A company best known for creating and marketing one product and service uses mail to find new customers.
Mailer Name: Square
Date Mailed: September 2015
Co-founded by Twitter creator Jack Dorsey in 2009, Square’s business centers on mobile payment services. It gives away its core product, the Square Reader, which processes credit card transactions. For customers using its point-of-sale system, it has expanded its small business services, such as financing and payroll.
This direct mail piece highlights another software product rolled out in 2015 for small businesses and entrepreneurs using iOS. The front of the 5”x7” self-mailer is simple. It shows a customer holding an iPhone and checking the new app. The headline makes a simple promise: “Book more business with Square Appointments.” A single call to action in the bottom right corner offers a 30-day free trial of the service.
When opened, the middle of the 2-panel spread displays the phone app in landscape mode. The left side includes a testimonial from a business owner. The right side breaks down four benefits on how the app can “Boost your business.” An icon designates each one.
The back address side panel of the mail piece, like the others, uses simplicity to its advantage. Besides showing the app in action, it mentions just 1 benefit important to merchants on the go.
Surround your customers, and attract new ones, by offering products and services that fit well with your current line, and your brand.