Monday, April 23, 2007
COLOURFUL COINCIDENCE
A few years ago I was working on an RRSP direct mail campaign for a small credit union. They didn't have much money but needed to create some impact.
To maximize intrigue with a minimal budget, I created a faux telegram with black type printed on yellow stock. It was enclosed in an envelope with the yellow showing through the window. The coloured enclosure, contrasting against the white OE, heightened recipients' curiosity and the campaign was a great success.
Last week, two non-profits used the same technique, also with considerable effect. Help The Aged used yellow stock. The Multiple Sclerosis Society used pink stock.
But I'm betting that they both would have fared better if they hadn't arrived in the same day's mail. Timing is everything, isn't it?
ON ANOTHER SINGLE DAY
On Wednesday, I received a #10 envelope addressed to the "Registered Homeowner" but featuring no address other than the sender's. What made it interesting was the red, white and blue striping all along the borders, making it reminiscent of an airmail envelope.
I didn't have a clue who the mailer was or what the message would be so I opened the envelope. It turned out to be Get Acceptance offering a loan based on home equity.
If I were someone after a loan from a source other than my bank, I might read on. But on this day, Get Acceptance had real competition.
The day's mail also contained a brochure self-mailer from Alpine Credit. Because they didn't use an envelope, I could see immediately that these guys were ready to write up a home equity loan for me.
My guess is that a lot of people who are in the market for their offering would contact them before even opening the blind envelope from their competitor – a prime example of when relying on curiosity value doesn't pay off.
I feel a tiny bit sorry for Get Acceptance for the way things turned out. And also for the two charities who used creative techniques that were similar to each other's.
Maybe there needs to be some kind of overall DM monitor who can alert a mailer that a competitor is scheduled to drop his package on the same day. Then they could hold off and both parties would be the better for it.
Perhaps you know of someone who'd like to take on such a challenge. I know it's not a job for...
Dr. Bob
b_knight@telus.net
A few years ago I was working on an RRSP direct mail campaign for a small credit union. They didn't have much money but needed to create some impact.
To maximize intrigue with a minimal budget, I created a faux telegram with black type printed on yellow stock. It was enclosed in an envelope with the yellow showing through the window. The coloured enclosure, contrasting against the white OE, heightened recipients' curiosity and the campaign was a great success.
Last week, two non-profits used the same technique, also with considerable effect. Help The Aged used yellow stock. The Multiple Sclerosis Society used pink stock.
But I'm betting that they both would have fared better if they hadn't arrived in the same day's mail. Timing is everything, isn't it?
ON ANOTHER SINGLE DAY
On Wednesday, I received a #10 envelope addressed to the "Registered Homeowner" but featuring no address other than the sender's. What made it interesting was the red, white and blue striping all along the borders, making it reminiscent of an airmail envelope.
I didn't have a clue who the mailer was or what the message would be so I opened the envelope. It turned out to be Get Acceptance offering a loan based on home equity.
If I were someone after a loan from a source other than my bank, I might read on. But on this day, Get Acceptance had real competition.
The day's mail also contained a brochure self-mailer from Alpine Credit. Because they didn't use an envelope, I could see immediately that these guys were ready to write up a home equity loan for me.
My guess is that a lot of people who are in the market for their offering would contact them before even opening the blind envelope from their competitor – a prime example of when relying on curiosity value doesn't pay off.
I feel a tiny bit sorry for Get Acceptance for the way things turned out. And also for the two charities who used creative techniques that were similar to each other's.
Maybe there needs to be some kind of overall DM monitor who can alert a mailer that a competitor is scheduled to drop his package on the same day. Then they could hold off and both parties would be the better for it.
Perhaps you know of someone who'd like to take on such a challenge. I know it's not a job for...
Dr. Bob
b_knight@telus.net
posted by DoctorBob | 9:35 AM
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