Every promotional program can be enhanced with a "finishing
touch." This added feature, often overlooked by marketing
professionals, adds an incredible impact for minimal cost.
Consider some of the following packaging ideas when designing your
next promotion:
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Custom-designed bags and boxes Imprinted tissue paper
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Ribbon with your logo
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Sound cards
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Bubble cards
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Netting
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Imprinted mailing boxes, tubes, cans, bottles
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Vacuum-sealed cans
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Bowls, mugs, containers
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Specialty packaging for CD-ROMs and videos
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The packaging of promotional products can
evoke curiosity as well as increase direct mail response rates.
A 1993 study by Baylor University found that the use of
dimensional mailers can significantly improve response rates
over direct mail alone.
For this study, 3,000 school administrators were divided into three groups,
and received either: 1) an envelope with a sales letter, sales
collateral and postage-paid business reply card, 2) an envelope with
similar contents plus a promotional product, or 3) all of the contents
listed above, delivered in a box with a diecut slot, instead of an
envelope.
Findings:
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Those who received a promotional product in a
dimensional package responded at a rate of 57% higher than
those who received the same promotional product in an
envelope.
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Response rates for the dimensional package
recipients were 75% higher than for the group who received
only a sales letter.
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Dimensional packaging made a significant
impact on response rates.
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