I don’t know about you, but the 1,000+ e-mails I get every day aren’t getting read. And when I shuffle over the mailroom, the only people sending me letters are credit card companies. So I have to say that when someone mails me something interesting, I pay attention.
Yesterday, I got this package that looked like an ordinary press release from the Anaheim/Orange County CVB. But it truly surprised me.
Not only did I pay attention, I wrote about it. Heck, I had my intern shoot this video about it.
So the next time someone tells you that direct mail is dead, you can tell them that’s BS. Creativity and originality is going to win out every time. And right now… no one is sending letters.
But make sure you do it right. This piece caught my attention because there was a theme: Their convention center is about to “pop out” of the ground, so they sent me a pop-out illustration of the rendering. When I read the cover letter, I had kind of a “huh?” moment, but when I saw what the cardboard folder did, I was delighted.
What’s your meeting theme? What are you selling? How can you amuse and delight people while you inform them about your project? You’ll know you’re on the right track when you start giggling during your brainstorming meetings.
What’s the coolest promotion or mailer you’ve received?