Mr. Postman...Bring Me a Dream
Proven strategies and creative designs help ring in a profitable new year
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When it comes to the publishing sector, the amount of mailers and the use of personalization continues to increase. More advanced uses of personalization include variable text on magazine wraps, and text seen through die-cut windows on envelope packages. However, publishers—traditionally favoring playful stickers, fun die-cuts, big-benefit copy and large unfolding brochures featuring large photo spreads—are responding to economic pressures by switching to more subdued tactics that focus on the products. Now, instead of gimmicks, the mailers are filled with stronger copy that creates a connection between the product and audience, showing how a product fits into the desire for value and individuality.
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Maggie Dewitt
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