Issue 14 | March 2010
For An Post, the Irish Post Office, the challenge is to inspire managers of SME’s to notice the power of direct mail in growing their businesses.
It’s imperative that they talk to their customers. But they’re either unaware that direct mail is the most effective form of communication to retain and acquire new customers or they’re unwillingly to try it. They insist on using more expensive TV, radio and press advertising, which are harder to target and measure.
The brief asked that recipients go onto a new direct mail website to learn more about it. The challenge was to create awareness that receiving direct mail could be simple, cost effective, targeted, measured and enjoyable amongst a time-poor audience that receives lots of messages through the post.
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