Objective

Sure, use direct to sell a product or service. But use direct distributed through a mag to sell direct? Here’s how it worked: Canada Post wanted to increase usage of its DM services, so its agency Publicis decided a strong, uniquely positioned direct piece was needed to reach non-traditional users of the medium (namely presidents of small- to medium-sized businesses as well as marketing and advertising folks). But to reach prospects that ‘are so entrenched in their [traditional] approach to marketing,’ says Diane Wysocki, SVP/GM Publicis Dialog, the agency added a twist – and hoped for 2,000 to 3,000 inquiries.

Strategy

Focusing on Canada Post’s new brand message that ‘you’ll find it in the mail,’ Wysocki says that part of the strategy involved ‘changing the perception of DM’ with people who ‘live and breathe traditional advertising’ so the campaign had to ‘fish where the fish are.’

Full-page ads, therefore, ran in marketing trade press such as strategy and consumer business publications such as ROB and L’actualité throughout 2005 focusing on how DM can add dimension to the

target’s next ad campaign. The DM piece, a business reply card, was ‘tipped ‘ onto the ad. There was also a 1-800 number to call. After speaking with a Canada Post sales rep, the prospects were then sent the premium: detailed guidebooks to help plan and execute a successful DM campaign.

Results

By the end of 2005, response to campaign objectives was an impressive 200% over initial expectations. The print ads also helped build awareness of Canada Post’s services, says Wysocki.

Credits

Paul Odale, manager, advertising, Canada Post

Frank Casera, CD

Jennifer Nicholson, copywriter

Karen Wu, Simon Newman, art directors

Silas Yeung, account director