Every Digital Dish features stories, tips, or tricks from digital experts. This month, we spoke with Laura Hayes, Marketing and Events Coordinator at Convertible Solutions, the company behind several innovative "pre-converted" solutions for digital print. Hayes shared with us the big trends she's seeing across the print industry right now.
DIRECT MAIL IS BACK
Hayes reports a bump in direct mail as business owners entice shoppers back to their stores. Promotions like die-cut redemption cards or loyalty cards are big, along with general brand awareness pieces telling consumers that retailers are open for business.
"Even if they don't make a purchase right away," says Hayes, "marketers know that direct mail delivers a lot of soft-dollar ROI. Some people will remember a particular mailer, remember the company, and come back around to make a purchase later."
BUSINESS CARDS ARE NOT FAR BEHIND
And it’s not just retailers who are increasing their direct mail activities. With invites to long-delayed events finally going out, B2B print is picking up, too. With the increased focus on in-person connection in the coming year, Hayes sees an opportunity for business cards that wow — and she has plenty of fun examples. “Say you are a cabinet maker and your business card is made of wood — not a wood print, but actual wood, which means every card is unique.” With innovations like wood substrates, companies can design business cards that leave a lasting impression.
IT'S TIME TO STAND OUT
“I overanalyze my mail, of course, but I see so many things that are exactly like everything else,” says Hayes. To make your mail stand out, she recommends choosing a substrate that’s extra-thick, like MultiLoft®, or combining two different textures in one piece. Hayes suggests pairing Accent®Opaque Smooth with a totally different look and feel such as soft touch to create a sense memory. Her main advice: “Give them something really different and watch your response rate jump.”
SYLVAMO'S DIGITAL PORTFOLIO ONLINE
Convertible Solutions parent company, Inter-State Studios, primarily uses a range of HP® Indigo presses, including an Indigo 12000, an Indigo 7250, and a web-fed Indigo 7500. Indigo fans should check out Accent’s line of Indigo treated digital papers, which are specially formulated for Indigo presses.