3D Mail Delivers Top Marks

Most junk mail is destined for the rubbish. No matter how glossy, or matte, or colourful, or black-and-white. However, such is human nature that people find it inordinately difficult to throw away a parcel, or biff a 3D object without at least peek inside.

So when Canon wanted to spread the word about their innovative product range for school teachers–some of the most harangued, time-poor people in existence–we knew that to capture their attention something special was in order.

Canon is a one-stop-shop for education providers, but few teachers and principals were aware of the extent of their offering. In B2B, building a relationship is an important part of the sale, and Canon wanted to arrange as many face-to-face meetings with local high schools as possible.

They needed to send something that would stand out. Something clever, that teachers would appreciate. Something that would inspire them to meet with Canon’s Education Sales Manager. Something memorable, to ensure Canon would be top-of-mind when it was time to upgrade their classroom equipment.

We decided to play with the old cliché about sweetening up teachers by giving them an apple. However this was no ordinary apple. It arrived in a miniature apple carton constructed for one, with the line “Canon has everything you need to get you through the day” literally branded to the plywood à la a genuine (albeit much larger) packing case. Inside the box, the big, shiny red apple sat in a bed of straw, with a brochure showcasing highlights from Canon’s range for the education system and a personalised letter from Canon’s Education Sales Manager.

The mini apple crates were posted in waves so that each could be followed up with a phone call. Instead of calling cold, Canon’s Education Sales Manager had a conversation starter and a point of difference.

The creativity of the apple crate mailer received tremendous feedback from the recipients. And this meant people were willing to take the time to chat and – crucially - agree to a meeting. In fact, an astounding 30% wanted to meet in person to hear more about Canon’s education range. In contrast, traditional direct mail achieves a 2-3% response rate.

With declining postal activity due to the zip-zappiness and stamplessness of emails, you may think direct mail is on its way out. However, as snail mail gets rarer, it becomes more of a treat to receive. In a world of gigabytes and virtual relationships, this is an opportunity for your brand to connect with customers in a visceral, tangible, tactile way.

And unlike the stacks of junkmail that go straight to the recycling bin without passing go, interesting parcels will be opened by even the busiest people.

If you’d like to use a creative 3D mailer to boost awareness, influence behaviour, or increase sales, call Steve on 09 950 2144 or 021 744 960.