Creative Hell campaign

Spider Trainers’ team developed the concept, design, and creatives for this vibrant and exciting marketing initiative, dubbed the Creative Hell campaign, for Lange Graphics, a Denver-based commercial printer with a special focus on lenticular printing. Lenticular is a plastics-printing process that includes 3D, two-phase animation, multiphase animation, and more, and that can have your next campaign dancing on the page — literally!

In developing this initiative we had several goals for Lange Graphics:

• acquire new customers
• re-engage dormant customers
• introduce their new estore to the design community and to active and dormant customers
• transfer rented email list names to their permanent list
• collect additional information about the names that they rented
• verify email addresses of requests
• collect and verify mailing addresses for rented names
• show off the unique marketing qualities of a 3D, multiphase animation to their target audience.

The poster

We started by creating a collectible poster for the design community — the target audience for the message about considering lenticular printing — that commiserates with them on their design process and pokes fun at a major pain point: the involved customer. Rather than just complete a simple request form, all free-poster orders will be placed through Lange Graphics’ new estore. In this way, we are able to promote their online-ordering capabilities to a design community. Order delivery is set to two to four weeks, which would allow campaign components to expire and us to gauge demand before the print run. Lange Graphics could then print only what was needed to fulfill orders. (We hope for a wildly successful campaign that has Lange Graphics running their presses 24 hours, but will be content to print a few thousand and meet a few thousand new customers.)

The marketing

For promoting the event, we chose a multi-touch campaign. This includes a variety of message types through myriad vehicles and also included A/B testing in subject lines (email and news announcements) and social-media postings. The initiative included:

• email to a rented list of ad agency and marketing designers across the US (ordering through the estore enables us to transfer rented names to a permanent list and order confirmation validates the email address provided)
• news announcements that were distributed world wide to acquire new customers beyond the names rented
• social-media postings to Lange Graphics’ network, including Facebook, Digg, Tumblr, Delicious, and Twitter to acquire new customers
• promotion in Lange Graphics’ website to re-engage current customers and remind them of Lange Graphics’ expertise in lenticular processes
• direct mail of the poster (that validated mailing addresses)
• welcome letter included with poster to promote Lange Graphics’ services
• inclusion of 3D postcard to requests that met our marketing criteria
• printing on the back of the 3D postcard to promote Lange Graphics’ services
• indirect promotion like the email you received
• indirect promotion through our social networks
• indirect promotion through our website (the page you are now reading)

The boost

Lange Graphics asked us to develop a campaign that would convey the effectiveness, beauty, and unique attributes of lenticular printing. In our first meeting they showed us dozens of samples and we knew that if everyone could touch and feel these products, they would most certainly be eager to try them for an upcoming campaign. Just take a look around, companies such as Disney® and Target® regularly produce 3D printed products for everything from shelf-talkers to membership cards, from counter-top displays to wall posters, and everything in between. To give our campaign that extra boost, all free-poster requests will be vetted for marketing suitability and those that meet a certain criteria will get an a special gift in their poster delivery of a 3D postcard like the one shown below. While this image doesn’t do it justice, this tongue-in-cheek piece is printed in full 3D and multiphase animation — our creative superhero winces in pain as the flames of creative hell flicker at his feet.

Though the campaign has lots of moving parts, it is now in full deployment and represents an example of the types of campaigns that our team creates every day. We welcome the opportunity to show you what we can do for your company too.

Learn more

To learn more about Spider Trainers’ multi-touch marketing services, call 928 358 5398, send Spider Trainers an email, or complete the contact form in the right sidebar.

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