A misdirected mail campaign

Our Web site address on the Internet is: http://www.marketing-week.co.uk/mw0001

I read with interest the creative view on direct mail pieces in “Pack a Punch” (MW May 24).

I have in the past few weeks received two very creative and glitzy pieces, both from Volvo cars. The first was a silver poster tube containing two large high-quality posters of a Volvo car in a suitable setting -very nice! The second was a follow-up in a mirror-finish envelope. It contained pictures, a letter, a promotion and a CDi disc on which to take a virtual test drive.

Very beautiful and creative, but I’m not about to change my car, I have never indicated an interest in a Volvo and I don’t have a CDi player.

In the end, direct mail has to be relevant and timely with a clear, unambiguous message. Without this, all the creativity in the world isn’t going to get me to buy.

Glyn Reed

Strategic Business Development manager

Trade Service Information Ltd


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