Head & Heart in 12 Chapters

Background

In the economic downturn, HMD, a small printing company in Germany, was faced with particularly aggressive cut-throat competition, with their potential customers looking at the price even more closely than ever.

To distinguish themselves from their competitors, who were talking only about price, HMD wanted to talk about the quality of their work and to set out to win work in the premium segment.

Idea

‘Head & Heart’ was mailed out to 200 potential customers. It was a book with Gothic illustrations that took the recipients on a fantastic journey.

Each of the 12 chapters has a heading of seemingly disparate pairs of terms, like Price & Performance, Mass & Class or Meeting & Relationship.

The point was that in printing, as in life, it’s not always a case of one or the other but about finding a balance between both.

It also established that the recipient’s relationship with HMD would also be one of balance, between head and heart. Between value and quality.

Making the point of balance, the front of the lopsided book contained a spirit level so readers could see that a balance has been struck.

Results

138 of the 200 decision makers who received the book followed their hearts (and their heads) and called HMD for a meeting or for a quotation. Within weeks, several new projects had been taken on. The oblique slipcase found a place on many of the recipients’ desks and will continue to stand out from the spines of other books on a shelf as a permanent reminder for future projects.

Our Thoughts

Running a small business ourselves, we know the value of direct mail in keeping up our relationships with our subscribers, especially in tough times. It’s not just about money. It’s about remaining relevant and reminding your core customers why they were attracted to you in the first place. But how many marketers panicked in the downturn and offered price cuts, incentives and free gifts just to get a sale? All too many, I fear, and theirs are the brands which will be weaker as a result of it. This is precisely how markets emerge from recession much changed in shape, and I congratulate HMD on remaining true to themselves and their values. In finding the courage to spend money when their competitors were cutting costs they seem to be materially improving their business.

Also admirable are the craft skills that have gone into making the piece, allowing the print quality to shine through. So well done to the agency as well.