Postcards with an Edge: Using Design to Cut Through Mailroom … › ... › uploads › 2016 › 07...
Transcript of Postcards with an Edge: Using Design to Cut Through Mailroom … › ... › uploads › 2016 › 07...
A White Paper Published by Ripon PrintersBased on a Graphic Arts Connection Webinar by Julia Moran Martz
Postcards with an Edge: Using Design to Cut Through Mailroom Clutter
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From the experience of most creatives, postcards are definitely one of the most
challenging pieces to design. They can work
really well, reflecting your brand positively
while generating a response. Or, they can be
bad. And when they go south, postcards can
be not just a waste of valuable marketing
dollars, but also negatively impact your brand.
When designing postcards or any direct mail
piece, remember that you have just seconds
to make a positive impact on the recipient.
Most consumers sort their mail while
standing in the entryway of their home or
office cubicle, quickly sorting and
dumping. They keep mail with some element
of importance like bills or correspondence
from people they know, and sometimes
there’s something new that catches their eye.
This white paper focuses on becoming that
“something new” by being different, standing
out and using various postcard formats,
typography, color, images, personalization and
even paper stock to do it.
Basic Postcard Anatomy
Although you want to take the form to the
highest level possible, there are four postcard
basics to get right no matter what creative
techniques or technology you integrate into a
postcard.
1. Attention-demanding Headline. Headlines should stand out and be
benefit-oriented, taking full advantage of
the few seconds of attention recipients
are willing to give. This is especially true
when your card is sales oriented.
2. Involving Visual. Draw in the recipient
by making the visual and headline work as
a team. Visuals should be as large and
involving as possible. Conversely, the right
headline and styling can also work alone
as the main visual.
3. Persuasive Copy. Maintain interest with
strong, feature- and benefit-oriented copy.
Since the postcard is likely the first in a
multi-step approach, copy should entice
and qualify.
4. Call to Action. Be sure to tell recipients
exactly what action to take and assume
nothing. Direct the person to “Call toll
free today for a free sample and
information kit,” or whatever is
appropriate. Multiple, user-friendly options
can help improve response.
Those are the textbook basics. But one of the
problems is that too often marketers don’t
handle the basics well. Most designers are
asked to fit too much information on
postcards. As a public service announcement
on behalf of designers everywhere: less is
more, especially on a postcard. Humans are
increasingly in a hurry and you have almost
no time to make them stop, look and
become interested in your message.
Postcards with an Edge: Using Design to Cut Through Mailroom ClutterPostcards are more popular than ever, though many writers and designers run for cover when they hear the word. Some don’t like condensing the message into such a small space. Others dismiss them as low-end, low-value promotions for companies that can’t afford anything else.
Campaigns by Lisa Thomas Creative ServicesCampaign by MondoVox® Creative Group
Postcards with an Edge | White Paper
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Size isn’t as important as an on-target message and design solution.
Campaigns by Lisa Thomas Creative Services
There is actually an order to how people
filter their mail, which relates to postcard
design. They are visually attracted to a
postcard first. They read the main headline,
look at the bigger images, if any, and then
maybe read the short bits. If the postcard
manages to sustain interest, they might spend
additional time reading the details.
Notice the order. You can’t change human
nature, but you can work with it. From a
creative standpoint, this means:
1. Make your headline and image work
hardest.
2. Make any callouts or offers succinct.
3. Make the details concise and include a call
to action that’s appropriate for your goals
and audience.
Make everything work hard for its space.
And please remember, a postcard is not a
brochure. Don’t expect to close a sale with it,
but you can generate interest, drive traffic to
a store, a website or landing page, or even
warm someone up for a cold call.
The Size Issue
To create really effective postcards, you need
to broaden your thinking. Few companies use
the standard postcard size anymore. Most
prefer the impact of an oversized card, which
often makes sense. But both can work well
depending on how you handle the design and
content.
For example, a temp agency created a series
of postcards featuring cartoon-like illustrations
of problem temps, such as “Miss Snowflake,”
that other agencies sometimes send. Even
though the cards were standard size, they got
so much attention that recipients were
posting them in their cubicles instead of
throwing them away. The execution of the
campaign was an awesome example of how
to increase business and keep your brand
visible daily – all with a simple postcard.
Even if you decide to use a larger size, don’t
feel compelled to cram in more details. For
example, a stewardship message from a New
York Greek Orthodox Church chose an
oversized card, but also elected not to fill the
space with details. Rather, they used the
additional space to create impact and a quick
read. Remember, a larger size doesn’t
necessarily mean use more content.
