Companies invest countless hours and great sums of money to make sure their brand is expressed correctly through their printed marketing materials, but more often than not, I find smart marketing people relying on “the mailroom guy” to determine which envelope, mailer or box to use when marketing material go in the mail. I find myself repeating nearly daily, “Don’t let marketing end at the mailroom door.”
What do I mean by that? In talking to hundreds of marketing and creative directors over the years, I find that mailroom packaging is almost always overlooked in the creative process. Not only that, these packages are rarely tested to make sure the contents arrive in respectable condition, on par with the corporation’s brand image.
The direct mail world lives by the adage, “Test, test, test.” I advise clients to mail test packages to themselves to make sure the packages hold up. This testing must take place before production orders have been placed.
Marvin Makofsky’s “10,000 Solutions” series reveals tips and tricks he has learned in his 38 years (10,000 days) of working on the bleeding edge of the printing and packaging industry.