Paper as an Extension of Brand. Neenah Retail Revolution

CLASSIC Retail Revolution; a resource for designers

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Retail is alive and kicking! According to “Debunking the Apocalypse”, a 2017 report released by IHL Group, retailers were opening 4,080 more stores in 2017 than they were closing, and planned to open over 5,500 more in 2018. So, it’s time to start thinking about your retail clients.

Neenah is addressing the uprising with CLASSIC® Retail Revolution. Right from the start, this book’s multi-layered waterfall effect of overlapping sections encourages you to open and interact!

This promotion, designed by Dallas-based Matchbox Studios is filled with industry research data, retail marketing samples, and beautiful combinations of paper, design and printing. This high-energy, highly tactile book is a must-have design inspiration.

The 10 x 12 red Wire-o bound book focuses on four imagineered brands in the growing health and wellness market: 1) Knetics Athleisure & Sportswear, 2) Pack Men’s Apothecary & Skincare, 3) Desert Mothers Spa, and 4) Odyssey Food Subscription Service. This tool is designed to provide ideas on how to: Get customers in the door, engage and excite customers, spread the word, and build a following.

Get customers in the door: An oversized, visually dynamic postcard and a gift card in a die-cut carrier draw customers in — 44% of people say a gift card has sent them into a store they otherwise wouldn’t have visited.

When you look more closely, the Knetics brand is all about energy and movement and uses color to make an impact. Imperial Red is the star of this identity, and it appears here in three different textures, Stipple, Smooth, and Techweave. The hangtag embodies movement with grommeted combination of CLASSIC® Techweave, Imperial Red, CLASSIC CREST®, Windsor Blue, and CLASSIC® Linen, Chambray.

How to engage and excite customers: Research shows 70% of purchase decisions are made in-store. What drives those decisions? Packaging can be credited for 30% them.

When you’re marketing to men, you’re also marketing to the women who buy for them. Here we see the Pack brand, a men’s skincare line features on-trend shades of gray and an exfoliant product cleverly boxed in CLASSIC® Stipple to offer a textural description of its contents.

How to spread the word: Unique experiences and VIP treatment matters according to 66% of today’s consumers. This spa, Desert Mothers Hot Springs uses an oversized mailing to invite customers to a unique experience – oversized envelopes are reported to have the greatest household response rates.

This geometric, accordion-fold brochure uses dramatic diagonals, patterns, colors and images with the warm color and texture of CLASSIC CREST® Classic Natural White to invoke the essence of this event’s natural surroundings.

How to build a following: Odyssey is in the currently trending business of food subscriptions. In this evolving, highly competitive retail market the brands that succeed will be those that create an extraordinary customer experience. Standing out, and delivering on a brand’s promise, are key to securing and building a loyal following.

52% of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging. The pairing of CLASSIC® Linen, lifestyle photography, blind embossing and raised UV gloss create an elegant brand presentation that customers will want to keep.

Matchbox Design’s Principal/Creative Director, Liz Burnett said, “What we hoped to communicate in this piece is that a paper’s texture and color has the power of persuasion. CLASSIC: Retail Revolution shows how much more memorable printed collateral can be with the right combination of design and paper.”

Print Works!

Here’s to Old Friends … This DM’s for You

As so much of the world turns to digital, why is it that direct mail still works so well?

According to Money Mailer CEO John Patinella, direct mail is effective because “giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience.” 

We’ve talked about the importance of the tangible before; there are real psychological reasons why we value the physical more than digital. Perhaps because of this human preference, direct mail delivers the results, too.

As Steve Olenski writes in Forbes, “ U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold. That’s a 1,300% return on their investment. The response rate to direct mail pieces is much higher at 3.7% compared to 2% for mobile, 1% for email, 1% for social media, and 0.2% for internet display.”

Advertisers aren’t stupid. And marketers are under increasing pressure to prove their worth. They are realizing that even in this digital-heavy age, consumers like print marketing like coupons, for example.

“In fact, according to a recent study, 93% of people said they’ll use coupons from the mail in 2018,” Olenski writes. “This is up five percentage points compared to 88% in 2017. Although consumers rely on their smartphones, there is still a pleasant ‘tactile experience’ from touching and using physical coupons.”

It’s not just coupons; millennial consumers reportedly prefer receiving direct mail over email marketing. All the cool kids are doing it. Of course, they are the ultimate omnichannel consumer, so a hybrid strategy that transitions the reader from printed direct mail to an online interaction can be powerful.

As Olenski notes, it’s important to maximize the power of your direct mail.

“Use logos, visuals, charts, and targeted content to make direct mail a leisure activity,” he suggests. “It may be beneficial to use a geo-location strategy to encourage a call to action to visit a local storefront. Lastly, research the demographics in your area to align your messaging and visuals with your audience’s preferences and interests.”

Rethink your own marketing tactics and take an honest look at where direct mail might make a big impact. So here’s to our old and still very powerful friend, traditional printed direct mail.

WHAT HAPPENS TO PAPER WHEN IT IS RECYCLED?

The life cycle of recycled paper from recycling bin to final product

Most consumers are unaware of the steps and parties involved in the process of transforming paper recovered from recycling bins into final products.

