I got what I thought was a very cute piece of direct mail through the door the other day.
A new Indian restaurant around the corner was flyering all of the local houses with menus. The cute bit (and what made me open it and look at it) was that someone had taken the time to stick the menu in a plain DL envelope and write "Hi!" on the front in biro.
Obviously a large number of hours at Bluefrog get spent on cracking the problem of making sure the envelope gets opened, so I really liked this; Different enough to indeed get opened, not psuedo-personalized enough that I felt hoodwinked when I did open it, cheap enough to be endearing. If I'm honest, I think it probably got my attention because I liked the enthusiasm of the exclamation mark and wanted to know who was so pleased to be saying hello (forever the street fundraiser by heart) - and of course, lest we forget, the powerful tool that actual handwriting is in the 21st century.
There's an Aesop's Fable-type message in there no doubt, about a little bit more thinking and time getting you good things. Regardless, we have a new takeaway at our house now.
love it! thanks for posting Anna!
Posted by: Agentsofgood | 01/26/2010 at 10:09 PM
So? Have you ordered a curry from them yet?
After all, it is lovely to look at well developed packs, but how effective are they? Wouldn't you just love to know the response rates for the control (non "hi") versus the test (new "hi" pack!
You remind me of a time when an Ops Director that I was working with received a call from BT advising her that she would save a (relatively) large amount of money if she changed one of her frequently called numbers to her "best friend" number as part of her "friends and family" discounts. Imagine her horror when it dawned on her that her most called number was the local Chinese takeaway!
Posted by: Ziggy | 03/03/2010 at 02:35 PM