Opal Print’s timing might have been better. The company had designed and printed eight sector specific leaflets promoting its services, posted them out, and then lockdown happened. Many are probably still on the desks of the intended recipients in unoccupied offices, says managing director Keith Lunt.
But at least one got through, resulting in a job from a local coffee beans business. Lunt says: “He explained that the reason he came to us was because the quality that we produce and the tangible impact of the Rives paper that we used, ‘was exactly how we want to portray ourselves’. It’s about the difference a nice piece of paper can make.”
The company printed the job on its Heidelberg CD74 with a retrofitted LED UV system, allowing the company to print the same quality, regardless of the paper. In this case Lunt chose to use the Antalis brand for the eight gatefold leaflets, which were printed on 270gsm Rives Sensation Matt Tradition Bright White.
“Any job I have printed on Rives has been stunning, and is always commented upon when seen and felt. The idea of the leaflet was to show off striking print and the difference using quality paper can add to the experience. Even before opening the leaflet, the tactile feel exudes quality.”
The object was to market to carefully targeted local businesses that might share the Opal Print ethos. He had sent 150 at the point that the lockdown hit. “Because of that we expected to hear nothing. Then six weeks ago we had a call which resulted in an initial order from that business and which could result in a new regular customer,” he says, “We had been very selective about the companies we would send them to, choosing the type of person that should appreciate good print.”
Opal has a strong reputation for high quality work for design agencies and publishers, producing multiple examples of award winning print, including for photographer Don McCullin. But this reputation had always gone over the heads of businesses in the Bath and neighbouring region. “We just do not do enough with direct customers in the local area,” says Lunt. “We want to get out there on a B2B basis, especially to businesses that think like us. People do want something nice. Email is gone in a split second, but if someone receives a decent piece of print, they will keep it.
“These are companies working in interior design, or fitting expensive kitchens, companies whose clients appreciate their quality. Unfortunately a lot have closed down during lockdown or are perhaps working from home.”
The reverse of each leaflet carries production information about the source of the fibre used and the amount of CO2 in its production that has been offset via the World Land Trust. Across the project, 102kg of carbon needed to be balanced in this way. That stance also plays well with the customers that Opal wants to work with. “Customers are definitely asking about carbon impacts more,” he adds.
Now the business is preparing for a new wave of marketing as the lockdown period eases its way to an end. “We are definitely going to do this again,” says Lunt, ”as well as hoping that the first batch will reach the people it needs to.”
Keith Lunt says the idea behind the leaflets was to appeal to direct customers that share the same ethos as the quality and environmentally conscious printer. This led to the decision to use the highly tactile Antalis Rives paper for the promotional job.
