June 19, 2006—When it comes to direct mail, printers are always looking for new ways to make a project unique to capture the attention of, and get a response from, the target audience. The 60th Annual National Stationery Show, May 21–24 in New York City, offered a variety of items and papers printers can use to spice up their next direct-mail presentation—and not only win the project, but potentially capture a new long-term client.

Having a few out-of-the-box options to offer clients will help boost your image as a solutions provider, as well as cement the idea that clients should come to you as a partner for their printing and direct-mail needs. Here are a few examples of what you can offer.

Pieces that Grow on You
Green Field Paper Co. (www.greenfieldpaper.com) has a range of tree-free recycled papers that can run on either digital or offset presses, in a wide variety of weights. The Hemp Heritage line features 75-percent post-consumer recycled paper, and 25 percent hemp. It is available by the ream in three weights: 24-lb. bond for letterhead; 70-lb. cover for cards and business cards; and 110-lb. cover for elegant and extra-heavy pieces. All are available in 8½x11".

Another innovative product the company was showcasing was its Grow-A-Note line. This paper, available in a variety of colors, has various types of wildflower seeds imbedded in it. Because the paper is environmentally friendly, the entire piece, whether it is a bookmark, business card, greeting card, or direct-mail flyer, can be placed in water and soil, and will sprout. The paper can be run through a press, making it a unique and interesting product to offer clients.

Therm-O-Type (www.thermotype.com) also had innovative products to offer. The company has a variety of foil fusing equipment, films, and foils for creating multiple effects on printed pieces. From metallic, to opaque pigment, to transparent holographic, Therm-O-Type has a wide range of styles to choose from. For printers, this is a finishing option you can promote to clients to help give their pieces a little extra punch. Both text areas and images can have the foils pressed over them, opening up a wide range of potential direct-mail applications.

For printers looking to go beyond simply offering different media options, there are now a variety of products that can be added as embellishments to any piece.

Mezzo Fusion Glass (www.mezzofusion.com) features a fused glass line of tiles and magnets that can be glued on to a piece as a take-away addition to a variety of projects, including greeting cards, business cards, or mail pieces.

The tiles come in two sizes, 1x1" and 1x1½", with a range of designs and color combinations. They can be tied in to a piece to offer a unique way of getting end-users to not only open and read the information, but remember the company and message, as well as tell friends and family.

With a slightly different approach to the same idea, Wood You Please (www.woodyouplease.com) offers embellishments that can be added to projects crafted from thin mahogany. The laser-cut pieces come in shapes such as pineapples, holiday themes, and decorative borders and corners. Self-adhesive allows them to be attached to a variety of stocks to ensure that the piece meets client needs.

PhotoStamps (www.photostamps.com) is another way printers can offer a little extra. While the stamps cannot be printed by the shop, as they are considered legal tender, they do offer an innovative addition that can be offered as an outsourced service.

Stamps can feature any image a client wants to use, including corporate logos, to ensure that everything from the stamp on down reinforces the message. The stamps are 1¾x1¼", and are available in denominations of $0.24, $0.39, $0.52, $0.63, $0.87, $1.11, and $4.05.

Everyday Innovations (www.everydayinnovations.com) provides a product that is both useful to the end user, and offers firms a way to get their logo and message front and center on a regular basis. The company offers PicoPad Wallet notes, a credit-card sized pad of paper and pen that fits into a wallet. There are standard designs, as well as custom printing, featuring anything from business card information to four-color logos. These can be inserted as part of a direct-mail promotion to help boost response rates and recall, or they can be handed out individually in place of business cards, or any number of applications.

The point of any direct-mail campaign is to get noticed. These days, with consumers getting more and more mail, it is hard to break through the clutter. Products such as those mentioned will help your clients get their message through, making you the one they come back to the next time they need to communicate.