Direct Mail Piece of the Week: Nissan
July 15, 2017
Summer sales are nothing new but when a company adds a few small features to a mailing, it can really make a difference in getting the piece opened and engaging with the end user. Nissan recently sent a self mailer that did just that so let’s take a closer look.
Format: This self mailer was 10.5” x 31.5” overall size and folded down to 6” x 10.5”.
Design: What initially drew my interest was the diecut flap on the non-mailing side. There was also a similar diecut on the opposite edge on the piece. Nissan designed the piece to have multiple folds so there were many panels and lots of color photos.
Printing & Paper: Nissan used an 80# gloss cover and multiple coatings: soft touch on the back side panel (opposite the address side) and flap. They used gloss aqueous on all the remaining panels except for the address panel. The soft touch has a nice “feel” and was the perfect contrast to the high gloss of the remaining panels.
Presentation: The unique flap was eye catching and fugitive glue held the piece together. The stock was heavy enough and it arrived in good condition.
Purpose: Nissan is obviously using this piece to drive consumers to the local dealership and increase sales.
Offer and Call to Action: The offers were well presented, relevant and valuable. If any one of those three key best practices was missed, the self mailer would not be as effective. The call to action was very clear: Get up to $1,000 bonus cash for leasing or purchasing a Nissan vehicle. There was a second call to action: entering a contest to win a new 2017 Nissan Rogue. From incorporating a large notice on the mailing panel to the notices throughout the piece as well as a tear off section, this piece really carried the incentive to get to the dealer and purchase a new Nissan. The expiration date was clearly stated on the piece in several places, making the call to action more timely by adding a sense of urgency to the promotion.
Digital technology integration: None. A suggestion would be to incorporate a QR code or personalized url to bring consumers to a landing page to sign up for a test drive or use the page to tell more about the vehicles or show videos of the vehicles.
Personalization: The self mailer was personalized on the tear off section, which also included the closest Nissan dealer contact information. There was a unique code in the Bonus Cash section which also matched the Customer ID on the entry form to win the Nissan Rogue.
Overall I think this piece had some really great qualities that made it very effective. It was able to grab and keep my attention with very little effort on my part. Even though the piece was large it was not overwhelming or full of too much information.