Five of the best B2B direct mail examples
If you’re looking for some inspiration for your next B2B direct mail campaign, look no further! From creative concepts to eye-catching design, here are five of the best B2B direct mail examples that got our attention.
GGRP – Cardboard Record Player
In 2009, Vancouver-based sound and music recording house Griffiths, Gibson and Ramsay Productions (GGRP) launched a marketing campaign that has been praised for its creativity and effectiveness.
To capture the attention of industry players and potential collaborators, and promote its sound production services at a time when vinyl experienced a resurgence, GGRP launched its Cardboard Record Player.
Cardboard mailers containing a vinyl single were sent out, along with a small needle. These mailers folded out into a cardboard phonograph capable of playing records. While obviously not intended to be a replacement for a record player, the novelty of the item was enough to leave a big impression with consumers.
ClinicalKey – Gifts for the Office
Medical search engine ClinicalKey sent its clients a direct mail package. Each package contained items that are commonly used at work, each item chosen to represent aspects of ClincalKey’s services. A branded mug represented how reliable their service is. The calendar was sent to portray convenience, and the charger was chosen to represent how fast their search engine was.
Nestlé – KitKat Chunky
In the late 1990s, Nestlé publicised its KitKat Chunky with an irresistible call to action. Customers received a personalised “we’re sorry we couldn’t deliver your parcel” card, stating that their KitKat Chunky wouldn’t fit through the letterbox due to its “chunkiness”. Customers were invited to redeem their voucher for a KitKat Chunky at their local newsagent.
By customising each leaflet and stimulating people’s taste buds, Nestlé was able to attract new consumers looking for a bigger chocolate snack. Good food, Good life, great direct mail idea!
Smart – