Stickers have been the big trend for months now. Marketers are including sheets of them in envelope mailings to add a little zip and guilt prospects into making a purchase or donation. Other companies are affixing both regular and hologram stickers to double postcards and the fronts of OSEs. We've also seen marketers print graphics on the fronts of catalogs and envelopes to resemble stickers to avoid the cost and fuss of affixing the real thing.
These printed on fakes, however, don't provide the same tactile sensation of a true sticker. To get the best of both worlds, Saltwater Sportsman magazine turned to its printing vendor.
Communicolor's John Ciorciari explains that marketers can get the feel of a real sticker by using texturized varnish in their mailings. Saltwater Sportsman used this printing process to draw attention to a premium offer described inside a snap form package (202SALTWS0698). As it was already opting for a lower cost format, an expensive sticker would have defeated the purpose.
Marketers can achieve both cost and time savings, as the varnish or ink is applied on press, says Ciorciari. The varnish catches light, making the finished product a "poor man's hologram."
According to Times Mirror's Don Liebling, Saltwater Sportsman tried this printing method because it had previously used real stickers. After another Times Mirror publication, Outdoor Life, used this technique and found success, Saltwater Sportsman knew it could save money and time, too.
"Stickers" of any shape can be printed, explains Ciorciari. For example, Reader's Digest has used the varnish for a textured border on sweepstakes certificates inserted in envelope packages.
He adds that more and more marketers are using the technique, telling him that it must be working well.