How Product launch Direct Mailer or DM can do wonders as an Invite or as a medium to launch one’s product? Particularly in times of crisis such as Covid 19 or recession such ideas can be handy. It is also significant to note that such Direct Mailers as a medium for Product launch cost you much lesser than arranging a physical meeting event or an actual product launch event in a ballroom.

Here is one of the best case studies for a direct mailer which is about a decade old though, but remembered and hailed in even today. In this case, a leading Apparel brand was launching its Summer Collection T-Shirt. There was no recession nor there was any social distancing for a pandemic. A grand destination event was being planned for the product launch and the targeted audience were their partners. The challenge initially was to come out with an out-of-the-box Invite (dimensional direct mailer) that can create curiosity & interest amongst the audience.

The Direct Mailer Concept

A specially conceptualised invite was a Box DM that contained a Natural Real Sandbed fixed within.  Inside on the sand bed, there was a miniature surfboard and also, the summer collection T-Shirt as a gift. The Creative on top of the DM prominently said – SUN, SAND, SURF and YOU. Please see the details in the pictures attached. The DM dramatically communicated the information about a Beach holiday destination which was the major highlight of the event. The direct mailer subtly launched the summer collection of the Apparel Brand too.

Direct Mailer achieves it’s goal

The marketing team and others concerned accepted the Invite with open arms. It was a Special Direct Mailer Marketing that did the storytelling job very effectively and launched the product dramatically on its own. The DM is remembered for its creativity and effective storytelling even after a decade. The same should be holding good for the brand recall amongst the target audience. HostIndia Events’ consultant creative director manually produced this Product Launch direct mailer.

How & why did a Direct Mailer Marketing Idea with Formula 1 theme evolve?  Here is the backgrounder. It was big news for the world of technology and the world of racing events. Automation Anywhere, a global leader in Robotic Process Automation and McLaren Racing had announced their Formula 1 partnership. The multi-year partnership would integrate artificially intelligent software robots (bots) into the team’s race operations in Formula1 season. The partnership also meant that the Automation Anywhere’s brand representation on the MCL35 race car, race suits, equipment and more.

Host India Events was given the challenge of creating an elegant and befitting Direct Mailer Marketing idea that portrays the significant partnership. The DM conceptualised and produced was a classy BOX DM portraying the partnership of the two brands in the backdrop of the Formula 1 theme.

The Direct Mailer Concept & mechanism

The DM Box had Automation Anywhere and McLaren logos on either side of the flaps. While closing the box, it would dramatically indicate coming together of two logos and forming a PLUS symbol between them. In one of the DMs, the box opened like Race Car Doors and the other DM had a real speedometer that gets activated & reaches the highest speed when the flaps pulled open. The Automation Anywhere’s association with Formula 1 was also expected to help accelerate faster decisions by automating processes across race operations. The pictures attached here are all self-explanatory.

A branded corporate gift and a partnership brochure were placed in neatly made compartments within the Dimensional Direct Mailer. The DM was produced in bulk and dispatched to the customers & partners across the globe to mark the significant partnership. HostIndia Events’ Direct Mailer stood out for its innovative concept and build quality in particular.

A Special & Premium Direct Mailers Marketing idea for Security theme was conceptualised and delivered to an IT major- Fortune 500 company. This company provides among other services, managed security services for mitigating risks. The Direct Mailer was a perfect example of a Story Telling DM.

This Direct Mailers Marketing idea at the outset resembled a highly secured Locker but as one goes deeper revealed a lot of interesting information like a science journal. Various methods of security techniques of ancient years were depicted here in the form of a book – Chronicles of Security. Code -decode, Cipher- decipher and crypt-decrypt techniques that were used for ages were detailed out with the help of Live Demo and illustrations. Here below were some of those techniques…

Scytale: In cryptography, a scytale is a tool used to perform a transposition cypher, consisting of a cylinder with a strip of parchment wound around it on which would be the message. The ancient Greeks are said to have used this cypher to communicate during military campaigns. The recipient uses a rod of the same D on which the parchment is wrapped to read the message. It has the advantage of being fast and not prone to mistakes—a must on the battlefield.

About Cryptology and then a Real Demo here…

Cryptology: Cryptography is the practice and study of techniques for secure communication. Modern cryptography exists at the intersection of the disciplines of mathematics, computer science & engineering. Cryptography is applied in  ATM cards, passwords, and e-Commerce.  The Earliest form of secret writing required more than a Pen and paper…

As shown In the Picture…One gets a confusing text which seems impossible to decode, however when you place the transparent sheet on the text, the message is clear. The structure, illustrations and dissemination of information on ancient security techniques well explained the intent of the DM beyond anyone’s expectation. This DM or Dimensional Mailer was produced by HostIndia Events’ Consultant Creative Director.

The case study shows what can be expected from a DM, how DM’s can tell Your Story!

In one of its early storytelling direct mailer marketing idea, HostIndia Events conceptualised, designed and produced a rare dimensional direct mailer for the world’s No.1 Laptop brand. The direct mailer was an outstanding success and attracted the appreciation of everyone from their Marketing and Sales teams.

The Direct Mailer was expected to stress upon certain rare features that add to the robust build of the Laptop. These include Spill-resistant keyboards, Stainless steel hinges built for 50% more open-close cycles, heat resistant build, dust resistant feature so on and so forth. Each page of the book like DM had a feature that was explained. For example, on the page that talks about the Spill-resistant feature of the laptop, one sees real water drops on the laptop screen and keyboard. On the page, that talks about the dust-resistant features, there is real sand and beneath which lies a laptop. All these are very beautifully portrayed using thin-transparent films embedded with real sand, water drops etc.

The Direct mailer provided a 3D experience and illustrated each of the features to customers.  Outthink Spill, Outthink Dust, Outthink Heat etc. were the caption headers in these individual pages of the DM. It communicated details about each of the features. Refer to the attached pictures that are self-explanatory. It was all in all an Experiential Direct Mailer one would have a look, get a feel and understand the features with ease. It was also a DM that one would feel like keeping a copy for reference.

Like a best-selling Novel, the storytelling direct mailer was a big hit.  More and more DMs were repeatedly produced & dispatched to the customers and prospects. This direct mailer is regarded as one of the best in professional marketing circles in India.

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The Challenge was to produce and deliver an ECO-Friendly DM and New Year Greetings to AKAMAI customers across India.

Air plant with a branded wooden planter and a branded box was produced for this purpose and one to one delivery to the customers without affecting the plants health was carried out successfully.

The entire Plant unit was designed and produced in such a manner that the items such as a wooden planter, pebbles and the Air plant itself were flexible for fixing and re-fixing and could also bear many days of packing and travel.

The challenge, however, was transporting these huge quantities of delicate boxes to the destinations. HostIndia team strategically planned and transported the materials through the rail route in passenger compartments. All plants were successfully delivered without a single complaint or damage.

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