For the marketer’s part, it provides the four different panel images to Intervisual Communications, which then fits the copy and graphics onto the four layouts; the critical check is making sure text does not cross any folds, Richwine explains, thus compromising the presentation of one or more panels. Marketers have the option of selecting a Dutch door opening, where flaps flip open at the top and bottom, or a French door opening, where the flaps open on the right and left.
Franklin Covey’s success with the Flapper has made Bright look into using other dimensional mail pieces for its marketing communications. However, the expense of such efforts is an issue, he states. Another consideration he factors into the equation is one of time, since his staff develops its creative in-house. “If we expand our operations down the road,” he predicts, “we would consider doing more dimensional mail campaigns.” For right now, however, the Flapper continues to get the job done.
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