Postcards with an Edge | White Paper
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The (Almost) Forgotten Double Card
A postcard format that many marketers and
designers forget about is the double card.
Technically a mini-brochure, double cards
allow you to create a multi-point message in a
postcard format. They’re great for more
complex messaging, or you can use the
second panel as a return card for convenience
and to encourage immediate action.
The return card option doesn’t get used as
often today because of a heightened
emphasis on telephone and various electronic
response options. But it can still be effective
with certain audiences. Regardless, double
cards provide flexibility that a two-sided card
can’t. Just remember, postcard rates may not
apply if the second panel is not used as a
return card.
Understanding the Value of Repetition
A “one-and-done” approach doesn’t work
that well with postcards. So don’t hesitate to
create a series of cards or even repeat the
same card as a campaign. There are many
ways to structure your multi-postcard
campaign. Be certain to take both internal and
external factors into consideration.
For instance, the series of cards shown here
were sent based on the sales department’s
manpower and ability to follow up the mailing.
Targeted toward C-level management
regarding new regulatory complexities for
employee retirement plans, the follow up
required the sponsoring firm’s limited number
of principals to make the calls.
Thus the cards were staggered to deliver 100
at a time, allowing the principals to follow up
in a timely manner before sending the next
round. Then the process was repeated with
another segment of the list.
Consider using a series of cards timed to your sales cycle.
Campaign by MondoVox® Creative Group
Postcards with an Edge | White Paper
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You can also use a series of cards to tell a story, in this case, it’s the story of a major ingredient company going through a name change. The cards tease, explain, and then communicate the new name and corporate red.
Campaign by MondoVox® Creative Group
A series of postcards can also be used in
conjunction with other media and for
purposes you would not normally expect.
When Chicago-based Premium Ingredients
expanded globally, executive management
perceived a need to choose a non-generic
name more suitable for global business.
The company – now Prinova – chose to
integrate postcards into a broader campaign
that included print and banner ads, e-blasts
and even the “hold” messages on the phone
system. The campaign was also timed around
key trade shows and the legal name-change
process. But the postcards, which
incorporated a fortune cookie theme,
enabled several direct touches with the added
assurance that postal mail guarantees to reach
your intended targets.
Postcards with an Edge | White Paper
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Postcards don’t have to be complicated to grab attention. In fact, simple is usually better.
Remember, well-written and typeset headlines can work as well as a main image.
Typographic Challenges
Typography has a tough job on a postcard –
stopping the reader, gaining interest and
causing action all while supporting your brand,
in a good way. The freelance writing agency
postcard shown here does a great job of
executing a simple concept perfectly. Of
course, they start by accomplishing the critical
task of hitting their audience’s pain point on
the front and compelling the recipient to flip
the card and learn more about specific
project capabilities.
They accomplish this with a Venn diagram of
all things. It’s brilliant. And it’s simple. The
typography appears to be handwritten and
looks different from the other writer
postcards we’ve received at my agency. And
the flavor of the copywriting on the back
follows through with the attitude of the
front side.
The second illustration is another example of
a handwritten appearance, but this one uses a
typeface. Not all typefaces intended to mimic
handwriting do a good job, so be selective.
This one’s better than many, and the card is a
good example of relying solely on a headline
for the main visual.
Above all, keep in mind that one of the
objectives of good typography is to make
reading easy and improve comprehension.
Here are a few common postcard typography
errors that can subtly cause readers to tune
out:
• Extremely bold, condensed fonts.
• Letter spacing that is too close.
• Tiny counters (little holes in closed letters
like d, a, o or p in letters).
Shoot the Bullets
Sometimes bullets become a crutch when
dealing with lots of content. Too often they
become visual clutter. But there are other
creative ways to include lists. For instance,
consider using bold text instead of a bullet to
While sometimes overused, special type treatments within copy blocks can still enhance key points.
Postcards with an Edge | White Paper
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Contact Ripon before beginning your design to better understand how to create these eye-catching name options.
start each line in a list while also allowing
plenty of space between lines. Remember
that postcard design is as much about
reduction as it is about addressing major
points.
You can also consider using colorful graphics
instead of a bullet. Placing them horizontally
instead of vertically can save space as well
while still making the point clear, especially
with a short caption underneath. This can
work very effectively for supporting
information where copy might not be
read anyway.
Personalizing Postcards
Personalization is another way to snag
attention, and not enough postcards take
advantage of today’s personalization options.
