Magazine article Marketing

DIRECT MAIL SHOWCASE: For a Mailing to Succeed, It Needs to Be Noticed - So Get the Envelope to Achieve Standout and the Battle's Half Won. Ken Gofton Reviews Three That Make an Impact

Magazine article Marketing

DIRECT MAIL SHOWCASE: For a Mailing to Succeed, It Needs to Be Noticed - So Get the Envelope to Achieve Standout and the Battle's Half Won. Ken Gofton Reviews Three That Make an Impact

Article excerpt

BT AVOIDS TECHNICAL JARGON FOR BROADBAND MAILING

Client: BT
Agency: OgilvyOne
Distribution: began in June

It's decorated with a strip of artwork which, appropriately, can only be described as a broad band, much like the shape of the pack itself.

The envelope is big - nearly 12 inches wide - and bright. Not only is the recipient unlikely to miss it among the stack of mail on the doormat, but even the most cursory glance will allow them to pick up all the key messages.

All these messages are communicated with humour. Using the simple and accessible terminology more usually associated with grocery brands, one side of the envelope heralds the arrival of Instant Internet ('no waiting for dial-up'), and provides a Surfing Suggestion - 'why settle for standard internet speeds when with BT Broadband you can surf the web up to 10 times faster?'

The other side, which includes the address window, uses icons of the sort much favoured by high-tech companies, to take the would-be purchaser through the three-stage buying process. 1. Put on the kettle. 2. Read the letter enclosed. 3. Go online to order. Obviously this simplification of the task is designed to make the service more appealing to the prospect.

By this stage, anyone remotely interested in subscribing to broadband should be ripping the envelope apart. All that's required of the letter is to expand a little on the product benefits, explain the costs involved in installation and rental, and set out the terms and conditions.

BT Retail's director of marketing services, Amanda Mackenzie, confirms that this was the thinking behind the envelope design. 'It does exactly what it says on the tin.'

Precisely the same thought is expressed in different words in another of this week's case studies (see Orange below), which says something about the power of popular advertising slogans. As Mackenzie says: 'Wouldn't you just have loved to have written that line?' The BT campaign looked to the food industry for some creative inspiration because the technology market is known for being so complicated, she explains. 'A lot of the work we have been doing during the past year has been aimed at simplifying everything.'

Strict competition rules in the telecoms area restrict BT's communications options. But the company recently carried out its biggest-ever customer survey of telephone usage, which produced 500,000 responses. This provided an immediate mailing list of people who were interested in the internet and broadband technology, and the means to identify other likely users through profiling techniques.

ORANGE EVOKES WORLD CUP MEMORIES

Client: Orange
Agency: Craik Jones Watson Mitchell Voelkel
Distribution: May
Size of mailing: 500,000

This summer's World Cup competition, provided an ideal opportunity to generate incremental business. Craik Jones, Orange's lead agency on client retention and acquisition, devised a special mail shot. Targeting 500,000 football fans on its database, it went out in late May, and was timed to reach its audience a week before the tournament began.

Where the BT Broadband envelope (see above) is big, Orange's is better described as bijou. Yet the message is immediately clear. The whole surface features a goal-net pattern, one side reading 'World Cup 2002', and the other 'You won't miss a goal'.

Inside are four picture cards of Chris Waddle, David Batty, Stuart Pearce and Gareth Southgate - English footballers who missed penalties in crucial international matches.

The backs of the cards, and the covering letter provide details of Orange's special World Cup services, including match reports, WAP, and news updates. …

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