I ︎ DIRECT MAIL
There, I said it. And it's true. I still get a rush when picking out paper and other materials. Over the years I have enjoyed getting great response rates too. A particularly high response rate of 60% got one of my Mastercard projects featured in “Creative Breackthrough” article in Direct Magazine. For SAP the direct mail for supply chain management was cited as the best CRM program at a SAP board meeting. It was huge success as each closed deal earning SAP $500,000. And then there is the American Express Black Card. The first mailing pulled an unprecedented response of nearly 10%. The perceived value was so high we discoverd someone actually auctioned off one of my mailings on eBay.
Here are some of my favorites:
2020 HOLIDAY CARD
It was an opportunity I couldn't pass up. It was the year 2020 after all. Well wishes were printed on an eyeglass / monitor cleaning cloth.
HOLIDAY CARD / NEW FIRM ANNOUNCEMENT
LABATT
For this piece an imaginary spokesman named “Alex” was invented to generate a dialogue with the 20-something demographic in Canada. Alex was a bored Labatt worker, reaching out to people his age, integrating information about beer along with product offers in the dialect of his peers (while sober, that is). Alex encouraged recipients to write-in to help squelch his boredom and, of course, to build content for future publications.