As a manufacturer of commercial papers with up to 100 per cent recycled content, Rolland sees waste paper as a valuable resource. By offering sustainable paper products and helping to transform paper from recycling bins into new products, Rolland allows its customers to reduce their environmental impact and contribute to a circular economy.

The graphic below illustrates the journey of post-consumer recycled paper, from recycling bin to final product [ click to enlarge ]:

Legend

  • Recycling Bin Paper is collected from recycling bins at national and regional levels and transported to Materials Recovery Facilities (MRFs)
  • Sorting Centers MRFs receive, separate and prepare recyclable materials
  • Recyclable Paper Bales Recyclable paper materials are compacted into large rectangular bales
  • Sustana Fibers Facility Recyclable paper materials are transported to Sustana’s recycled fibers facility
  • Pulping, Screening & Washing Recyclable paper is blended in a pulping machine with water into a coarse pulp. Fibers are screened & washed to remove solid impurities and ink particles
  • Post-Consumer Recycled Fibers Fibers are thickened by dewatering, cut into sheets and baled
  • Rolland Paper Mill Fiber bales are transported to Rolland’s Paper Mill
  • Paper Machine Fibers are mixed with water, refined, screened, then processed using Rolland’s equipment, dried and formed into large rolls of paper
  • Converting Rolls of recycled paper are transported to Rolland’s converting center and cut into sheets
  • Final Products Sheets of post-consumer recycled paper are transported to end-users and turned into final products

Stats sources

  • 1) https://www.usi.edu/recycle/paper-recycling-facts/
  • 2) https://www.infrastructurereportcard.org/wp-content/uploads/2017/01/Solid-Waste-Final.pdf
  • 4) https://www.sustanagroup.com/blog/envirolife-sustainability-solution-food-packaging
  • 5) Schneider, Jim. Personal interview. May 24, 2018.
  • 7) https://www.rollandinc.com/en/blog/extraordinary-water-conservation-everyday-result-rolland
  • 8) https://www.rollandinc.com/en/blog/print-great-and-recycled-paper-makes-it-even-better
  • 10) https://www.rollandinc.com/en/environmental-stewardship/eco-calculator
By Renée Yardley

Why Audiences Love Print on Paper [ InfoGraphic ]

The top 4 reasons:

  1. It’s more pleasant to hold than a digital device
  2. Paper provides a more enjoyable reading experience than a screen 
  3. Paper makes it easier to save, track and manage information
  4. Reading on a smartphone is too hard to be relaxing

Read the article by David Pilcher at freeportpress.com!

Could Gen-Z Represent an Emerging Market for Print Media?

FOLIO Magazine |   By Greg Dool :: 

Screen Shot 2018-05-08 at 3.59.01 PMA look into the mind of the Gen Z-er…
MNI Targeted Media, a division of Meredith Corp., revealed today the preliminary findings of an online survey of 2,500 students aimed at examining the interests, spending preferences, and consumption habits of Gen-Z—that is, those born between 1995 and 2012—which the survey suggests will represent a massive chunk of spending power in the U.S. by 2020.

Among the survey’s more intriguing findings:

  • 90 percent of Gen Z-ers rely on media to stay in touch with what is happening in the world.
  • 60 percent prefer to shop in stores over online, but 75 percent use their phones while shopping to price check or seek recommendations.
  • 50 percent agree that knowing a brand is “socially conscious” influences their purchasing decisions.
  • The average Gen Z-er spends one hour each week reading magazines.
  • 61 percent believe their generation would benefit from “unplugging more.”

Video: Paper Making at Mohawk

Equal parts craft and engineering, see premium paper being made at Mohawk’s historic Waterford, New York mill.

Paper Making at Mohawk | Instructional from Mohawk on Vimeo.

Rolland EnviroPrint and BioGas Energy

biogas_bw_engIf you are considering “going greener,” reduce your environmental footprint with Rolland EnviroPrint papers. They are made with 100% Post Consumer Waste, and the manufacturing process is powered by Biogas Energy. 

Biogas comes from decomposing landfill waste that’s been captured to prevent its release into the air. It is transported by pipeline to Rolland and used as thermal energy to produce paper instead of using traditional combustible fuels. Not only is biogas a renewable energy, it reduces their CO2 emissions by 70,000 tons, or 23,400 compact cars, annually.

Learn more about Biogas Energy:

BOND is proud to offer the Rolland EnviroPrint line of papers.

The Dieline Awards 2018 Winners

The Dieline Awards recognizes the absolute best in consumer product packaging design around the globe, and brings awareness to the immense value that lies in well-designed brand packaging. The largest global packaging design competition is now in it’s 9th year.

Click here to see the winners!

BOND Moves to EFI Fiery Navigator

Read the case study from EFI.

 

Abstract: The Art of Design – A Netflix Original Not to be Missed

Abstract: The Art of Design is a Netflix original documentary series highlighting artists in the field of design. The series was created by former Wired editor-in-chief Scott Dadich. Step inside the minds of the most innovative designers in a variety of disciplines and learn how design impacts every aspect of life.

From Architecture to Typography, it will become one of your go-to series this year. Check out the show’s official page on Netflix to learn more or watch some trailers.

https://www.netflix.com/ca/title/80057883

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