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September 29, 2009 / jasonpinto

Folding Your Way to Success

Where can you get the best inspiration and advice for your future marketing efforts? Well, there are many sources. However, one that we might look at is found in the answer to this question: Which marketing efforts from other companies excite us?

Yes, if we look forward to an email, mailer, jingle, advertisement, etc. from another business, then it may be worth investigating what makes that marketing effort work on us.

Here’s one that I think is great: Fold of the Week, from

Every week, they post a new video. In just a couple of minutes, Trish Witkowski demonstrates a new way that you can add impact to your printed pieces, with a unique fold.

Fold Factory does a number of things really well:

  • They produce content that you want to watch. The videos are short, and always a bit unique.
  • They’re creative! Trish Witkowski appears to wear a new, branded shirt for every episode. Each shirt has some sort of funny message related to folding. (So along with tuning in to see the new fold, you may also tune in to see the new t-shirt!)
  • They have a Distribution method: They post these videos on their website. They post them on YouTube. Graphic Arts Monthly posts them in their eNewsletter.  And there’s more… Thus, they create great content.. but they also find ways to ensure that people find out about that content.
  • They’re consistent: Every week, there’s a new fold. Thus, even though the content may get pushed to you via the newsletter, you will already be awaiting it, and even looking for new content on your own.

These are just a few of the reasons that I think this marketing effort works. They also get involved in other channels – speaking engagements, blogs, printed magazines, and more.

I think the point is this: You need to create great content. There are ways to do this – to be creative, brief, and unique. But you need to make sure that it’s not a one-time thing. Be consistent in what you produce, and make sure that you find ways to let people know about it.


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