Production and Paper Special Report: Success From Any Angle
About five years ago, Eric Bright first saw the Flapper™, a dimensional mail piece that unfolds and re-folds to present four different messaging panels. While Bright, senior director of consumer marketing at Franklin Covey, a provider of effectiveness training, productivity tools and assessment services based in Salt Lake City, thinks the mailer featured the Nickelodeon cartoon character SpongeBob Squarepants, he’s positive he and his colleagues couldn’t stop playing with the effort’s reconfigurable panels.
So the team decided in the summer of 2001 to test a Flapper, a format that is patented by Intervisual Communications, a dimensional print and promotions company acquired this past March by Structural Graphics, a dimensional marketing solutions firm. Response to Franklin Covey’s first Flapper effort was strong enough that the company dropped a second campaign that same year, around Thanksgiving. When it became clear that results to the holiday mailing were better, the marketer made the Thanksgiving campaign an annual gig.
The 2005 holiday Flapper, Bright says, mailed to Franklin Covey’s housefile and top responders the week before Thanksgiving, and also was tested with some of the lower-responding segments. In addition, it was handed out in Franklin Covey’s stores, which number more than 90 worldwide. On a print run of roughly half a million, about 250,000 pieces were mailed and the other 250,000 were handed out in the stores. The outer panel of the self-mailer teased recipients inside to learn what holiday studies had proven, which turns out to be a tongue-in-cheek joke about saving time by not getting caught up in the fun mechanics of the Flapper. A turn of the panels presents the offer in full fanfare: Recipients get $15 off purchases of $75 or more, regardless of the channel used to redeem the offer.
Bright reports that response to the 2005 effort, as it has been from the beginning, was “lights out.”