INSIGHTS Winter 2018/19 THAT’S FOLD-TASTIC »


So, Your Social Team Is a One-


Person Show? Here’s Some Good News.


For smaller businesses lacking big budgets, marketing tactics such as video remain daunting. This can be particularly true if your entire “social media team” consists of one or two people scrambling to stay abreast of the latest hot platforms—all while juggling customer inquiries and a 24/7 schedule.


Luckily, a few trends in 2019 stand to benefit


smaller-scale brands. Here’s how small- to medium-sized businesses can use trending platforms to their advantage this year.


Embrace Low-Fi The pendulum swing of consumer preference has put low-fi, realistic-looking video—versus high-production- value, prepackaged ads—in the spotlight. So, while your small business may not have a multimillion-dollar budget to produce a John Lewis-style viral video, you’ve likely got a charismatic employee who can showcase products or company culture in a quirky way via Instagram Stories once a week.


Microinfluencers to the Rescue Another trend that should have small businesses perking up is the shift from celebrity endorsement to microinfluencer marketing. Microinfluencers— think an eyeshadow-tutorial expert with 9,000 niche followers rather than Kim Kardashian—are attractive avenues for online exposure. These individuals not only are more attainable and cost-effective for brands to hire but also tend to have highly engaged followers.


Build Community via Facebook Groups Back in the day, Facebook groups were more commonly applicable to college sororities than they were to brands. But today, companies such as Condé Nast are launching efforts such as the Women Who Travel Facebook group, which has garnered more than 100,000 members. Such campaigns prove that closed communities present a safe space for brands and users to interact and share content—which is exactly what today’s customers are craving.


Trish Witkowski specializes in creative solutions and engagement strategies for direct mail and marketing. She is also the curator of the world’s most exciting collection of folded print and direct mail samples, sharing the best of her collection on her popular e-video series, 60-second Super-cool Fold of the Week. Check out our two super-cool folds below, and request the dielines directly from us!


THE ACCORDION INTO GATE POSTER


The Accordion into Gate Poster, when first opened, features a long gate fold spread that opens to a tall accordion poster reveal. The interior poster spread is large and impactful at nearly 20" x 30" and offers tremendous flexibility for content and imagery.


The Accordion into Gate Poster is 19.5" by 28.75" unfolded and finishes to a 9.75" by 7.25" rectangular format. This format is self- mailing as a USPS machinable flat with tab.


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Scan this code with your mobile device to watch it unfold!


THE WRAPPED STEPPED DOUBLE PARALLEL


The Wrapped Stepped Double Parallel mimics other more complicated stepped formats; however, with a double parallel configuration, you can create a different opening experience and a long continuous spread when opened.


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The Wrapped Stepped Double Parallel is 28.925" by 9.625" unfolded and finishes to a 6.25" x 9.625" rectangular shape. Tab depth for this format is 1⁄2 inch. This format can be mailed as Presort Standard Auto Flat.


Scan this code with your mobile device to watch it unfold!


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