Production and Paper Special Report: Success From Any Angle
In fact, nothing else the company has tested against this format during this holiday period has come close to its performance. And what has Franklin Covey tested? Postcards, catalogs and even e-mail efforts, although Bright notes it’s not an apples-to-apples comparison on the e-mail front. Still, he points out, the Flapper does pull better ROI than e-mail campaigns sent around the Thanksgiving holiday.
According to Jim Richwine, executive vice president of Structural Graphics, the Flapper is available in nearly any shape, including tall, wide, square, and with rounded or squared corners. On the dimensions front, one Flapper was developed as small as 1-1/2˝ x 1-1/2˝ . And whereas most dimensional mail tends to be best suited for small production runs, this format can be produced in almost any quantity—say, between 1,000 and 200 million pieces, says Richwine.
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.