Buckman International Leaves a Lasting Impression Using the 4.25" Pop Up Cube
Some may call us biased, but, when it comes to marketing, there’s really nothing quite like dimensional print.
And, for Jeff Blakenship, owner of Blakenship Creative, he’s in total agreement. His client, Buckman International, wanted to create a business-to-business marketing piece that would leave a lasting impression and promote the company’s latest offering: Vybrant® pre-bleach enzymatic technology.
“Buckman just kind of fell in love with dimensional print,” Blakenship said.
As part of the six-part direct mail campaign, Blakenship said that he thoughtfully chose to incorporate Red Paper Plane’s 4.25” Pop Up Cube into the mix of flat mailers. Each was sent out to a limited list of prospects within one week of each other to, in Blakenship’s words, “set the stage for the product."
“If I can send them something like a cube that will stay on their desk and not get shuffled into a stack of mail, then they may follow up,” Blakenship said. “As with a lot of B2B customers, one response can pay for the whole campaign 10 times over. We’re looking to stay top of mind and set the stage for that sales call when it does happen in the future.”
The Pop Up Cube, which comes in various sizes, is one of Red Paper Plane’s most popular and well-loved formats. It’s a customizable direct mail template that ships flat and, when opened, springs to life literally popping up into the air.
According to Blakenship, who has been in the marketing industry for the better part of three decades, Red Paper Plane was a no-brainer for this project.
“Red Paper Plane was a ‘eureka’ moment for me when I saw that you had automated all of [the templates] and it fit the budget for a load production run,” he said. “When I create a piece, I’m usually versioning it. I might produce 50 pieces in other languages. Before Red Paper Plane, that just didn’t make sense at all. We would’ve never done that.”
The piece, which was delivered in late spring, received “high marks across the board."
“Whether it’s a Cube or Flapper or a Telescoping Slider, I’m looking to use the novelty of the piece, itself, just to engage and command enough attention so someone will spend enough time with your content, which in this case is very valuable content,” Blakenship said. “It’s a great way to round out and upgrade a campaign.”