Direct mail: get creative

Direct mail is a popular marketing tool. It allows you to maintain communication with existing and potential customers, helps increase sales and expand your customer base. Modern printing technologies make it possible to produce materials for mailings relatively inexpensively. On the one hand, this is an advantage. However, the abundance of similar products from competitors requires a careful approach to the design and content of shipments. A little guidance will help inspire new ideas.

Create your character

Funny characters allow the brand to become “more human” in the eyes of the client, and are also very memorable. The company acquires a certain “personality”. A good example is the colorful animals featured in the Society of Design Etiquette advertising campaign dedicated to design etiquette. The purpose of the message was to convey important principles that graphic designers should adhere to. The main messages were conveyed to the designer's target audience by invented characters:

• an owl with obsessive-compulsive disorder who wants to constantly check everything;
• a tiger with claustrophobia and a fear of too much design elements in a small space;
• a fox (an allusion to a phrase in English that contains everything letters of the alphabet and used to reflect fonts The quick brown fox jumps over the lazy dog), in love with typography;
• inspiring Juicy Lucy, burning with a passion for creativity.

K The developers of the advertising campaign also took a very creative approach to filling the shipments, preparing a set of gifts for the target audience - a guide to quality design from an owl, a kaleidoscope from Juicy Lucy, a creative brochure with a beautiful die-cut from a tiger.

Use textures

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Using different levels of sensory perception helps to engage potential customers. Various reliefs and textures look very stylish and modern. This effect can be achieved using designer papers or printing finishing - lamination, varnishing, embossing (blind or foil). An example is direct mail products for DJ Erre, developed by Elle Visual studio. The designer was inspired to create the logo by the look of a vinyl disc.

Use an interesting die cut

“Windows” in printed products can tell about the values ​​of your offer in a non-standard way. They were used to advertise the Caroline Henson hair salon. “It’s very easy to get rid of dark roots,” the original advertisement clearly demonstrates.

Shock users

Film advertising campaign about zombies also used materials with non-standard die-cutting. Part of the booklet was shaped like a zombie hand and placed in the mailbox so it could be seen. This immediately attracts attention and makes you consider the investment.

Tell me what's inside

A clear and understandable call to action is an integral part of any marketing campaign. If you place it outside, the recipient will be interested in opening and reading the necessary information. The design and printing of the envelope are no less important than the enclosure. For example, Tartan Marketing created a brilliant design for a wind energy company.

The bright green color emphasizes the environmental friendliness of this type of energy. The darker green foil, applied to images of leaves and cars, creates a movement effect due to its shimmer.

“For lovers of wind energy” it says on the envelope - both the slogan and the design encourage you to carefully study the contents.

Add a gift

When preparing mailings, you should not limit yourself only to printed advertising materials. Small gifts will help to remain in the memory of customers and win the fight against competitors. An excellent example is an advertisement for the company MDVIP with a desert theme and a small cactus as a gift to users.

So, preparing a mailing requires imagination. Only a creative approach to the design and choice of printing technologies will allow you to create a truly effective advertising campaign and return your investment as quickly as possible.