A good book and a bottle of wine is a tough combo to beat. But what if a bottle of wine can double as a good book?
This labeling application for Librottiglia, a series of three wines produced by Italian winemaker Matteo Corregia winery, does exactly that. The labels, designed by Milan-based agency Reverse Innovation, open to reveal a short story inside, complete with multiple pages that are bound together by a decorative strand of twine.
The short stories contained in the wine labels for Librottiglia wines are intended to match the style of the wine. Photo courtesy of Reverse Innovation.
As Country Living UK reports, the Librottiglia bottles are smaller than typical wine bottles, with enough wine for two glasses. The reason for this, the report states, is that the amount of time needed to finish two glasses of wine is about the same amount of time it takes to read one of the short stories. To create even more of a connection for the consumer, the Librottiglia website explains that each short story was assigned to a specific wine in the series to match the characteristics of that wine.
For example, Librottiglia explains “L’Omicidio” (Murder) is a murder mystery with a humorous twist that matches a light white wine. “La Rana nella Pancia” (The Frog in the Belly) is a fable that is assigned to a red wine that Librottiglia states has an “uncommon personality.” Lastly, “Ti amo. Dimenticami” (I Love You. Forget Me) is a romance story that matches the “intense” red wine it serves as a label for.
According to the below video produced by Reverse Innovation, the label books are printed on uncoated textured paper and finished with a UV varnish.
Packaging Perspective: Wine labels are often considered the most artistic platform in label printing. With so many superbly printed labels stacking the shelves, it’s an extremely daunting task to stand out from the competition. But, there’s a reason why Reverse Innovation has been racking up packaging awards since the launch of Librottiglia.
With seven separate packaging awards thus far, including a prestigious Red Dot Award for Communication Design, Reverse Innovation has caught the eye of the global packaging community, which recognizes this innovative application as far more than a novelty or gimmick.
What takes this label above and beyond isn’t necessarily its dual purpose as a book. Instead, it turns the wine bottle into both a conversation starter and a display piece. Despite how visually appealing a wine’s label might be, when the bottle is empty, it typically ends up in the trash. But I can certainly see a wine bottle that doubles as a book serving as a repurposed decoration for a kitchen shelf.
The Librottiglia wine labels are bound with a piece of yarn, adding a functional design element. Photo courtesy of Reverse Innovation.
Plus, as Reverse Innovation explains on its website, the product appeals to consumers who appreciate a collectible item. By making the wine’s packaging a focal point of the product, Librottiglia has ensured that instead of consumers just picking up one bottle of wine, many will want to round out their collection and triple their purchase with all three varieties.
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FEBRUARY 23, 2017
Of course you want better results from your mailings. The worst thing you can do is to become complacent and think the mailing piece you’ve got is “good enough.” The best thing you can do is to keep making variations to your mailing piece, and then test the results.
We recommend doing a split test, where you divide your list and mail the tear sheet piece to one part, and the new piece to the other part. When mailing a new sales piece I always recommend a split test.
Testing different aspects of your mail campaigns is critical to your marketing success. To get you started, here are three aspects of your direct mail campaign you can test. The results could help you significantly increase your response rate in future mailings.
Test Your Headline
The headline is one of the most important parts of the sales letter. If it doesn’t get your prospects’ attention, they won’t read the rest of the sales letter and won’t respond to your offer. You only have about four seconds to get them to decide to read your letter.
When you find a headline that you think will be more powerful than your current headline, set up an A/B Split test to compare their results.
Test the Teaser Copy on the Envelope
To get a sales letter opened, some mailers put teaser copy on the outer envelope. Teaser copy consists of words on the envelope that will make the reader want to open it and see what’s inside.
Test a Different Offer
The offer is what the customer will get for responding, and if it involves a purchase (rather than a free trial, for example), the cost of the product or service
The more you test, the more you will learn, and the better your response rate will be!
If you think your mailbox is fuller on Saturdays than it used to be, it’s not your imagination.
During the past year, the U.S. Postal Service made operational challenges that cause some letters to be delivered on Saturday even though they don't have to be delivered until the following week.
“When feasible, based on local operating conditions, the Postal Service advances Standard Mail [letters] scheduled for Monday and Tuesdaydelivery into a processing window that enables delivery on Saturday, which is generally the lightest delivery day of the week,” the USPS told the Postal Regulatory Commission yesterday (PDF, page 5).
