=\"1\">With tools like <a href=\"#more-than-marketing\">Smartpress\u2019 Versions feature and variable data printing,<\/a> Chose customizes notecards and self-mailers to include individual names, messages and rewards, turning casual shoppers into loyal brand advocates.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/banner_boundary_clothing.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=9e709169b22f6151660f908c6812102e\" alt=\"A marketing banner rolled up on one side with boundary clothing in black text on a green background.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Hanging Banner: 18 oz Smooth Vinyl &#8211; Opaque Matte, Nickel Grommets in all 4 corners, 96 x 40&#8243;<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"take-it-outside\">Custom Banners Take Marketing Outside<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Founded in 1935, The Foursome offers classic menswear in Plymouth, MN. Evolving with the times yet staying true to its tailored roots, this third-generation family-owned business branched out with Boundary Clothing in the fall of 2020.<\/p> <p>&nbsp;<\/p> <p>With a new retail space to promote, Chose spread the word with outdoor signage like <a href=\"https:\/\/smartpress.com\/offering\/hanging-banners#c=5467&amp;cp=1\">Hanging Banners<\/a>. \u201cOur store is located on a busy corner,\u201d Chose said. \u201cWe have one out by the road and another as a temporary sign on the building until our permanent sign is ready to be installed.\u201d<\/p> <p>&nbsp;<\/p> <p>Online printing makes it easy to create custom banners and effective print marketing with any message you like. Try Chose\u2019s tactic and keep it simple with your brand name and logo. Then take advantage of Smartpress\u2019 design options like vinyl or mesh material and all the hanging hardware you need, from grommets and ball bungees to pole pockets and wooden dowels.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-right-sm raisedLeft\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/direct_mail_saddle_stitch_booklet_boundary_clothing.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=c6b1943f63db93742657fac365540fd8\" alt=\"Two product catalogs standing with a saddle stitch binding and boundary clothing on the cover.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Direct Mail Booklet: 100# Coated Gloss White Cover with 100# Text Coated Matte White Interior Pages, Flat Matte UV Coating on Cover, 5.75 x 8.75&#8243;<\/p><\/figcaption><\/figure><\/div>  <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/booklet_fjallraven_catalog.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=855064af230aefcea8a9b71cecfe92e4\" alt=\"A custom marketing mailer laying open with images of a man in a navy winter coat and two people in sweaters and hats.\"   data-recalc-dims=\"1\" \/><\/div><\/p> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Custom Booklets Create a Recreation Runway<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Daring customers to \u201cventure there and here,\u201d Boundary Clothing showcases brands that embrace the great outdoors. And with tops, bottoms and shoes fit for chasing your kids around the house or following the sun on a hike, Chose\u2019s Style Guide advertises all that activity in a <a href=\"https:\/\/smartpress.com\/offering\/direct-mail-saddle-stitch-booklets\">Direct Mail Saddle Stitch Booklet<\/a> she sends directly to customers.<\/p> <p>&nbsp;<\/p> <p>\u201cThe booklet gives us a way to feature our store\u2019s brands,\u201d said Chose. \u201cThe result is a great piece we send out to both new and existing customers to provide inspiration for each season. We love the opportunity to help our clients walk out the door feeling confident and looking great.\u201d<\/p> <p>&nbsp;<\/p> <p>Booklet printing like Chose\u2019s creates a customer experience like no other. With imagery evoking wanderlust and the energy of the natural elements, it\u2019s profitable communication. For effective print marketing, let the content do the talking and be intentional with your design by experimenting with custom book printing options like <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/recycled-paper-stocks\">recycled<\/a> <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">stocks<\/a>, <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">cover weights<\/a>, <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">full-color inks<\/a> and <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a>.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/direct_mail_foursome_menswear.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=f6dea6441baea7f5686656ad50272547\" alt=\"Two direct mailers with a man and He Gets Dressed on the front and a mailing address on the back.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Direct Mail Postcard: C2S 14pt with Flat Matte UV Coating on Front, 5.5 x 8.5&#8243;<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"straight-line-to-success\">Draw a Straight Line to Success With Direct Mail<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Perhaps the biggest mountain to climb for small businesses and specialty shops like Boundary Clothing is direct mail marketing. With <a href=\"https:\/\/smartpress.com\/offering\/direct-mail-postcard#c=4612&amp;cp=1\">Direct Mail Postcards<\/a> and Style Guide product catalogs, Chose\u2019s direct mail campaigns aim for \u201cclear and concise messaging with eye-catching appeal.\u201d<\/p> <p>&nbsp;<\/p> <p>\u201cDirect Mail Postcards have always been our store\u2019s most effective way to promote sales and events, even in today\u2019s age of email and social media,\u201d Chose said. \u201cWe see and track direct results of increased visits to our store when we send a postcard.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Smartpress\u2019 <a href=\"https:\/\/smartpress.com\/shop\/direct-mail-printing#cp=1&amp;cph=1314\">Direct Mail<\/a> capabilities know no bounds, with <a href=\"https:\/\/smartpress.com\/support\/direct-mail\/about-direct-mail\">complete fulfillment services<\/a> like list acquisition, list processing, addressing and mailing. From booklet binding options to perforation for tear-off coupons, our custom features let you design direct mailings to suit your goals and your budget.