Direct Mail Piece of the Week: Hallmark
August 15, 2014
Finding ways to interact with clients is important for marketers. This week’s direct mail piece of the week is from Hallmark and they got me engaged with their latest direct mail campaign. I receive monthly postcards from Hallmark because I belong to their loyalty club so they are definitely using targeted direct mail to get their message across to their most loyal customers. Let’s take a closer look at this direct mail postcard.
Format: This postcard was 5.5” x 8.5”.
Design: Full color with familiar Hallmark logo and purple color. The address side indicated where my nearest local Hallmark store is located, as well as a nice colorful panel that lists the offer for the month. A nice touch was using a “fall” color (orange). The other side of the easy to read postcard was a large photo of what they were offering free or for a small fee with purchase.
Printing & Paper: There were no special techniques used, the stock was heavy enough and it arrived in excellent condition.
Presentation: I received the mailer as is.
Purpose: Hallmark is using this piece to increase store traffic and increase/reward brand loyalty.
Offer and Call-to-Action: Hallmark is offering a choice of free decorative candles (there are two to choose from) with a purchase of $35.00 or more. If the consumer does not spend $35, they can pay $7.95 each. The offer was very clear on both sides of the direct mail piece. What I loved about the postcard was that Hallmark used a piggy back label and instructed the reader to Lift to experience Autumn Festival . When I lifted the top tab, I could smell the candle’s scent. Loved it! Hallmark hit the mark because they instructed me what to do and most pieces would be scratch and sniff so lifting the tab was much better.
Digital technology integration: They asked the end user to connect with them on Facebook or download the hallmark app.
Personalization: They printed the name of the closest store to where I live, its address and phone number. Very helpful.
Overall, this was a nice, targeted direct mail. The scent made me keep the postcard and I just may visit the local Hallmark store and get a candle (or two).