Direct Mail Strategy: A Plethora of Postcards
On the mailing side of this postcard is a glue-tipped magnet. While this 1˝ x 5˝ brown rectangle may not delight designers, it’s a guaranteed retention device if you’re a pizza eater. Instead of being tossed in the trash or relegated to a stack of “keeper” mail that never resurfaces, these coupons go directly from the mail to the refrigerator door.
Is it awkward that the postcard’s mailing panel is horizontal and the offer side is vertical? No. The combination of the product photo and Pizza Hut logo tell the reader the mailing is about pizza. The magnet literally forces the reader to turn the piece over to see what it’s all about. Once that’s accomplished, if you eat pizza, the rest is history. The horizontal/vertical shift goes unnoticed.
I wish I knew the response this piece generated when tested against a freestanding newspaper insert (FSI). No doubt, it costs more. But the direct marketers at Pizza Hut should know exactly how it performs compared to an FSI dropped in the same ZIP codes. My bet: Because of the sound strategic thinking that went into all elements of this postcard’s creative development, it more than paid for itself and outperformed the FSI.