“This practice balances the processing and delivery workload for Monday, which is generally the heaviest delivery day of the week.” Postal officials were responding to a question about how they managed to improve on-time delivery for Standard Mail during FY2016.
Last year, the Postal Service delivered more than 55 billion Standard letters, which generally are mass solicitations sent by businesses and other organizations. (The growing category is often called junk mail --but not by the Postal Service.) Standard letters have lower postage rates than do First Class letters, partly because First Class enjoys more expedited delivery.
Emotions associated with receiving, reading, keeping mail help to explain why it continues to resonate with consumers
Now new research offers fresh insights into why an enduring marketing tool breaks through the noise so effectively. Breaking Through the Noise is an ethnographic study that explores how consumers behave with mail, their attitudes and emotions toward it, and how they interact with it. The study Breaking Through the Noise examined how consumers experience, engage with and manage mail: physical mail, email and social media (Facebook).
Key findings include:
- Collecting mail is part of the “coming home” routine, and is so embedded in life that many consumers have “ritualized” it – or made it a routine that is significant for them. People tend to sort it in the same part of the home every time: the kitchen, home office, living or dining room. Every time a brand contacts a customer via mail, it is a unique opportunity embed themselves within and benefit from the positive emotions of arriving in the intimate home setting. This can increase a consumer’s openness to offers.
- Consumers are far more likely to notice, open and read mail than digital forms of advertising. Consumers state they are more likely to notice and read direct mail than email. One third say direct mail is the most effective way to get them to remember a product or service.
- More than twice as many consumers say they enjoy receiving direct mail than digital advertising. They’re more likely to associate feelings of happiness or surprise with physical advertisements, while digital ads are more often experienced as distracting or intrusive.
- Direct mail is kept – catalogues and flyers often in the living room, other promotional mail on the fridge or by the couch, restaurant menus in a kitchen drawer. Mail that is kept and displayed presents repeated opportunities to engage the consumer.
- Direct mail persuades, starting by being a go-to source of information and inspiration early in the purchase journey. More than 9 in 10 consumers say they get ideas for household shopping from flyers, and check grocery flyers at least once a month. Around one in five used unaddressed mail for unintentional purchases, and one in three use it to help with planned purchases.
- Direct mail drives traffic, and is a powerful complement to the digital channel: a significant portion of consumers visit a website or a store, or engaged in social media, in response to receiving direct mail or a catalogue.
If you ever wonder how long the delivery of your mailing is going to take, once the post office has received it, you can click on this link. It has all the information you need!!
The United States Postal Service® (USPS®) is offering six promotional programs in 2017, aimed at increasing mail volumes by offering incentives to mailers. Starting with the first Mobile Barcode incentive back in 2011, the USPS continues to put incentive programs in place for mailers to take advantage of postage discounts or rebates for submitting mailings that meet the promotion requirements. There are six promotions offered for the calendar year 2017:
1. Earned Value Promotion
2. Tactile, Sensory and Interactive Engagement Promotion
3. Emerging and Advanced Technology Promotion
4. Direct Mail Starter Promotion
5. Personalized Color Transpromo Promotion
6. Mobile Shopping Promotion
The Earned Value Promotion: This program will run from January 1 through June 30, 2017. This promotion is available for First-Class Mail® only, and builds on the success of previous years' promotions. The promotion is in the form of a credit on qualifying BRM/CRM reply pieces; which can then be applied to postage for future mailings.
The Tactile, Sensory and Interactive Mailpiece Engagement Promotion: This program will run from February 1 through July 31, 2017. Leveraging the physical aspects of mail, as well as the advances in print technology, marketers and mailers can enhance how customers interact and engage with mail. Eligible mailers who incorporate a multi-sensory experience in their mailpiece may receive a postage discount. This promotion is available only for Standard Mail letters and flats.
The Emerging and Advanced Technology Promotion: The program will run from March 1 through August 31, 2017. As with the program in 2016, this promotion is available for both First-Class Mail (letters, cards and flats) and Standard Mail® (letters and flats). New for this year is the inclusion of Virtual Reality and Digital to Direct Mail to elicit a higher response from consumers by using immersive experiences and dynamically printed, personalized messaging.
The Direct Mail Starter Promotion: This is a new promotion for 2017, offered to first time mailers to promote events and offers that incorporate the use of print-mobile technology on up to 10,000 mailpieces during the length of the promotion. This promotion will run from May 1 through July 31, 2017. Any print-mobile technologies, such as QR codes, barcode tracking technology, enhanced augments reality (AR), Near Field Communications (NFC) or other print-mobile technologies currently approved in other promotions can be used to qualify for this promotion.
