How'd They Do That?
By Mike Maguire
Dimensional mail offers a number of advantages for the marketers who are willing to test it out. First, the format surprises the recipient and has breakthrough "wow power." In addition to initial impact, a well-done dimensional piece invites repeated interaction—pulling the tabs, discovering how it works—so the amount of time spent with your brand imagery and messages is dramatically increased. And finally, dimensional mailers can impart a considerable amount of information to the recipient in an interesting and logical way.
Although every dimensional mail project is unique in its goals and creative content, marketers considering dimensional mail experience similar issues and follow a similar learning curve. By taking a look at the stages every job has in common, marketers who are interested in exploring dimensional mail can gain a new understanding and confidence in the process. Once the initial creative and strategic concepts have been outlined, this integral steps of making dimensional mail work kick in: determining the format, considering postal and production costs, executing the design, testing, production and finishing. A recent dimensional mail piece produced by Structural Graphics for Samsung with its agency 1Roof illustrates this process.
Determine the Format
When Samsung was introducing its e316 cell phone, which was co-branded with the Athens Summer Olympics, it wanted to get its carrier network excited about the product by providing them with a representative "dummy" phone in a unique way. The goal was to create excitement around the phone by not just delivering it, but presenting it. So Samsung's agency, 1Roof, worked with Structural Graphics to create a unique box that not only delivered the product, but had a built-in presentation system revealing the phone to the carrier network recipients.
1Roof invited us into the process early so that we were able to identify quickly a format that fit Samsung's creative and marketing strategy. This is the ideal way to approach a project like this because the format of a dimensional mailer shouldn't be an afterthought; it will be far more effective if it is integrated into the creative process.