A Mailing With Pop
In late September, Club Med dropped a mailing targeted to travel agents and meeting planners who book events for small groups, offering a free three-day site inspection of Club Med properties as possible business meeting destinations.
Enclosed in the 7-1/2" x 7-1/2" outerwhich is peppered with thumbnail photos of tropical Club Med locations and the teaser, "Everything for your group, and something for you too!"is a 7" x 7", 14-panel iron cross mailer (Archive code #501-173592-0410). The first and second solid tropical-colored panels lure prospects into the mailer with copy that begins on panel one, "The answer to all your dreams lies within," and continues, "assuming you dream about unforgettable group meetings, that is," on panel two. As more panels are lifted, prospects are met by copy explaining Club Med's Total All-Inclusive program, pitched as a meeting option that incorporates work and play, and color photos similar to the thumbnails on the outer.
And if the offer and tropical photographs aren't enough to get prospects' attention, when the final two center panels are lifted, a dimensional polygon "pop-up" literally jumps out of the mailing, sprung to life by an internal rubber band. The pop-up reiterates the offer, Club Med's Web address, and phone number on its top and bottom panels, and intersperses the 12 side panels with more color photos and quotes, such as Mark Twain's, "The secret to success is to make your vocation a vacation."
In addition, below the pop-up are three 6-3/4" x 6-3/4" free-standing, double-sided inserts displaying color photos of Club Med locations on the fronts, and detailed information, rates and contact information on the backs.
The concept for the mailing was a collaborative effort between integrated marketing communications firm the Zimmerman Agency and Aimee Schmalzle, marketing manager, CRM, for Club Med. Schmalzle says their objective was to come up with something out of the ordinary that "stood out in the clutter," and would have a long shelf-life.
"This is paper that performs," says Michael Dambra, vice president, marketing and director, West Coast sales, for Structural Graphics, the dimensional mail creators who produced the pop-up. "It's something that will catch someone's attention, get them to work with it, interact with it, and as they're interacting with the piece, they're interacting with the messaging.
"You're delivering a gift when you deliver a dimensional piece," adds Dambra, "because it's something that people are going to want to hold on to and show around."
One of the strengths of the Club Med mailing and a key to making dimensional mailand any direct mail, for that matterpull weight, says Dambra, is providing the contact information that makes it easy for prospects to get in touch with you and open a dialogue.
Schmalzle agrees, adding that, especially on the long-lasting pieces, it's necessary to include the call to action
directly on the piece with the longest shelf-life.
"If you have a piece that actually sticks around for a while, the length of time where you receive calls is quadrupled," says Schmalzle.
Though still too early to gauge results for the mailing, Schmalzle says she's heard nothing but positive feedback from Club Med's groups department and takes pride in how the photography, layout, copy and call to action have come together in this mailing.
"I think it accomplishes what it's set up for, which is to get people to get on the phone and call. But why?," asks Schmalzle. "Because they saw a beautiful piece that had long-lasting results. The results ... show that our theory, so far, is correct, so I can't wait to get the actual results."