ShivaniWhen it comes to direct marketing campaigns, you’ll see postcards, coupons, and flyers loaded into consumer mailboxes. Today, these campaigns have been crazy, creative, and sometimes even ground-breaking. Therefore to understand it more precisely and what made direct marketing campaigns successful, we have compiled 21 direct marketing examples to learn what they did to become so successful!
Successful Direct Marketing Examples
1. Scratch-it
A favorable first impression improves the likelihood of retaining customers, while an unfavorable first impression can derail your growth plan. After a customer purchases a product or a new user signs up for a service, your welcome message is a great way for your user to experience the value you offer. Scratch-it makes use of direct marketing by employing a welcome message in their campaign. A welcome message is a great way to reach out to your potential customers.
Your welcome message should:
- Thank your new customers and users for their business.
- Tell your customers and users what to expect from you.
- Convey your customers and users what they have to do next.
Since text messages own an open rate of 98%, make use of your welcome message to engage and delight your audience.
2. Air Force FM
George Patterson Y&R Melbourne developed an Air Force radio station that played Defence Force Recruiting’s radio ad on loop for those who can produce things without instructions. It’s a great example where the fun part was that before you could listen to the radio, you had to build it – with no instructions!
This campaign prompted its users to employ a host of problem-solving skills, including wiring, soldering, and assembling the radio. Once the successful candidates had produced the radio, they were presented a fast track to an exciting career.
3. Chunky KitKat Mail
Direct marketing is usually used to encourage food products, and chocolate manufacturers Nestle noticed this as a way to reach their typical audience. In this direct marketing example, Nestle sent out a mailer created to look like a missed delivery card left by postmen when they could not deliver a parcel.
Their point of distinction was that instead of saying that a package couldn’t be delivered, the mailer asserted that the package (KitKat chunky) could not be posted as it was ‘too chunky for your letterbox’. So the lucky recipients could exchange their card at their local news agency for a complimentary KitKat Chunky chocolate bar. This was the ideal way for chocolate lovers to engage them with the product and place them in a situation where they may purchase more than the free one they are given.
4. Hudson + Ivy
Hudson + Ivy is an online fashion retailer and one of the great direct marketing examples. It does well because it adds an image of the product for sale. It tells customers about a product on sale and also shows them what you’re offering. In today’s time, people are actively using Pinterest and Instagram for shopping, or product catalogues. Therefore, include an image using rich media messaging to get your customers’ attention.
While running product promotions, make sure you send messages to groups that are most likely to purchase something — that is:
- Customers who’ve bought the product in the past
- Customers who’ve shown an interest in the product
5. San Jose blood bank
Sometimes simplicity is best, which was surely the case for the San Jose blood bank while looking for new donors. By covering a paper ad that prompted people to give blood around a newspaper with a rubber band, they not only formed an image that looked like a tourniquet wrapped around the arm during a blood transfusion, but it also conveyed their message across in a very effective way. The idea was quite impacting, and the message was obvious.
6. Canva
Shapes can be easy to digest. Thus, pairing them with a compelling tagline such as ‘select a layout to get started’ considers that the customer has already decided to follow through.
Canva’s email marketing campaign is another great example of direct marketing as it boosted customer engagement by offering four simple steps, to begin with, a new project. The design was deliberately made to look minimal and eye-catching.
7. Grammarly
People love being mentioned by big companies, so not only did Grammarly’s ongoing adverts boost others to tweet about Grammarly, but more discussion led to increased reach and growth for the company. As you may know, Grammarly was a service that made a high impression, the brand awareness campaign in 2016.
However, despite their constant advertisements, they did include an impressive marketing tactic by employing tweets to promote and emphasize how good their service was.
8. Schott Solar’s 20-year warranty
Perhaps one of the most straightforward but visually effective direct marketing examples was for Schott Solar, a company that built solar panels with a 20-year warranty.
Their creation possessed a 20-year warranty calendar distributed to solar panel wholesale vendors. As the calendar adhered out 60 centimeters from the wall, it was definitely an innovative method to get the message over.
9. World Water Day
Another great way to lure people is to tap into human curiosity. The message suggested people run the flyer under a tap. Surely it would fold and damage, right? Well, that question was sufficient to get thousands of people to try it for themselves.
Green Belgium’s World Water Day direct mail campaign became famous for two main reasons; the first was how it added charity in a mail marketing campaign, the second was its creative design. Once people had run the flyer underwater, the message was disclosed. However, whether people believed in the idea or read it to a degree, this is what made the campaign a hit.
10. The Smart Bike Helmet
Smart designed and sent out the mail helmet to facilitate its new range of e-bikes, too, you guessed it, cycling enthusiasts. The helmet was created from recyclable cardboard, making it environmentally friendly and effortless to assemble. In addition, it came flat packed with easy-to-follow instructions for those keen to give it a go.
