Dynamic Direct Mail Campaigns
In an era where so many client touchpoints are digital I find it not only refreshing but strategic to build multi-touchpoint direct mail camapigns for memorable promotions.
Just the Tip of the Iceberg Direct Mail Campaign
The market research company Yankelovich had a rich heritage primarily built around their flagship product, “Monitor”. Yankelovich wanted their existing Monitor clients to be aware of the many other products and services they had to offer.
The tag line “Monitor is just the tip of the iceberg” was the centerpiece of the three touch points. A custom illustration printed on a calendar with relevant product/service dates was shipped first. A custom ice cube with plush penguin and a unique fold-out snow globe were soon to follow.
WHEN ADVERTISING WORKS
Well-Balanced Recipes for Advertising Success Direct Mail Campaign
A report focussing on the most effective ways to leverage new media was being launched and needed some buzz among prospective clients.
Given the endless ways to combine the many new media outlets with the clients messaging it seemed appropriate to develop a recipe book depicting a variety of marketing recipes to cook up advertising success. Among the first mailers was a custom printed cookbook followed up by a custom rolling pin and apron.
Direct Mail Campaign Promoting Sales of Travel Data Report.
Yankelovich was having trouble getting clients excited about their travel-specific database solutions. They were looking for a way to breathe some life and humor into the campaign.
When travel-specific database solutions start feeling a little stale, you know what I always say… ROAD TRIP! We sent clients a series of postcards from benefit-inspired locations with handwritten, kitschy messages proclaiming fictitious experiences like “getting a sunburn from the warm glow of customer retention”. The final mailer was shipped in a “suitcase box” with a custom souvenir t-shirt.
MULTICULTURAL MARKETING STUDY
Direct Mail Campaign Promoting Sales of New Study.
An online contest was requested to generate online leads for an upcoming multicultural marketing report.
A website and unique url was set up to host an online contest built around the tag line, “ARTiculate”, reinforcing the messaging that the prospective client needed to be creative to properly communicate their message to the multiciltural marketplace. A call-for-entries folded mailer and plastic tube with a custom designed pen were shipped consecutively. The online contest encouraged participants to draw, paint or write a creative reply to the question, “Why is the multicultural marketplace important today”. The digital pen was identical to the real pen that was shipped in the tube. The grand prize was $1000 and was chosen randomly.