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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Analyzing Effective Marketing Packages

Coordinating a marketing effort using all available tools (commercial printing, the Internet, and a telephone) would seem to be straightforward, but I think it is not often done effectively or with finesse. Or at least you could say that it is a supremely challenging assignment worthy of note when it succeeds.

The Sample Campaign

It has been over a year since our house fire, and my fiancee and I are just completing the rebuild of the house. At this particular point we are considering options for window treatments, specifically blinds.

In light of this rebuild, my fiancee recently received a marketing package from a blind and wallpaper vendor. I was quite impressed when I saw it, not necessarily with the edgy graphics and photography but rather with the usefulness of the package itself and with how easy this print collateral makes it to contact the store, select blinds, and order the right product.

Breaking It Down

My fiancee had ordered the samples: four miniature horizontal window blind slats that looked like thin, color-coordinated tongue depressors. The marketing package came to her in a synthetic 6” x 9” envelope, similar to Tyvek but with cross-hatched ribbing (like duct tape), presumably for strength. Clearly this envelope would protect its contents from damage or loss.

The custom envelope graphic, which contained a lot of information and visuals, included the following:

  1. The name of the company in an immediately readable size and sans serif font, along with the address and a large phone number. Upon receiving this marketing package, you would immediately know how to contact the vendor. This is not true about many marketing packages.
  2. A composite photo of about twelve different blind products, from flat slats to honeycombed blinds. In addition, the front of the custom envelope included a photo of the owner of the company.
  3. A star burst referencing a coupon, using reversed, all-caps sans serif type, as well as other large, reversed type referencing a guarantee for the lowest price. (An immediate offer of guaranteed low prices will catch the attention of any serious buyer.)
  4. A second copy of the phone number in large type, in case the reader has missed the first, along with an offer for the reader to call with any questions. The sincere nature of the wording (i.e., we’re here to help, not to sell you something you don’t need) also makes a difference.

This is just the front of the custom envelope. The back repeats the company logo, phone contact information, Internet contact information (website and e-mail address), photos of sample products, and a note (“Free samples inside!”) in bold type right on the flap of the self-seal, open-end envelope.

You cannot miss the important information. All of it is arranged logically, with color and type size clearly indicating the levels of importance, and color and type size used to lead the reader’s eye through the page. As much information as the envelope contains (i.e., you could argue that it is “busy”), you can immediately see all the facts you need.

The Product Samples

The sample blind slats are all labeled with the color name and number of the product as well as the product’s name and thickness of the blind slats.

In addition, each sample blind slat includes the name of the company, the phone number, and the website information.

The Brochure

Using type size and type color, as well as solid areas of color, to set apart chunks of copy and contact information, the brochure’s front and back covers repeat and expand upon the information on the custom envelope. In some cases, the designer even enlarged the first few words of a copy block to act as a running headline, again to draw the reader’s eye to a particular location.

On the front and back of the brochure, the company refers to its “100% lifetime lowest price guarantee,” to the reader’s immediate access to phone assistance and live chat, and to the company’s commitment to “your satisfaction.” (Nothing sells like a commitment to the customer.)

Inside the brochure the company has included a useful tool, a step-by-step guide to measuring windows for window treatments. It’s comprehensive, explaining ways to mount blinds either inside the window frame or outside the window frame.

Moreover, since the task seems a little daunting, the blind company includes a QR code. Readers can scan the code to get immediate access to help in measuring their own windows. Or, more specifically, the blind company has seamlessly leveraged QR technology, print design, and its website to help the customer easily buy window treatments.

The Coupon

To sweeten the deal, the blind and wallpaper company includes a coupon on laminated, thick card stock. It offers three levels of savings tied to three brackets of spending ($75-$124.99, $125-$174.99, and $175 or more). This just about covers any purchase. In addition to repeating the logo and all contact information in visually digestible chunks, the coupon makes the offer time sensitive (“coupon expires 7 days from today”). Nothing motivates a buyer like a sense of urgency.

The Take Away

Here are some thoughts to consider while designing marketing collateral:

  1. Make sure all contact information is immediately recognizable and repeated multiple times across the print campaign.
  2. Appeal directly to the customer. (Use the word “you” whenever you can.)
  3. Leverage all channels of contact with your client: print collateral, Internet (web and e-mail), and the telephone). Some people prefer one channel; some prefer another. Wherever possible, coordinate the various channels to present an integrated message and to use the qualities at which each excels (for instance, you can include a “live chat” option for those who prefer this to a conversation over the telephone).
  4. Include photos of your product and images of friendly, smiling staff to reinforce your message that contacting the company will be a pleasurable and productive experience.
  5. Look everywhere—especially in your own mailbox—for successful examples of integrated marketing campaigns like this, and then analyze, deconstruct, and study them. Learn from the masters. Better yet, if you receive print collateral in the mail and really, really want to buy the product, ask yourself why, and then consider all the methods the marketer has used to pique your interest.

2 Responses to “Analyzing Effective Marketing Packages”

  1. Paige says:

    Great marketing tips! I really appreciate how you used a personal example to tell us about a good campaign. Thanks for sharing!

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