I looked at various different types of mail shot and the effects they can contain until opened.
Expand
pop
rise
pop
expand
expand
rise
slide
presentation boxes
visual of stock
layering
pop
expand
slide
I like the idea of something expanding out wards but it being concealed inside the mail shot so i may look at templates which could create that.
I read through Royal Mail's view on mail shots for businesses and found some very useful information on how businesses use them.
'You talk to them. You tell them your news. You make them an offer. You get a response. You close the sale. Then, over time, you keep talking to them. You build a relationship. They become loyal, lifelong customers, buying your products and services time and time again, and recommending you to their friends.'
' It's a highly targeted, highly personal, highly successful form of marketing that's worth over £25 billion in sales revenue each year in the UK.' 'Mail shots and door drops can be created in many different formats and often include one or any number of the following items: • Letters and postcards • Leaflets • Brochures • Catalogues • Videos/DVDs • Samples
The key thing is to exploit mail as an exciting and engaging medium. It is one of the few media that can affect all the senses - sight, sound, smell, taste and touch.
Creative and well thought through mail shots really do help get your message across, and solicit that all important response. The possibilities are restricted only by imagination, budget...and the size of the standard letterbox.' Facts: • Mail has the power to change the way people think and feel about you because you can make it so personally relevant. • Mail is engaging. Consumers spend on average 10 minutes reading mailshots. Compare the cost of that length of exposure against other media such as TV. • Mail is a tangible form of advertising. It gives you a physical presence in your customers’ home or office, and can literally put your product in their hands. • Mail can be targeted to reach very specific audiences - almost every individual, household and business in the UK can be reached by mail. • Mail can support and deepen relationships with your customers, building awareness as part of integrated campaigns, or involving customers with your business as part of ongoing, two-way communications. It can provide one of the few opportunities for people who actually use your product or service to tell you how they use it, why, and what else they would like from you. • Doordrops (unaddressed mail) offer you the chance to talk to people you don't know. You can profile and target lists of likely customers - either in broad geographic or lifestyle bands, or through the use of highly specific street-by-street or even door-by-door data. • It is estimated that consumer mailshots generate more than £25 billion of business each year. For every £1 spent, £14 is generated. Mailshot expenditure has increased by 155% in the last 12 years. Tips: There are no hard and fast rules to what a pack should look like and how it should function, but here are some useful things to bear in mind.
The letter: • Should look and read like a real letter • Start with a short sentence • Start with a question • Write using "I", in the first person - people respond to people • Use "you" as often as possible • Give them a way to respond • Make the letter about the prospect, not the product • Use a real person as signatory • Add a powerful PS - it's one of the first things people read
Headlines: • Must pass the three second test: if it takes longer to read, it's too long • Ideally need to be eight words or fewer • Usually contain or imply a benefit for the consumer • Must appeal to:
1. Self-interest: "Why can't shops stock more of your size?"
2. The need for news: "Now you can get rid of aphids ... forever" • Once you have their attention, explain and demonstrate your offer
The brochure: • Use a format appropriate for your concept • Tell a story • Make your offer and service credible: use testimonials from other satisfied customers, use endorsements from celebrities • Use relevant pictures - again, people respond to people • Use charts sparingly, but to prove a point • Q and As work well, make the last one a call to action • Keep it punchy, don't overload with information or unnecessary facts
The envelope: • Put a strong message on the outside • Ask a provocative question • Test unusual envelopes • Make it big • Use colour • Use the back • Highlight the offer
The reply device: • Use sale-closing copy on the reply card - "Yes, I want new windows!" • Personalise it • Include a money-back or satisfaction guarantee • Test a business-reply envelope, it makes it easier for customers to get back to you • Include a contact phone number - free 0800 ones are best • Use a close-date or deadline on the offer Thank them for responding What are you trying to say? That department stores should change there christmas events, add variety. To whom? The head offices of big department stores. How are you going to say it in an impactful, engaging and compelling way? Humorous imagery, colour, exciting packaging where they interact. What is your pack going to look like or contain? Look like a Christmas card or a present, contain a variety of Santa costumes, the more extreme the better. What response are you asking for? An alliance with fancy dress stores and department stores to create a different Christmas style. http://www.boxandwrap.com/Christmas.html I looked at different Christmas wrapping to get some ideas on how i could make my mail shot look like a presant.     http://www.deliciousmagazine.co.uk/articles/delicious-christmas-gift-tags Christmas parcel tag design  http://www.coxandcox.co.uk/ Various decoration techniques            http://www.designsonpine.co.uk/products.php?page=3&str=cat&order=itemcode&cid=107 Christmas decor and parcel tag design        |
No comments:
Post a Comment