Tips for When You Need the “Wow” Factor

Not every print piece needs a “wow” factor, but what happens when it does? Maybe you are launching a new line of high-end clothing or cosmetics or have an audience for luxury goods you want to impress. That’s where print embellishments come in. Print embellishments are visual or tactile add-ons that create a higher level of engagement than even the best 2D designs can do.

 

When you need that extra “wow” factor, consider one of the following options:

1.   Embossing: This technique uses a punch against the back of the sheet to create a raised image or pattern on the front. When even a simple design is embossed, people can’t help but reach out and engage with it. 

2.   Debossing: This technique is embossing in reverse. Instead of elevating the image, you’re depressing it into the sheet. This creates a debossed image instead.

3.   High-gloss coatings: Not only are high-gloss coatings beautiful to look at, but they provide a layer of durability and protection, as well.

4.   Matte coatings: There is something luxurious about matte coatings. They are soft to the fingertips and just feel like luxury.

5.   Spot coatings: Combining high-gloss and matte coatings in the same design adds contrast, creating pop and visual interest. Layer a glossy highlight over a matte finish, or do the reverse. Draw the eye by designing a matte finish within areas of high gloss.

6.   Die-cutting: Cut your project into fun and interesting shapes or create cutouts like peek-a-boo windows within the page. Send your invitation to the opening of your retail shop in the shape of a house.

7.   Foil stamping: Nothing says “luxury” like beautiful gold, silver, or colored foil.

These are some of the most common print embellishment techniques, but they are not the only ones. Call and ask for recommendations if you’re looking for something unique and these aren’t the perfect match. We can suggest other ways of turning your print design from fun and creative to a true showstopper. 

 

Using Social Media to Amplify Your Direct Mail

Are you looking to boost your marketing results by going multichannel? Businesses looking to amplify their direct mail efforts often pair direct mail with email. That's a great strategy. But you know what else is a great strategy? Pairing direct mail with social media.

What makes direct mail and social media so complementary? Customers love direct mail and social media and use and respond to each channel differently. Print's tangibility leaves a deeper footprint in consumers' brains, resulting in more accurate recall and higher buying intent. At the same time, social media is proven for ongoing, spontaneous communications that keep your customers entertained and engaged. With both channels providing different benefits, why not pair the two?

Let's look at five ways to use direct mail and social media together:

1. Engage with the social media sites your target audience will most likely use. For example, 73% of people aged 30–49 use Facebook, twice those who use Instagram or Twitter. If your target audience is Gen Z, however, they will most likely use TikTok. Create strong content and add links in your posts to drive people to your purchase pages.

2. Focus on deep, relevant content. Regardless of channel, use your social media posts to tell stories. Invite customers to post their user-generated content, and encourage them to share your posts with friends and family. Storytelling is a robust engagement and marketing tool.

3. Use online tools to gather your social media followers' email and postal addresses. Use that data for future cross-channel marketing.

4. Use social media to announce when upcoming mail offers are on their way. Social media can be a great way to build anticipation and excitement around your promotions and deals.

5. Cross-pollinate your content between social media and direct mail. For example, use quotes from online reviews or social media posts in your direct mailers to give credibility (a practice called "social proof").

Want to further explore the connection between direct mail and social media? Let's talk!