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.
Strategic Business Development manager
Trade Service Information Ltd