From Facebook and online ads, to YouTube and digital video, businesses have long had to compete with with the waning attention spans of their audience in the marketing arena. However, a newer technology offered by Structural Graphics and its online division, Red Paper Plane, might’ve just found that sweet spot.
Video in Print combines the detail of print with the emotional reach of video creating a one-of-a-kind multi-sensory experience for prospects looking to forge a connection with your brand, service or product.
But, just because your print piece has a video, it doesn’t mean that will guarantee its success. Design, message, packaging and production values contribute to the overall experience your customer or prospect has about your business. Here at Structural Graphics, we craft our Video in Print brochures by way of a high-tech, high-touch production process, allowing you to press proof your piece before shipping from one of our North American facilities.
Considering adding a Video in Print brochure to your marketing campaign? Below we’ve compiled a few suggestions to get you started.
Not all Video in Print players are created equal. Speakers, video screen, battery packs and wiring can vary greatly in quality. Ensure your supplier uses top quality components and has a thorough quality control in place. We proudly have a 10-year relationship with our Video in Print player supplier.
The power is in the playback. Make sure you choose the right file formats and the right settings for your video playback. We typically recommend a MP4, MOV, AVI or WMV video file format and a sound level of 75 to 80 dB. Also, double check that your supplier includes a USB cable for recharging the video brochure.
Short and sweet can’t be beat. Again, keep your audience’s attention span in mind. Video is a great way to deliver a 30 to 60 second message, but anything longer than that and you might want to consider breaking it into individual video “chapters”. Don’t forget the call to action so you can track responses.
Source global, but inspect and ship local. Because Video in Print players are sourced almost exclusively from the far East, they’re often powered down to 30 percent of rated capacity to meet International Air Traffic Association regulations. This can negatively impact playback quality. At Structural Graphics, we fully re-charge our batteries, then ship them to our customers. Our battery configuration is approved by the US Post Office and is CE ROHS certified, which means that our product has met the standards for consumer safety, health and environmental requirements in the U.S. and Europe.
Experience, there’s no substitute for it. For more than 40 years, Structural Graphics has designed, produced and engineered unique, interactive print communications for some of the top companies in the world. Simply put, we know print.
The holiday season is in full swing, and hand-in-hand with that comes gift-giving fever. That fever has spread from our holiday hearts all the way to YouTube, with the increasingly popular unboxing videos. According to ThinkWithGoogle.com,
Unboxing video views have grown 57% over the past year, and uploads have grown more than 50%. But it’s not just the growth in the unboxing genre that’s impressive—it’s the sheer volume, too. It would take more than seven years to watch all the videos on YouTube with “unboxing” in the title that have been uploaded so far just this year. And those videos have more than a billion views in this year alone.
Thank you, ThinkWithGoogle. That’s just what we did – we “thunk with Google”, to design and produce their Unboxing box. This was sent to hand-selected YouTube celebrities to promote the Google Store, and designed to have an element of surprise when unveiling each featured technology product. And the response was simply outstanding:
4 million views, with 11 million projected by Christmas.
And also, some sweet comments straight from the Unboxing YouTube celebrities themselves:
“That’s the best part, the packaging. ‘Gavin came in, and he’s like “This packaging is legit.’ And you know when Gavin thinks your packaging is legit, you’ve got a great product.”
Thanks, Gavin & Shay fam! And from Captain Sparklez…
“What?! This is the coolest packaging I’ve ever seen in my entire life. I don’t even want to disassemble this.”
We’re blushing! That’s the highlight, but let’s backtrack (spoiler alert: here’s where we start to talk about ourselves, boxes, and Google, a lot)…
Fast forward to September, when it came time to develop the box for their Google Store Unboxing Launch, they asked us whether or not we do boxes. (Answer: look here, or even here for a bit more luxury.) I mean this is Google, and we’re Structural Graphics, so naturally, we said yes. We practically invented boxes.*
(That may or may not be true.)*
On September 16th was the initial kickoff call to discuss concepts. At first, the sole and simple goal we had to accomplish was, “we need a box to hold products”.
Originally, we started with a white box with clouds. All of these 7 technology products, which can be seen in the Google Store, could have easily been thrown into any old, standard, 8-sided-vanilla-box. But that’s not really our style.
We then started with what any sensible person does in this day and age: we Googled it. We googled the Google products to get grasp on what it would need to hold, specifically the size, and how we could package that up.
As time went on, the inspiration developed. We were given a few more things to chew on:
1. Google presented us with a ‘Mood Board’, basically a brain dump of what it needed to include, and 2. What not to do: not a traditional printing press or corrugate. I mean, let’s be honest here, creative freedom + super cool client = any designer’s dream. Our brainstorm session produced a list that looked like this: Rubik’s cubes, puzzle, with the idea to create more of an ‘experience’ than anything.
Mission: possible. Erik, one of our paper engineers, came up with the puzzle box concept, and that’s when things with the entire team really took off.
As you can see clearly, it was all hands on deck! From a design and materials standpoint, this box was pretty far out of the comfort zone for our group. The materials and scale of this project was foreign. Typically, we deal with folding cartons, but every single person had hands on this project in order to turn around 2 sets of comps and “push the limits of design & engineering”.
On November 6th, upon assembly of the puzzle box, this was their reaction:
“Sweeeeeet, it’s really coming along nicely!”
Of course, we echoed that.
So, the design was complete, but the job wasn’t over. Once these people receive it, what was the user experience going to be like?
There were a few small, yet critical details. First, was a card insert from the Google brand team, personalized & hand done with black Sharpie. Second, there was a little issue with the puzzle pieces, they didn’t quite stay together during shipment. Okay, thought our design team: how can we fix this? Why don’t we put it in gift-wrapping paper? Develop custom Google wrapping paper, which was actually functional. Genius.
Timing was a huge component for this project, considering it needed to drop by Black Friday. The second comp turn-around time was 3 days, and because of timing, we sent a template without sending a second comp. They never received a final produced prototype (only the press proof) before shipping to the influencers.
The night before delivery was crunch time. Gustavo, Vice President, Operations, and Teresa, Director of Business Development, left Mexico at 1:45am for delivery. They had 2 hours and 15 minutes to make it. From there, it was Fed Ex same day shipped, with critical care, and a contract with independent TSA couriers. Anddddddd, *sigh* just in time.
You might notice, if you’ve been paying attention to the timeline, that one of the most impressive parts of this story was the timing it took from concept to influencer delivery: 7 weeks.
“Amazing work under a brutal timeline.”
And just like that, that was it. 7 weeks. 7 products. 24 pounds without products, 35 pounds with products. Lots of hard work, and of course, a little bit of play…
Lately, we’ve been examining how we can reach our audience in new and impactful ways. So this week, we thought it would be useful for you if we shared some of the resources we found helpful, particularly on B2B video marketing. Continue reading →
At Structural Graphics, we’re always thinking about new ways to introduce people to our incredible marketing products. So we sought out the services of Matt Willman, digital artist and co-owner at Sharpmetal, LLC. Sharpmetal works as the designing arm for advertising and marketing agencies, who, like us, want to use video and other creative ways, to showcase their work. Continue reading →