IDI Billing Solutions based a recent marketing project around one single word: cybnophobia.
“The piece is very simple but effective,” said Sarah Viggiani, who works in digital marketing at the company. “It had three colors, type and a logo.”
But don’t worry if you’ve never heard of the word before.
“We made up our own word for the “fear of changing your billing system” and named it “cybnophobia,” Viggiani said.
Viggiani and her team at IDI elected to work with Red Paper Plane and customize our Center Pop template. Taking inspiration from the definition design trend, they included a definition of cybnophobia as well as a phonetic guide to pronunciation. On one side, they included text that read “IDI is the cure for cybnophobia” in addition to contact information and IDI’s web address. On the other side, a message said, “Don’t let the fear of changing your billing system get in the way of elevating your business.”
What's great about our Center Pop design is the fact that it mails flat, but then a center panel pops up automatically and unexpectedly once released from the base. The piece works as a great desk-top design that recipients will likely hold onto long after the mailer is delivered, keeping brands front and center and top of mind.
The piece, which promotes IDI’s services, was sent to about 1,000 higher level executives. “When marketing to this tight vertical, it’s very difficult to grab the attention of the C-Suite,” she said. “This is why this dimensional piece is so great. Literally, you’re going to open up the envelope and it’s going to pop out on your desk. It’s such an amazing piece.”
This is the third time Viggiani has turned to Red Paper Plane for her marketing needs after receiving a free sample pack a few years ago. She said that she was “hooked” from the get go and that her company is always looking for different ways to capture people’s attention.
And capture attention it did.
“This campaign has grabbed interest around our office and we’ve been hearing a lot of good feedback,” Viggiani said. “It’s also a piece that does not lay flat, it sticks up. That’s why dimensional pieces are so great. They’re clever, they’re outside the box. It can’t be shuffled in a pile or filed away. It sticks out from all the rest.”