The challenges we face when designing a piece of direct marketing (aka “the asset”), whether it’s digital or print, is to achieve the following set of objectives.
A. The asset will get to the person and not get intercepted by a gatekeeper.
B. The asset will get opened and not discarded before opening.
C. The asset will get read.
D. The asset will not be immediately discarded after being read.
E. The asset will get shown around to other people, and ideally (in the case of print) left on the desk for a week or two, to be kept as a discussion piece.
Our pop up box for Mobicon achieved these outcomes and here’s another great idea. Facebook recently produced a marketing report as a deck of cards.