An eye-catching design and enticing offer are only part of the total direct mail package. Many “behind the scenes” processes contribute to its success, including prepress, mail list processing, variable data composition, printing and delivery. Of course, the success of a direct mail campaign can only be measured when responses start pouring in but keep these tips in mind so your campaign is handled properly before and after it drops.
In the print production of direct mail there are many factors which affect costs. Because price is dependent on the design specifications unique to a project, commercial printers price every job individually. Color, paper choices, print method, and bindery finishing all contribute to cost and should be taken into account during project planning and budgeting. It is important to have a basic understanding of how your direct mail project will be produced. The following overview covers some of the more common considerations every marketer should be aware of and how different production techniques affect cost.
When was the last time you received a birthday present, wrapped in decorative paper, tied with a brightly colored ribbon, and you chose not to unwrap the gift? If you’re like me the answer is never. What’s in the box? Shake it. Does it make a noise? Is there something loose inside rattling around? How heavy does it feel? What could fit inside? These are some of the thoughts that might go through your mind.
The cost of paper is one of the most important considerations for any print project. In fact, paper can account for 50% or more of the total project cost. If your marketing budget is slimmer than ever, you may be tempted to buy your own paper from a paper mill or distributor as an alternative to buying it through your printer. But does buying your own paper really save you time and money?
Savvy marketers know the best allocation of their budget is a mix incorporating multiple channels. It could be a mistake to neglect the use of one particular channel over another, and eliminating one entirely could hinder your ability to effectively reach your target audience. Success or failure of a marketing campaign can mean rapid growth or calamitous loss of money.
Take a moment to think about which TV ads you remember most from years past. Chances are the ads you remember most are either the funniest or out of the ordinary. Two of my favorite ads both debuted during Super Bowls. One is the Betty White Snickers commercial created by BBDO North America from 2010, You’re Not Yourself When You’re Hungry. Betty White is playing a rough game of football and turns into a young man after eating a Snickers bar. The other is Cat Herders, made by Fallon in 2000 for Electronic Data Systems (EDS). In this one grizzled cowboys herd thousands of cats like cattle. My all-time favorite is the Quiznos commercial from 2004 which featured two rodent-like creatures, dubbed spongemonkeys, singing about loving Quiznos subs. One is wearing an old fashioned bowler hat and the other is wearing a seafaring hat and playing guitar. The ad created by the Martin Agency in Richmond generated a huge amount of buzz. People were divided, either loving or hating the ad. Quiznos saw a 400% increase in unique visits to its website in the month the ad aired on TV and the campaign is considered one of the first to go viral.
It happened again...the deadline that once seemed light-years in the future is now breathing down your neck. How can you keep an already stressful project free from surprises and delays at your printer? We asked our top print account managers to provide insider tips that will guarantee smooth sailing on press.
Maybe you have been wondering if that brochure you’ve produced a few times with your sheetfed print vendor could be printed for less money using web offset printing. Perhaps you already know it can but have been reluctant to make the change because you don’t know much about web offset printing. Maybe you’ve even heard horror stories of web print jobs gone wrong, or been given contradictory advice by printers. Whatever your trepidation, the following information will help ease your mind. I will cover the basics of web offset printing, explaining the press, what types of print work are best suited, and essential tips for success.
Varnishes and coatings offer a multitude of ways to add impact, durability, and pizzazz to printed materials. Varnishes are routinely used to protect a printed piece from fingerprints, smudges and wear and tear. But they also lend sophisticated nuance when applied selectively, as a design element.
While varnish is a relatively common print technique – it can provide some seriously uncommon enhancements to a print project.
Years ago, printing on either a web press or sheetfed press was a clear-cut choice – your project was a fit for one or the other. With today’s technology and state-of-the-art equipment, such distinction between web and sheetfed printing has been erased. Now you can glean the efficiencies and advantages of both processes – often on the same project – while enjoying optimum results.