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Many in the printing industry are anticipating a profitable year in print sales. But those positive expectations have already been tempered by the 5.4 percent postage rate increase that took effect in early January. It’s still unknown whether the new postage rate will hurt direct mail volumes—and consequently, printing volumes. But there is a continuing promotions trend that a printer can profit from without worrying about the impact of rate increases: piggyback advertising.
We see three main types of piggy back advertising.
Die Cut Hang Tags
These products work excellent with any product that has a long neck. The most common applications are wine bottles, olive oils, and hair care products. For multiple panels these products can be designed with either parallel or right-angle roll folds. The biggest hurdle during the production of hang tags concerns hooking. When implementing a starburst die cut neck opening, remember to use nicks. Also, panels can be die cut into shapes that will allow added design appeal. Consult with your bindery to assure the specified shape conforms to the production capabilities.
String Tying
The string tying style of piggy back advertising also works great with products that have a neck. Plus, the variety of string tied products is far greater than with hang tags. Stitched books, pasted books, and gate folded pieces provide your client with great design flexibility. There are important details to provide when quoting these projects. For instance, what type of material does the client want for the stringing? The stringing material comes in multiple colors as well as substrates, such as elastic. Also, where will the string-tied piece hang on the product? Typically, we get requests for a two-inch hole-to-knot dimension.
Extended Label Formats
Extended label formats work amazingly well for small, compact spaces where a label is already applied, yet additional copy space is needed. Generally, a miniature folded piece is created, often in a multiple up format. The miniature folded piece is sandwiched between a label backer and a clear overwrap outfitted with a tab. The consumer pulls the tab on the outer label to extend the additional content. Whether it is a promotional piece, such as a coupon or a necessary legal description, the consumer gets access to this additional information without tearing the product label.
The Rickard Advantage
At Rickard Bindery, we are set up to handle the miniature—and the often complex—folding requirements of piggy back advertising. Don’t forget EZ-release glue is often necessary for holding these pieces closed during their final operation. We are adept at incorporating glue into complicated or miniature folding creations. You ask and we’ll help.
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