Smart businesses plan for all kinds of contingencies, including medical ones, with the help of direct mail like this example.
Mailer Name: Staples
Date Mailed: November 2015
With flu season looming, office supplies powerhouse Staples mailed an eight-page booklet that is focused on getting workplaces ready. The front teases all of the preventative products that are promoted inside: “KEYBOARDS CLEANED. DESKTOPS DISINFECTED. WORKSTATIONS WIPED DOWN.”
Three of the “flu-fighting essentials” are lined up there as well. But keeping an office and, by extension, the people who work there, in a healthy state involves more than wipes, some aloe vera, and a box of tissues. A lot more.
The left page of the first spread inside the mailer shows a roll of Bounty paper towels and an industrial size bottle of Softsoap. “SUDS UP. WIPE DOWN,” it commands. It refers to them as “the first line of defense against germs.” And a helpful $5 off coupon is included.
The rest of the spread and the next one do much the same for other cleaning and hygiene products. The last spread covers tips on how to keep the office healthy and productive. For example: “Sick? Stay home. Get well and prevent the spread of germs at the office.”
Connect multiple products to benefits and offer a small amount of content to explain how they all fit into an overall strategy.