Deliver Magazine

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.

Polycom invented technology that stifled the “buzz” that results from radio waves interfering with speakers in its conference phones. Polycom needed to generate awareness of this technology and encourage prospects to upgrade. We embedded a light-sensitive sound chip in a box. When prospects opened it, the buzz blasted them. A second-tier audience received a version of the DM without the chip. We drove them to a microsite featuring the buzz, a video and content about anti-buzz technology.

We invited people to experience exactly what we do … literally. Our recipients received a hotel key card and a napkin from our faux hotel, Crescent Bluffs. On the napkin we scrawled “Let’s meet.
www.AcceptTheInvitation.com/FirstName”. Lots of people did, resulting in double-digit response rates and loads of interest. Visit www.AcceptTheInvitation.com/Deliver to experience it firsthand.

MLT Creative launched a campaign to attract, engage and convert new clients. Eight interactive mailers were sent to marketing directors to demonstrate our capabilities. The “Need a Lift?” theme alluded to our belief that, in this economy, marketers need optimism, perseverance and a plan more than ever. From paper airplanes to seltzer rockets, each mailing included something fun and engaging. We also invited recipients to view our response rates at a microsite called “The Idea Launch Lab.”

Savvi Formalwear, a marketing cooperative of 35 independent formal wear retailers, wanted to connect with bridal prospects while maintaining the members’ branding and regional flair. The solution: SavviOne, which delivers uniquely branded direct mail, e-mail and personalized landing pages. Among the key elements are image personalization, variable coupon offers and store locator maps. A keepsake-grade mailer builds brand affinity — and drives brides to a Savvi Formalwear store or Web site.

To promote its new Medical Micro Molding Capability to a targeted audience of tradeshow attendees, SMC Ltd. used a “More than Meets the Eye” approach. To demonstrate how small it can mold parts, SMC printed its mailer in tiny type and enclosed a magnifier so that recipients could read it and get the good-things-in-a-small package idea.

Weyerhaeuser’s Retail Experience Network integrates retail knowledge and turnkey solutions with nationwide printing and packaging expertise to meet customers’ in-store marketing needs. Weyerhaeuser had never implemented a direct marketing strategy in their B-to-B efforts to drive demand for their offering. Our objective was to introduce the Retail Experience Network to key decision makers within the target audience, educate the market on the end-to-end solutions, and generate demand for services. Our strategic approach involved a solution that would grab attention, then educate and engage with a strong offer. We succeeded. The campaign generated a 17-percent lead rate. Company: Weyerhauser, Agency: Catalyst Direct