TD Bank's Direct Mail Party Invitation
A “Grand Opening” is a festive occasion like the one promoted in this direct mail effort.
Mailer Name: TD Bank
Date Mailed: January 2014
TD Bank celebrates the launch of a new store in a Philadelphia neighborhood by inviting its new neighbors to a party. The look of this mail piece is suitably cheerful, with lots of bright colors, catchy graphics, and photos throughout.
"Join the Grand Opening Celebration!” the front panel announces. It shows the new store’s address, as well as the day and time of the party; this is the only call-to-action present. The five people pictured in the two photos are all smiling, which adds to the fun. Also, a bank sign carries the logo in addition to its “Open 7 Days” policy.
An inside spread of panels promotes a variety of specials, such as mortgage and credit line discounts. When opening a checking account or credit card, new customers are rewarded with gift cards, cash back, or other incentives.
A single panel, under the banner “Experience the best in banking,” lists the benefits of becoming a customer. For example, its best-known value proposition is first: “Open early, open late, open 7 days.” Short sentences describe all of the benefits. Finally, the address side, or back panel shows only the logo and a small map with the new location marked on it.
When introducing yourself to a new neighborhood, make it a fun and easy experience for your prospective customers.