In order to prove the claim that they can remove all stains in one wash, Breeze Excel laundry detergent, actually “delivered” on their promise to consumers.
Instead of sending a box with a gift in it, to the target market of women’s groups in Thailand, the box that was mailed was actually wrapped with the gift.
A t-shirt wrapped box contained a sample of the laundry detergent and if consumers wanted to see the results of their product all they had to do was wash the t-shirt with the enclosed laundry detergent sample.
The best part of the promotion was the ability to…
According to a recent article in AdWeek, email is now the most popular form of direct response marketing, based on a new survey of U.S. corporations done by Direct Partners. The survey was sent to 30,000 companies with 2007 revenues exceeding $100 million.
The overall results of the study show that email is used primarily by 35% of companies compared to 25% that use traditional direct mail and 21% that use packages, statement stuffers or other free standing inserts.
What do you think the reasoning for this is? Low cost? Quick response? What other reasons?
Another important note from the study was that…
Advance Pet Food was trying to reach out to pet owners on the nutritional benefits of their dog food with this very creative direct mail piece.
However, instead of sticking the piece into the mail boxes they left them hanging out.
These tongues were meant to resemble a hungry dog’s mouth and then attached to the tongue was the information on the product.
What do you think? Is direct mail, in general, effective?
How about this direct mail piece? Does it at least get your attention?
Source: Ads of the World
We know children are fragile; that their little bodies can easily be damaged. And that is exactly the message the National Society for the Prevention of Cruelty to Children (NSPCC) expertly conveyed in its latest direct mail campaign.
According to Deliver Magazine, recipients received a non-descript, white envelope with simple instructions to fold the envelope in half. When done so, a snap would be heard. Upon opening up the envelope, recipients found a broken pencil along with a note telling the story of Jeremy, a young boy who at the hands of his father had his arm broken on six different…
Some think that marketing is a set of formulas and rules, that when followed like a chemistry formula, will produce positive results. Marketing is actually the direct opposite of this. Marketing creates its own rules and successes because what may work for one company may not work for another. What may work one time may not work the next time. Marketing is a testing process. Remember to always keep everything constant and change one thing when doing your marketing testing.
For example, if you are trying to test a direct marketing message on different age groups in your database, then you…
It’s no secret that kids and tweens control a large percentage of a family’s buying power. And while television and the internet are two obvious ways to reach these young purchasers, another key marketing tool cannot be ignored: direct mail. As adults, mail is a nuisance, mostly because it is full of bills and junk. But when we were kids, getting something in the mail with our name on it was thrilling beyond words. it meant someone in the big world knew we existed. Even into our college days, getting mail was always an unexpected treat. While young consumers may…
