Article

Let me start by stating that this post may not be relevant for the experienced designer. That being said, however, we do occasionally see marketing pieces that don’t seem to fit the image of the company or product that they are intended to represent. This blog post “addresses” this issue and offers some general guidance in this area.

Imagine receiving a high-gloss, expensive-looking brochure from a grass-roots, charitable organization soliciting a donation. Your first reaction might be, “If they can afford to print this quality of stuff, maybe they don’t need my money”.

On the other side of the coin, imagine someone trying to sell you an expensive beach-front condo with a single-sided, one-page flyer on 20 lb copy paper. This probably does not convey the right image either.

Whether we are talking of ourselves as businesses or individuals, there can be a big difference between how we see ourselves and how others see us. The truth is, some people don’t see us the way we would like them to. Fortunately, good marketing can stem that tide and reverse opinions over time.

I don’t think that we can go too far wrong by simply trying to promote our organizations in the light that we would like others to see them. If we want prestige, we can build prestige. If practical suits us best, then we can keep the steak (the content) and cut back on the sizzle (all the snazzy “extras”). If we are fundraisers, we want to show prudence and demonstrate the value of donating to our cause. Most of it is common sense, but sometimes things can get out of focus and we can all make mistakes.

I recall when the economy started to soften, we turned to some laser-printed self-mailers, on pastel stocks. For a business that prepares regulatory and proxy mailings and employs strict procedures for the fulfillment of OTC samples, it just did not fit our image – and a few people were quick to tell us this. Lesson learned! We stood back and looked at our collective mix of clients and realized that, although they were quite diverse in nature, it didn’t matter if we were promoting turnkey postcard solutions or innovative packaging ideas for product samples, they had come to expect a certain level of “image” in all of our marketing materials.

If you are selling a prestige product, then you will likely want the gloss, the steak and the sizzle. If practical is what you are selling, then prudent (but not cheap) is your best bet. Of course, frugality can often enter the picture. For example, in Canada, many newsletters are mailed as self-mailers. Therefore, if you are a charitable organization and you are mailing your newsletters in envelopes, some might question why you are spending money on purchasing and printing envelopes and paying to have them stuffed and sealed.

Sometimes the packaging suits the image of the company, but not what is actually being mailed. Take for example, a small, single sample that is floating loose in a box measuring 6” X 9” X .75” thick or an item that is packed into an attractive package so tightly that the package itself is actually bulging. In this case, you could have appealing samples with nice packaging, but the image portrayed can undermine the effectiveness of each.

All things considered, again, I think that plain common sense is the best bet. If you are looking to build a prestige package and budget is an issue, wouldn’t it be better to send out 2,000 high-quality items rather than 10,000 that you had to scrimp on and do not fit the image that you envision for your organization? Just think, if the 2,000 items work well, then maybe you can do another 2,000 or perhaps the balance of 8,000 if you are getting excellent returns.

The now departed, and greatly renowned lawyer Johnnie Cochran coined the famous phrase “If it doesn’t fit, you must acquit.” Sometimes, when it comes to marketing and conveying the right image we might say “if it doesn’t fit, perhaps we should quit.”

As always, if there are any questions on this or any other direct marketing topics, please do not hesitate to give us a call here at Highland Marketing.

Tagged As: Design Direct Mail image