How'd They Do That?
Choosing an appropriate print finish also is a key issue. Different print finishes vary in price, so determining which to use may be a significant budgetary consideration. In this case 1Roof and Samsung opted for a varnish. It provided a hard, glossy finish, which enhanced the printing while not requiring special attention during hand finishing, so fingerprinting didn't become a problem.
As a box with a high-impact mechanism, it is no surprise that the Samsung mailer cost more to produce than a flat mailer would. Keep in mind that not all dimensional pieces are boxes. Many may deliver "flat" but carry a high-impact mechanism, such as The Extendo, a pop-up, electronics or other interactive device. It costs on average about 20 percent to 30 percent more to produce a high-impact "dimensional" than a flat mailer; that figure can double for more complex pieces. But you would do well to measure the value equation not in cost per piece, but rather in ROI. The lifetime value of the relationship you are trying to secure changes the whole equation. When comparing the price of a dimensional piece to the lifetime value of a given relationship, ROI's can increase significantly as the impact of the mailer increases. We also have found that timely sales or phone follow up can dramatically increase the ROI of a dimensional campaign.
Execute and Test the Design
Because clients usually are not accustomed to creating dimensional pieces, we work hand-in-hand with them through the design and production processes. Once the format has been approved, we create a white comp that often is test mailed to our sales offices around the country to make sure the mailer holds up under real-world conditions. We also give the USPS an advance look and invite its comments. That's especially important if the piece contains a premium, as this one did.