Don’t look now, but budget cutters are greedily eyeing your department. And, in lean times, there is nothing quite like a marketing budget to set off their inner Pavlovian bell. Good luck reasoning with them. You can try explaining that marketing creates sales, and that cutting back in a slow economy is like reducing insulin [...]
Continue reading…Archive for May, 2009
Getting Personal with Brides
Savvi Formalwear, a national marketing cooperative comprised of 35 independent formal wear retailers, wanted to connect with bridal prospects while maintaining the members’ own branding and regional flair. The solution: SavviOne, built on Montage Graphics’ ParticleLogic one-to-one platform, which delivers uniquely branded direct mail, e-mail and personalized landing pages. Key elements are image personalization, variable coupon offers, regional ethnicity imagery, retailer branding and store locator maps. A keepsake-grade mailer builds brand affinity — and drives brides to a Savvi Formalwear store or Web site. Savvi Formalwear now competes successfully against larger companies with cutting-edge personalized communications. Company: Savvi Formalwear, Agency: Montage Graphics
Continue reading…If Everything Was This Easy
This direct mail piece introduced to the laboratory segment a new product that featured unparalleled ease of use and trademarked One Click functionality. The campaign, a follow-on to a previous product launch, used subtle humor to create awareness. Titled “One Click Wonders,” the mailer was sent in a silver glamour envelope with the cover phrase “What if everything was this easy?” Playful illustrations demonstrated life’s daily tasks performed with One Click functionality — filling your gas tank, feeding your dog, building your body and, of course, performing complex lab tests — and created instant buzz and product awareness.
Company: METTLER TOLEDO, Agency: Mlicki, Creative Team: John Randle, Natalie Wilson
Save the Date
The free calendar has been a marketing staple for as long as anyone can recall, a branded thank-you extended by businesses ranging from banks to fast-food chains to car repair shops. Now cable TV provider Comcast has made the old new, crafting a recent mail campaign that integrated the time-honored calendar with a fresh digital [...]
Continue reading…
Subscribe
to Deliver magazine
Sign up for a free subscription to the USPS® publication featuring marketing research, news and commentary.
Subscribe »
