With the deep recession, advertising and marketing budgets are being asked to produce more for less, and creative professionals are racking their brains to come up with new ideas to bring business-to-business marketing efforts home. The $ 64,000 question is: “Where do we look for inspiration to produce a successful direct mail campaign on a low budget?”
The answer is not easy as there are many different things to consider, but there are certain things that occur in this case. The product or email that is chosen for the direct marketing campaign should be relatively inexpensive to produce. The product must be innovative to capture the attention of your customer. It must have impact to capture your customer’s attention. It must be versatile to the extent that it can be adapted to your advertising or marketing message and it must be suitable for custom printing to make it a totally unique and personalized product.
With those guidelines firmly in place, there’s a product area that can offer inspiration, namely, pop-up and interactive banner ads made on paper and card. There are specialty vendors, primarily printers with specialized cardboard engineering skills, offering many creative, innovative, new and fresh direct marketing ideas across their entire range of emerging promotional products.
Direct mail ideas added to paper ideas make direct marketing campaigns winners
Most of the manufacturers’ selections of promotional pop-ups and interactive products will fill the creative mind with exciting advertising ideas. The high-impact characteristics and vibrancy of pop-ups alone are enough to get the creative juices flowing. For example, all automated pop-up marketing products come to life as soon as your customer opens the package. The same action brings to life an abundance of creative advertising ideas and suggestions such as growth, life, fun, surprise, rebound, vitality, energy and action, for example. Various vendors also suggest ways to add longevity and fun to pop-ups by adding fun extras like wobbly dies or turning the auto-pop into a pencil holder.
Creative and unique marketing ideas
Translating unique and innovative marketing ideas into a direct mail campaign is definitely an art, and promotional pop-ups will help transform creative marketing ideas into reality. The imaginative ideas of the marketer and the use of simple paper and board engineering techniques are the key to creating a unique marketing product. Combining a creative idea with movement in the pop-up product can provide the key to creating a very individual promotional marketing piece. From there, the path to a successful promotional marketing campaign is straightforward.
Whitney Woods is a leading manufacturer of interactive and emerging products for advertising and marketing.
