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Direct Mail Piece of the Week: BMW

Companies need to use all the tools in their toolkit when trying to get their message across to their clients and prospects. One recent example of a job well done was by BMW. Let’s take a closer look.

Format: The piece was a booklet with a size of 9.5” x 4”. The pages were staggered on the front of the booklet (between the road signs) which made the piece stand out.BMW-0002

Design: BMW used quite a bit of white space, had a little bit of text and of course included the well-recognized logo and some photos of their vehicles to tie the piece together. They made clever use of road signs to make the reader understand the purpose of the mailer.

Printing & Paper: BMW used a gloss coverstock and the piece was printed in full color. There were no special techniques used, the stock was heavy enough and it arrived in good condition.

Presentation: The best part! The brochure arrived in a clear envelope which allows the end user to see what’s inside. This is key because the piece appears to be quality and it’s an unusual size and since the end user knows who it’s from and what the piece is about they can then open it. Direct mail in unique envelopes has a better chance of being opened.

Purpose: BMW would like BMW owners with expiring maintenance to sign up for an extended service plan.

Offer and Call-to-Action: The offer was $50 off when you spend $150 or more and to go to a webpage and enter in a personal offer code to receive exclusive savings and offers. BMW did make a nice pitch that may be appealing to the vehicle owner. The $50 off was mentioned twice in the booklet: once inside and once on the mail panel. BMW-0004 BMW-0005

Digital technology integration: None other than a mention of the web address but not sure anything was needed.

Personalization: None but not really needed. They knew the recipient of the mailer was nearing the end of their maintenance plan so it was targeted to the correct audience.

Overall this direct mail campaign was effective for a few reasons: targeting the BMW owners who were near the end of their warranty, using the clear envelope so the end user could see who it was from, and the unusual size and page sizes of the booklet.

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