Fill the Void with Affixed Products
The National Do Not Call Registry has opened the direct mail door for affixed products.
Thanks to the recent implementation of the National Do Not Call Registry by the federal government, telemarketing is out, and direct mail is in a prime position to pick up its slack. "Now that the no-call telemarketing laws are in effect, direct mail is going to just bloom," said Richard Burgdorf, distributor accounts manager at FormStore, Fenton, Mo.
Ed Brandt, owner of Brandt Affixing, Carrollton, Texas, agreed. "As consumer backlash against telemarketing has intensified, culminating in the National Do Not Call Registry, advertising companies are going back to tried-and-true direct mail as a less intrusive means of reaching consumers," he said.
But, in order to be non-intrusive, direct mail has to offer something more to differentiate itself from junk mail. That's where affixing comes in. "Unless you can entice the recipient to open that deluge of direct mail, it's going to go right in the trash can," said Burgdorf. "Affixing something to it gives it a tactile feel, which makes the recipient inquisitive enough to open the item and hopefully generate a reaction, and even a reply."
When it comes to direct mail, this tactile attribute is what separates affixed from integrated products. "Direct marketers often prefer an affixed card over an integrated card because the recipient of an affixed card can feel the thicker, more rigid card in an envelope and is more likely to open the envelope as a result," explained Brandt. "Similarly, it is easier to spot a card affixed to a form than an integrated card, which can easily 'get lost' on the document."
The applications for affixed products these days are endless. Brandt named a few, such as a sample packet of toothpaste affixed to a direct mail advertising sheet, a saddle-stitched booklet describing the latest cholesterol medicine with a pharmaceutical fold sheet attached to the back cover, a gift card attached to a hang tag for display at a grocery store and a packet of seeds with "To help you grow your business" affixed to a postcard.