Category: Direct Mail Marketing

PROJECT SPOTLIGHT: History Channel Sox Box

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Ideas & Inspiration, Luxury & Specialty PackagingTag(s): , , , , , , , Posted By:

How many of you watch the History Channel?

We created this History Socks Box for A&E so they could showcase, in their words, “some of their best footage ever” with their ad sales clients. Each quarter, A&E chooses two of their hottest shows to highlight. In this case, it’s Join or Die with Craig Ferguson and Vikings.

This box is the first of its kind for the network and was designed to hold three pairs of socks – two inspired by that quarter’s featured shows and a third made up of spares. The box also includes an insert with show descriptions and scheduled airings.  

Interested in learning more about what went into creating this box? Head on over to our website or email us.

PROJECT SPOTLIGHT: CareStream Ultrasound Machine

Posted On: Category: Custom Design & Printing, Design, Dimensional Print Marketing, Direct Mail Marketing, Luxury & Specialty PackagingTag(s): , , , , , , , , , , , , , , , , Posted By:

I think we can all agree: there’s this general perception out there that the doctor’s office can be a pretty scary place, right? Well, not always.
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Thinking Outside the Inbox: Direct Mail for the Holidays

Posted On: Category: Audio / Video Marketing, Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Ideas & Inspiration, Marketing Insights, Technology, Virtual Reality / Augmented RealityTag(s): , , , , , , , , , Posted By:

postbox
I always get excited when I receive mail.

One glimpse of the mail carrier, donning his USPS garb, and I wait anxiously to see whether there’s anything addressed to me. But on those days when I’ve got more than bills or credit card offers stuffed in my mailbox, that childlike excitement I felt earlier all too quickly disintegrates into something else: disappointment.

There are the flat mailers that have my name incorrectly printed on them. There are the catalogs with promo codes so buried I get exhausted from flipping through before even finding them. And there are the dreaded cards and the postcards that I barely even look at before throwing away.

Sound familiar?

These pieces all have one thing in common (besides meeting my recycling bin): they’re boring. And as businesses increase their efforts to vie for your attention this holiday season, as marketers you want to be anything but. So, if you’re not currently creating (or, at the very least, brainstorming) some ways to set your direct mail apart, you’re already missing out on the opportunity to make a memorable impression.

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But don’t worry, it’s not too late to get your company or your products noticed in time for the holidays. Here, we’ve curated some of our most helpful tips on how to bring back that “wow factor” during the most magical time of the year.

      1. Go dimensional. Perhaps the easiest way to make a real impact with little-to-no-effort? Incorporate dimension. By incorporating pieces like our 3″ pop-up cube into your marketing, it’s easy to put forth your messaging in a way that takes advantage of 3D (but still ships flat).
      2. Embrace technology. For better or for worse, we live in a digital world and it’s just going to get that much more – er – digitaler. Instead of rejecting this characteristic of modern life, we say embrace it! Want your print advertising to play your jingle? Want to incorporate virtual reality or LED lights into your messaging? Make your customers feel like a kid around the holidays by sending them something shiny AND bright in the mail.
      3. Video is your friend. Did you know that videos increase people’s understanding of a product or service by 74%? In case you’ve been living under a rock, video is super trendy right now. Combine video with one of our high-impact print solutions and you’ve got a powerful marketing tool.
      4. Surprise them. If a consumer is able to predict how a promotional piece is going to look or feel before they even get their hands on it, you can almost bet that it will get lost and maybe even thrown away. Make your brand as exciting as you are – that unexpected element will not only set you apart from your competitors, but it’ll leave a lasting impression in your recipients’ minds.
      5. Think Interactive. Print plays to the human senses in ways that digital tech is hard-pressed to match. By delivering a direct mail piece that recipients can engage with, you’re not only getting their attention, but you’re strengthening your brand’s longevity, too.

Feeling inspired? Have an idea for how your business can target the next generation of purchasers? Contact us to get started.

10 Commandments of Direct Mail Marketing

Posted On: Category: Audio / Video Marketing, Custom Design & Printing, Dimensional Print Marketing, Direct Mail Marketing, Virtual Reality / Augmented RealityPosted By:

For your pleasure, 10 Commandments of Direct Marketing set in proverbial stone.

