Marketing Collateral

If you check definitions of marketing collateral, you’ll probably find five or six. Marketing collateral is often though to be things like business cards, brochures, price lists, catalogues and so on. What about presentation boxes as marketing collateral? We make presentation boxes in hundreds of all sizes, shapes, colours, textures and styles.

The following is a case study of 5,200 presentation boxes both we designed and produced for a major bank.

Case study:

What the client was looking for:

The recipients or end-users of the box are individuals of high net worth who expect only the best. How best to attract and retain their business?

The purpose of the boxes were to house one or two credit cards along with two important books containing the “small print” that the client would retain for later reference, to avoid misunderstanding and mistakes.

The End Product

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This image shows the box lined with red velvet, which lends an understated elegance; a centre “well” was formed to house two books.

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The presentation box shown above is wrapped in a man-made (synthetic) material that looks like leather. This material was then foil stamped and we added a unique closure method we developed.

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These images show the ribbon used as “lifter” to help remove the boxes from the well.

Features

  • Opening the box is easy; no instructions are needed.
  • The plush velvet interior usually ‘awes’ the client!
  • The box is attractive and sturdy: highly unlikely to be thrown out.

Benefits

The box we designed met the crucial make-or-break requirements of our client:

  • Box neatly displayed and held one or two credit cards and two books
  • Visual attraction, usefulness of box would lead the end user to keep the books and refer to them, reducing phone calls, emails, misunderstanding and mistakes
  • Box easily couriered to clients without any damage

Success story:

  • The 5,200 units were produced at a cost that stayed within a pre-established budget (there were no nasty, last-minute surprises!)
  • All 5,200 units were delivered on time!
  • All the boxes were of superb quality, with absolutely zero “rejects”

Z-Fold/ Zeddie Pak/ Z-Card

A Z-fold card (also known as a Z-CARD) is a multi-panel brochure with two larger cover cards glued on the opposite sides of the piece.

 Fly Smart

But, a photo doesn’t do a Z-fold card justice. You really have to touch, open and close one to see the genius of it. We will gladly send you samples at no cost. We really think you need to see one!

Success story!

Over 2 billion Z-fold cards have been produced worldwide in the last 20 years!
City maps have been Z-fold card folded to fit in a pocket…
Instructions sheets have been Z-fold card folded…

Features of Z-fold cards

The diagram below shows one of the many folding sequences that can be utilized. Two opposite corner panels are blank on one side, where the cover cards are glued. By pulling the two cards apart, the entire sheet magically unfolds and with another motion, refolds into the original configuration.

 

The folded piece is centered on two larger cover cards.

Benefits … why bother with Z-fold cards?

Our Z-fold card grabs attention because the unique folder is irresistible-you just have to open and close it. The end user will read it, use it, remember it and keep it!

Factors to consider:

  • Popular misconceptions:
    1. There is still a patent on Z-fold cards.  The patent expired in 2010. Therefore, no royalty or user fees are required to produce Z-fold cards.
    2. There is a limited number of templates, layouts, sizes. Not true—we do have custom configurations or standard “Z-fold card” sizes.
  • We deal with ONLY graphic designers and printers—we DO NOT approach your clients directly.
  • We and only one other company produce this product in Canada.

What you might not know:

  • We have produced quantities from 100-150,000
  • Our average run length is 2,450
  • 92% of the Z-fold cards we have produced have rounded corners
  • 78% of our Z-fold cards were run on 50-pound offset; lighter stock works better because the product lies flatter and is more compact.

Options:

The Z-fold card pictured above has an additional feature: a slit in the front card allows for the insertion of a business card or loyalty card.

This second, Z-fold card is similar to the one above with one difference: the front card is a glued pocket, into which a business card or loyalty card can be inserted–instead of a slit.

Laser diecutting?

In the simplest terms, a laser diecutting machine uses a laser to completely cut through paper. Since no physical cutting tools make contact with the paper, the level of detail possible in the laser cut design is primarily limited by the durability required of the finished product. Designs are created when the moving laser cuts intricate designs into the paper.

Success Story: In the picture above, you can see delicate hairline thin pieces of the design.  In the planning stage of this job, we tried three different coloured blue cover weight stocks. While a member of the graphic arts industry might note the difference, the different stock would appear identical to a lay person. The first stock we tested had a light blue burn line a quarter an inch wide around the image, which was unacceptable. The next stock we tested, the hairline connector pieces disintegrated. The third stock was successful and we produced 7,000 laser diecut portfolios. 


The Future of Laser Diecutting
Laser diecutting, as a graphic arts medium, is still relatively in its infancy. Though it has been used successfully by most greeting card companies for over 20 years, it is just now beginning to find a much wider use in the graphic arts industry.

Features of Laser Diecutting 
•    Unbelievably, intricate fine detail
•    Wide range of applications
•    Great for short runs
•    Creates a lot of opportunities for a designer’s imagination

Benefits of Laser Diecutting

•    Can produce more intricate and finer designs that cannot be done by other methods like steel rule die cutting
•    No dies are needed, which can shorten the production time because the time to create a die is eliminated
•    The process is chemical-free and there is little to no waste

Factor to Consider

Many companies provide laser diecutting services for trophies, signs and plaques made out of glass, wood and steel. Laser diecutting on paper, however, requires a different skill set since the heat of the laser can sometimes create some discolouration or laser burn around the design on one side of the sheet of paper. This can be worked around by printing a neutral colour on the target side, designing the piece so that the target side is not seen or using the discolouration as part of the design, such as an ‘antique’ look to a lace pattern. The best way, however, to avoid laser burn is to choose a paper stock that cuts cleanly in the early design stages.

Having the stock you plan to use tested is the best way to avoid quality surprises later on. Testing should ordinarily be a free service, and I encourage customers to supply various stocks for testing. In the quoting stage, we often recommend two or three different stocks.

Saddle Sewing

I goofed in last weeks’ blog.  I forgot to mention that I also own Specialties Graphic Finishers.  Both Anstey and Specialties do the unusual jobs.  Specialties works with the customers printed paper and produces larger jobs on automated machines.  Anstey jobs are of a low quantity, Anstey supplies most of the material and the jobs are very labour intensive.

Saddle Sewing

Why sew anything when there’s good old-fashioned staples (or saddle stitching), paperback book style (or perfect binding) or … all those other options? In a word, sewn books, pamphlets and so on have ‘CHARACTER’. They will stand out, won’t be forgotten or tossed into the round bin on the floor.

Today’s terminology is saddle sewing, once known as either “Singer sewing” or centre sewing decades ago. These earlier terms are not used as much any more, in part because Singer is a largely forgotten sewing machine brand and second, centre sewing is something of a misnomer or mistaken description.

So, pretty much every graphic designer, estimator or marketer knows what saddle stitching is:  metal staples—sometimes in various colours.

(maximum of 20 colours that I know of)—along the spine or binding edge of a booklet.

What does a saddle sewn book or tag look like?

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Factors to consider:

Colour tests to ensure that colour of thread on the book is what you have in mind

Decision on saddle sewing must be made BEFORE layout:

  • A large run will need a lip on high folio
  • Similar technical, physical requirements to saddle stitching
  • ‘Push-out’ or ‘shingling’ (as does saddle stitching) requires particular care at the layout stage to ensure correct line-up of graphics in the finished product

Email us at info@sgfteam.ca
Check our website at www.sgfteam.ca
Phone at (416) 701-0111

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info@sgfteam.ca