Category: Direct Mail Marketing

4 Easy Steps to Design a Piece on Red Paper Plane

Posted On: Category: Design, Dimensional Print Marketing, Direct Mail Marketing, UncategorizedPosted By:

Are you a small business or solo entrepreneur? Do you need a marketing piece turned around quickly in order to meet a deadline? Do you want your piece to be of high quality but not for it to cost a fortune?

Have you heard about RedPaperPlane.com?

Red Paper Plane is the online ordering division of Structural Graphics. It provides clients with an easy and intuitive way to design the high-impact formats we’ve become known for, including pop-up cubes, greeting cards and the Flapper. And you don’t need to be a professional designer to do it! Using our online design tool, anyone can customize the direct mail formats with their logo, photos and text in a fraction of the time it used to take to place art to one of our templates offline.

Just follow these four simple steps:

  1. Choose your format.
  2. Download the template.
  3. Upload your artwork.
  4. Proof and order!

Whether you’re an experienced designer, a marketing professional or a small business owner, Red Paper Plane has created an online experience with your needs in mind.

Why Disruption Can Be A Good Thing

Posted On: Category: Dimensional Print Marketing, Direct Mail MarketingPosted By:

Have you ever taken an Uber? Stayed at an Airbnb? Or watched a movie on Netflix? Even if you weren’t aware of it at the time, all of these brands are participating in what marketers these days refer to as “disruption”; they’re shaking up the industry.

WHAT IS DISRUPTIVE INNOVATION AND MARKETING?

Disruptive Innovation is a term coined by Harvard Business School Professor Clayton Christensen. He describes disruptive innovation as “a process by which a product or service takes root in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.”

But, believe it or not, this buzz-worthy phrase has been a part of the business world longer than you might think. Consider the introduction of cell phones. When was the last time you used a landline?

IS IT BENEFICIAL?

Disruption is a word that has inevitably evolved as the new standard for businesses around the world. Here are a few ways embracing Disruptive Innovation can help you and your brand stay relevant:

  • Smaller companies and startups can compete with corporate enterprises by establishing and growing new market segments of their own. In many cases, big business will make lucrative deals or offer huge cash sums to incorporate these innovative startups into their own business model – or make them go away.
  • Your company culture can evolve as a learning community that welcomes change rather than fearing it. Employees may have ideas on better processes or technologies that will increase efficiency; consumers can provide insights into what various markets are looking for.
  • You will identify your leaders for today and for tomorrow. People who are curious, open to new ideas / approaches, and welcome the challenge of taking your business into the future are those you should rally behind.
  • Opportunities for growth will present themselves to companies that allow themselves to adapt to leading new trends. It can benefit both competition and consumers by providing better products and more accessible services.

#TBT: Deliver Magazine

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Inside Structural Graphics, UncategorizedPosted By:

A few weeks ago, one of our staff members was combing through the archives, and came upon this wonderful article from the August 2010 issue of Deliver Magazine. How fortunate of a find, seeing as we recently celebrated our 40th year as a company. We love being able to go back, remember our roots and relive some of our favorite projects over again.

Won’t you join us?

Deliver Magazine (Vol 6, Issue 4, August 2010)

 

What is Dimensional Print and What Can it Do For Me?

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, UncategorizedPosted By:


Here, at Structural Graphics, we spend a lot of time talking about “dimensional print”.

But what, exactly, is it?

On the surface, dimensional print is exactly as it sounds: packaging, displays, sales aids and direct mail pieces with a three dimensional component. However, upon further inspection, dimensional print can also be a potent and highly effective way to get yourself, your brand or your company noticed in all the right ways – if you know how to use it.

But how?

Imagine for a moment that you open an envelope and a 3D cube jumps to life right in front of you. Or how about an elaborate jukebox that rises from a flat piece of paper and plays actual music. Have I gotten your attention?

