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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

Revisiting The Power of Print

By Pat Friesen

Haptically speaking, there’s a lot to be said for writing marketing messages for print. For starters, they have a better chance of being read when printed on paper and remembered than those viewed on a screen. (More on this later.)

If you’re not familiar with haptics, it’s the neuroscience of touch. What we know about haptics is based on extensive research that has produced fascinating findings.

You may wonder why, in today’s digital world, marketing communicators should care about haptics. As it turns out, there are plenty of reasons starting with this: According to neuroscientist/haptics hotshot Dr. David Eagleman, “Human touch represents a powerful form of non-verbal communication.”

If this sounds interesting, I highly recommend “A Communicator’s Guide to the Neuroscience of Touch.” It’s a joint project of Dr. Eagleman and the paper people at Sappi. Some highlights from the book to pique your interest, followed up with some quick thought from me:

„• More than half the brain is devoted to processing sensory experience, and much of that sensory receptivity focuses on touch. (PF: Hmmm. So, my words on paper are likely to get extra attention from my reader’s brain. Good to know.)

„• When you touch something, it triggers a reaction. You feel differently about what you touch. You begin to feel you own it. And research shows this makes you value it more. (PF: Soooo, this is why I can’t throw away greeting cards, catalogs and direct mail pieces I’ve held onto for 10 or 15 years.)

„• Rough. Smooth. Heavy. Light. Hard. Soft. What you touch shapes what you feel, and this influences perceptions —consciously and subconsciously — related to what you read. (PF: Savvy paper companies, printers and designers who understand print are capitalizing on this.)

Here’s where it gets really interesting for those of us who write for both digital and print. According to Ferris Jabr, whose article “Why The Brain Prefers Paper” appeared in Scientific American, “People understand and remember what they read on paper better than what they read on screen. Researchers think the physicality of paper explains the discrepancy.”

Hmm. Maybe this is why when I read something important on screen, I print it. Then reread and digest it later.

Studies show people read best on paper for three reasons.

  1. It makes content more intuitively navigable.
  2. It facilitates better mental mapping of information.
  3. Reading on paper drains fewer of our cognitive resources, making retention easier. This adds up to better retention and understanding.

Here’s a video of Dr. Eagleman further explaining how the medium shapes the message.

According to the guide:

“The main job of communicators is to identify what is unique, and good, about a brand and create a program that reveals it clearly. A communicator’s tools are words and ideas, expressed through typefaces, colors, and form, delivered on a medium that further shapes the content it carries.”

With so many types of media vying for brand dollars, it’s reasonable for communicators to look to science to help weigh the alternatives.

Closing thought. If you think direct mail and other printed messages are too old-school for emerging markets such as Gen Zers, think again. According to Angie Read, blogger and co-author of the new “Marketing to Gen Z,” “Gen Zers love getting things in the mail with their name on them. Since they’re so used to digital media, they view print as NON-traditional marketing.” What goes around comes around.

Full disclosure: Ink-on-paper is in my DNA. I’m the daughter of a postmaster and I began my career as a catalog and direct mail writer. That said, I fully appreciate the immediacy, brevity and linkability of my words delivered digitally in blogs, tweets and SEO content. But learning about haptics has reinforced why I continue to enjoy writing — and reading — words on paper.

From: Target Marketing, Feb 23, 2018

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