Direct Mail Spotlight: Graham Medical
Graham Medical attempts to build a brand in the medical supplies industry
December 3, 2009 by Ethan Boldt, editor-in-chief, Inside Direct Mail
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That was the question Graham Medical, owner of the new MegaMover Transport Chair, put to direct marketer Doug Garnett, founder and CEO of Atomic Direct in Portland, Ore. A DRTV veteran who had worked with the VP of marketing at Graham, Rich Thompon, in the past, Garnett had a plan, of which video was front and center.
He suggested targeting an upcoming trade show for emergency medical services, where Graham announced the product—the Transport Chair is a strong, disposable alternative for transporting patients down stairs and through narrow hallways—and used a B-to-B video spot as a trolling mechanism there. A week later, Graham dropped mail about this product to this same market, as well as to fire departments and nursing homes.
But it wasn't just any mail. This was a 5" x 5" trifold self-mailer containing a six-minute sales DVD inside the sleeve. The stylized outer teases with, "Check out the latest innovation from the makers of the MegaMover 1500!" and mentions the "free gift with purchase," DVD and limited time offer. The back of the outer mimics the white-and-black design of the product, which Garnett says helps the effort stand out in the mailbox plus represents a familiar icon for the brand (Archive code #397-717841-0905).
Folding open the mailer reveals three panels that show the product in use (an injured or infirm person being carried down stairs on the Transport Chair with four men) with some bulletized copy about its benefits-"Strong. Carries up to 350 pounds with the weight distributed across eight nylon straps" and "Carrying handles give a firm grip for up to four people to share the load."
The offer appears on the third panel, and underneath is the DVD. The so-called limited time offer is a sampler pack with two MegaMover Chairs for $39.95, and the premium is a LED headlamp with a $19.95 value. Response mechanisms include a toll-free number and website.
"There was a story to tell behind the MegaMover product in order for it to succeed. As is common in direct response TV, we used the great features of the product to help establish more awareness and visibility of the general brand," explains Garnett, who says that Graham distributes many products in the medical industry, such as table paper, but which don't have much "pizzazz," naturally. With the MegaMover, he hoped to raise its profile.
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