Interactive Trade Show Mailer: IBIS Backwaren project
Case study: Interactive Trade Show Mailer
How IBIS Backwaren created a trade show invitation that recipients kept — and talked about.
Industry:
Food & Bakery / CPG
Customer:
IBIS Backwaren
Background:
IBIS was undergoing a full brand relaunch: new packaging design, new product range, new visual identity. ISM 2020 was the ideal moment to introduce this new direction to a professional audience — buyers, retail partners, and international distributors were to be invited to Booth C-008, Hall 3.2.
The brand’s central visual motif: a hot air balloon, representing discovery and the spirit of exploration. This motif needed to be physically experienced — not just shown on a screen or printed flat on paper.
Marketing challenge
The core question: how do you actually break through in an inbox full of trade show invitations?
The invitation needed to instantly communicate the new brand identity. It had to work trilingually — German, English, and Dutch. A sweepstakes (win a hot air balloon ride) needed to be clearly integrated. The piece had to be worth keeping — not thrown away after one glance. Budget and production timeline were tight.
Concept: interactive trade show mailer
Sorkin Media developed a slat card — a mechanical reveal mailer with an integrated image-change mechanism. The idea: the recipient pulls a tab and watches the IBIS hot air balloon come to life. The brand’s core motif becomes a physical experience, not just a visual.
“An invitation that moves — just like the Discovery Baker itself.”
The slat mechanism reveals the hot air balloon with the claim “Welcome to the Discovery Baker,” creating an immediate moment of surprise. The unfolded interior holds all trade show details and the sweepstakes entry — clear layout, trilingual, structured for fast reading.
Format & Design
- Format: DIN Long (comparable to #10 envelope format), 4-panel fold
- Mechanism: Slat card with mechanical image-change effect
- Design: Dark background, high-quality product photography
- Color palette: Black, gold, deep blue — aligned with the new brand identity
- Image change: Hot air balloon motif with “Welcome to the Discovery Baker” claim
- Interior: Trade show date, booth info, new product teaser, trilingual sweepstakes
Production & Materials
- 250 gsm chromo cardboard
- Precision slat structure for clean, consistent image transition
- Full-color offset printing with high-fidelity photo reproduction
- Trilingual print in a single production run — no separate versions
Production process
Sorkin Media handled the full project from first concept to delivery:
- Concept development and mechanism consulting
- Print file review and prepress preparation
- Slat card production
- Quality control of the image-change effect
- Delivery ready to ship
One vendor. Zero coordination overhead for the client.
Results and effects
The slat card was sent as a direct mail piece to retail partners in Germany, the Netherlands, and additional European markets.
The mechanical reveal effect meant the piece was not thrown away — it was passed around and shown to colleagues. The integrated sweepstakes significantly increased engagement with the mailing. The new “Discovery Baker” brand identity became tangible before a single trade show visit. The mailer stayed on recipients’ desks as a keepsake — sustained brand presence long past the mailing date.
The result: a trade show invitation that kept doing its job long after the show closed.
Why interactive trade show mailer works?
A mechanical reveal mailer is more than a direct mail piece — it’s a brand experience in the recipient’s hands. The moment of pulling the tab generates genuine surprise. That surprise gets linked directly to the brand.
For IBIS Backwaren, this was the perfect extension of their Discovery Baker positioning: if you promise exploration, your communications need to deliver something worth discovering.
...and what does the customer say?
“We were looking for something that would make our new brand identity truly experiential — not just visible. The slat card from Sorkin Media delivered exactly that. The moment recipients pulled the tab and saw our brand motif in motion — that was the reaction we wanted. The mailers were mentioned multiple times at the show itself. A standard invitation would never have done that.”
EdgarMarketing
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Are you planning a trade show invitation that will be remembered?
Find out more about the slat card as a marketing tool here.
Frequently asked questions
What is a slat card?
A slat card (also called a mechanical reveal mailer or sliding image card) is a print piece with a built-in image-change mechanism. Pulling a tab shifts a series of internal slats to reveal a second image — no electronics, no app, no QR code. The effect is purely mechanical.
What's the difference between a slat card and a lenticular card?
Both produce an image-change effect — but through different mechanics. A slat card requires the recipient to physically pull a tab. A lenticular card shifts the image based on viewing angle, with no touching required. Slat cards are better for active, hands-on engagement; lenticular cards work well for passive wow-factor at a distance.
What industries and use cases are a good fit for slat cards?
Slat cards are used most frequently for trade show invitations, product launches, field sales leave-behinds, pharmaceutical communications to physicians, and high-value B2B direct mail. Anywhere a standard brochure falls short and a physical brand experience is needed.
What's the minimum order quantity?
Slat cards are available from 50 units. For smaller runs targeting exclusive audiences, contact us — we’ll find the most cost-effective solution for your situation.
How much does a slat card cost?
Cost depends on format, quantity, number of image-change layers, and finishing. Contact us for a custom quote — we respond within 24 hours.
What is the production lead time?
Standard lead time is 3–4 weeks from approved print files. Rush production is available in many cases — contact us to discuss your timeline.
Can I have the slat card fully custom-designed?
Yes — completely. Format, number of image layers, material, finishing, and design are all configured to your campaign. Sorkin Media can handle concept development, artwork, and prepress — everything from one source.