One of the reasons is that too many
companies still lack consolidated, actionable
databases, and designers want to enhance
personalization beyond simple name inclusion.
Yet, if you’re limited to basic list data like
names, there are still some very cool
techniques that you and your printer can use
to pull off some high-impact basic
personalization. In the example shown,
recipient names are mixed in with the snow
and follow the curve of the model’s cupped
hands. This is a way to push past a simple
name imprint on a white background, which
everyone has seen countless times.
In this example, Ripon Printers used XMPie®
uImage® technology to create the unique
form of name manipulation. It requires an
Adobe® Photoshop® or Illustrator® file and
applies the dynamic text from your data list
to effects that can be created in these files.
Of course, if you have deeper data, you can
go well beyond names. Consider things like
offers based on purchase history or custom
prompts for inactive customers. These can be
incorporated when designing for variable data
printing. Just remember to work closely with
your printer during the design phase of your
campaign so the data can be applied.
Other ways to personalize content include
integrating current marketing technologies
such as QR codes, social media links and
personalized landing pages, also known as
pURLs.
Speaking of QR codes, marketers too often
think of using them for rather mundane
purposes like website URLs or contact info.
But really, QR codes are only limited by your
imagination. Consider using them for video
demos, additional product info, contest entries
or links to join your Facebook page where
users can get tips on using your product.
Postcards with an Edge | White Paper
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Shown left to right, top to bottom: ColorLogic, HoloBright, waterproof paper, printable magnets.
Campaign by MondoVox® Creative Group
New Print and Paper Options
You don’t have to limit your brand to
standard paper or regular printing. There are
some revolutionary technologies available to
us now.
In the case of Ripon Printers, the medium is
often their message. You’ll find their postcard
campaigns printed on various substrates they
can provide to their customers like waterpoof
papers, magnetic stock that can be printed on
both sides, as well as the inclusion of
involvement devices like sticky notes.
They also use postcards to demonstrate their
wide variety of printing capabilities. Although
the digital reproductions shown in this white
paper won’t do them justice, the holographic
coatings and Color-Logic printing techniques
are ultra-cool and attract attention. Color-
Logic’s Process Metallic Color SystemTM is a
way of adding a metallic plate with a variety
of measured ink densities for various special
effects. Done well with the right image
selection, it can really add depth to your
photography.
So if you’re tired of the same old postcards,
you might find out what’s new from your
printer. The best thing about many of these
options is that they aren’t too expensive and
will likely pay big dividends in results.
Postal service thickness requirements are minimums, not necessarily what’s ideal for your brand. You wouldn’t give someone a limp handshake, so don’t give ‘em a limp card.
Postcards with an Edge | White Paper
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The Case for Illustration
Simply put, illustration can cut through clutter
and differentiate your brand. Many designers
tend to rely on photography, and most often
stock photography. But an illustration can
often get you noticed more than a
neighboring card with the same overused
stock photo that many have already seen.
Whether custom or stock, illustration can
bring a fresh and unique look to the design of
the content. Sometimes illustration is the best
way to manipulate emotion and set a mood
for a product or service.
And it has flexibility that photography doesn’t.
It can be used to express intangible ideas
where photography is impractical. Consider
using it to communicate products that are in
the works, create feelings of nostalgia or even
emphasize details that can’t be easily
photographed.
For Ripon’s communication revolution
campaign, illustration was chosen over
photography because photography of
revolutionary fists might have been a bit scary
rather than fun. Using illustration keeps the
message artful and focused on the marketing
and creative teams that use a variety of media
in their campaigns.
To keep costs down, stock illustration was
used but manipulated by editing, adding
custom elements and incorporating Ripon’s
corporate colors to promote a broader view
of marketing integration.
In truth, both stock and custom photographs
can also work. The trick is to keep a few
things in mind:
• Image overuse: If using stock, pay
attention to how many times the image
you want has been downloaded. Try for
images that are less used or new and
you’re less likely to cross-pollinate with a
competitor.
• Customized stock images: Also
consider customizing a stock image like
this Ripon postcard shown. You can
combine photos with typography,
illustration or other photos. Try
manipulating their color or converting
them to halftones or duotones.
• Custom images: If you need to show
actual products, custom photography is
still your best option.While not done very
often, you can also use custom images to
demonstrate stories or concepts like the
Prinova campaign.
Whether you’re working with illustration or
photography or both, make sure you maintain
some level of brand consistency.
