Car manufacturers are consistent direct mailers to their existing clientele, and often potential new customers. The bottom line is that they want to keep their customers under the umbrella of their brand. They do this by staying in front of their audience. How do they manage that, you ask? Well, they mail… a lot. Needless to say, a recent direct mailer example from luxury marque Audi caught our eye.
Interested in what we have to say about it? Keep reading.
A DIRECT MAILER EXAMPLE OF A DIRECT MAIL BROCHURE
There were several things we noted about this specific direct mailer example. From the information to the paper, Ritter’s Printing & Packaging is here to dissect this Audi direct mail campaign.
Let’s inspect…
Direct Mail Brochure Format
Outer envelope was 5 7/8” x 9 ¼”. Inside was a brochure which was 5.5” x 17”, folded in half to 5.5” x 8.5”. The brochure had a pocket on the right side which held seven 5” x 8” cards.
Direct Mail Brochure Design
One of the most interesting aspects of the direct mailer brochure was the outer envelope. Audi used a white linen stock which is a premium paper and costs more than a standard envelope. Additionally, the luxury marque used black foil in spots on the envelope, including the back side which we found unusual. They also incorporated a clear foil design in the shape of a sun that was present throughout the pieces.
The brochure had the same sun logo on the front in a spot gloss varnish. The inside right corner of the brochure had a die cut of the sun design. The other unique feature of the brochure was a piece of white linen cardstock glued to the inside left page of the brochure. The effect was high end quality.
Printing & Paper
The stock was heavy enough and the mailer arrived in good condition. The brochure and seven insert cards were all done on a heavy gloss cover. Audi printed them with overall dull varnish and pops of spot gloss varnish.
Presentation
The outer envelope design and textured paper plus the thickness of the brochure and inserts made this mailer stand out. The stark white of the paper contrasted nicely with the black foil text on the envelope front and back side.
Purpose
Audi is using this piece to drive traffic to the dealerships and increase/reward brand loyalty.
Offer and Call-To-Action
The theme of the brochure mailer is Summer of Audi Sales Event. The white insert in the brochure lists the savings on each model of Audi’s vehicles, along with the local dealer address, phone number and website. A very subtle call to action.
Each of the insert cards highlighted a different vehicle. A photo of the vehicle was on one side and the other side had some interior photos of the vehicle along with some descriptive text.
The front of the cards also included logos for 2019 IIHS Top Safety Picks and Kelley Blue Book 2019 Best Buy Awards where applicable, important considerations for many consumers.
Digital Technology Integration
None but none was needed.
Personalization
The recipient is an Audi owner and purchased their vehicle from the dealer listed in the brochure. The level of personalization was adequate. Audi shared all their vehicle information with the end user so they would not feel like they had to stick with their existing model.
Ritter’s Conclusion
Overall, a mailer that checked off many of the boxes: interesting envelope, visually interesting brochure and insert cards and beautiful photography. Commensurate with the sales volume involved, auto manufacturers produce very high-end mailers. This piece is no exception.
GET DIRECT MAIL HELP IN FORT LAUDERDALE
There’s a lot that goes into creating a successful direct mail campaign and our experts know exactly what you need to get the best results. If you’ve been looking for a great way to reach and impress new and existing customers, Ritter’s Printing & Packaging has a solution for you. We’ve been helping South Florida with their direct mail marketing for nearly 30 years, and we can help you too.
To learn more about all our marketing services, contact Ritter’s Printing & Packaging at 954-771-7204, today!
