The key to a high response, regardless of the medium, is engagement. You need to engage the user in a meaningful way to prompt them to take notice and, if relevant, take action. Though Structural Graphics creates engaging marketing solutions using a variety of mediums, the core of our business is our printed direct mail work.

From the time we first started designing dimensional paper mechanisms in a small office in eastern Connecticut over 30 years ago, we have always pursued one objective; to get our direct mail designs noticed. Since that time we have grown and spanned out across the globe. We jumped on the digital bandwagon and with our clients, explored new and exciting marketing opportunities. Now we can create powerful integrated campaigns that take from the best of both worlds, traditional direct mail and interactive digital solutions.

One of the first designs I held in my hand, on the day of my interview back in 2004, quickly became my favorite. I remember it because it was startling and I was a bit embarrassed. Well, embarrassed in the way that it’s embarrassing to be woken up from a quick doze on the train by a stranger. For that “surprise-factor”, the Book-Cube™ is a favorite of many of our clients as well.

Our Book-Cube design is unique because it actually mails flat, then springs into life once the user opens it. Using rubber bands to activate the “pop”, the recipient is instantly engaged, surprised, startled and amused… all at the same time.

The Book-Cube design has been successfully used by a variety of industries. Colleges have used it to grab the attention of the hard-to-reach teenager. Pharmaceutical companies have used it to stand out in the piles of mail that doctors receive. Automotive companies have used it to create engagement with car buyers and dealers. I could go on, but you get the point.

If you haven’t seen a Book-Cube I encourage you to contact us so we can send you one. It may or may not be the right design for your next campaign, but the experience alone will help you to understand how Structural Graphics can help you add an element of surprise into your direct mail; and you’ll know immediately why it remains my favorite design.

Extra: See how a 3 year old reacts to the Book-Cube design.