STROKES + GLUE
STROKES AND MORE
The Heart & Stroke Foundation for my region sent me a #10 mailing that stood out from the rest of my day's mail, for two reasons:
1) The front of the envelope was solid red, contrasting with the majority of OEs that are white
2) On the front and back they told me that, inside, was a Personal Medical Emergency Card. For good measure, on the reverse, they displayed one.
Between the arresting colour and the promise of something that could benefit me, I had to open up the package. And I wasn't disappointed.
The card detailed the warning signs of stroke and contained blanks for me to fill in my medical and contact info. Making it even more appealing, the four-panel folder was housed in a clear plastic sleeve.
TIP: A package doesn't have to be wildly creative to be impactful. It just has to stand out from the crowd either visually or verbally. Something as simple as envelope colour and size can make a real difference, without costing the farm to produce.
STUCK ON GLUE
Uniglobe Advance Travel sent me what appeared to be a fair-sized post card. The addressing side mentioned river cruises to Europe, China and Russia. The back had a glory shot of a river and centuries-old building, along with a little more bumph about cruising.
But where was the call to action? Where was the urgency? They had a little bit of 'tell' but virtually no 'sell'.
I'd bet ruples to perogies that the vast majority of recipients would glance at the front and back, then chuck the piece into the recycle bin. Few people would, like me, start wondering why the paper stock was so thick and, by doing so, discover that the post card was actually a sealed folder.
TIP: Involvement devices like sealing on folders can work well. But it has to be obvious to recipients that there is some action required on their part (e.g. lift a tab) or you have to tell people, "Look inside."
Not everybody examines their direct mail the way a DM professional does, especially one named...
Dr. Bob
symbiomarketing@telus.net
The Heart & Stroke Foundation for my region sent me a #10 mailing that stood out from the rest of my day's mail, for two reasons:
1) The front of the envelope was solid red, contrasting with the majority of OEs that are white
2) On the front and back they told me that, inside, was a Personal Medical Emergency Card. For good measure, on the reverse, they displayed one.
Between the arresting colour and the promise of something that could benefit me, I had to open up the package. And I wasn't disappointed.
The card detailed the warning signs of stroke and contained blanks for me to fill in my medical and contact info. Making it even more appealing, the four-panel folder was housed in a clear plastic sleeve.
TIP: A package doesn't have to be wildly creative to be impactful. It just has to stand out from the crowd either visually or verbally. Something as simple as envelope colour and size can make a real difference, without costing the farm to produce.
STUCK ON GLUE
Uniglobe Advance Travel sent me what appeared to be a fair-sized post card. The addressing side mentioned river cruises to Europe, China and Russia. The back had a glory shot of a river and centuries-old building, along with a little more bumph about cruising.
But where was the call to action? Where was the urgency? They had a little bit of 'tell' but virtually no 'sell'.
I'd bet ruples to perogies that the vast majority of recipients would glance at the front and back, then chuck the piece into the recycle bin. Few people would, like me, start wondering why the paper stock was so thick and, by doing so, discover that the post card was actually a sealed folder.
TIP: Involvement devices like sealing on folders can work well. But it has to be obvious to recipients that there is some action required on their part (e.g. lift a tab) or you have to tell people, "Look inside."
Not everybody examines their direct mail the way a DM professional does, especially one named...
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 12:38 PM
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