Attach Value Through Affixed Products
Carriers featuring magnets, cards, repositionable notes, coupons, scratch-offs, decals and product samples provide interactive solutions.
There is a lot more to affixed products than just cards and labels. Fenton, Missouri-based FormStore's line of direct impact products consists of printed direct mail and direct marketing pieces featuring a variety of affixed items, including postcards, magnets, magazine inserts, jacketed CDs, diskettes, game pieces, decals and stickers, coupons, wallpaper swatches, reply cards, photographs, booklets, pamphlets and a variety of response devices.
In fact, Rich Burgdorf, distributor accounts manager, pointed out that almost any promotional item can be affixed to printed materials. "It's one of the most effective ways to get recipients to stop what they are doing and respond to what has been presented," he said. "Affixed products add an interesting dimension to otherwise flat pieces, and they're a great way to encourage recipient involvement."
Obviously, a manufacturer's particular production capabilities determine which items it can and cannot affix, and Burgdorf explained that some items simply don't lend themselves to automatic applications. "I've seen direct mail houses with crews of people who affix items by hand. It is very labor-intensive and expensive, but it gets results," he said.
Burgdorf went on to say that with affixed applications, not only can the host pieces be customized to serve individual target markets, but cross-selling is also enabled when the host piece promotes one item and the affixed item introduces a complementary product—a profit-boosting, cost-controlling measure that customers will appreciate, encouraging loyalty to the distributor.
Ed Brandt, president of Carrollton, Texas-based Brandt Affixing, also touted the benefits of using affixed products in direct mail environments for adding thickness, which heightens recipients' curiosity. "They can feel that something is in there, or they see something with their name on it through a window," he said.
Affixed magnets are particularly hot products for Brandt Affixing. "They're a terrific way for companies to get into consumers' homes," observed Brandt. He pointed out that magnets are useful in everyday life and that people tend to hold on to them, even if they don't patronize the companies whose imprints are on the products. "So, just think how hard it is for people to throw away magnets that are personalized with their names," he continued. "Many different companies, non-profit organizations and religious ministries are latching on to this idea of combining their names with those of recipients to attract attention and generate results."
Brandt added that affixed magnets can help distributors gain entry into marketing departments where big money is spent. "Marketers understand that you have to spend money to make money—unlike purchasing people, who try to find ways to spend less money," he commented. "Marketers can clearly see the value of affixed products in enhancing a company's overall image." He recalled one distributor's fortuitous meeting with a marketing representative that resulted in an order for a few million affixed magnet pieces.
Brandt said that there is also a lot currently going on with repositionable notes. "Changes in United States Postal Service [USPS] regulations allow for personalized, pressure-sensitive Post-it Notes to be affixed to the outside of envelopes, creating a dynamic, attention-getting marketing tool," he explained.
The notes can serve as discount coupons and devices to be attached to reply cards, provide phone numbers or Web site addresses that customers can easily access, and even highlight products on particular pages of catalogs. Since the notes can be easily removed from envelopes, the recipients can place them somewhere handy, such as by the phone or on the refrigerator, a mirror or a computer monitor as a reminder. USPS studies show that the affixed notes increase response by as much as 37 percent.
Direct mail with firmly affixed repositionable notes moves along with the normal mail stream, so no additional or special handling is needed, although there are strict guidelines regarding placement and approved adhesives. The USPS also requires that the notes be machine applied as opposed to hand applied, and measure 3˝ square. There are no color restrictions, but the notes cannot contain phosphorescent or red fluorescent colorants.
Card-Carrying Members
Still, there's no denying that affixed card applications are profitable for everyone in the supply chain, and manufacturers are continuing to develop production techniques for even better performance and greater customer satisfaction.
FormStore's LaserWell membership identification card documents are specially designed for desktop laser printers. The patented LaserWell construction affixes unique, toner-receptive cards to laser-compatible documents that can be fed manually as single sheets or from a printer's paper tray. LaserWell Plus membership identification cards are also available for imaging on high-speed continuous laser printing and publishing systems, and are available in a variety of form sizes. For orders over 100 million, Burgdorf noted that two-wide carriers may improve laser imaging efficiency and reduce manufacturing set-up and affixing charges.
At Brandt Affixing, Laser Clean products help to improve the way that membership cards are personalized. "There is no longer a need to indent the forms so that the card sits in a recessed area," explained Brandt. "We use an affixing method that ensures that the cards will not pop off during laser printing, and the dry-release liner doesn't leave any adhesive residue," he said. "A special laser-receptive finish ensures that the toner won't flake off or smear." The affixed cards are heat-resistant up to 350° F, come in a variety of face stocks and are available with four-color process.
Brandt explained that the method of printing the document determines how it will be affixed. "If it will go through a dot matrix printer, it is appropriate to use a tipped-on or glue-affixed card. For high-speed continuous or cut-sheet laser printers, we recommend the Laser Clean product. But, with a small desktop laser printer, an integrated card product may be preferred," he said.
Brandt acknowledged that from a laser printing and mailing standpoint, integrated products may be easier to work with than affixed. But, while ease of printing is a benefit, the primary purpose of the project must be taken into consideration. "If the card is to be a driver in a direct mailer, is an integrated product going to get the same response as an affixed card? An affixed card becomes the showpiece of the mailer," said Brandt. "Some end-users feel that the integrated card is too hard to recognize on the form, while it is impossible to miss an affixed card sitting up on the form. Marketers tend to prefer affixed cards, while laser printer operators prefer the integrated styles."
Brandt also encouraged the practice of test runs to ensure customer satisfaction. "Every printer is somewhat unique, and there may be little idiosyncrasies that need to be addressed," he advised.
Both Brandt and Burgdorf agreed that with the increasing focus on profiting through value-added products, distributors are well advised to include the multitasking convenience and aesthetic impact of affixed products in the solutions that they offer customers.
By Maggie DeWitt