The one we decided to go with is from none other than Jack Astor's. Below is a list of why the brains behind this campaign did everything right, and why this piece of direct mail is stellar.
Reason #1- The Attention-Grabbing Headline
When I open my mail box, a pile of crap just pours out. This probably wouldn't be the case if I checked my mail more than once a month. Regardless, this piece landed on the top of the pile, and caught my attention with "Our Deepest Apologies". The white font on the black background stood out, and the wording was slightly concerning.
Reason #2 - The Quality
After I was tricked into picking it up, I couldn't notice how nice the mail piece actually was. It was printed on glossy card stock, and put the Loblaw's flyer (lying so pathetically at my feet) to shame.
Reason #3- Content
Upon opening it up, I quickly realized that it was made to look like a Specials Board- chalkboard style. It's actually pretty cute, for lack of a better term. It featured pictures and full descriptions of 4 menu items. I'm personally quite intrigued by "My Cookie Ate Your Brownie".
Reason #4- The Incentive
The best part about this mail piece was the $10 gift card when you spent $30. That's a great deal, especially for a bunch of broke-ass students such as ourselves.
Reason #5- The Blended Campaign-
Direct mail can be either very traditional, or completely online. This is an example of a happy medium. On the direct mail piece, there are calls to action, directing you to their online presence, including Twitter, Facebook, the website and a QR code.
Reason #6- The Tone and Style-
It's one thing to make a direct mail piece and send it off to your target market; it's another to resonate well with that target. The whole thing has a great tone and style. It's witty, humorous and communicates the message in an informal, casual way. and THAT'S how you get through to us young-ins.
Reason #7- Relevance-
I would like to acknowledge the relevance of the theme to the time of year. The "Resolutions are meant to be broken" concept is perfect for February. Mainly because, you know, those of little willpower have crashed and burned already. I'm loving how few people are going to my gym now. January had me worried.
Reason #8- Successful Targeting
The redemption rate of this gift card will likely be very high, mainly because of the successful targeting. Yes, it's a cool-looking piece of mail, but it was delivered to the right people: broke-ass students who live in sky rises and are looking for an excuse to go out an eat, rather than microwave last night's ramen noodles. Thank you Jack Astors.
So there you have it folks, an exemplar piece of direct mail. I'm glad the assignment is over, now I can go use this gift card. Cookie Ate Your Brownie, here I come.