Archive for July, 2010

Add Dimension to Your Mail

July 30, 2010 | by Christine Hansen
Brand Marketing, Case Studies, Dimensional Mail, Small Business

How lumpy mailers are helping marketers boost response rates. Lumps in your gravy? Not so good. But when found in direct mail, lumps generate curiosity and demand attention. AlphaGraphics, for example, scored an impressive 21-percent response rate by including lumpy, or dimensional, mail in a recent multichannel campaign. “It’s more important than ever to do [...]

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5 Tests of Brand Strength

July 23, 2010 | by Steve Cuno
Brand Marketing, Large Business, Medium Business, Small Business

You think your brand is an asset. But testing may reveal it’s really not.

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Why Chris Newman Has the Direct Mail World Buzzing

July 23, 2010 | by Bruce Britt
B-to-B Marketing, B-to-C Marketing, Creativity, Dimensional Mail, Large Business, Medium Business

Chris Newman has earned multiple awards for his work on behalf of several brands. But it’s the 28-year-old advertising maverick’s fiendishly clever array of mail campaigns for Sprint Nextel that has the direct world buzzing. While many of his Gen-Y peers focus almost exclusively on the Internet, Newman, a senior art director at Euro RSCG [...]

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Origami Tractor Attracts Media Attention

July 23, 2010 | by Anne Stuart
B-to-B Marketing, Case Studies, Creativity, Dimensional Mail, Large Business

You wouldn’t typically expect to see “origami” and “tractor” in the same sentence, but that unusual combination sums up the thinking behind a dimensional mailer John Deere used to distribute a comprehensive collection of digital images last year. The Moline, Ill.–based maker of farm equipment wanted a fresh approach for delivering the stock photo library [...]

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