Creative & Copywriting: Using Creative to Power the 1-2 Punch of Mail and Web

As a creative consultant who's well-versed in mail, catalog and Web, it's easy to see that there's a great alternative: direct mail. Not only would it cost Wayfarers less to create and print direct-mail pieces, it would also provide the brand a chance to introduce itself using a piece that's a quick and easy read.

Writing and designing a four-panel, roll-folded mailer, Wayfarers concentrated on highlighting its unique selling propositions, including gourmet cuisine and an intimate travel experience that provided both outdoor time and a chance to hang out with the locals.

Wayfarers also developed a special offer for the direct-mail campaign: a free booklet on how to prepare for a walking tour, which was one of the hurdles the company needed to overcome before someone even signed up for a tour. This kind of "paper premium" is inexpensive to produce, but it does require some thought and talent into making it a valuable gift. Great content is what gives these premiums their value.

This campaign from Wayfarers produced a 5 percent response rate in the mail to cold lists and generated high-quality leads that converted at a strong rate.

Cross-channel synergy
I've been watching retailers' efforts in this arena too, generating mail pieces for prospecting that will encourage walk-in traffic at brick-and-mortar stores or offering specials for Web-only purchases.

That's the beauty of a market-driven offer — when you use them wisely, you can control what happens and how it works. For mail and every other promotional medium, the offer is what should lead the charge.

For a retailer who wants to drive traffic into its stores, as Starbucks does, a postcard with an offer for retail is perfect. Starbucks takes it a step further and provides an offer to try a new product it's carrying, such as oatmeal. Meanwhile, Banana Republic wants sales anywhere and anyhow it can get 'em. A recent mail campaign from the apparel retailer had a coupon card inside a minicatalog that any recipient could take advantage of, regardless of where they shop.