Three-dimensional mail (not to be confused with 3D printing) is not a new concept, and, in fact, goes back some 40 years. But, in this day and age of digital communication, stale advertisements and uninteresting direct mail, dimensional print has the unique ability to breathe life into marketing that can often fall flat.

We’ve already spelled out some of the ways direct mail can impact your marketing efforts, but cutting through the noise remains one of the primary obstacles for marketers in businesses of all sizes. According to a study by Millward Brown, printed pieces drive more brain activity than virtual messages, perhaps leading to a stronger connection and increased memorability.

And adding a dimensional or interactive component to your piece can actually make it even more memorable. Researchers say that dimensional direct mail pieces enjoy much higher response rates on average than flat envelope mailers, especially for B2B campaigns.  Feedback from our customers has also proven this fact.

Best Practices for Marketing in Higher Education

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Ideas & Inspiration, UncategorizedPosted By:

The U.S. has some 20 million+ college students, according to the National Center for Education Statistics. To marketers, this tech-savvy group of twentysomethings is probably more commonly thought of in terms of keg stands, spring break and slim wallets, than as consciously selective consumers.

This is a mistake.

According to Jessica,  understanding how to approach this young market as a college or university involves so much more than your typical marketing approach. As a higher education institution, your marketing must track trends, incorporate digital media and speak to the audience in a “voice” that excites and motivates.

Making sure your school gets noticed is what we do best, so we’ve put together a few tips on how to really get your college or university noticed by the right students.

Don’t Assume Direct Mail is Dead: According to research by mStoner, in partnership with Chegg, 64% of teens say they prefer to consume college website content through text and articles. But what does this mean for your marketing team? The answer: Direct mail pieces shouldn’t be left out of the equation.

Not only can direct mail be cost-effective, but it can also be highly targeted and customized to fit the individual. As many as 55 % of people are eager to read their mail, according to the U.S. Postal Service. Addressing prospective or returning students by name can only enhance the experience and, ultimately, prompt excitement about your school or program.

Example: UC Riverside chose to send out a dimensional folder aimed at showing how different college is to accepted students. The piece starts off as a seemingly flat printed folder, but when you open it up, an intricate pop-up immediately rises from the center. Each corner of the piece featured individual mini folders, each containing step-by-step instructions on how to get started with enrollment.

Invest in Video Marketing: The stats are already there: 78% of people watch videos online every week and 55% watch videos online every day, according to research by HighQ. So, while your college or university need not invest in a production company or a cinematographer, it should invest in video marketing to its students.

Here’s how we see it: You have thousands of loyal brand advocates just waiting to share their experiences at your school. So, when it comes to reaching the right audience for your school, it’s smart to empower these people to tell YOUR story in an authentic way. Not only can this humanize your “brand”, but it creates an emotional connection for a generation that relies so heavily on the word of influencers, Yelp and product reviews.

Our video-in-print brochures offer an effective option when it comes to telling your story. One of the biggest advantages of combining these two mediums is the ability to enhance your brand messaging through engaging and supporting content. Video is highly visual and auditory, which means it’s easier for people to remember than text-based content. When consumers remember your video content, they, in turn, remember your brand. This can translate into better brand loyalty as well as more sales and leads.

Track Your Analytics: Today there are so many messages competing with yours on the web. How do you get people to visit your school’s website and click-through your communications? We use various web drivers to help take your prospective student from print to digital. Plus, we’ll provide you with campaign analytics to help you learn who is visiting, for how long, and what they are interested in.

Not only can analytics tell you how successful you’ve been with reaching your target demographic, but it can also help you maximize (and when it comes time, also justify) your paid media budget.

Give Your School Dimension: Your college or university isn’t like any other, so why would you want your student population or, better yet, your marketing to be any different? When reaching out to prospective or returning students, it’s important to stand out from the crowd and deliver your story in a trendy, engaging way.

Our dimensional direct mail formats deliver your message wrapped in an engaging interactive experience. When students are considering their options, the message that was inventive, engaging and memorable will be top-of-their-minds. We can make sure that message will be yours.

