Page 7 - Engage -- Summer 2018 -- no. 13

THAT’S FOLD-TASTIC »
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 Traveling Snake offers an adventurous opening experience for the viewer. Given the lack of rules for snake folds and the rolling reveal it presents, there are many fun variations of this format. This variation is built into a useful, self-mailing proportion.
The Traveling Snake Mailer is 14" by 14.6875" unfolded and finishes to a 7" by 5" rectangular proportion. This format can be sent through the mail with the addition
of two tabs, or it can be placed into an
A7 envelope.
Scan this code with your mobile device to watch it unfold!
The Vertical Roll Mailer is a classic folding format characterized by tapering panels tucking into each other. This Vertical Roll fold consists of five panels that roll in a downward direction.
The Vertical Roll Mailer is 24.4375" long
by 7" wide unfolded and finishes to a 7"
by 5" rectangular shape. This format can
be mailed without the protection of an envelope; however, it must be designed with USPS self-mailing specifications in mind.
Scan this code with your mobile device to watch it unfold!
THE TRAVELING SNAKE MAILER
THE VERTICAL ROLL MAILER
INSIGHTS
Summer 2018
05
conversations with chatbots, ultimately nudging customers closer to the point of purchase.
Beyond Messenger, some brands are building chatbots with third-party platforms that use SMS, WhatsApp, Viber, or WeChat. Marvel has conducted one of the most innovative experiments with chatbots to date, powered by a company called Conversable. The tool allows fans to “text” with comic book characters such as Spider-Man or Guardians of the Galaxy’s Star-Lord. Duolingo, a language-learning
app, has an inventive chatbot that lets users practice newly acquired foreign language vocabulary in a conversational way with a computer who won’t judge and can gently correct a beginner’s mistakes.
Will chatbots replace email as marketing’s go-to darling? Probably not entirely—and not immediately, either. But given the early success metrics, chatbots are certainly worth chatting about. n
3 percent. Marketing experts predict that within five years, companies will start growing and segmenting Messenger lists in the same way they’ve historically built out email lists.
A number of high-profile brands are experimenting with chatbots and seeing early success. Whole Foods, for example, recently built out a recipe database that mobile users can access by chatting with the brand
on Facebook. Customers type in the names of various ingredients, and the chatbot sends inventive recipe ideas in response. The bot even recognizes emojis; for example, sending an apple emoji may prompt a recipe for apple turnover.
Using a similar strategy, Domino’s Pizza has integrated bot-fueled ordering services into its social media presence. Their chatbot service provides customers with full menu options when they send the word PIZZA via Messenger. Domino’s timing with the launch of this service was impeccable: the company released the tool shortly ahead of the 2017 Super Bowl, capitalizing on the technology as a PR push to reach Facebook’s billion active Messenger users. (That number has now grown to more than 1.3 billion.)
Sephora recently deployed a Facebook Messenger bot as part of its overarching social strategy. The company lets customers book in-person makeovers directly from Messenger. Like Whole Foods and Domino’s, Sephora has found a niche that blends its products with valuable—and even fun—two-way