Judging the Echo Awards (1,302 words)
* Can you imagine a tourism package that doesn't show a single picture of the destination? Instead, this group used "scratch and sniff" frames, saying, "Do you remember your last vacation?" It was followed by the "scratch and sniff" smell of the ocean. It also featured the smell of the beach and various other vacation smells.
Again, as with the U.K. company that used the audio chip, given the nature of the product being sold, using "scratch and sniff" cards were effective in getting the reader involved.
* The mailing that promoted the ECHO Awards is another example of top-of-the line direct marketing.
The theme was a splattered tomato: as in, if you dare to enter this competition you should know that the judging is fierce and the standards are high, and the judges might throw tomatoes at you—or at each other! The mailing was fun, irreverent and a breakthrough—just like the ECHO Awards themselves.
So, what was my overall takeaway? That I need to dig deeper and do even more breakthrough work this year, too. We often have to inspire our clients to let us do work that is truly unique, while still on-target. Then and only then will we be excited about the work, more gratified by the response rate and hopefully, ready to enter our great work in next year's ECHO Awards. u
LOIS K. GELLER is president of Mason & Geller Direct Marketing, a full-service direct marketing agency. She is the author of "RESPONSE! The Complete Guide to Profitable Direct Marketing, and Direct Marketing Tech-niques." She is a frequent speaker at industry events and goes on site to teach Direct Marketing Boot Camp. She can be reached at (212) 697-4477 or via e-mail at firstname.lastname@example.org.