In an industry where competing services all look and act the same, taking an opposite approach, including with your direct mail, is a good way to stand out.
Mailer Name: T-Mobile
Date Mailed: April 2015
Since launching its “Un-carrier” strategy in 2013, T-Mobile has gained both customers and market share, becoming the number three wireless provider in the U.S. This small folder self-mailer targets businesses, explaining the mission on the front: “We are changing business wireless for good.”
See what they did there? The double meaning: T-Mobile is marketing permanent change, and change in favor of better practices.
The first inside spread begins to explain the differences: “While wireless carriers confuse you with complicated rate plans, lock you into restrictive annual service contracts, and charge you overages, we are doing the opposite.” The right-hand panel promises locked-in rates, 24/7 service availability, and tools for business.
When opened again, the mail piece unfolds to four panels that expand on those three selling points. It also makes an offer for simple pricing plans, one for ten lines, the other for twenty lines.
Try a radical new approach to your products and services, and explain the difference to your target audiences.