Direct Mail Piece of the Week: Canon
March 19, 2017
Unusual. Most mail we receive is standard sizes and formats: postcards and #10 envelopes or 9×12 envelopes. When a company steps outside the box, it can be very noticeable. Canon recently sent us a piece that checks off many of the “unusual” buttons. Let’s take a closer look.
Format: This mailed consisted of a 9.25” x 9.25” brochure in a clear envelope.
Design: The brochure was 23.5” x 9.25”, half folded to 9.25” x 9.25”. The half fold’s purpose was to keep the diecut piece partially visible and it is also an unusual fold so it was interesting to look at. The most interesting aspect of the mailing was the diecut folded piece that was tipped on to the brochure. The diecut was in the shape of a cupcake. The cupcake wrapper folded down and opened up to more text inside. The cupcake added a dimension to the piece.
Printing & Paper: The paper was on a 9 pt. matte cardstock and was heavy enough and it arrived in good condition. With the diecut piece affixed to the brochure, an envelope was required which served two purposed: to protect the piece and the clear envelope allowed the end user to see what was inside. Please note that this piece does require additional postage. The brochure was very colorful and the stock was a very bright white so the colors were very vibrant. Canon is a digital company but instead of a digital copy, the brochure was inkjetted.
Presentation: Great job by Canon. The square size, colors/shape of diecut, along with the clear envelope make this a piece I couldn’t wait to open. Canon checked off all the boxes for a higher open rate.
Purpose: Canon is targeting companies who currently use digital (copy) machines in hopes of getting these companies to switch to inkjet machines. The brochure discussed how inkjet could save companies money while the quality remains the same if not better.
Offer and Call to Action: There was no offer. The call to action was twofold: download a booklet about inkjetting and/or contact our Canon Rep.
Digital Technology Integration: None. They did list a website, a phone number as well as the contact information for our representative.
Personalization: Yes, there was a small area inside the brochure that had the recipient’s name.
Canon did a great job showing off their inkjet capabilities with this direct mailer. From the large square size to the clear envelope to the cupcake, this was a savory treat!