The May mailstream turned up several unique and effective mail pieces in the B-to-B sector, which is known for pushing the envelope, if you will, in order to convince other businesses to consider their products or services.
A self-mailer trumpeting “Special Delivery” arrived from The DFS Group, using a cardboard box-like image with simulated string around it. The flip side of the 5-1/2˝ x 8˝ “package” beckons the prospect to open it with the copy: “first class solutions …” on the left and “To grow your business are inside!” on the right (Archive code #813-179605-0705).
American Slide-Chart also appeared in the Archive with a 4˝ x 9˝ self-mailer with a can’t-miss teaser on the outer: “Inside: A Marketing Tool that Does Its Job So You Can Do Yours.” Sure enough, the opening of the self-mailer reveals a pop-up mock-up of four literal steps, each of which details one of four actions that a business can take to bring a raw idea to an effective communication stage. In addition, an already addressed reply card, requiring only a stamp, is cleverly tucked under the “steps” (Archive code #811-171834-0705A).
Meanwhile, Modern Postcard uses the magalog approach often seen in the publishing sector with its 8-1/2˝ x 11˝ “Summer 2007 Catalog.” In order to heighten its time relevance, the magalog is not only seasonal, but it also includes a burst advertising “Double Your Discount!” by a specified date on top of a $5 Amazon.com discount with another expiration date. The cover of the catalog features a satisfied customer holding a batch of his marketing postcards, and the interior shows many slick examples of other direct mail campaigns, along with customer testimonials and the various sizes and prices clearly spelled out. Finally, a tipped-in insert booklet called “Marketing Essentials” briefs the prospect on why direct mail advertising works and how Modern Postcard can help boost a business (Archive code #929-700519-0705).