<\/p> <p>&nbsp;<\/p> <p>\u201cSmartpress gives us the ability to send small or large runs with a smooth upload and proofing process and representatives will chat and answer questions along the way,\u201d said Chose. \u201cThis attention to detail is something I value when working with a printer.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-right-sm raisedLeft\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/foursome_loyalty_program_cards.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=b39c0d44366a52cba689b3f2b2f39b7f\" alt=\"A collage of scattered custom inserts with The Foursome Fine Menswear in black text.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Card: 80# Uncoated Smooth Natural Cover, 13 versions, 4.25 x 5.5&#8243;<\/p><\/figcaption><\/figure><\/div>  <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/direct_mail_folded_foursome_legacy_1.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=52312a30e8d0b165dedb4d1126530c98\" alt=\"Two direct mail cards overlapping each other with The Foursome and a red, blue and white design.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Self-Mailer: C2S 12pt with perforation on the fold, flat matte UV coating on cover, 5.5 x 8.5&#8243; folded to 5.5 x 4.25&#8243;<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"more-than-marketing\">Make Print More Than Marketing<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>While the bottom line is crucial for Chose, so too is the relationship with her customers. To turn first-time shoppers into repeat guests, Chose personalized note cards with Smartpress\u2019 <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/print-with-versions\">Versions<\/a> feature. (<em>Hint: Just design <a href=\"https:\/\/smartpress.com\/offering\/card-printing\">Cards<\/a> without the fold.<\/em>) Versions lets you print various designs with the same size, stock and finish to vary content on multiple cards.<\/p> <p>&nbsp;<\/p> <p>\u201cPersonally connecting with customers is a top priority for us,\u201d said Chose. \u201cWe send a lot of handwritten notes [and] being able to print note card variations with each owner or sales associate\u2019s name saves time and makes them more personal.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Chose also employed <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/variable-data-printing\">Variable Data Printing<\/a> for Boundary Clothing\u2019s rewards program. VDP lets Chose add individual customer information to the same <a href=\"https:\/\/smartpress.com\/offering\/self-mailer\">Folded Self-Mailer<\/a> that\u2019s sent to everyone.<\/p> <p>&nbsp;<\/p> <p>\u201cWe offer a reward based on purchases, which is sent out twice [a] year,\u201d Chose said. \u201cSmartpress allows us to easily personalize these rewards with their name, customer ID and reward amount in a convenient perforated card that can be brought into the store and redeemed.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>&nbsp;<\/p> <p><em><strong>Design Tip:<\/strong> Use Versions to create projects with different designs or content but the same printing specs (like <a href=\"https:\/\/smartpress.com\/shop\/business-card-printing\">Business Cards<\/a> for Boundary Clothing employees). Use VDP to personalize projects for individual recipients. Just provide a list and we\u2019ll do the rest.<\/em><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2020\/12\/boundary_clothing_direct_mail.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=60d36e53d82d5912c0f6f79ceccd0dd3\" alt=\"Branded print marketing for Boundary Clothing, including catalogs, direct mail postcards and loyalty program cards.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">DIRECT MAIL BOOKLET, DIRECT MAIL POSTCARD, SELF-MAILER<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Effective Print Marketing Goes the Distance<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>For a brand that values outdoor time over screen time, it\u2019s no wonder Boundary Clothing uses print marketing in smart, strategic ways. Of course they have an online and social presence, but Chose has seen direct returns with print.<\/p> <p>&nbsp;<\/p> <p>\u201cDirect mail and printed materials allow us to communicate directly with our customers with call-to-action promotions and events,\u201d she said. \u201cClients love receiving the Style Guide each season and often come in for the specific looks they\u2019ve seen.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>And with an online printer like Smartpress, Chose\u2019s marketing pieces result in the needed sales and desired impact.<\/p> <p>&nbsp;<\/p> <p>\u201cThe quality is great,\u201d said Chose. \u201cThese [print] materials help us be personal and connect with people in a virtual world that is feeling more and more impersonal.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><em><strong>Hint:<\/strong><\/em> See how other businesses create their own effective print marketing:<\/p>\n<ul>\n<li><a href=\"https:\/\/blogprodproxy.wpengine.com\/blog\/printspiration\/immersive-experience-lookbooks-boost-the-bottom-line\">Immersive Experience: Lookbooks Boost the Bottom Line<\/a><\/li>\n<li><a href=\"\/blog\/printspiration\/shredding-the-competition-lookbook-printing-with-burtons-mine77\">Shredding the Competition: Build a Lookbook Like Burton\u2019s Mine77<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"With the retail industry becoming ever more competitive, how do you blaze your own trail and come out on top? If you\u2019re Nicole Chose, owner and marketing director of The Foursome and Boundary Clothing, you use print to create a new landscape. With direct mail campaigns, storefront signage and personalized engagement, Chose\u2019s print strategy ensures her specialty outdoor activewear store stands out.","protected":false},"author":8,"featured_media":3141,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-3128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blazing Boundaries: A Retailer\u2019s Effective Print Marketing Plan<\/title>\n<meta name=\"description\" content=\"Nicole Chose, owner of The Foursome and 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