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With the advent of social media, pay-per-click advertising, and other online marketing and advertising techniques, some companies make the mistake of forgetting about direct mail.
Studies show that direct mail campaigns can still be very successful, particularly when they are done in conjunction with online efforts. Unsure of how to do an eye-catching direct mail campaign for your business? Here are five examples that will get your creativity flowing:
1. Fiskars Cut out Campaign
Fiskars is a scissors manufacturing company out of Finland.
Through a recent direct mail campaign in Germany, Fiskars touted themselves as a luxury cutting company. They sent out the pictured ad to display the precision with which Fiskars scissors can cut, and included a pair for the recipient to try out for themselves. The ad was directed toward purchasing managers and directors at German hardware stores.
The month this direct mail campaign was launched, Fiskars reported a 19% increase in orders. The agency behind the campaign was Heye & Partner’s.
2. GGRP Cardboard Record Player
Griffiths, Gibson, and Ramsay Productions (GGRP) sent out this direct mail piece across the United States and Canada in the spring of 2010.
GGRP is a sound design studio in Vancouver. They received a very positive response to the campaign, which included a actual functioning portable record player and record. Recipients of the direct mail piece may open it, fold the cardboard envelope so the needle is positioned on the record, and then use a pencil to spin the record.
The record plays a recording of a kid’s story called, “A town that found its sound.”
The campaign was so successful that GGRP actually received phone calls from creative directors asking to be sent another mailing. Now that is success!
3. The Showstopper
3D Paper Graphics is a company that makes direct mail and other paper pieces. They offer a unique item called “the showstopper.” The showstopper comes in an envelope and can be put together to resemble a three dimensional snow globe.
You can put whatever image you want on the snow globe, such as “I heart New York,” shown here.
Showstoppers come in multiple shapes–globe, oval, dome, diamond, bottle, and more. They can be customized to whatever shape your company prefers, such as a light bulb, for example. These will definitely be noticed.
4. Spike’s Meat Packaging
Spike TV is a television channel aimed at a male audience. One year they sent out a holiday card that looks like a slab of meat on a styrofoam tray in plastic casing. In actuality, the “meat” was a useful note pad.
The meat theme conveyed the “manliness” of their brand, while the notepad provided recipients with a gift they could actually use. The overall look is very unusual and would never be mistaken for “junk” mail.
5. Hyundai Paper Lamp
This direct mail piece is three dimensional but mailed flat, and was sent out in China.
It promotes a fuel efficient Hyundai vehicle through paper that can be assembled into the shape of a Chinese lantern. The lantern is functional and spins.
This is another direct mail piece that conveys the branding of the product while providing something interesting and useful to the recipient. It is an interactive piece that will engage people, ensuring that Hyundai stays in their mind.
Your Thoughts?
Have these five examples of unique direct mail campaigns sparked some ideas in your mind? We hope so!
