I am amazed at the number of mailers that stuff my coffers every day. I take
pity on the poor souls who waste stamps sending me pictures of puppies,
children and suburban moms,and grapes. We do none of this at my agency and
although it’s good to have as reference, I advise shortening your list to
target who you’re sending stuff to, or it will end up in the garbage.
And what is with all of that shrink wrap that is so impossible to open? You
get about three seconds of a viewer’s attention until they finally give up
and go back to being yelled at by account people. So keep it simple and
clean, though I do like that silver wrapping stuff- pleasing to the eye and
pretty sure something good always comes in that package.
I have gotten some pretty rad newspaper type promotions- I like those and I
like little books too. Postcards are always fine, but make sure the image
packs a a punch, and like I said, don’t send me puppies or mommies. Send me
stuff that’s going to make me look good for discovering you.
I was talking to an art director friend at a shoot the other day on this
very subject and she told me she’d like to see someone send something
completely different. Send a toy, send an object, think of a way to do some
non-traditional marketing. Although I hate those mini hard drives, my friend
said she would love to get something like that in the mail, because it’s
My favorite promotion along these lines came from Hunter Freeman just a
fortnight ago. Packaged in nondescript cardboard with a logo, I tore open
the parcel intrepidly, and what was inside was truly cool- a picture frame
with a really cool shot of a robot. Needless to say, the frame is on my desk
and his image is top of mind. Take the time to think of something useful and
that will make my office look nice.
I like that.
-The Anonymous Art Buyer
(comes from one of the leading TOP agencies in the Country)