Work the doormat!
Direct mail marketing is still one of the most effective ways to reach your audience in the UK, and with such sophisticated personalised print solutions available it is now possible to target your key demographic even more effectively.
But people's tolerance for junk mail has fallen dramatically in recent years, and to succeed your corporate direct mail has to be relevant, striking, and grab the reader's attention in those few seconds between the post and the waste paper basket…
HOW WE DID IT:
GI Solutions specialise in marketing support and direct mailing services, printing direct mail pieces by the million and offering a wide range of innovative and dynamic business solutions. We were asked to design a new piece of direct mail for them, to highlight just a few of their services.
The company already had a theme they wanted to use for their new direct mail – fairgrounds! It was our job to take that theme and design an entertaining, yet informative piece of direct mail, which would showcase their impressive range of marketing services.
The audiences we were aiming for were marketing, advertising and design professionals, so the visuals needed to carry a more sophisticated style to appeal to them. We took the concept and decided to base the graphics around old fashioned fairgrounds, using images of antique amusements and rides from the past.
The mailer used one of the most popular direct mail formats the company offer – a personalised booklet that seals itself for easy mailing. This approach allowed us to quickly establish the theme and get the reader's attention straight away.
To build on the client copy, we came up with strong headlines that evoked the hard sell of posters and signs from the golden era of the carnival, carefully selecting type styles and imagery to create a high-impact visual style.
With so much to look at, the design of the mailer carried all the impact of a dodgem ride, and achieved exactly the effect we were after – creating an effective direct mail piece that really hit the spot!