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A rather innovative direct marketing campaign

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Let’s end the week with a post that will certainly be interesting for direct marketers and all people that try to get leads and foster loyalty will old-fashioned methods. Let’s speak today about envelopes, stamps and good old paper catalogues.

While most of you think this is a dead channel to attract new customers and make sales, you may want to revisit your beliefs. Actually, like in all aspects of your life, our level of attention increases when we’re faced with something that has become rare. It’s all a question of stimulus and cues. We get accustomed to cues that are abundant and similar ; when something stands out and is different, we notice it. It may be the same effect for direct mailings sent by post. It’s becoming rarer and rarer and when someone does an effort to produce something different, odds are high that you’ll open it. You may remember for instance the story we told about the envelope of Cartier.

Today we have another good example from Paris : Berluti (luxury shoemaker that was acquired by LVMH).

Their latest catalogue was sent by post a few days ago and the least we can say is that the envelope that was set was significantly different from everything we got until now. Have a look at the pictures to get an idea. You’ll note the calligraphic handwritten address but would you have noticed this other tiny detail in the upper righthand corner ? A personalized stamp with the emblematic products from Berluti.

That’s really the 2.0 version of offline direct marketing. Congrats to the guys at LVMH / Berluti who have an eye for detail and a passion for luxury. It takes time and good dose of creativity to create something like this.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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