|
Frankly, Patrick Fultz and Pat Friesen are as dynamite a direct mail team of designer and copywriter that you'll find. While they don't work on every project together, when they do, watch out prospects! They're going to get your attention. Patrick is the Designer and Owner of DM Creative Group and President of the John Caples International Awards. He's also won over 40 creative awards. Pat is the Owner of Pat Friesen & Company. She's a nationally recognized direct response copywriter, creative strategist and speaker with over 25 years of experience.
In the one-hour session, here's what they talked about format-wise:
1. Postcards
Fultz and Friesen noted that this is one inexpensive and easy format to deal with, as the short offer-driven messages appear to work well for the "less is more" prospects of today.
They greatly range in size, from 4" x 6" to 6" x 11", as well as in color in order to stand out.
2. Cards
Found in all kinds of direct mail packages, especially retailers, they emphasize offer and add value. They include discount/key tag, membership, business and appointment cards.
3. Sticky
It's a hard-to-ignore involvement device that finds its way into many packages, including many of Fultz's. A wide range of marketers use them, especially nonprofits and magazine publishers. They get the prospect to start moving their hands into the package and closer to taking action. This include return address labels, decals, Post-It Notes, peel 'n' move stickers, peel-off appointment or business cards.
4. Faux
The quality "faux" mail piece makes the ordinary outer stand out and look important. It adds intrigue and usually gets past the mail screen, such as the gatekeeper for a C-level prospect. It includes printed or applied shipping labels, unusual indicia, "Do Not Bend/Fold", bubble pak envelope and more.
One attendee asked about the disappointment that certain prospects may have when they realize that what's inside the package isn't exactly deserving of the "official" treatment. While that can be true, it's up to the designer/copywriter/marketer to decide to use such a faux treatment to sync the inside of the package with the outside, so at least the look is there. If the prospect rejects the "substance" of the package, then that's the risk the marketer must be willing to take.
To see all the above examples, register on Direct Marketing Day @ Your Desk to see the presentation.
Ethan Boldt is the chief content officer at DirectMarketingIQ, the research division of the Target Marketing Group. He created over half the agenda for the first-ever Direct Marketing Day @ Your Desk virtual show and would love to hear your feedback. Email him at eboldt@napco.com with any comments.
Companies Mentioned:
 |
|
Secrets of Direct Marketing Testing
PURLs for Profit
