Categories: Package ImprovementCatching a prospect's eye can be a real challenge when it comes to direct mail. Even with the best-written content, if the piece is not eye-catching and engaging, you are reducing your chances that your mail will be opened and increasing your chances that the mail piece will end up in the trash. For both business to business (B2B) and business to consumer (B2C) companies, creative direct mail is a must. Here are some ideas:
- Pop ups. No, not those annoying pop-up ads in a web browser; think of a three-dimensional package for your prospect to open. A beautiful box tied with a ribbon, pieces that literally have an example of the product or service fold out from the page, an object related to the campaign, and even samples in your direct mail will go a long way toward your prospects calling for more information or to purchase. This BlackBerry campaign incorporated toys (a stress ball) and a creative, attractive package to pull prospects in to the idea of a BlackBerry.
- Wall art. Does your product or service lend itself to a beautifully packaged, beautifully-printed poster? Instead of a standard direct mail package with 8.5" x 11" color prints, blow up the best of your images into a beautiful, interesting poster that your prospects can unroll, savor - and maybe even hang on their walls. If the poster is inspirational or just has gorgeous artwork, you increase your chances of this creative direct mail piece being displayed - or at the very least, shown to others.
- Add some pop culture. Everyone knows the McDonald's logo. By incorporating some pop culture into your direct mail campaign, you're instantly recognized and memorable. In this example, it's a theater invitation to a Macbeth performance. But instead of the standard somber graphics, the mailer added splashes of blood to the McDonald's logo to emphasize a more modern take on a Shakespearean classic.
- Use toys. Yes, toys. In this example, UNICEF used toy soldiers to drive home the point that they're dedicated to saving children in countries where the children are forced to grow up way too fast - and making those countries safe enough so that children are playing with toy soldiers, not being soldiers. Toy soldiers are relatively inexpensive and drive the point home. How can a small toy lend itself to your campaign?