Michael Dambra

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

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" outer—which 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 stone—an all-out direct marketing campaign called "Ding," which emphasizes the freedom Southwest affords travelers. One element of the campaign—a 6" x 11" self-mailer aimed at current and prospective members of Southwest's Rapid Rewards program—showed 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 it—everyone 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

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