Items such as decorative mailers and compressed T-shirt packaging give business forms products a much-needed boost.
Let's face it—business forms products are extremely functional, but sometimes they need a touch of promotional pizzazz to get noticed. That's where MacPac, Pembroke, Mass., steps in. "MacPac's decorative mailers are an exciting range of envelopes designed specifically to bring attention to promotions or premium products," said Julie Sargeant, marketing director. "With vibrant metallic colors and a range of other options, including custom printing, these mailers create more eye-catching products. No one can resist opening our Deco Bags or Deco Bubble Bags."
Mass mailing is the most popular application for MacPac's decorative metallic mailers. According to Sargeant, snazzy packaging makes follow-up incredibly easy. "Imagine telemarketing or customer service staff being able to reference the product follow-up by stating 'The information was enclosed in a blue, decorative metallic mailer,'" she explained. "This will bring instant product recognition and, for sure, customers will still have the mailers—with the information still inside—on their desks or in their files."
Sargeant pointed out that her company's decorative bags can enhance product promotions for applications in various markets, such as CD mailers, product catalogs, business reply card packs, pre-show promotions for trade shows and events, training and membership kits, and financial reports. When it comes to using Deco Bags to promote printed documents, the possibilities are endless.
"Since our decorative mailers are the outer envelope, distributors can use them whenever they want to bring attention to or are interested in increased response rates to the enclosed printed materials," said Sargeant.
MacPac has exhibited at direct marketing trade shows and is currently showcasing its products at both national and regional promotional products shows, including the recent ASI show in Orlando, Fla. "We are always looking for new ways to promote our products and would definitely be interested in exploring the business forms trade shows for added exposure," added Sargeant, who has witnessed more integration between the business forms and promotional products industries. "This all depends upon options and being able to customize, imprint and personalize products."
Incorporating promotional products into a business forms sale ensures one-stop shopping for a customer and, as Sargeant pointed out, this time-saving factor is always more attractive to buyers.
The latest addition to Deco Bags is the holographic style. The creation of this new pattern was prompted by both existing customers' requests and MacPac's interest in targeting a younger market. "We have found unconditionally that the holographic bags spark interest with their vivid colors and unique patterns," noted Sargeant.
The holographic mailers can be designed with a see-through back—providing the recipient with an inside glimpse. This "peek at" feature also adds to the translucent-silver bag's popularity. It is, in fact, MacPac's most sought-after color since it started producing this product. Referred to as the "techno look," Sargeant noted that the silver translucent bag not only gives the recipient a peek at its contents, but its unique color also sets it apart from bland paper stock.
MacPac can custom imprint the entire interior dimensions of its mailers in up to four colors. Sargeant reported that the most popular scenario is a one- to two-color imprint that includes the company logo, return address and postage indicia. "If distributors are looking to make a major statement and gain immediate attention for new product promotions, then MacPac's decorative mailers will offer exposure and dramatically achieve those increased response rates that distributors desire," concluded Sargeant.
A Quali-Tee Idea
Another promotional package that has the potential to spice up the business forms industry is The Original Compress T from Addventure Products, San Diego. "Everyone loves free T-shirts, so we have taken that idea and improved on the giveaway," said Adrian Peraza, Addventure Products' marketing manager. "Now, end-users have the option of making their T-shirt promotions more unique by compressing and shaping the tees into something that resembles their products or their logos."
In addition to customization, the compressed T-shirts are available in more than 250 stock shapes. "Our shirts are often used as direct mailers and for combination packaging," noted Peraza. "Also, our products have been used to elicit responses from consumers by asking them to fill out a reply card and, as a thank you, they can keep the shirt."
An example of Addventure Products' direct mailers is pairing a compressed T-shirt with a coupon. Also, packaging an insert card inside a T-shirt is a perfect promotional method for forms distributors to convey their information.
Addventure Products has found that its most popular use for combination packs is in the entertainment industry. "With a purchase, end-users will receive a free shirt, which is attached and compressed to a DVD or CD package," said Peraza. "It is a very successful promotion because there is no need for the customer to mail in for the giveaway."
Another combination pack that works well in the business forms industry is pairing a T-shirt with computer software. Also, universities use an official letter folded inside a compressed T-shirt to welcome new students and attract potential ones.
However, according to Peraza, Addventure Products' biggest buyer is the always-evolving wireless phone market. "With new, smaller designer cell phones popping up just about every day, we are asked to replicate the new designs using a compressed T-shirt," he explained.
Peraza argues that the unique packaging of The Original Compress T provides a lot more impact than a regular "open" T-shirt. "Recipients will remember this promotion and be able to associate it with the company who gave it away for a longer time than they would with a regular T-shirt," he said.
So, what does Peraza think about the future of marrying business forms with promotional products? "As long as it's printable, there will always be a market niche for business forms in the promotional product arena," he said.
And, with their creative flair, functionality, competitive price points and tracking ability, promotional products seem to be carving their own cozy niche in the business forms industry.
By Jennifer Hans
- People:
- Adrian Peraza
- Julie Sargeant
- Places:
- Pembroke, Mass.