Unconventional Postcard Applications
We tend to get caught up in today’s sell, sell,
sell mentality, and sometimes to our long-
term detriment. So I encourage you to think
of postcards outside their traditional box.
Here is a good example of using a postcard
series for important relationship building.
The campaign shown was for Fosdick
Furniture, a high-end company located in a
small southern Indiana town with only one
traffic light at the time. None of their target
market was local, but the company was not
far from major pockets of wealth. Direct mail
was chosen to target homes with household
incomes over $100,000 located within a 50-
mile radius of the furniture company.
This is precisely the kind of campaign that is
hard to measure. The very mindset they
wanted to create runs counter to traditional
response mechanisms (the prospect in this
case doesn’t want to be “sold”). The very
nature of the high-end buyer experience —
consultative, emotional — doesn’t lend itself
to quick conversion.
So the design was laid out in a “double-card”
format. The tone of the headline, dramatic
product lighting and metallic duotones
created a feeling of exclusivity. In the end,
even though it wasn’t easily measurable, the
client made contact with qualified leads they
didn’t previously have. The campaign put them
on the map, from the middle of nowhere.
Awareness campaigns can also work well in a postcard format if the message and design are on target.
Campaign by Lisa Thomas Creative Services
Using the right illustration can also alter the mood of a concept in a way photography can’t.
Campaign by MondoVox® Creative Group
Postcards with an Edge | White Paper
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Getting Back to the Measurement Thing
Although there are many other reasons to
use postcards, the fact remains that most are
response-driven. So try to include some sort
of tracking mechanism. For white paper offers,
track visits to the landing page versus actual
downloads. If there’s a significant drop off,
you’ll know something about your messaging
didn’t make it from postcard to the landing
page, or perhaps there’s an issue with the
landing page – content doesn’t tie in well,
overly long or complicated request form, etc.
It’s unfortunate that most companies don’t
track postcards. Banner ads are easy, but
postcards always seem to fall through the
cracks. And I understand it can be very
frustrating to not know what works, and as a
result, have assumptions made about your
design solutions.
If you’re in a situation like that, there are a few
things you can try:
• pURLs can determine who exactly is
responding to a postcard. Personalized
URLs include the recipient’s name in the
link so the landing page is tracked back to
them. All recipients landing pages can be
the same (or customized) but they are still
trackable individually.
• Landing pages segmented by markets
allow you to craft details based on market
specifics. Of course, you must create
postcards matched to the markets as well,
which is a good idea regardless. Tracking
activity on the landing pages can then help
you test and refine your methods for
future campaigns.
• Coupon coding and bar coding are
also great tools for tracking. Check with
your printer on assigning coupon codes to
each recipient if you have a deal for them
in your store or online catalog.
• Market surveys can be used for brand
awareness campaigns to establish a
baseline before the postcard campaign
runs. Then you can measure again
afterward to determine success.
• A/B split tests are a little more work,
but they provide great opportunities to
test different design solutions. Try two
different design approaches for the same
offer, but remember that all variables but
one must remain the same.
Also, involve your printer in the planning
stages of your campaign. They’ll help you
incorporate tracking options into the design
sooner rather than as an afterthought, and
many now feature multichannel campaign
management tools to help in the process.
And above all, please remember: design isn’t
just about typography, color, and images. To be
most effective, all aspects of the business need
to adhere to the brand image and tone.
Consider everything from advertising and
direct mail to store signage, TV/radio, and any
online presence.
And think about building links between your
postcards and other customer touch points
like websites and your brand’s social media
presence.
Stretch beyond simple consistency. Think
surprise. Do something slightly shocking
without requiring the paddles.
Push your designs to the edge — but don’t
cut yourself.
pURLs allow you to track each individual specifically rather than general landing pages that don’t capture user data.
Campaign by MondoVox® Creative Group
Postcards with an Edge | White Paper
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About Julia Moran Martz and MondoVox
Julia Moran Martz is co-creative director at award-winning
Mondovox® Creative Group, a Chicagoland branding and design firm.
She has 29 years of experience providing design solutions in many
industries including professional services, food products, life sciences,
and nutraceuticals.
