This week, Structural Graphics shows us how to take two tried and true marketing mediums and combine them to deliver the ultimate one-to-one experience—by embedding a touchscreen into a printed piece. By providing your target audience with a new way to interact with your messaging, it makes the communication more impactful and memorable
By Sharon R. Cole They may be small, but postcards can offer big opportunities for marketers these days. Multichannel campaigns, tightening budgets, increased postage costs and a rise in print-on-demand, have led many in the direct mail business to see the potential for these light-as-a-feather mailings. However, the postcard is only as powerful as the strategy behind it. Here, a few direct mail professionals reveal how to make the most of a few inches of space. When Simple Is Better For starters, Fred Hernandez, marketing manager for Modern Postcard, Carlsbad, Calif., says marketers should consider that postcards shine best when they consist
Boosting lead conversion requires finesse and a well-executed strategy By Nancy Harhut I just returned from speaking at Moscow's 5th International Direct Marketing Conference. When I was there, one of the attendees asked me if American direct marketers spend more time acquiring leads or building loyalty. A good question. But it left out that important grey zone—converting leads. It can be a long, hard road from lead acquisition to customer retention. Unfortunately, there's no magic bullet that converts prospects. The good news is that with some smart thinking and diligence, it can be done. Longer Buying Cycle To start, it helps to
By Abny Santicola Pop-up, wheel slide, flapper, spinner, extendo, slide chart, flipper, rolling cube. Not the usual terms used when talking about direct mail, that's for sure. They make up the vast array of styles and structures known as dimensional mail, and have the ability to garner double-digit response rates when applied correctly. What's in a Name? A mailing is considered dimensional if it has thicknessi.e., it is not flat. Expanding a bit on that definition, a mailing also can be dimensional if it is, or gives the effect of being, three-dimensional and is interactive. This could mean a box, pop-up, slide
By Mike Maguire Dimensional mail offers a number of advantages for the marketers who are willing to test it out. First, the format surprises the recipient and has breakthrough "wow power." In addition to initial impact, a well-done dimensional piece invites repeated interaction—pulling the tabs, discovering how it works—so the amount of time spent with your brand imagery and messages is dramatically increased. And finally, dimensional mailers can impart a considerable amount of information to the recipient in an interesting and logical way. Although every dimensional mail project is unique in its goals and creative content, marketers considering dimensional mail experience similar issues and
In late September, Club Med dropped a mailing targeted to travel agents and meeting planners who book events for small groups, offering a free three-day site inspection of Club Med properties as possible business meeting destinations. Enclosed in the 7-1/2" x 7-1/2" outerwhich is peppered with thumbnail photos of tropical Club Med locations and the teaser, "Everything for your group, and something for you too!"is a 7" x 7", 14-panel iron cross mailer (Archive code #501-173592-0410). The first and second solid tropical-colored panels lure prospects into the mailer with copy that begins on panel one, "The answer to all your dreams lies within,"
By Abny Santicola Like David challenging Goliath, so seems Southwest Airlines' recent foray into the Philadelphia air-travel market, long dominated by US Airways. In its effort to rival US Air, Southwest has employed the modern day business equivalent of sling and stonean all-out direct marketing campaign called "Ding," which emphasizes the freedom Southwest affords travelers. One element of the campaigna 6" x 11" self-mailer aimed at current and prospective members of Southwest's Rapid Rewards programshowed up in the Who's Mailing What! Archive last month featuring some of the more innovative creative seen lately (510SOUAIR0504). The front cover of the mailing features a colorful illustration
Let's face iteveryone loves to get gifts in the mail. When is the last time you got a box in the mail and didn't open it? Probably never. And that is why some direct marketers turn to dimensional mailings to get their message read, or at least get past a corporate mail room or "gatekeeper." There are so many creative options available when designing a dimensional mailing, such as boxes, padded Jiffy bags and tubes. AT&T once mailed a blue plastic fish with a letter and business reply envelope inside. Internet company Razorfish mailed a calendar in a CD case, then inserted the