The goal of any creative initiative is to get noticed. Of course, you also want a clean message with an easy to understand call to action … But unless you differentiate and stand out, your message will never be heard.
A catchy headline, crisp copy and bold design are a good start … but think beyond that.
Here are some examples that may fire up your creative neurons.
Why Use Normal Paper?
We had 2 different jobs that pushed us creatively to think outside of traditional paper.
In the first example, our client offers the first personalized debit card in the market, where the member can put their own photo image on their card. So, we “demonstrated” what the card “could” look like by turning part of the postcard into an actual mirror.
Another client was targeting physicians for a Commercial opportunity. So we delivered the message to them in an x-ray envelope and printed the “message” on actual x-ray paper. The best part? We include an "appointment card" like you would receive from your family doctor or dentist. The card lists the date and time that our team will follow-up.
Again, the goal is to get your message noticed, so you can have your message understood. In both of these cases, a world-class printer can make you look like a rock star!
Get Them Involved.
You don’t need to have a lottery to use scratch-offs. Here are 2 examples of mailers that use scratch-offs to get the reader engaged with the piece.
We have a client who positions themselves as the mortgage authority and expert in “specialty” mortgages … RD, VA, etc. This card asks the questions that the target is likely to be thinking with the answers under the scratch-off keys.
In another example, we used a scratch-off to reveal what customers can do when they “Need extra cash,” with the answer, “Use the equity in your home!”
Much like the stickers in a Publisher’s Clearing House promotion, we simply use a tool where the reader expects to “win” something and get them more engaged with the mailer.
Why Use an Envelope?
The “Shoe Mailer” may be one that we are most commonly known for. We ask Commercial prospects to “Take the next step with us,” and mail the message in an actual shoe. The postage and address are applied to the sole of the shoe and it ALWAYS gets noticed. During follow-up calls, it’s common to be recognized as, “the shoe people.”
Our local post office loves us! The vessel that you mail in may be more important than the actual message. Think creatively through the entire project.
Show NOTHING on TV.
Creating a television message, on a local production budget, that gets noticed isn’t easy. It’s a common rule in presenting that if you want the room's attention, say nothing until people look up. We used a similar strategy in this 30-second ad – where the first 5 seconds are black.
If you read this blog regularly, you know we believe that great creative starts with a sound strategy and focused segmentation and is supported by detailed front-line processes and success measurement. But, there comes a time when you simply have to don the Hawaiian shirt and flip-flops and get your creative groove on. When that time comes – I hope these ideas help take you further.
Want more creative ideas? Click here for a sample of our creative library.
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