The Personalized Color Transpromo Promotion: This promotion will run from July 1 through December 31, 2017. This promotion is only available for First-Class Mail commercial letters that are part of an IMb Full-Service mailing. This promotion incorporates marketing messages that use color, dynamic variable print, and personalization.
The Mobile Shopping Promotion: This promotion will run from August 1 through December 31, 2017. As in prior years, this promotion encourages mailers to integrate mobile technology into their direct mail during the 2017 holiday season. This promotion is available only for Standard Mail letters and flats.
As described above, these promotions are available for either First-Class Mail or Standard Mail, or in the case of the Emerging and Advanced Technology Promotion, both classes of mail. Each promotion has its own set of eligibility requirements, including mailpiece content requirements, registration requirements, mailing submission requirements, and requirements at mail acceptance and after the mailing is complete. More details regarding the eligibility requirements for each of the promotions are available on the RIBBS web site.
The Earned Value Promotion incentive is in the form of volume-based credits: $0.05 per BRM, CRM and Alternate Postage pieces counted based on the enrolled MIDs. These credits may then be applied to future mailings of First-Class Mail presort and automation cards, letters and flats and Standard Mail letters and flats.
The Direct Mail Starter Promotion has an incentive of a 5% discount on eligible postage, taken at the time of mailing. The other promotions each have an incentive of a 2% postage discount, taken at the time of mailing.
Information has been taken from Window Book’s Postal Concierge Service newsletter.
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On October 12, the Postal Service™ announced its 2017 Market Dominant Price Change filing with the Postal Regulatory Commission. Following their review, the new prices will take effect January 22, 2017.
The overall average price change is less than one percent as a result of the price cap and low inflation. Price changes by class of mail are as follows:
2017 Price Change Category Current
First-Class Mail® 0.780
First-Class Mail Parcels 0.624
Standard Mail® 0.895
Package Services 1.007
Special Services 2.536
Early analysis shows dramatically different real-world results due to the way the price cells were changed.
Sing it with me . . . “It’s the most wonderful time of the year!” Yes, I know there are those that would disagree with me, but for all of us in the mailing business, this is one of our times to shine.
Studies and polls continue to show that mail can play an important part in a political campaign. From directing voters to your website to rallying them to the polls, mail has an impact across all generations. So who is using this powerful tool, you or your opponent?
Call us to make the power of mail work for your campaign. Time is running out!
4 WAYS DIRECT MAIL CAN BE USED TO HELP BOOST VOTER TURNOUT
Sep 20, 2016
By Elena Neely
Getting voters to the polls is clearly an important part of any election. Your Get Out the Vote (GOTV) efforts might mean the difference between winning or losing on election day.
1. Set high expectations.
Too often, politicians and the press predict low voter turnout to get more people to vote. However, this tactic doesn’t necessarily work. People are social beings, especially in this digital age, and the actions of others have an impact on their own behavior. Instead of focusing on expected low turnout, emphasize expected high turnout in your next mailing, especially when it comes to influencing infrequent voters.
2. Speak to the issues voters care about.
Voters are more likely to show up at the polls if your communications reflect the issues that are important to them. For example, sending targeted direct mail about Social Security to mature voters, or about jobs to Millennials, can compel each group to care more about voting for the candidate championing the issues important to them.
3. Use the clues voters are leaving behind.
Voter files can provide valuable information, enabling you to customize the mailings you send to particular individuals and helping to boost the effectiveness of your GOTV efforts while curbing costs. Use available information to create a focused strategy which targets your most likely voters and addresses the issues that matter to them. This can drive the undecided to vote for you or your candidate.
4. Let social pressure work for you.
When it comes to voter participation, the behavior of others often influences our own actions. “Social pressure” mailings show who voted—and who didn’t. These mailings compare a recipient’s voting frequency with the neighborhood average. The idea is not to shame people into voting, but rather, to capture their interest and encourage them to keep up with their neighbors by getting out to the polls.
ABOUT ELENA NEELY
Elena Neely is the National Lead for the U.S. Postal Service® Political Mail Outreach efforts. Elena mobilizes a national team of specialists who consult with and support political campaigns, campaign strategists and political alliance mailing partners. She manages USPS® strategic sponsorships with political associations and coordinates marketing and sales efforts to support the use of political mail. The U.S. Postal Service helps political campaigns identify winning media combinations to Deliver The Win™ for their campaigns.