The Lipstick Kiss: How do you overcome 'secretarial sabotage'? The task was to invite Seagram marketers across Asia-Pacific to a workshop on direct mail. The challenge was to re-ignite interest in the medium and, most importantly, to beat 'secretarial sabotage'. The target market was male.
We chose pink envelopes. The salutation was handwritten. We used 'live' stamps. The envelope was scented with Chanel No 5. And sealed with a lipstick kiss. Needless to say, not a single secretary dared open it.
But was it relevant?
As we were promoting a workshop titled 'The intimacy of one-to-one marketing', yes, this highly personalised approach was appropriate. And if the end justifies the means, then that's, 'Yes, with sugar on top'. The pack scored a 100 per cent response and the workshop was fully attended. It also won Leader status at 2001 Echoes and Silver at New York Festivals.
A Heart Bleeds for Charity: a direct mail piece for an Australian charity included an A5 lift letter:
Dear Mr Mayberry,
Last Christmas, we never had no money for presents. But I didn't care.
I didn't care about no chicken and no pudding for our dinner. Mum said Vegemite sandwiches are special because Santa's Aussie elfs eat them on the way because they are so busy bringing lots of toys. Mum said we are lucky to eat what the elfs eat. I only was sad when Mum didn't know I was watching and I saw her crying in the kitchin. This year, I can tell Mum it's all right because I don't care about presents. And I love her a lot. Thank you. Could you please help my little brother?
Rachael
The lift letter was the primary driver in a 27.5 per cent response. What about email? It's international and instantaneous. The 80/48 Rule says that 80 per cent of response comes within 48 hours; it's a terrific way to test offers. But note, recipients can also delete you in a nanosecond.
With email, you can attach photos, video and sound. Trouble is, while all letterboxes are created equal, all browsers are not. At least anyone can open a letter.
All the 'magic' words for direct mail - Free, You, Last Day etc - scream spam. In fact, spammers have done it all - 'The document you asked for'; 'Email You love', and inserting the name of the alleged sender in the Subject. The emailer who finds a new magic will win. At the risk of showing my age, I still yearn for the days when the postman was heralded with a strident whistle and his treasure trove of envelopes promised a personal message. When letters were musty or stained or pristine and crisp and something of the essence of the writer was sealed inside.
