Direct Mail Piece of the Week: Potamkin Hyundai
August 28, 2014
We recently received a most unusual direct mailer: a brown paper bag. Since I don’t normally get brown paper bags in the mail I was curious and of course felt compelled to open it. This was genius on the part of direct mail marketing company, Potamkin Hyundai, a car dealership located in Miami. Every direct mail campaign should have a goal of getting the end user to open their mail. I definitely did in this case. Let’s take a closer look.
Format: A brown paper bag was 5” x 9.75” and there was a full color 8.5” x 14” insert. The ends of the bag were taped down with clear packing tape.
Design: There was nothing printed on the paper bag. The insert was full color and included a scratch off and a key. The piece was in English and Spanish and was fairly easy to read. The headlines were large and bright. There was some “fine print” of all the disclaimers in a much smaller font.
Printing and Paper: There weren’t any special techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: They hit a home run with the paper bag since it was so unusual.
Purpose: Drive sales for their spring sales event (we received this mailer a few months ago so it was timely—we are just blogging about it now).
Offer and call to action: They were advertising a limited time event, from a Wednesday to a Sunday, for special lease and financing rates. To entice the consumer to drive to the dealership, they were offering a chance to win an ipad mini, a Kindle Fire, a Target gift card or a Nintendo Wii. In addition, the consumer could bring in the key that was taped to the insert for a chance to win a Hyundai Elantra. The dealership also included a purchase voucher for $1250, presumably to be used for a new vehicle.
Digital technology integration: None. One suggestion would be a QR code that links to the available inventory on the dealer’s website.
Personalization: None but not needed.
Sending a paper bag will probably only be a one-time occurrence as the novelty will wear off for the next mailing. Overall, any piece that can grab my attention and make me open it is doing its job. Kudos to Potampkin Hyundai for thinking outside the bag!