Successful marketing campaigns engage the customer and establish a strong connection with them. We’d like to introduce you to the first wave of a direct mail campaign from Divvy by Alexander’s. This is another brand within our parent company. Divvy focuses on helping franchises organize their printed franchise products and campaigns.
Related: Marketing Promotional Products
Divvy put a lot of effort into this direct mail campaign design. If you look at the box, you’ll notice fake grease stains, as if it had really carried a freshly baked pizza. That kind of attention to detail is enticing enough to get just about anyone to open up the box and see what’s inside.
And once you do open it up, you’ll see Divvy included a brochure in the shape of a pizza–and they’re promising real food delivered straight to your office. Check out this video to see everything Divvy included in the box.
One of the best tricks for a successful marketing campaign is to include printed pieces that require further handling to get all their information. With a postcard, all you have to do is flip it over, and the interaction with the piece is complete. People quickly lose interest after that. But with a brochure you have to unfold, you can engage a customer much longer. Divvy used this technique on their pizza brochure by folding it up and including information on all sides.
Of course, Divvy also included plenty of spot varnish on both the front and back! It’s not just to make the pizza design look tastier; again, it’s to keep customers engaged with the print piece. Spot varnish or foil are great ways to do that.
Direct Mail Marketing Personalization
Divvy has included variable data on every box and on the pieces inside. It’s important for top-notch campaigns to include names and other personal information. This makes a customer feel as if the business or sales representative is speaking directly to them. It’s another way to engage recipients and establish a connection with them.
A personalized, laminated letter with more information comes beneath the brochure. The letter not only offers a direct call to action, but offers information in return so that the recipient can get in contact with a sales representative.
Divvy identified other decision-makers within each company to send a box to, rather than sticking with just one per company. Then, they linked the people within the organizations in the letters with more variable data. That gives each person an opportunity to connect with someone they already work with and collaborate regarding our campaign. This encourages further interaction with the products.
Related: The 2020 Tektured Sample Kit
How will you enhance your direct mail campaign this upcoming year? Share your ideas with us to get the ingenuity and quality you deserve from Tektured.