Dear Creative Director at Fluid Design and Marketing:
I received your mail from Media today. Thank you. It's cute. I like the idea of sending a chocolate bar as a way to say 'Hi' to your customers.
It's like a built-in token of appreciation for their business.
However, your mail might have made its way right into the dustbin if it was from someone I didn't know. Why? Because when it arrived, it was badly bashed and melted, and looked very suspicious. And in our post 9/11 world of anthrax in the post, who's going to risk opening something that isn't clearly identifiable?
Maybe you can keep the chocolate bar as a secret in a more substantial outer package so the customers find out what the idea is when they open it. Then your key copy on the package works more prominently. I believe this is the key element for a fluid design process. I hope that's some 'food for creative thought', bon appetit!
As DM is a personal brand touch point, logistics do matter to ensure the desired brand relationship experience at the receiving end. Was I too hard on you? Don't take it that way. I like creative folks who challenge with bold ideas.
The idea is mightier than the response mechanic! Customer dialogue can start with a little piece of direct mail like yours. But it has to be planned and executed well.
Best wishes, Miho.