Direct Mail Piece of the Week: Dash Medical
April 29, 2014
Why do certain direct mail campaigns stand out? Sometimes its size, sometimes its uniqueness, sometimes it’s the offer or sometimes it’s the creative or colors used. This week’s direct mail piece of the week is for Dash Medical, a supplier of disposable latex gloves which caught my eye for their creative and colors. Let’s take a closer look.
Format: This postcard was 6” x 11.25”.
Design: One of the most interesting aspects of this postcard is the use of colors. Dash used a bright pink background that would visually grab the target audience. I really liked how they incorporated a glove with the QR code and included the tagline “Scan the Hand”.
Printing & Paper: There were no special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: I received the mailer as is with no special packaging. One idea could be for them to mail the piece in a clear envelope with a sample glove. This was an oversized postcard which does tend to stand out more in the mail.
Purpose: Dash is pushing sales of four different types of gloves.
Offer and Call to Action: The offer was easy to see in a large font and in the big pink section: Buy 2 cases of their gloves and get a $10 McDonald’s gift card. The offer was also easily visible on the back side of the card. Not sure how they picked McDonald’s over any other type of store. Is a $10 gift card valuable? It might be if each box of gloves sells for $20.00. If the box of gloves costs $150, then the $10 offer is not so great. The relevancy also depends on who is making the purchase. As it turns out, a box of these gloves costs between $2.89 and $6..79 per box so this is a very valuable offer and you could actually end up with a gift card worth more than the cost of the gloves.
Digital technology integration: This was a great example of integrating several types of technology. Dash listed a special page on their website which allows them to track the number of visits and orders directly from this postcard. The QR code takes you to that same webpage but ordering this way would be challenging as the images and text are very small when viewing on the phone.
Personalization: None. We are not currently a client so just adding our name would not make me buy from them. If I were a client, then they could personalize the piece by giving a special offer on the item(s) I would normally buy from them.
Overall, this was a solid direct mail piece. Tracking response is key to measuring the success of any campaign and Dash took steps to track their responses. Perhaps they also had a dedicated 800 line just for this campaign which would also help track responses. They also did a good job of making it easy to order by listing several options including phone, fax, website and QR code.