A very special gift
Sometimes you need to go that extra mile in order to stand out from the crowd. Hunts Office tasked Fluro with the challenge of creating a special piece of direct mail which would be sent to high value potential business partners. Blunderbuss marketing this is not…
Make it memorable
According to a study carried out by Canadian neuromarketing firm TrueImpact, direct mail is easier to process mentally and tested better for brand recall. It requires 21% less cognitive effort to process than digital media and post-exposure memory tests validated the advantages of DM marketing. For direct mail recipients, recall was 70% higher than those presented with a digital ad.
All that glitters
The metallic, black envelope contained a luxury presentation box, emblazoned with the gold-foiled words; The Perfect Combination. Insider was a miniature bottle of Hendricks Gin and a Fentiman’s botanical tonic water with a brushed chrome bottle opener. A hand-illustrated brochure outlining the key benefits of a potential partnership accompanied the gin and tonic gift, along with the business development director’s calling card. All this was held in place with a luxury felt flocked foam. Elaborate I hear you say. Agreed. But you try throwing this piece of direct mail in the bin without having a read first…
It’s early days, but so far Hunts have received an unprecedented 60% conversion rate (meetings booked off the back of the campaign). Who said direct mail was dead?