Erase This Letter

Background

Staedtler is one of the oldest stationery brands in the world. Their classic Mars Plastic eraser is still a reference point in the market. However, the brand faces stiff competition from cheaper alternatives that don’t deliver the same quality. Even clients who specifically need top-notch stationery sometimes turn to inferior alternatives. Staedtler wanted to reinforce its image as a manufacturer of premium erasers (and other stationery) and increase sales with a business-to-business campaign aimed at key prospects.

Idea

I DO came up with a mailing targeted at principals and supply managers of large art schools. Each year they have to decide which stationery to stock for their students. To convince them of the superior quality of the Mars Plastic eraser, Staedtler sent them a letter entirely handwritten in pencil. Enclosed was a Mars Plastic eraser. In the letter the Marketing Manager of Staedtler asked the contacts to erase the letter after they have read it – the best way to convince them of the effectiveness of the eraser. If interested they could call the Marketing Manager on the phone number printed on the sleeve of the eraser to place an order.

Results

43% of the prospects responded to the offer. Several of them complimented the Marketing Manager on his letter. Others said they would use the letter as a case study during classes.

Target Audience

Principals and supply managers of art schools

Size

70 mailings

Our Thoughts

Providing proof that your product works is a definite advantage of direct mailing, but how can you ensure that it’ll be tested? This piece challenges the recipient in such a witty and innovative manner that they’ll be convinced of the product even if they don’t want to destroy the letter.