OUJ3700

Direct Mail and Brochures

Direct mail 101: why do it?• Direct mail=Letters and

accompanying material mailed to large groups of people

• Long history• Effective public relations tool. Let’s

think integration.

Brochures:why do them?• This helps with B2B marketing.• You already have this content for the

web.• People like the leave behind.• They also like something they can fold

into a pocket or laptop bag.• This helps you tell a story.

Brochures:Formatting• Give basic information about an

organization, a product, or a service.• Determine what you want people to do

after reading your document. This helps guide how you write the document.

Brochures:Formatting• Format First: There are usually six or

eight folded panels.• In the old days, each panel led to a

conclusion at the end.• In 2015, I think each panel is its own ad

and should have some type of action step.

Brochures:Formatting• Writing: Play show and tell.• Integrate graphics and components of an infograph.• Consider teasing specific online elements where people

can learn more.• Brochures begin a conversation, but they need to take me

somewhere else to convert on a transaction. • If you do this, make sure the content lives online or

access content from the web. These take time to do; get the most out of your work.

Let’s talk direct mail

Why does direct mail work?• It’s controlled media. Offense is fun.• You can do crazy audience targeting and make it feel

custom. • It’s inexpensive and pretty cost-efficient from a

production standpoint.• Everyone looks at their mail, even if it’s for five seconds.

Why do people not like direct mail?• People don’t want to be perceived

as delivering “junk mail”• Information overload

•Average person receives more than 800 pieces of direct mail annually

So let’s create direct mail:what the book saysMailing envelope

• Must attract readers’ interestsCover letter

• Addressed to one person, personalized greeting• Headlines and first paragraphs, typeface and length,

postscriptBrochures

• Supports mailing’s offer and adds credibility• Refer to Chapter 13 for layout and formatting info.

So let’s create direct mail:what the book says• Reply card

• Solicit response from reader• Provide adequate space

• Return envelope• Ensures privacy

• Gifts• “Reward” for opening envelope

So let’s create direct mail:what farkas says • Simple is your friend.• Don’t make people open anything.• Show transparency and make it a postcard.• Make sure you use both sides of the card.

• Write this the way you would a banner or billboard ad.

• Create attention.• Manifest into interest and desire.

So let’s create direct mail:what farkas says • Simple is your friend.• Don’t make people open anything.• Show transparency and make it a postcard.• Make sure the action step is multifaceted.

• I should be able to call.• I should be able to visit the web.• I should be able to access social.• I should be able to text.

• I hate coupons, but they do help with direct mail.

So what about the next assignment?• You will have a creative brief.• One person on your team will create a direct and indirect

newspaper ad.• One person on your team will create a direct mailer.• One person on your team will write a billboard and cube

ad. • You will be graded on a 50 point scale for your work.• You will get an average of the group grade.

How will I grade you?• Creative alignment.• A consideration of color and shape.• Did you get my attention?• Did you create interest and desire?• Is there any easy to follow action step?

Submitting work• I’m not going to hammer you on design.• I just want basics…easy to read and large enough font

size.• Think light color/dark backdrop or vice-versa.• People have done this work in word.• People have made a PDF.• For this assignment, I’ll take a PDF.• You’re also welcome to work with your team and use this

as a chance to possibly hone design skills.