Designing Direct Mail Packages That Work

I get asked all the time by clients, marketing executives and other creative pros “What formats work best or are working now?”

I always answer the same way: “There’s no magic bullet. What works is all about pairing the right format with the right creative concept that’s in line with the product, brand positioning and messaging.”

No one ever likes that answer. Everyone always wants a simpler one … A format that always works. A new printing technique that will cause everyone to stop and look. Personalization technique no one can ignore. The funny part? If I could answer that question,
I’d be the most well paid creative on the planet.

Like many creatives, I love new formats. Many of the printers I know are always showing me what they do. The CargoCard was one of these formats. The CargoCard is a self-mailer format that is ¼” to as much as ½” thick. The thickness is created using a light foam substance sandwiched between printed sheets. The foam has a cut out in the middle that can hold anything from coins, game pieces, candy, pretty much anything that will fit in the “cargo” space.

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

Publish date: November 5, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT