Your customer has a lot of stock options to choose from when creating their print piece. Do they want something lightweight and budget–
friendly, or do they want to invest in something heavier? With so many options to choose from, it’s important for them to know the benefits of investing in a heavier stock—that’s why we’re breaking down the benefits of using a thick or sturdy stock for business cards, postcards, announcements, and more.
Benefits By the Numbers
What do statistics say about the importance of heavyweight papers? According to WestRock, they had had a lot to say. Their research indicates that, when it comes to direct mail pieces, thicker and sturdier stock definitely wins out.
- 18% of consumers said that their intent to purchase would be impacted by receiving a sturdier piece of direct mail
- National retailers with sturdier paper saw a 38% response rate
Getting Noticed
Thicker stocks aren’t just great for postcards—they’re a surefire way to get a wide variety of print pieces noticed! One of the reasons for this is that thicker stock makes your customer’s print piece sturdier and more durable than thinner pieces. When they choose a durable stock, their print pieces will last longer and stick around in consumers’ wallets or mailboxes.
The Unexpected Touch
Unexpected details are always the thing that makes a print piece memorable, and stock could be the unexpected detail your customer is looking for. Imagine pulling out a stack of business cards from a trade show, for example—a pop of color from a color core stock will be immediately noticeable. Even if it’s not a color core stock, the thickest and most substantial business card will be among the first that gets noticed among the stack.
These unexpected touches don’t just get business cards noticed. We mentioned earlier that direct mail is more effective when printed on a sturdy stock, and announcements will have a memorable, luxurious feel when printed on a heavier stock.
Know Your Options
Are your customers ready to bring in a heavyweight? It’s time to introduce them to their options. Many of our cover stocks have a substantial feel, and you can check out color core and extra thick stocks for a thickness that truly stands out from the crowd. The best way for your customers to feel the difference is to see them in person, so be sure to show them samples or pull out a swatch book. If you don’t have one yet you can give our customer care team a call to request yours.
Do your customers love heavyweight stocks? Which ones are their favorites? We’d love to see you join the conversation in the comments below.
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