Julia and her team have been working with Ripon Printers since
2004 and are responsible for many of their marketing materials
including brochures, ad campaigns, direct mail and the multiple
award-winning box set of Tips Booklets. You can reach her at
Postcard samples also provided by Lisa Thomas
Lisa Thomas is a writer, art director and owner of Lisa Thomas
Creative Services. In her 30-plus years she has worked for clients such
as: LifeServ, Chicago, IL; BioSupplyNet, Plainview, NY; The Children’s
Museum, Indianapolis, IN; CDDB, Berkeley, CA; Ratio Architects,
Indianapolis, IN; IVDS, Scottsdale, AZ; and the Archdiocesan Cathedral
of the Holy Trinity, New York, NY.
Lisa has won awards from the American Advertising Federation, the
Art Directors Club, and the Public Relations Society of America. She
has been published in Print Regional and the New York Art Directors
Annual. You can reach her at [email protected].
XMPie® uImage®. Create attention-demanding communications that build readership and response by embedding text within images and images within images. Instead of using a static image of a boat in a postcard from a boat dealer, include a variable, personalized
image where the model changes based on a recipient’s preference and the recipient’s name is engraved on the boat’s side. The process is as simple as creating a template within Adobe® Photoshop® or Illustrator®, and then using the system’s uDirect® or PersonalEffect® tools to generate and place a set of individualized images directly into the print stream.
Two-sided Printable Magnets. Promotional magnetic items are a proven, low-cost way to buy long lasting “real estate” through applications such as direct mail, business cards, calendars, sports schedules, coupons, menus, magazine inserts and more. Ripon Printers provides
magnet printing services in-house on both digital and offset equipment. You can print your magnetized promotions, along with any ancillary materials, at a single source. And we can handle your program’s distribution and fulfillment requirements as well.
Color Logic. By using 4-color process plus a silver metallic base, a single print run can consistently and predictably produce as many as 250 different metallic colors at an incredibly affordable cost. Using the Process Metallic Color SystemTM by Color-Logic enables you to create a single metallic design that can produce dramatic effects on a wide range of materials including publication covers, collateral literature, packaging and labels, banners and direct mail. Ripon Printers is a certified Color-Logic printer.
HoloBright. This amazing technology creates a holographic pattern over inks or white space to highlight spot areas. Or flood coat for an even more dramatic impact. You can design your graphics in imaginative ways while the holographic coating brings the graphics to a whole new and exciting level. Multiple light reflective patterns are available to create the ultimate visual impact. It’s more cost-effective than lamination, overprinting foil or printing on foilboard. HoloBright is fully recyclable.
Waterproof Paper. More cost-effective and easier to produce than laminating, Ripon Printers features REVLARTM Waterproof Paper. It’s versatile enough for any application, and used in combination with our color digital printing presses, Revlar is great for applications such as catalog covers, educational and healthcare materials. The paper is waterproof, durable and tear resistant; able to withstand temperature variations; impervious to grease, solvent and chemicals; available in various weights, sizes and colors; and can be folded, punched or die cut.
NewsNotes (repositionable sticky notes). Create powerful, must-read messages that are repositionable for an extended life. They’re great for a wide range of marketing uses from traffic builders to redeemable offers and event promotions. Select from a broad range of product types, choose gloss white or yellow stock and specify any PMS color. You’ll also benefit from our round-cornered labels vs. square notes, while avoiding dog ears and bent corners with dual adhesive strips.
Creative Print Technologies Available at Ripon Printers
Ripon Printers
656 S. Douglas St.
P.O. Box 6
Ripon, WI 54971-0006
toll free 800-321-3136
phone 920-748-3136
fax 920-748-3741
www.riponprinters.com
About Ripon Printers
Ripon Printers serves small to mid-size direct marketers and publishers, producing catalogs, publications and a wide range of direct mail products. Linking our capabilities together is an obsessive devotion to customer service that places your satisfaction above any other business goals.
We offer a complete range of print solutions that includes coldset and heatset web printing as well as sheetfed and digital printing. Whatever your needs, Ripon Printers has the right fit. A variety of integrated multichannel capabilities, from digital editions and email marketing to personalized URLS, mobile barcodes and digital storefronts complement our print production, fulfillment and distribution services.
Extending your multichannel presence with Ripon Printers is easy and hassle-free. To learn more about our broad range of services, please contact your representative or send an email request to [email protected]. You can also view a short video highlighting our capabilities at our homepage, www.riponprinters.com.
Ripon’s Integrated Direct Marketing Services• Mail List Processing & Hygiene
• Offset Printing
• Variable Data Digital Printing
• Mobile Barcodes
• Personalized URLs (pURLs)
• Email Blasts
• Digital Editions
• Fulfillment & Distribution
• Integrated Campaign Management & Reporting
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