How'd They Do That?
An Effective Tool for All
While not all marketing challenges are suitable candidates for a dimensional program, there's typically a place for dimensional mail in every marketing plan. We've done dimensional pieces for life insurance firms, pharmaceutical companies, universities, industrial manufacturers, entertainment companies, technology firms, telecommunications, banks and many for the automotive industry. The single most-common use for dimensional mailers, however, is product launches or relaunches; they typically have the budget and organizational support the project demands, and they need generate the kind of excitement that dimensional pieces deliver. In these cases, the stakes are high and failure is not an option.
Producing dimensional mail has its challenges, but it is a production process just like any other. Understanding the variables and how to manage them reduces the risks and potential pitfalls of a complex project. For companies like Samsung and 1Roof that understand and manage the stages of dimensional mail efforts and work closely with their vendors, it can be a highly effective tool for getting attention and building customer relationships.
Mike Maguire is principal owner and president of Structural Graphics. He is a leading authority on the use and effectiveness of high-impact dimensional marketing and regularly speaks on the topic at advertising
and printing industry seminars and conferences. He has written numerous articles on the subject. He can be reached at firstname.lastname@example.org.