COG Design Studio creates innovative direct mail projects so they cut through, communicate and disrupt.
Direct mail is printed marketing material (or promotional products) mailed directly to the homes of consumers or business offices. Examples include booklets and catalogs that display products, postcards with an offer, brochures that show products, coupons, letters from non profits or NGO’s or free product samples. Our graphic designers understand that direct mail is a competitive area, and when considering direct mail campaigns to cut through and communicate a key message to your audience there’s a few things to consider early on in the project.
Direct Mail seldom works on its own, so while the printed piece is in focus, it needs to communicate how the recipient will respond and engage. Brand Management is a good place to start, though perhaps it’s a more niche piece of communication and we need to create a Campaign Strategy instead. Direct mail campaigns give a high return on investment (ROI) and even a higher ROI than paid ads. Direct mail is more likely to score a response than other forms of marketing and is proven to increase brand awareness and brand resonance, though usually it requires a direct mail campaign involving 3 or more consecutive deliveries of the same message to cut through.
We know that successful marketing campaigns blend multiple approaches. Direct Mail and Digital Marketing activities should not be separate and unrelated.
Millennials Love Direct Mail: 36% of those under the age of 30 look forward to checking the mail each day, and 66% of millennial’s are more likely to remember to use a voucher if they have a physical copy to carry around.
When designing direct mail, the COG Design studio in Cronulla (South of Sydney) knows how important the broader brief is to the success of the project, and also how important it is to engage the other disciplines of COG such as COG Strategy and COG Print.
COG Design has developed direct mail projects for companies in food and grocery, FMCG, retail shopping, automotive and nautical, fashion and real estate. Our design methodologies cross over to all areas, the fundamentals of delivering information are elements COG Design doesn’t compromise. It’s easy to sometimes think that Direct Mail is simply competing with blatant “junk mail”, though a well-designed direct mail campaign, combined with some strategy and clever copywriting will stand out and build engagement with consumers of all ages.
With email marketing and the popularity of social media, some marketers are rushing to declare direct mail all but an activity of the past. Though at COG Design we know they’re wrong. Studies confirm and statistics back up the fact that direct mail is still a hero of print marketing.
