One of the great things
about direct mail is the many ways it engages the senses. This is something
that cannot be replicated in the digital world and continues to make print an
indispensible piece of the marketing puzzle. Here are 5 “dimensions” of print
that you can use to engage and delight your audiences.
1. Texture. Paper stock comes in many
textures—from sleek coated stocks; to classic cottons, linens, and laids; to
the raw, earthy feel of uncoated, unbleached stocks. Use texture to help tell
your marketing story.
2. Scent. Scent marketing is a
growing industry that uses aroma as a subtle but highly effective marketing tool.
Scents like coffee, cinnamon, and pine can be used to trigger emotion. When included
inside the mailing envelope or direct mail piece, it can trigger positive associations
and increase sales.
3. Color. The use of color goes
beyond ink on paper. Consider how colored envelopes and stocks can be used to
make your message pop. Want to create a
particularly dramatic effect? Consider the impact of white text and graphics on
black stock. POW!
4. Video. There are many ways to send
recipients to video in a printed piece. You can use augmented reality (AR), QR
Codes to mobile video, even embedded video screens in the piece itself. Print and video go great together.
5. Dimension. Nothing stands out in the
mailbox like a piece of dimensional mail. Whether it is a thick envelope, a
beautifully printed box, or a pop-up cube, anything beyond the typical flat
mailer draws immediate attention and shouts “OPEN ME!” Recipients can’t wait to
see what’s inside.
Print
isn’t just four-color ink on plain stock anymore. It offers a multi-sensory
experience that excites and engages your audience. Which one of these sensory
experiences would benefit your next marketing campaign?
Please give us a call at 440-946-0606
Or visit our website here for more information.
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Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
