CIT Group’s Curt Ritter on Direct Mail for Branding Campaigns
The response from reporters continues to be very positive. People who received the mailing said they thought it was very creative. We directed reporters to http://capital-redefined.cit.com. [Through the mailing,] we secured interviews/placements in The New York Times, US Banker and various trade publications. When we surveyed members of the press six months later, a significant number indicated their awareness of the new brand campaign. The direct response campaign was a key driver in breaking through the usual direct mail clutter in newsrooms.
TM: How did the mailer’s message, “capital redefined?” work for your re-branding campaign?
CR: It encompasses the combination of the relationship capital plus financial plus intellectual capital. We wanted to [use the media as a vehicle to let potential clients know] we see behind the numbers and we see behind the balance sheet. One of our goals in the past year was to highlight the intellectual capital of our executives; this mailer helped highlight our campaign and [illustrate] that our executives are industry experts and subject matter experts within the marketplace.
TM: Why did you choose to use a space age-like envelope?
CR: We thought a mailer that would create that sense of urgency to open it would help drive the point across that we are redefining how we are looking at things at CIT. Sometimes with direct mail pieces, people don’t get to sift through it all; this was a simple mailer with a simple message. While innovative, it was simple for people to get through the one-page press release because time is of the essence. We also wanted to grab attention with the decoder glasses, [which symbolized the new CIT outlook]. Some reporters from Reuters told us they were wearing the glasses and passing the media kit through the newsroom during our follow-up call. Other recipients have said, “It was a great piece: dramatic, to the point and fun,” according to one reporter from Leasing News. The packaging was different, the content was different. Instinctively people knew to put on the glasses and read the message.