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

Share this content:
Anthony Pappas, President, creative director, The Pappas Group
Anthony Pappas, President, creative director, The Pappas Group
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. An outer folder enclosed by a metal fastener housed a welcome letter, a brochure introducing Infiniti's 2008 lineup and a card bearing a special offer. Personalization in several areas included my name, the model I drive and my lease expiration date. I'm picky about what I open; most of my DM goes straight to the recycling bin. But everything about this package — from the heavy paper and rich colors to the tasteful design — made it clear it was a significant investment. It earned my attention. The piece isn't perfect. I'm a car enthusiast, and I spotted several 2007 models among the product shots. But, as a first step in what is likely a months-long campaign to keep me an Infiniti driver, this package addressed all my posi­tive associations with the brand. I'm already intrigued to see what comes next.
Loading links....
close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here