  1. Thou shalt include clear calls to action.
    Just as its name implies, it’s important to be extremely direct with direct mail marketing. As a business, your job is to motivate people to do something: visit your company website, request a free sample or even purchase a product you’re trying to sell. It’s important for your call to action to be concise and to the point.
  2. Know thy target like thy know thyself.
    The better you know your prospects – who they are and what they want – the more likely your message will resonate with them effectively. Not only will this help you better tailor your direct mail pieces, but you’ll also increase the likelihood of encouraging your prospects to react to your call to action (see point 1 above).
  3. Thou shalt use responsive design.
    Research indicates that nearly half of mobile phone users feel frustrated when they visit a site that’s not mobile-friendly – and who could blame them? In this day and age mobile phones, e-readers and tablets are the preferred way to access websites and email. So, if you and your business can’t keep up, you’ll probably be left behind.
  4. Thou shalt not fear staying true to thyself.
    How do you make your product or company stand out from the rest? Don’t be afraid to take inspiration from others and to make each direct mail piece your own. Use color schemes and logos unique to who you are. iBeacons, virtual reality headsets, LED lighting and pop-up books are a few ways our clients have set themselves apart in their marketing.
  5. Thou shalt track.
    In order to know which pieces get the best response, it’s essential to track the results from each and every direct mail marketing campaign. Not only will you be able to send your mailers with confidence, but you’ll also know who responds to your marketing and have an opportunity to follow up.
  6. Honor thy needs of thy customer.
    No matter how you spin it, the customer/ prospect’s needs always come first. Are they looking for a new heart medication or an organic make-up line? As a marketer, your job is to solve a problem that your customer has. Remember that.
  7. Thou shalt provide value.
    Can your direct mail piece be multi-functional? A great example of this is our pop-up cube pencil holder. Not only does the piece provide information of what a company is trying to sell or promote, but it also has longevity – recipients have kept these pieces on their desks for weeks or months because of their value. It’s a win for both.
  8. Remember to make mailers creative.
    Here at Structural Graphics and our online offering, Red Paper Plane, we use dimensional print to get people’s attention whether it’s a DIY snowman or an origami gift card holder. No matter what you’re looking to promote, we’ve got a fun, effective and creative way to do it.
  9. Thou shalt use proven techniques.
    Perhaps it’s a unique selling proposition. Or maybe it’s a web key that encourages recipients to visit your website. Whatever has worked for you in the past, use it.
  10. Thou shalt always tell a good, compelling and powerful story.
    Enough said.

Ready to get your direct mail on? Give us a call at 860-767-2661 or shoot us an email. Together we can make your direct marketing really pop.

The Reality of Going Virtual

Posted On: Category: Branding, Custom Design & Printing, Direct Mail Marketing, Ideas & Inspiration, Marketing Insights, Technology, Virtual Reality / Augmented RealityPosted By:
Photo courtesy of polygon.com
Photo courtesy of polygon.com

Is virtual reality really the next major marketing trend?

Well, before you answer that question, consider this: Brands like McDonald’s, GE and Samsung have already adopted this technology. Facebook and YouTube already allow users to view 360-degree videos by utilizing the gyroscope on their mobile devices. Roughly $4 billion have already been invested in start-ups working on virtual reality, while studies have shown that VR, if embraced by the public, could reach upwards of $126 billion in revenues by 2020.

Whoa.

Judging by those stats (as well as this, this and this), the hype and expectations for virtual reality in 2016 couldn’t be higher. But how can brands use VR in their own marketing outreach in a creative yet cost-effective way?

 

With our SleekPeeks, we set out to solve that very problem. The introduction of inexpensive VR headsets has made it possible for brands to deliver the ultimate interactive experience to consumers, allowing them to literally walk a mile in someone else’s shoes. These fully customizable viewers ship flat and take seconds to assemble.

Clients have already included them in a magazine as part of their ad, sent them in the mail alongside a promotion and used them as handouts at trade shows.

SleekPeeks Web 2

But, while it may be tempting to incorporate VR into every future project, it’s still essential to make sure your marketing aligns naturally with your strategic brand objectives.

When that’s the case, we recommend using VR to:

We Recommend Using VR To...

Virtual reality, at its best, is a truly transformative experience. Not only can it create an interactive, hands-on environment to showcase your products, but it’s also an exciting, albeit challenging, way to interact with your consumers.

Need to reach your audience? Contact us to see how you can incorporate VR into your next promotional piece.

The Hottest New Trend: Direct Mail

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Virtual Reality / Augmented Reality, Webkeys / QR CodesPosted By:

Why do people continue to refer to direct mail as “old school” marketing? There is nothing old school about direct mail anymore. Interest in direct mail took a hit for awhile as marketers flocked to the low cost and immediate gratification of digital marketing. Now many of those marketers are back.

Just look at the return of catalogs. After making marketing headlines by shelving its print catalog several years ago, J.C. Penney reversed course. Major retailers like Bloomingdales, Nordstrom, and Saks Fifth Avenue are sending more targeted and specialized catalogs. Williams Sonoma has made a deeper investment in its catalog by adding recipes.

While not every marketer uses catalogs, their return speaks volumes about the value of direct mail. Numerous studies have shown that even Millennials—the consummate digital generation—are responding to direct mail (when it’s done right).

