WPN/Chameleon created the two-step mailing for Print Power using an innovative wrap as envelope and loose inserts to bring across the strengths of direct mail. Says Bob Nash, creative director of WPN/Chameleon: “We want to engage and excite people with all the possibilities of direct mail and the tremendous space and opportunity it provides for creativity."
The mailing uses the A0 DIN scheme as a key part of the layout, while the three key elements – importance of the channel, the effectiveness and the creative potential of mailings – are expressed on different paper qualities to demonstrate the sensory benefits of direct mail. In the second part of the mailing, four winning cases from the 2016 DMA Awards prove direct mail’s effectiveness – Lloyd’s Bank, for example, showed a ROI of 59:1 on a B2B mailing, a £59 return for every £1 invested.
Furthermore, beyond immediately measureable returns, research from Royal Mail/Market Reach shows that non-measured responses to direct mail might add up to as many as five different actions. These include sharing content with friends or relatives, sharing content online, planning future purchases on the basis of a mailing or visiting a physical or online store.
This Print Power mailing forms part of Print Power’s ongoing campaign to promote the use of print media among brand owners and advertising and media agencies. Says Martyn Eustace, Managing Director of Print Power Europe: “In the UK the direct mail channel is the third most important advertising channel, with expenditures of £1.8 billion in 2015, while recent research in Germany shows that mailings are the most important channel for large companies. Given the critical importance of direct mail, brand owners might want to re-think their budget allocation as their competitors may already be using direct mail to gain an advantage. We want brand owners to know about the value of direct mail, and as we are in the 2017 budget planning period we wanted to have the mailings on their desks now.”
Addressing brand owners and agencies, the mailing also includes a valuable call-to-action: a free online subscription to The Directory, a publication curated by Patrick Collister which showcases worldwide creativity and provides an invaluable source of inspiration.
And finally, Print Power used the mailing to issue a challenge to prospective record-breakers, with a fun competition to fold a sheet of paper more than 12 times – a record that has stood since 2002. For those wanting to have a go on the record, Print Power will provide the paper for free. Nearly 8km of it!
To view the contents of part one of this mailer, click here.