How can the launch of the Direct Mailer or DM product do wonders as an invitation or as a means to start the product? Particularly in times of crisis such as Covid 19 or recession, such ideas can be useful. It is also significant to keep in mind that direct emails as a means for the launch of the product cost it much less than organize a physical meeting event or a real product launch event in a dance hall.
This is one of the best case studies for a direct email that is approximately a thought of a decade, but remembered and acclaimed even today. In this case, a leading team brand was launching its summer collection shirt. There was no recession or any social distancing by a pandemic. A great destination event was being planned for the launch of the product and the target audience were its partners. The initial challenge was to go out with an invitation to use (direct dimensional mailer) that can create curiosity and interest among the audience.
The direct mail concept
An especially conceptualized invitation was a DM box containing a bed of fixed natural sand inside. Within the sand bed, there was a miniature surfboard and also the shirt of the summer collection as a gift. Creativity on the DM said prominently: sun, sand, surf and you. See the details in the attached images. The DM drastically communicated the information about a holiday destination on the beach, which was the main prominent point of the event. Direct Mailer also subtly launched the summer collection of the clothing brand.
Direct mailler achieves its goal
The marketing team and other interested parties accepted the invitation with open arms. It was a special direct mail marketing that caused the stories narration work to be very effective and launched the product dramatically on its own. The DM is remembered for its creativity and its effective narrative just after a decade. The same should be kept well for the retirement of the brand among the target audience. The creative director of Hostindia Events manually produced this launch of Direct Mailer products.