According to the Direct Marketing Association’s 2015 Response Rate report, the average response rate to direct mail is now 3.7% with a house list and 1% with a prospect list (compare that to .1% for email). Even a few years ago, the average response rate for direct mail was .5% to 1.0%. Something has changed, radically.

Let’s look at three reasons why direct mail is the hottest “new” trend.

  1. Marketers are paying more attention to direct mail.

Marketers may take print out of the mix for awhile, then bring it back. When they do, they often bring back a newer, better version of direct mail — one that is more personalized, more targeted, and more creative than the “old” versions.

  1. Print has become interactive.

Direct mail is changing. Interactive elements like augmented reality, QR Codes, and personalized URLs make it a responsive channel. The 2016 IKEA Catalog uses Augmented Reality to allow consumers to visualize products in their homes before they buy them. Recipients can scan a QR Code to be immediately taken to a video testimonial or demonstration of the product. If you’re a nonprofit, people can make donations via QR Code, as well.

  1. Personalization is more powerful.

It used to be that people were highly skeptical of giving out their personal information, but they are becoming increasingly comfortable with it.  Infosys found that 78% of consumers would be likely to purchase from a retailer multiple times if the retailer provided them with targeted offers, and 45% would be willing to trade “some privacy” for incentives tailored to their shopping habits.  As consumers become more comfortable with giving out their data, marketers’ ability to create highly targeted, more effective direct mail campaigns gets easier.

Want to rediscover the power of direct mail? Let us show you some creative ideas!

First Class News: Potential Postage Pricing Rollback

Posted On: Category: Custom Design & Printing, Direct Mail MarketingTag(s): , , , , , , Posted By:

 

Piggy Bank on beach vacation

I think we can all strongly agree on one thing: saving money rocks. Whether it’s a 20% off coupon to J. Crew or a few cents off of a gallon of gas, we are all looking to save a little somewhere.

And if you love direct mail as much as we do, we have some extra good news. The first steps towards a rollback of postage pricing began with the USPS posting the new rates for this spring. While it’s still uncertain around the implementation date, this is awesome for mailers. Most commercial mailers will see rates drop around 4.1%, depending upon class of mail and level of sortation. Woo hoo!

We love direct mail, so, naturally, this gets our stamp of approval. To see a breakdown of the proposed postal rates, visit http://pe.usps.com.

 

Mailbox copy

 

A Double Life: Meet the Flapper

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

What do Hyundai, Asbury University and Gillette all have in common? They all understand the high impact the Flapper can have on an audience.

The Flapper, one of Structural Graphics’ exclusive patented designs, is kind of like a book you just can’t put down. Kids love it. Adults do, too. What makes it so unique is the way it folds continually into itself, revealing four separate layers of messaging ranging from text, photographs and even QR codes.

Even better? They’re incredibly versatile. Not only can they be distributed as a flat self-mailer, but they range in sizes, too. We’ve produced Flappers that were very small (3” x 3”) as well as ones that are about the size of a standard piece of paper (8” x 11”). Clients have used them as magazine inserts, designed them to look like tablets, and have even included scratch-offs and coupons inside. The possibilities are endless!

But how exactly do you use a Flapper?

Here are a few tips to get you started:

If you’re using our French Door style (i.e. the one with a vertical front opening)…

1. Starting on the front side of the Flapper, fold open until the left and right flaps are folded back to display the second message panel.
2. Continue following the natural folds of the paper until you get back to your original panel.

If you’re using our Dutch Door style (i.e. the one with a horizontal front opening)…

1. Starting on the front side of the Flapper, fold open until the top and bottom flaps are folded back to display the second message panel.
2. Continue following the natural folds of the paper until you get back to your original panel.

Click here to visit our Instagram feed and see the Flapper in action.

Ready to design yours? Take a look at our Flapper How To Guide then let us send you one to play with and inspire you!

Whirlpool’s Marketing Gets the Right People Talking

Posted On: Category: Branding, Design, Dimensional Print Marketing, Direct Mail Marketing, Luxury & Specialty PackagingTag(s): , , , , , , , , , Posted By:

Whirlpool’s 360-degree approach to marketing, incorporating web, TV and print, has made it’s brand presence more relevant and attractive to consumers in the home appliance marketplace.
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Your Marketing Can Make Your Consumers Smarter

Posted On: Category: Audio / Video Marketing, Branding, Custom Design & Printing, Design, Dimensional Print Marketing, Direct Mail Marketing, Marketing Insights, Technology, Webkeys / QR CodesTag(s): , , , , Posted By:

When your goal is to build a relationship — your marketing must focus on solving your customer’s problem. Continue reading →