It’s not too often that I see a piece of mail that is so stunning but Porsche managed to impress me with a recent direct mail piece introducing its line of hybrid vehicles. Porsche created a very high end piece that we just don’t see very often. They used high end print techniques and spared no cost. Let’s take a closer look.
Format: This direct mailer consisted of an outer envelope which was 8 ¼” x 9 ¾” and a 16 page brochure which was 7.5” x 9”.
Design: Impressive. The outer envelope was really an 18 pt. cover converted into a custom envelope. They used a large amount of black ink on the envelopes so the envelopes were completely covered except for the mail panel. Visually it was very attractive. The word “e-hybrid” on the back of the envelope was in a neon green foil so it really stood out. The distinctive outline of a Porsche was done in white foil. The brochure included stunning photos with just the right amount of text.
Printing & Paper: My favorite part! The envelope was very thick and durable. Porsche used a textured uv which is not very common and really made the envelope feel nice. The brochure was printed on 100# gloss cover with uv on every page which gave it a very classy look.
Presentation: Hard to get much better than this!
Purpose: To drive prospective clients to the Porsche website to find out more or to locate their local dealer so they could arrange for a test drive.
Offer and Call to Action: No actual offer. The call to action was at the end of the brochure: a suggestion to go to the Porsche website to learn more about their line of hybrids and find a local dealer and sign up for a test drive. Next time I would recommend Porsche make the call to action easier or quicker to find.
Digital technology integration: None. My only suggestion would be to include a QR code that would take the consumer to the webpage that discusses these hybrid vehicles.
Personalization: None. Not sure it was needed though as its more of an awareness piece.
Overall the presentation of this direct mailer hit a home run. Looking thru the brochure made me want to find a dealer and sign up for a test drive! And that’s what Porsche was hoping I would do.