Peel-Away Phone Cards
Although pre-paid phone cards have been popular in the mailstream for quite a while, an interactive effort from ACC Business (an independently operating business unit of AT&T) recently caught our eye due to its unique peel-away card design (808ACCBUS0599). Since most efforts that include plastic cards are usually envelope packages, this 6&Mac253; x 9&Mac253; postcard stands out.
In addition to the unusual format, the 20-minute pre-paid calling card stands out from others of its kind, as it has been created from one ply out of a two-ply card stock.
Ed Duffy, senior account manager of AT&T's direct mail and marketing group, further explains the postcard's production process: "There are twin web presses running together, one on top and one on the bottom. The card is die-cut after the full-bleed, and then there is a gluing process that fuses the card together."
The process is done in-line; as the mailing comes off the line, it is sorted and ready for the post office.
According to Linda Stadtmueller of AT&T, there is only one printer, KoBel Inc, that can produce this interactive format.
"It has been a very successful piece. We started mailing this piece in May 1999. We have sent over one million pieces, and we are still using it," explains Stadtmueller.
Peter Kvam, sales manager at KoBel, says this particular piece is called the "idea-gram direct response card."
"The idea-gram is fairly new to the market and is gaining in popularity due to its innovative, interactive design," says Kvam. The main advantage to using this format is that it eliminates the need for multiple lettershop functions, such as tipping on a card, since it is produced on press in one pass.
"This particular piece was imaged in-line and packaged off-press in mail trays, while others have imaged off-line, on-demand for smaller mailings," Kvam explains. As for the minimum print run, Kvam says that KoBel has printed jobs of as few as 25,000.
"We also have incorporated peel-away BRCs for a two-way mailer," says Kvam. Other interactive options that KoBel offers to marketers include pressure-sensitive stickers for a reply device or "leave-behind" stickers that can be used for phone numbers or Web site address reminders.
Peter Kvam, KoBel Inc., (800) 367-0210.