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24 Trierenberg ThinPrint Paper Does paper really make a difference? By Vesa Hänninen, Tervakoski OY Today’s developing direct marketing companies actively study new ways of convincing customers but also measuring the success factors from previous campaigns. Naturally the offer itself is the most interesting factor to study and also the most decisive issue in success stories. Also colours, layouts and placements influencing the hit rates, are widely measured in test campaigns and further studies. Until recent times however, one very important factor has been forgotten – paper, the most important message carrier. ued regular customer. Likewise the image of the campaign tends to go up, like from uncoated to coated grades and from wood containing yellow grades to white wood free grades. A basic example is switching the paper from 36 g/m2 LWC into 32 g/m2 high white TerCoat Plus © everal recent studies have shown that S paper plays a very important role when optimising the results of direct “The response rate with better surface paper went up by an amazing 4.5%.” marketing. The total cost of the cam- the first effect even before having seen or paigns are naturally one important understood any colours or message, the factor, but finally it is all about max- reader feels the paper as a message carrier imising your profits by increasing and forms up first opinions about the the hit rate, instead of minimising whole offer. Other important factors are the cost level. The slightest increase opacity or print through level and also in response can strongly out-weigh whiteness of the paper with moderate the increased costs. gloss level in order to enable fast and easy reading from any angle. . This will definitely lift up When studying the paper effect on the campaign image and increase the response rates, it has been clearly shown The quality of the paper is often related to response rate, not to mention encourage that one characteristic is above others: the the value of the final product and gained huge savings in postage or other delivery feeling or touch of the paper. The message profit level. When data mining is getting costs, especially when postal costs are on average has roughly 3 seconds to be more and more accurate, the customer val- drastically increasing in all European accepted or thrown into the waste bin and ues increase from being a prospect to val- countries.
The practical example backing the above was carried out last year in the UK, when a leading advertising agency and one of the biggest financial institutions decided to study together with the paper supplier the paper’s effect on their response rate. The paper with a higher opacity, rigidity and semi-gloss surface compared to a matt surface paper, was attached as an insert into major newspapers and printed media. The amount of coded inserts was roughly 8 million, mixed in random order so the test was statistically robust. The surprising result showed that the response rate with better surface and higher opacity paper went up by an amazing 4.5% and at the same moment, the customer got almost 1.000.000 inserts for free. Additionally, in one insert layout where high opacity played a remarkable role, the difference in response rate rose by an unbelievable 21.5%!! Trierenberg ThinPrint paper range is suitable for this kind of development due to its high whiteness and high opacity. When comparing our ThinPrint range with LWC you will immediately notice the higher www.paperisbetter.com whiteness in wood-free ThinPrint paper. Due to ThinPrint paper’s higher whiteness, not only brighter images can be achieved but also the opacity level would still remain the same. (In addition the paper would turn yellow!) Visit www.paperisbetter.com to try out our Trierenberg Publication Calculation and see how the yield factor can save you money. Our coated and uncoated, wood free paper ensures that maximum yield is achieved, saving you time and money. Constant innovation and service gives us an edge, which we wish to share with you. Contact one of several T.S.P. offices worldwide to experience the ultimate in ThinPrint paper technology. 25 Printed on OP Opaque Cream Smooth © 60 g/m 2 / 40,5 lbs (shade 75)
Page 1 and 2: TOP PAPER News from Trierenberg Thi
Page 3 and 4: Dear Readers, The autumn issue of T
Page 5 and 6: Content Page 06 06 Digital Print an
Page 7 and 8: Czech Republic. TYPOS Digital Print
Page 9 and 10: Hing Tai Hong Paper Ltd. By Keith L
Page 11 and 12: TM PAPER IS BETTER… WITH BRANAC B
Page 13 and 14: The spark which first inspired its
Page 15 and 16: I awoke early to take advantage of
Page 17 and 18: Trierenberg ThinPrint Paper’s spi
Page 19 and 20: Printed on OP Opaque Cream Smooth
Page 21 and 22: OP Opaque Cream © www.paperisbette
Page 23: With 22 dock doors for receiving an
Page 27 and 28: production criteria, the highest qu
Page 29 and 30: T.S.P. US moves to Atlanta, Georgia
Page 31 and 32: The Bible in a changing world By De
Page 33 and 34: Societies are no exception to this)
Page 35 and 36: Imprint In charge of contents: TBG.

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