Get Schooled
PP: Is there less “creative” room for a mailer design as a result of shape-based pricing?
Klassen: Again, the cost of the mailer program should be driven by the potential of the file. We work hard to convince our customers to stop thinking in terms of cost-per-piece, and start thinking about return on investment. ROI will be defined in different ways for different kinds of campaigns, and that’s why it’s important, before any creative is done or print formats are discussed, to establish the core business metrics for the campaign. What do we want to achieve? What are our goals? What can we afford to spend to achieve those goals? Then, it’s up to us, as an agency, to spend that money to achieve, and hopefully exceed the goals that are set out. If the campaign costs twice as much, but brings in three times the income, everyone’s happy.