Direct Mail Piece of the Week: Xerox
March 27, 2015
Wow! We just received an amazing piece of mail the other day and had to include it as this week’s Ritter’s Direct Mail Piece of the Week. Xerox is trying to interest Ritter’s in a new digital press and their mail piece was designed to really get our attention (it did). Let’s take a closer look.
Format: Xerox’s campaign consisted of a 12” long clear tube (3” diameter) with black end caps and three inserted pieces.
Design: Xerox focused the direct mail campaign around dogs: “Ready to take on the big dogs?” They used very bright, vivid colors on all the pieces and they were easy to read. There was a 12” x 12.75” sheet that was visible through the clear tube with images of four different dogs. A smaller 6” x 9” piece was also included—one side with different images of dogs and the back side with the sales pitch. There was also a bright yellow bottle, like a bottle of mustard (to put on the dog).
Printing & Paper: There weren’t any special printing techniques used and it arrived in good condition. Xerox used gloss text and cover for the paper pieces.
Presentation: A clear tube, while costing more, can have a huge impact on open rates as it really stands out in the mail. Most mail pieces are flat and rectangular. A round tube really gets noticed in the mail.
Purpose: Xerox’s objective for this mailer: learn more about the new digital press thru several mediums: online or with augmented reality or a meeting with a Xerox Representative.
Offer and Call to Action: Besides learning about the new press, the offer was to win a GoPro Hero3+ drone and $250 to the winner’s local animal shelter. We just had to sign up online by April 15th so having a deadline gave it a sense of urgency.
Digital technology integration: Xerox gave us multiple ways to respond or learn more. There was a personalized url, augmented reality and a qr code. The purl and qr code took us to a landing page with our company information already populated. You could just click submit to enter the contest and set up a meeting with a Xerox Representative or there were other opportunities to download a brochure or watch a video of the press.
Personalization: Piece was customized in several ways: the url was personalized with our name and our company was mentioned in the text of the flyer.
This direct mail campaign had the Wow factor and really engaged the end user in many ways. They utilized several types of marketing channels which made it easy for the recipient to respond or interact.