However, these designs were not just leaflets with text; they presented innovative, physical enjoyment. Even if people did not utilize the helmet, it served as a fun novelty item. Sitting in your living room making the helmet meant that you were consciously thinking about the product – signifying the campaign had achieved its job.
11. The Theatre Academy
Using a strikingly identical logo to McDonald’s world-renowned ‘M ‘was a genius stroke. To boost their production of Macbeth, Theatre Academy in Bratislava utilized paper bags for advertising their products. The bags worked as invitations to the production, but the marketing stunt lay within the bag’s design. Their use of bags also gave the public a reason to have the advertisement around with them.
12. Hell Pizza
Again Hell Pizza made use of human curiosity as their concept of fortune cookies and turned it on its head. Rather than providing insightful and optimistic fortunes, Hell Pizza decided to supply their cookies with darker messages. This comedic technique was an eye-catcher and a risk that eventually paid off! Even if you don’t believe in fortunes, there’s always a fun element to be there to open one and see if it somehow goes with life. Moreover, it is fun to open something blatantly, making a mockery of the fortune cookie concept.
13. LavOnline: Tomato Splat
It is another one of the successful direct marketing examples where LavOnline’s direct mail campaign desired to entice people into trying out how effective their stain removal was. The campaign urged people to throw a tomato at the target and then observe as the target reforms while simulating the stain removal. It’s fun and a great way to lure people where they have been asked to throw a tomato at a target to demonstrate whether a laundry service is worth money or whether a product actually says what it does on the tin.
14. Trillion Dollar Mailer
Coveted by TBW/Hunt/Lascaris agency in Johannesburg, the Trillion Dollar Mailer was so-called because it employed the Z$ trillion note as a way to increase awareness of the fact that the Zimbabwean Newspaper had been compelled into exile. However, while they persisted in publishing their paper, the 55% luxury import duty levied on sales made it unaffordable for most Zimbabweans.
To bring this matter to light, the agency utilized the most powerful symbol of Zimbabwe’s collapse, the trillion-dollar note, which was incompetent to buy anything at all. However, the agency could put it to utilize by printing the newspaper’s message onto the notes themselves, using the valueless money to create flyers and direct mail, and delivering a wealth of advertising coverage.
15. WVRST sausage party
To get people enthusiastic about the grand opening of WVRST, the company used a direct mail campaign and designed t-shirts that were packaged as sausages and hand-delivered them to food critics, bloggers, and other influencers.
When they unwrapped the butcher’s paper, they discovered an invite to ‘the sausage party’ printed in the same witty manner as the WVRST posters – adorable small animals being fed into a meat grinder. It was not only innovative but also impactful.
16. Land Rover
Land Rover, the world-renowned vehicle manufacturer, employed a novel way to ask customers to open their new Liverpool showroom. Balloons were placed inside boxes and sent to 100 customers. Tags were connected to the balloon strings, which gave the company’s direct marketing message together, along with an event invitation. This is a useful way for a high-end company to reach out to its target audience while personalizing the experience.
17. Ikea Lack side table
If you need a side table, then Ikea’s a lovely good place to start – particularly when they present innovative little ways to facilitate you to buy their products.
Ikea’s Lack side table is budget-friendly for people looking for inexpensive and practical options. However, their promotion was anything but predictable when a 3D version of the table ‘popped up’ as you opened the magazine insert, which instantly made it an unforgettable experience.
18. Earth Hour
Created as a direct mail campaign to boost awareness about the amount of energy we waste when we let our lights on overnight, The Earth Hour Candle Box was triumphant. As you pulled the candle out of the box, its structure simulated lights being switched off. The uniquely packaged candles were dispatched to CEOs and business leaders to remind them how critical this issue is and how they can do their bit.
19. The Perry Process
The Perry Process was designed to enable manufacturing companies to sell their undesirable or excess equipment to the company for cash.
To make sure that the campaign made these companies sit up and notice, they incorporated fake money inserts, together with a flyer titled ‘Don’t throw away your money, which also did dual duty as a free postcard.
20. Avenue
Limited time offers heavily rely on FOMO — the fear of missing out. In eCommerce, FOMO occurs when people don’t like to miss out on a time-sensitive offer. People are encouraged to act because the offer is binding and some products are scarce.
Avenue, an online retailer, used FOMO in two ways
- A short purchase window. Consumers have a five-hour window — on one day — to take benefit of the sale.
- A special offer. Customers acquire 20% off their purchase.
21. Ford
When you launch a new product or service, improving your sales potential by conducting a launch campaign becomes important. The primary objectives of your campaign are to:
- Get the product or service before as many people in your audience as possible.
- Get these audience members to buy.
Ford is a direct marketing example of an automated launch message. Their first few campaign messages might introduce basic product details, while explicit messages are sent at the campaign end.
Conclusion
All of the above-mentioned direct marketing examples were successful in their own ways. But there is one common thing among all the campaigns that had a personal element attractive to potential buyers. The curiosity factor seemed to be successful. Not only this, fun, challenges, and enjoyable activities are far better than filling out a questionnaire.
