This is a piece we did a couple years ago, but the strength of concept is just as relevant today.
When considering a direct mail project for our clients, we always encourage audience participation with the piece we design. People are intrigued by receiving something different or unique in their mailbox. By adding an element of surprise or interaction, our direct mail is more likely to garner attention than end up immediately in the recycle bin.
This specific direct mail campign kicked off our entire brand strategy for KMA Arcitecture, asking their customers and prospects, “What If?”
First and foremost, the question “What If?” is compelling. Specifically, qeued up the way we designed the open-ended message/question. Bingo, we’ve got their attention.
Second, we encourage the reader to unseal the piece (read interact) and begin to unfold the direct mail to reveal the first part of the question we are prompting. At this point the prospect has taken interest in the piece enough to hold it, unseal it and begin to read it…
Third, our piece uses bold color blocking and concise bold copy to impart exactly what we want the reader to understand. Requiring that your prospects do absolutly no work to understand your messaging is a key tactic for maximum impact.
The piece also features little but obvious clues on how we want the reader to navigate through the key messaging for the ultimate reveal.
The reveal is effective because it builds on the momentum of the piece, and states exactly what we want our audience to understand. The reveal features an impactful pay off and call to action and imparts directly what we want the audience to understand and remember. This particular piece also encourages the participant to refold the piece back to it’s original state, reinforcing the messaging once again.
Finally and importantly, with a closer look, you will see that the piece only included a simple dieline and some recycled paper, keeping the project economical.