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Direct Choice Articles

Costco newsletter mirrors in-store experience — but could be improved

Anne Alden, creative director, Merkle April 21, 2008

I have a love/hate relationship with this e-mail. At first, I was blinded by all the products, fonts, logos and callouts. Then after my eyes adjusted, I realized what Costco is doing is in line with its brand.

Pro-Obama 'Yes We Can' video is a good example of organic and viral DM

Tim Newton, creative director, Schipul April 14, 2008

Presidential campaigns seldom break new ground in direct marketing strategies, but this year, a celebrity supporter of one of the candidates has done just that. The "Yes We Can" video, which emerged organically without the involvement of Barack Obama's campaign, illustrates the role viral videos can play in direct marketing efforts.

Hibachi restaurant cooks up effective promotion for Mexican vacation offer

Evan Bloom, co-owner, Sir Speedy of Westbury April 07, 2008

This seemingly traditional postcard has a few twists. The vertical design gives it a different look. It includes the necessary elements of an effective direct mail piece, including the company's logo, contact information, and a reasonably good visual. Most importantly, it offers a call to action.

Elect Me Tees achieves victory with personalized Uncle Sam postcards

Stephan Dietrich, managing director and president, Neolane Inc. March 31, 2008

Elect Me Tees makes custom T-shirts and apparel, a common business that could get lost in the direct mail shuffle. However, the company's ingenious use of personalization in a postcard sent to a colleague got my attention.

Adotas newsletter has staying power thanks to concise synopses

Michael Teitelbaum, president, TruePresence March 17, 2008

I've been in Internet marketing for a dozen years now, so I can't tell you how I originally came across this newsletter from Adotas, but I have been subscribing for many years. What I like about this newsletter is that it has a really clear, concise headline followed by enough copy to let me know if I want to read more.

Brochure's cover might need to take some lessons from the product it sells

, Linda Pophal, marketing and sales manager, KRM Information Services Inc. March 03, 2008

I found this brochure in the recycling bin — which is perhaps not entirely surprising, as how many recipients are likely to raise their hands to say: "Hey boss, I think I need to attend this program?"

Timing just one welcome aspect of fun "Transform" mailer from Mobi

Phil Alexander, BrandMuscle February 25, 2008

When I saw the words "Transform Your Business" scrawled across the top of a Mobi direct mail box, I wasn't expecting to find an actual Transformer toy inside. The box, designed as a toolkit for Web registrars, marketing Mobi to customers, came across my desk directly following the release of the summer blockbuster, Transformers.

DIRECT CHOICE: Infiniti catches buyers' eyes with personalized continuity mailer

February 04, 2008

The lease on my Infiniti is set to expire this year, so I'll be in car shopping mode before long. Rather than notify me of the fact with a simple form letter, Infiniti caught my attention with an attractive package befitting a luxury vehicle brand.

Las Vegas Furniture Market sets table for trade show with fashionable creative

Chrysanthe Georges, President, Georges Marketing Group January 28, 2008

This week, the new Las Vegas Furniture Market (World Market Center), a rapidly expanding, permanent trade show space in downtown Las Vegas, is hosting its first of two annual trade shows for 2008.

When a soccer team has its own credit card, direct creative hits the heart

Marco Merlo, CEO, MLS January 22, 2008

Soccer, or as we prefer to call it, football, is the most popular sport in Italy. Using a supporter or fan base to tap into this passion and loyalty for a financial services offer is by no means a new thing. However, I think what has been done differently with the Carta Viva Milan is the additional benefits offered.

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