The large-scale production of pop-up mailings with loose components and double-sided personalisation creates new horizons in customer dialogue - studies provide evidence of increased advertising impact
Schwandorf, 30th November 2005. Direct marketing specialist, meiller direct with its headquarters in Schwandorf, and subsidiary of the schlott gruppe, they like to stick to Aristotle when it comes to developing innovative mailings. Because even the Greek philosopher valued the sense of touch as essential to mankind’s ability to gain knowledge. This still holds true today. Studies by the VDZ (The German Association of Magazine Publishers) (“Ad Specials”) and the Bauer Media KG (“Im Auge des Betrachters”- “In the eye of the beholder”) show that the reader will concentrate for nearly twice as long on ads which incorporate interaction-stimulating components, such as product samples or pop-ups.
The inclusion of product samples has long been commonplace, thanks to industrial processing methods. Pop-up effects, however, have remained in the shadows for a long time, featuring mainly in children’s books manufactured abroad. Their use in mailings, in combination with loose components, was for many years connected largely with handicrafts. Now, thanks to the processing techniques of meiller direct, 3D-mailings which, quite literally, reach out to the customer are becoming commercially interesting: response elements, vouchers
or even scratch cards can now be integrated automatically. All components are produced on a single paper web, both sides of which are personalised using several colours, perforated, glued, folded and equipped with extras such as rubbing colour.
In this way, for example a self-mailer for a World Cup special, complete with fold-out goal and several loose cards as pre-personalised response elements, can be produced quickly and cost-effectively. This processing method is exclusive and only available to meiller direct customers. With a measurably longer concentration time and personalised response elements, it promises decisive advantages over the competition and a higher number of responses.
