And while the humble letterbox may go against today’s marketing grain of ‘digital first’, many Australian customers consider it to be one of advertising’s most effective channels.
It’s official. People love getting actual mail!
Stamp your creativity
Someone who shares our enthusiasm for letterbox creative is Patrick Collister, Google’s Head of Design. An avid collector of letterbox media campaigns, Collister has shortlisted 18 amazing letterbox campaigns into a book, I Wish I’d Thought of That.
In this article, we’ll draw from some of those examples to help inspire the creative cut through on your next letterbox campaign.
But first, let’s take a quick look at the creative anatomy of the standard print catalogue, and what works.
Fancy a flick-through?
First of all, standard doesn’t equal boring. Quite the opposite, actually!
Here are just some of the qualities that make a good print catalogue, great – from the design, to the copy and stock, when it comes to making an impact, it really is all in the details.
A clean typeface, clear images – modern catalogues are increasingly embracing clean designs, choosing instead to play with textures (like embossing) to draw the eye and encourage the reader to pick it up
There’s no rule that says your catalogue has to be rectangular. Geographic cut outs, interesting shapes, clever fold-outs – you can really play-up a call-to-action by calling it out with interesting cuts.
Make it loud and clear
Now is not the time to be shy. Put your CTA on every page (maybe a ‘big version’ on the front and back cover, with ‘mini versions’ scattered throughout). You can use this as a way to build your database, too. A simple SMS CTA like ‘text your email address to >insert number< to get $20 off your next order’ will help drive conversions and make sales.
Your stock says a lot about you. For example, recycled materials allude to an environmentally friendly attitude, while a heavier GSM makes for a suitably luxe effect.
Play with perspective
Just like you don’t need to be rectangular (or one dimensional, for that matter - 3D pop-up anyone?), your typography doesn’t need to run linear. Different angles draws the reader in, and adds some serious wow factor while you’re at it.
Appeal to the senses
In India, Lass Natural Cosmetics decided to play on the fact that their brand uses fewer artificial preservatives, which means its products tend to have a shorter shelf life than its competitors.
In order to move old product quickly, the brand created a die-cut sales coupon fashioned out of real leaves. Over a day or two, the leaves dried out and the message quite literally decomposed in front of the reader’s eyes.
As a result, 70% of the coupons were redeemed and the company recorded its highest ever sales of sell-by-date stock. At the Asia Spike Awards, the Young Creatives Academy voted this their Best In Show over other TV, Digital, Ambient or Print advertising campaigns.
Why it works: