Pantone's Team Approach Benefits All
If seeing is believing, then a direct mail package that actually is the product you are selling should bring more sheep into the fold.
That's what Pantone, a provider of color-communication technology for graphic design businesses, aims to prove with its latest direct mail package, a collaborative effort with Veer, a provider of photography and illustrations, and Monadnock paper producers (810PANTON0304).
The mailing matches Veer photographs with vibrant Pantone colors on Monadnock matte paper. The result is a series of spreads that seem to levitate right off the page. The 6-1/4" x 7-1/2", 28-page catalog features a cover with a Veer photograph of crystal clear flowing water on a green background with the Pantone logo in the lower right corner and a light green teaser: "Clearly Essential." This coordination of image, color and text continues throughout the catalog.
A notable example is a Veer close-up of a man holding his eyes open, with adjoining copy that reads: "Give your eyes a rest and let Color Cue do the analyzing." Pantone surrounds each Veer photograph with colors that bring out the tones and highlights on the matte paper.
The Who's Mailing What Archive has received a plethora of catalogs mailed by Pantone in the past, but none like this one. In the mail previously were 6" x 9-1/2" glossies with basic product photographs, descriptions and price listings. According to Doris Brown, vice president of marketing for Pantone, this is the first of what she calls "inspirations catalogs" sent out by the company. "The vision was to [use] innovative products as materialsand also innovative imagerytogether with the products that convey them," she says.
The mailing was sent to Pantone's client base as well as people who have registered on the Web site. According to Brown, Pantone's goal was to use "the most cutting-edge photography and the newest paper trend" in a way that would promote all three products. Pantone identified Veer's stock photography and Monadnock's matte paper as elements that enhance creative.
The three-way collaborative effort bleeds over into copy as well, which emphasizes the use of Pantone products with different paper stock or various types of images. This was just another step in Pantone's vision, says Brown, to align "all of the companies' assets together and to use it as a win-win for all of the companies involved."
The teaser copy employed by Pantone pays off on the back page, where it states the main offer in the headline: "Buy from Pantone and get $50 to spend at Veer," a campaign Brown says has been working very well for both Pantone and Veer. According to Brown, Pantone's overall approach on this direct mail package is infinitely helpful to designers in that it becomes a reference tool in and of itself. "We've been doing direct mail work a long time," she adds. "One of the things we wanted to continue to do is bring the newest trends to our client base and show them the tools to create stunning work on their own."
By incorporating the three key elements used in designcolor, image and mediumthe company has created a direct mail package that showcases its color prowess while promoting the same quality product consumers can expect from Pantone.