Example: Seton Hall University chose our Rolling Cube to deliver information on their university to prospective students. This is one of our most interactive pieces. When you pull the cube from the mailer it keeps unfolding to reveal multiple cubes of information. See it in action below.

For more ideas for how to market in higher education, click here.

The Flapper How To Guide

Posted On: Category: Custom Design & Printing, Design, Dimensional Print Marketing, Direct Mail Marketing, Ideas & InspirationPosted By:

The Flapper is one of our most popular and effective designs because of how interactive and engaging it is. Here are some quick tidbits about the Flapper:

  • It has increased campaign results for some clients by over 400% over previous campaigns
  • Gillette and others have used it as part of a magazine ad
  • It comes in multiple sizes
  • It produces mega results

Check out  Susie’s video that shows us just how easy and versatile The Flapper is to use.

You may also like take a look at our Flapper How To Guide.

Are you ready to design yours?

5 Unique (and Budget-Friendly) Ways to Thank Your Customers

Posted On: Category: Audio / Video Marketing, Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Ideas & Inspiration, UncategorizedPosted By:

It’s happened to all of us: You go to check your inbox and there to greet you are dozens of emails expressing thanks. “Thank you for your purchase.” “Thank you for subscribing.” “Thank you for participating in our event.”

But how effective are these email “thank yous” anyway?

As any good marketer knows, a simple “thank you” is all it takes to set your business or brand apart from the competition. But these days, with the overwhelming amount of digital communication available, saying it through email just isn’t enough. To help you get ahead and stand out from the pack, we’ve compiled some clever ways to thank your customers that are effective, impactful and have nothing to do with clicking send.

  1. Show, don’t tell. Instead of sending out a boilerplate email or even a standard “thank you” card, try showing recipients how much they mean to you by way of video. Not only do videos increase people’s understanding of a product or service, but it also allows you to showcase your brand’s personality and connect emotionally with your audience. Our Video-In-Print Brochures are a great place to start.
  2. Be engaging. Easier said than done, right? At Structural Graphics, we’re all about engagement, whether that means incorporating digital components into your direct mail or simply taking a unique approach to it altogether. From pop-up books and Telescoping Sliders to virtual reality head sets (ours are called SleekPeeks) and our iconic Flapper, we’ve got you covered.
  3. Give them something to remember you by. There’s no use in sending your customers marketing collateral if it doesn’t leave a lasting impression. Why not create a “thank you” that has some longevity by incorporating functional elements into your piece as well? Take this polygon calendar we created for Cars.com or a Pop Up Pen Holder like the one seen here.
  4. Surprise and delight. Emotions drive people to action. Consider including a little something unexpected in your “thank you” that will not only ensure that your brand is memorable to your intended recipient, it will also encourage them to interact with your brand in positive ways. Perhaps they’ll tell their friends about your brand or even read on in your “thank you” to purchase your product or service. Maybe it’s LED lights incorporated into your piece. Or maybe it’s sound to transport the recipient to your location. Interested in seeing some examples? Check out this video we did spotlight SKM Consumers Energy’s Pop Up House.
  5. Don’t stop there. Your thank you note should be more than just an expression of thanks. Think of Calls to Action to get the recipient to interact with your brand, whether that’s encouraging him to visit your website or asking her to share a photo of the piece on social media. This has two benefits: It’s fun for your recipient and it’s trackable for you. Our web keys are a perfect example of how to do this right.

Structural Graphics Video Mail Piece Grand Champion of 2017 US Postal Service Irresistible Mail Award

Posted On: Category: Audio / Video Marketing, Custom Design & Printing, Direct Mail Marketing, Events & Awards, Ideas & Inspiration, Luxury & Specialty Packaging, Shout-Outs, UncategorizedTag(s): , , , , , , Posted By:

“Some mail pieces are effective, some are engaging, some are beautiful. But very few can be called Irresistible Mail™” – the US Postal Service.

