CIT Group’s Curt Ritter on Direct Mail for Branding Campaigns
TM: What challenges did you face when creating the campaign and how did you overcome those challenges?
CR: The challenge was that organizations have new brand campaigns every other day and every other week. So it is a challenge to get reporters outside of the advertising beat to pay attention. We were trying to get reporters that follow the financial industry to take a look. The importance was to develop a campaign that would draw their attention, get them to read about capital redefined and report on how CIT is differentiating themselves in the market.
TM: What tips do you have for companies working to launch a new branding campaign using direct mail?
CR: You need to be creative, be innovative and think outside the box. The key is differentiating yourself among the hundreds and thousands of direct mail pieces sent on a regular basis by sending something that will grab attention, something that will pique interest [and] something that has a specific a call to action.