Holly Winters, SPC’s resident expert on format design and optimization, provides her step-by-step plan for effectively implementing the right format to meet your specific direct marketing needs. When it comes to creating unique format designs, understanding customers’ conceptions and delivering innovative solutions are our objectives. This blog delves into the key steps for developing designs that not only meet expectations but also stand out from the competition.
Understanding The Strategy
Effective format design starts with a thorough understanding of our customers’ objectives. By asking the right questions, Holly can gain a comprehensive view of the campaign’s goals and establish a clear direction for all subsequent steps. Understanding the campaign’s goal and perspective helps Holly narrow down her format recommendations. She considers whether the focus is on driving traffic to a website, featuring a QR code, promoting a product line, offering coupons, or encouraging a specific call to action (CTA). These factors are crucial when Holly makes her format recommendations. She evaluates each campaign and project individually to achieve the best results.
The vertical market is also an important consideration. Depending on the message, the materials may be packaged in an envelope to ensure data security or to give recipients a sense of privacy. Other times, Holly opts for a self-mailer if the message requires more space to showcase a product line or highlight special offers. For example, retail services typically do not require privacy when sending acquisition communications. While the vertical market influences Holly’s decisions, it does not limit her options.
Considering Production
Once Holly understands the needs, she begins to build her list of recommended formats. Matching the most powerful format with the ideal, most efficient production approach is the key to success. Factors such as quantity, stock requirements, and the complexity of the design must be considered to ensure it is practical and effective.
Innovation Meets Optimization
We take pride in having the flexibility to develop unique formats across roll-to-roll, sheet-fed, and digital presses. Efficiency is critical at SPC. We prioritize optimizing formats, aligning them with the appropriate SPC printing method on our widely flexible platform and diverse range of equipment. Optimization of web width and cut-off reduces paper waste while leveraging the full potential of our machinery to deliver exceptional results.
Identifying the Ideal Format
Following a structured approach, the construction of white paper mockups, advancing to color mockups, allows the client to visualize and experience the options before making final decisions.
SPC has an expansive format library of over 165 choices broken down into categories that speak to the mindset of a marketer. This Innovation Guide is meant to inspire and help our clients reach customers with breakthrough creative or other out-of-the-box campaigns. Categories include Incentive Mailers, Privacy Mailers, High Engagement Mailers, and many more!
Putting The Power of USPS to Work for You
When designing formats, we ensure they comply with the required aspect ratios, as well as size and weight restrictions set by USPS regulations. Equally as important. As postage rates increase, maximizing promotional discounts has become more important than ever. We look for opportunities to maximize discounts by incorporating tactile, sensory, and interactive elements into our format designs. Our postal experts at SPC can help you create a postal incentive plan to save every penny possible.
Challenging the Status Quo
Make your mail unforgettable by incorporating unique and creative formats that captivate your audience’s attention. From eye-catching pop-ups and intricate die-cuts, to affixed cards and specialty coatings, these elements ensure your direct marketing mail stands out in the mailbox. Use of distinctive papers and envelope options leaves a lasting impression and elevates your brand.
Creative format design is about blending practicality with innovation. By understanding customer needs, optimizing formats, and thinking creatively, we can create designs that not only meet expectations but also leave a lasting impression. Whether it’s through unique coatings, interactive elements, or compliance with mailing standards, the possibilities are practically endless.
Contact your SPC Sales Representative to explore format optimization options and strategies to outperform your control.
