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Direct Mail Case Study Goes Overseas
Direct mail is typically associated with a form of traditional marketing not thought to be as attractive as other more current marketing mediums, such as e-mail and social media. But as Macromark observes, it’s a misconception to believe that direct mail lacks personality when in fact, it can be one of the most creative forms of reaching and converting consumers.
Case in point is a recent campaign run by Singapore fashion line BackJoy to launch their new “StandRight” footwear collection. For the actual event launch, BackJoy mailed invitations with a female model on the card wearing footwear from the collection. They also included a keychain that acted as the entry pass to what was a private invite-only event.
The results were amazing, as over 65 guests and 40 media personnel attended the launch. Further, the keychains ended up making such an impression that guests requested additional keychains during the event and more were given out with a purchase from the new StandRight footwear collection.
Macromark can attest to how much creativity plays a factor in any targeted direct mail campaign. Finding ways to make your mail stand out in a way that is in line with your brand and appropriate to your audience is crucial to the success of a campaign and is one of the key factors we often discuss.
And creativity doesn’t mean being over the top. The keychain that BackJoy used certainly stood out, but it was both functional as an entry pass and relevant to the target audience, which is why it was so well received.
Macromark understands the nuances of putting together a targeted direct mail campaign that speaks to the intended audience. We’ve been expert list brokers for over 20 years and continue to provide high-quality direct mail services for all our clients. Regardless of if you’re conducting a direct mail campaign in Singapore or South Dakota, the guidelines remain the same; a clear, creative and focused campaign wins every time.
Source:
Lee, D., “Direct mail case study: BackJoy,” Marketing-Interactive.com, October 28, 2014; http://www.marketing-interactive.com/features/direct-mail-case-study-backjoy/.
David Klein
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