Friday Fun — Would You ‘Just Print It”?

By | September 12, 2014

Every now and then, you get a piece of direct mail that makes you go, “Did they really do that?”

Here is a piece my husband received in the mail yesterday. It’s an invitation to attend a seminar on infrared technology. But from the inappropriate use of silly, cartoon characters to promote a serious topic to high-level professionals to what my husband and his staff could only wonder were subliminal messages, it certainly seemed more like a train wreck.

So here is the question. How much of a marketing partner are you . . . really? If this came into your prepress department, would you have said something? Or would you have just closed your eyes and printed it?


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2 thoughts on “Friday Fun — Would You ‘Just Print It”?

  1. Shelley Sweeney

    In this case, I would not have closed my eyes and printed it, I would have said something! A piece of direct mail needs to connect with the consumer on a unique level and it’s important to keep in mind who your target audience is and who it is your trying to build that relationship with. Pieces that include high-quality variable printing and relevancy strike me as some of the most effective examples of print. I would have added some personalization – tailored color schemes, attention grabbing headlines and interactive messages are sure to be noticed grab the attention of the consumer. Getting your message noticed in today’s oversaturated media world is an ongoing challenge. But a one-size-fits-all approach doesn’t work with today’s consumers. So, successful marketers need to focus on relevancy and tailor their outreach method in order to cut through the clutter and reach the end-user. As a friendly reminder, it is always important to add your two cents and speak up – I think this direct mail piece could have been saved if someone had. – Shelley Sweeney, VP/GM Service Bureau/Direct Mail Sectors, Xerox

  2. Heidi Tolliver-Walker

    Yup! Especially when I think about my husband’s role within the school. He’s not the procurement guy. He’s the strategic thinker. He’s the visionary. Even something as simple as segmenting the piece based on job title (targeting the message and, for goodness sake, the imagery) would have helped the company to craft something more appropriate. The simple question, “Should we send a silly cartoon with the thumbs-up sign to our prospects’ director-level staff?” should have been asked. Unfortunately, lots of marketers don’t ask these simple questions, and if they aren’t going to, perhaps a true marketing partner should.

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