If anybody understands the benefits of direct mail, it’s the post office. This laptop computer, made of Korsnäs cartonboard with chocolate keys, is a mail shot that truly stands out from the crowd – and that’s exactly the desired effect. The chocolate wrappers bear information on Swiss Post’s services, and once the chocolate is gone, recipients discover a special bonus: an offer to compete for a real laptop on Swiss Post’s website. 

Swiss Post keeps in contact with its customers through regular direct mail campaigns, each more clever than the last. Their mailing supplier is Huber PrintPack AG. Mailings are one of Huber PrintPack’s specialities, and they provide a range of service levels, from simply producing the packaging to taking part in developing the concept, buying the contents, packing the mailer and sending it out. With their web partner backslash, they can also provide web-based solutions linked to mail shots. Their business concept is based on helping customers distribute their message and sell more.

Mailings bridge the gap
‘When it comes to customer contact, distance is the big problem,’ says Josef Weber, Key Account Manager at Huber PrintPack AG. ‘You have to maintain a presence and care for your customers. Nothing can replace real-time live contact, but mailings and newsletters are a good complement to other sales activities.’

Objectives must be crystal clear
‘We have a great deal of experience, which enables us to be a part of the creative chain and help customers develop their concepts from start to finish,’ says Weber. ‘To do a good job, it’s essential to understand the customer’s objectives with the campaign. The perfectly custom-made solutions are the ones we really get a kick out of.’

Korsnäs cartonboard for quick delivery, strength and designability
Promotional campaigns are high-speed races, demanding flexibility every step of the way, from the concept to production. ‘Really heavy mailings require corrugated board, but otherwise we use Korsnäs cartonboard 90 percent of the time. One of the main reasons for choosing Korsnäs is their flexible delivery service, which offers a clear competitive advantage,’ says Weber. The board’s properties are another reason, since mailings have to stand up to rough handling. Combined with smart design, its high compression strength and stability ensure that the packaging holds its shape and the creases and tear-strips work according to plan. ‘We’re using the new Frövi White* grade in more and more mailings, since it has a fine, consistent printing surface and represents a cost-efficient alternative to other white cartonboard materials,’ says Weber.

* From 1July 2008 the product is called Korsnäs White.