Direct Mail Spotlight: Eastman Kodak
One engaging and prevalent device commonly used to promote diet and weight-loss products is the before-and-after image. For example, not convinced that product X will trim inches off of your waistline? Just look at the "before" shot of a frowning, overweight customer and then the "after" picture of a slim, smiling customer.
Before-and-after pictures are compelling because they help customers visualize a product's benefits. B-to-B mailings might be the last place on earth you'd expect to see this tactic in play, but for its March mailing, promoting its Scan Station 500, Eastman Kodak cleverly promotes its product benefits in a before-and-after self-mailer.
The 6" x 9" postcard arrives inside a clear polywrap sleeve-a USPS requirement in lieu of wafer-sealing the mailing shut. On the front side, next to the prospect's name and address is an image of an iPod and the offer, "Buy a Kodak Scan Station 500, get a free iPod!" Underneath the offer is a website, DoMore.kodak.com, where prospects can go to learn more or make purchases.
On the reverse side, the copy reads, "If you're being asked to do more with less, we've got the answer." The entire panel shows a typical office, cluttered with common equipment. If the prospect pulls the tab, marked "pull," the panel slides out to reveal a much nicer, neater office, with all of the equipment consolidated into one Scan Station 500. Also, the new panel reiterates the offer, benefits and URL to the right of the improved office.
"We were going for a visual approach. The fact that you can take a cluttered office and unclutter it—still be able to do all of the things that you were doing before, but in a more efficient manner," says Kathy Phillips, marketing communications manger for document imaging. She says she doesn't favor traditional #10s or other close-faced formats for this type of product mailing because she likes the mail piece to stand out. "We didn't want to disguise it or have it be something that you couldn't see in an envelope. We wanted to entice them to open it, read through and act on it," she explains.