Adding to your product line involves dealing with a lot of unknowns, as this direct mail piece shows.
Mailer Name: Epson
Date Mailed: September 2015-February 2016
DTG or Direct-to-Garment is the process of printing on shirts or other textiles using specialized or modified inkjet technology. The address side of this folded self-mailer shows the product – a DTG printer – and a few t-shirts. “SAVE up to $5,000,” it teases. “PRINT 1 OR 100,” reads the back panel. It’s the first mention of a benefit that surely interests print shops considering expansion.
When opened, the next quarter panel at top on the inside shows a selection of t-shirts with superheroes printed on them. “AND DRAMATICALLY BOOST YOUR SALES,” it says, continuing the thought from the preceding panel.
Finally, when completely unfolded, the mail piece itself resembles a t-shirt. For example, two side panels flip to the left and right of the top image to create sleeves. And, the top panel has a simple diecut collar.
A few paragraphs focus on the benefits to the shop owner of adding DTG printing. “Forget turning away ‘short-run’ business,” it advises. The SureColor F2000 printer makes it possible to more easily run small jobs, overcoming a major objection. In addition, Epson highlights the support it makes available to customers. Both printers retail for just under $15,000, thanks to the limited-time discount offered. Prospects are directed to respond via the website or perfed BRC for more information and two free t-shirts.
To drive leads for an expensive new product, carefully reveal just enough details to the prospect.