The Life Cycle of Junk Mail
You pull in the driveway after a long day at work. Hands full with bags of groceries, you grab the mail and make your way into the house. Flip through the envelopes, the bills, the magazines, toss aside anything that doesn’t look immediately important, and move on with your life.
But every now and then, one catches your eye, and it makes you think. When we’ve done our job right, it makes you care enough to take the next step and take action.
There is the advertiser’s challenge: How do we find a space in your life and make an impression? How do we make our product matter to you through a piece of paper you might only glance at?
Let me tell you, creating something that doesn’t become “junk mail” is the result of hours of meetings, production work, and research. From the time we begin to the time it reaches your home, it’s likely already been in the works for over a month.
It starts with the creative strategy and writing team. What are we selling? Why? Who are we selling it to? What’s the headline? What’s the special offer or message? A strategically sound creative foundation is imperative, and it usually takes a lot of misses to find the one direction that might be a hit.
Then, the designers get their hands on it, making sure the piece incorporates all the important text, cohesive and consistent branding elements, uses quality paper/print media, and has the proper messaging hierarchy. That’s where simple words are transformed into a compelling visual – never underestimate the power of a great design.
The media buyers have to scout out the right audience, buy or curate the right lists, and negotiate the best prices. Successful marketing comes down to the numbers, and great results don’t always have a hefty price tag if you have the right media placement and savvy buyers.
After rounds of revisions, tweaks, and approvals, it finally goes out to the client who also has rounds of revisions, tweaks, and approvals to go through.
The result is a simple postcard. Every word is carefully selected, images meticulously created, and consumers specifically targeted to get the results our clients are looking for.
The surprising part? More often than not, it works.