This Wednesday Wisdom spotlight is on Ethan Goller,
President of Red Paper Plane’s parent company, Structural Graphics. Ethan has
been with the company for almost 25 years. We asked him a few questions about
himself, the company, and the direct mail industry, and these were his answers.
1.
What direction do you think the direct mail
marketing industry is heading in?
Direct mail is not going anywhere but “up”. 73% of American
consumers say they prefer being contacted by brands via direct mail because
they can read it whenever they want. (Source: Epsilon) Brand recall is 70%
higher for consumers exposed to direct mail ads than to digital ads. (Source:
Ipsos/Canada Post) 30% of Millennials say that direct mail is more effective at
getting them to take action compared to 24% who say the same of email. (Source:
Direct Marketing News)
2.
What is the most interesting trend you have seen
in 2021?
A huge adoption of electronics as a part of marketers direct
marketing strategy, including video-in-print, sound, lights and NFC.
3.
Where is the company today versus where you thought
it would have been five years ago?
Our online ordering portal, Red Paper Plane (RPP), has
exploded. With a Trust Pilot rating of 4.9 out of 5.0 and a repeat business
rate of over 50%, we will continue to expand our product offering there.
4. What sets Red Paper Plane and Structural Graphics apart from the competition?
We invented the space in 1976 and continue to lead the
market with cutting edge integrated offerings, including technology that
bridges the tactile with digital. With a trend in the packaging industry to
move their manufacturing from Asia to North America, our expertise in design
and manufacturing of both luxury and promotional packaging distinguishes us
because of our factory in Piedras Negras, Mexico. We’ve operated in this wholly
Structural Graphics-owned facility continuously since 1982.
5. What is the most recent book you’ve read?
“The Dirt: Confessions of the World's Most Notorious Rock
Band.” I’m still a big Mötley Crüe fan, and a frustrated rocker.
6.
Who are your role models or mentors?
My parents, both of whom passed away many years ago, were a
huge influence on me. They believed in hard work, and I’ve subscribed to that
my entire career. To give “110 percent”. But more than anything, they instilled
in me that honesty, integrity, and charitable giving, at work and in life, is a
responsibility we all own.
7.
Finally, what do you enjoy the most about your
job?
Working with the most amazing team on the planet!