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

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. I thought this was very smart timing to tie directly into Mobi's messaging and make it more relevant and topical to recipients. And who wouldn't keep the leave-behind Transformer on their desk as a constant reminder of how to better market Mobi? (Well, I wouldn't go that far — but a Transformer's not something you can easily turn down or throw away).

The piece itself, titled the “Marketing mobi-lizer,” was an all-in-one, simple-to-use toolkit that showed registrars how they could market Mobi in conjunction with their own brand, without spending lots of money on agency and design resources.

Unlike a lot of direct mail I get, I could tell the central purpose of the piece within five seconds — that this was a toolkit to help me dramatically change my business.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions