The nature of the mail drop means that customers won't be expecting it to pop into their lives.
As an uninvited 'guest' or recipient, and in order to ensure it is kept in customers' hands for longer than a few seconds, what the mailer looks like and what it says are very important.
Front cover: it's quite impressive. An embossed heading on the top says, 'GEOMETRIC'. Nine die-cut circles in the right corner highlight the geometrical lines and shapes of the products.
Overall, the design of the front cover is quite simple. It not only brings out the 'GEOMETRIC' theme, but is in line with Lane Crawford's image.
Unfortunately, inside pages betray the cover completely. When you flip through the catalogue, it's pretty disappointing that the layout is a bit old fashioned. It seems obvious that little thought went into the photos and their positioning.
As a result, the overall look and feel makes one feel detached.
If the Lane Crawford logo was placed at the back of the piece, you could easily mistake this direct mailer as a product catalogue from any old mediocre brand.
As an unexpected 'guest', it did a great job in convincing me to open the door. But, I'm sorry to say that I only asked it to stay three second before telling it to go.