Multidimensional mailers help marketers extend their creativity and expand their ability to generate response in ways others often never imagine.
In HP’s case, a 2009 multidimensional mailer proved critical to reaching an important, albeit potentially difficult-to-reach, target. Not only was it an audience of prospects who were not necessarily receptive to past marketing efforts; they were also prospects who could probably be considered immune to all but the most dynamic direct mail efforts.
The decision to choose a multidimensional piece came up when HP and one of its agencies, Publicis, developed a competitive marketing campaign promoting HP Indigo digital presses. In this case, multidimensional mail provided a distinct advantage in marketing to an otherwise tough audience: print service providers (PSPs), many of which were lettershops in their own right.
HP had a two-part campaign featuring a large tube mailer as well as a dimensional mailer with a content sleeve and pop-up components. The dimensional piece included sample HP Indigo press sheets, brochures, case studies and a full set of compelling offers.
The design also helped HP emphasize the core value of what it was selling — HP Indigo presses and their ability to produce versatile, offset-quality variable-data printing.
The mail piece provided particularly strong evidence that the presses, which use liquid inks instead of dry toners, can yield high-quality prints that can be diecut, folded and otherwise shaped without damage (“cracking”) to the printed surface – something that’s not a given in the dry toner world.
See full article at: Creative content maximizes direct mail – DMNews.
