Page 57 - Print21 May-June 2020

Business Intelligence
important, and 56 per cent trust it. Or if not distributed in-store,
what about lettering Australians in their homes to let them know that the business is open? Australians love their letterboxes and good news for printers is letterboxes are filled with one media channel only – print. Australians report that they pay more attention to letterbox media than any other media channel – with 76 per cent of readers paying a lot
or some attention when reading catalogues compared to 70 per cent for television, 59 per cent for radio and 57 per cent for newspapers.
Unfortunately, the vast majority of mailers, brochures and other promotional material are still printed on standard stock white paper. One way for you to inspire your customer to differentiate
their print marketing from the competition and reinforce their brand identity is to adopt coloured paper, or create custom pieces with stand-out finishings. Consider having a base pack and a premium pack to offer. With the premium pack including different paper range, foiling or other finishing options.
“Develop packs with rate cards or a flat fee – opening store packs which might include window signage, floor decals, bags, product brochure or a mailer design to help business shout loud and proud the store is open.”
the bright red envelopes than the white ones. The coloured paper became an effective tool to stand out and make some visual noise.
The options are endless, think about the packs that would suit your business, think about what your local businesses or customers would need. Develop solutions with up-sell options and flat rates.
It is time now, shoulders back, get creative. Pull the stats and facts, pull the case studies, open up the samples drawer and prepare solutions to inspire your customers, take the hard work out of their ‘re-opening journey’ and as you jumpstart their business, you’ll jumpstart your own. Not only with some orders, but also some loyalty, your solution will be remembered long after Covid-19
to the local retailer, restaurant or business that you assisted in getting them back on their feet. 21
* Kellie Northwood is the CEO of The Real Media Collective, an industry association that represents companies in the paper, print, mail, publishing, and distribution industries across Australia and New Zealand.
Build your customers a re-opening pack
● Signage example
● Floor decal
● Mailer
● Postcard Voucher
● Brochure
● Create the artwork. Fill it with facts about the power of print and how they will benefit from using print to bring their customers back.
Number of people paying a lot or some attention:
76% forcatalogues 70% fortelevision 59% forradio 57% fornewspapers
Jumpstart with an
open pack: printers can provide a big boost to local businesses
Prepare examples or show samples previously developed to inspire the end result. Remember, not everyone can visualise. Printers selling opening packs and other printing solutions would go far with examples of how to market well.
The VoPP campaign has a great case study whereby one company tested the theory of coloured paper and mailed letters to their top 2000 customers. The first 1000 were mailed information on standard, white stock paper, and the other 1000 were mailed information on bright red paper. Both mailers were printed on the same paper weight, identical finishes and contained the same information. The only difference: the colour of the paper.
The result delivered almost a 30 per cent higher response rate from
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