At the National Postal Forum in Baltimore, MD on May 23, 2017, The Lincoln Motor Company’s high-end video mailer, “See it First,” was selected as the Grand Champion Award winner of the “Irresistible Mail” trophy.  The Irresistible Mail Award is a USPS program that highlights mail pieces that increase engagement through innovative design, print or digital technologies.

Sharing creative credits on the winning mailer are Structural Graphics who printed and hand-assembled the piece, Lincoln Motor Company, Ford’s ad agency GTB (formerly Team Detroit), Hudson Rouge.

Used to give customers a sneak peek before the vehicle hit showrooms, this mailer presents a video screen embedded on the inside of a display folder.  Activating upon opening, the video delivers a story about Continental’s heritage and features, along with a tri-fold brochure describing the ownership experience, all delivered in a custom box. This piece was one of four finalists recognized at this year’s Forum, having been the winner of the 2nd quarter Irresistible Mail Award.

Additionally, you can find Structural Graphics on the 2017 USPS Irresistible site. Several of our pieces, created in partnership with MRM/ McCann and Sandy Alexander, are featured, including SleekPeeks VR Viewers, and OE, a slider design our paper engineers developed that features Near Field Communication and a “Twister” exploding page.

Be sure to check out Structural Graphics VPA Gallery.

PROJECT SPOTLIGHT: Seton Hall University Stands Out With Rolling Cube Mailer

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Ideas & InspirationPosted By:

The competition to increase the admissions yield in higher education is stiffer than ever, according to the University of College Designers Association.  Schools are looking for ways to stand out and differentiate themselves from everyone else.

Seton Hall University chose our Rolling Cube to deliver information about their university to prospective students. This is one of our most interactive pieces. When you pull the cube from the mailer it keeps unfolding to reveal multiple cubes of information. Words don’t do it justice – be sure to click on the flash movie to see it in action!

 

7 Steps Chrysler Took to Promote Their Business at the NADA Convention

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Ideas & InspirationTag(s): , , , , , , , Posted By:

Today’s automotive industry moves fast and furious, so it’s important to showcase your vehicles in new and creative ways. But how do you show change and innovation on paper? You don’t. You show it WITH paper.

Like Chrysler did here.

The automotive company was looking to encourage people to visit their service center display at the National Automobile Dealers Association’s Las Vegas convention in 2003. To do this, they cleverly employed several marketing techniques that can apply to any brand or industry.

  1. Stay true to your roots. Chrysler, which has a strong brand identity, chose to showcase a miniature version of a Chrysler dealership right down to the cars, service desk and employees.
  2. Never underestimate the ‘WOW Factor’. Pop-up mailers are a really unique way to capture the attention of your audience. This particular one ships flat but, because of its interactivity, detail and uniqueness, it also surprises and delights.
  3. Less can be more – when it’s done right. Sometimes it’s just better to get to the point. To really maximize the space on this mailer, Chrysler chose to include short bursts of essential information instead of paragraphs of marketing speak. Rather than trying to convince attendees to visit its display, the team chose to let the excitement of the mailer speak for itself.
  4. Include a call to action. In this mailer, Chrysler is up front about what it wants – for people to visit the company’s service center display at the conference.
  5. Offer an incentive. We all know that people generally love to win free stuff. So, instead of just asking conference attendees to visit Chrysler’s display, they wanted to make the visit worthwhile. To make their call to action even more powerful, the company also advertised that they would be offering a chance to win a free year of ServiceVision.
  6. Don’t forget the basic information. Between the bells and the whistles, it’s easy for marketers to get caught up in the excitement of a piece and forget the most basic of information. Always include the date, time and location (if applicable) of any event you or your business are/ is attending.
  7. Catchy openings are key. Embracing the convention’s location, Chrysler took inspiration from Las Vegas’ neon lights and showgirls. The mailer’s cover is colorful and hints at the purpose for sending it out. It also beckons the recipient to open it up to see what’s inside.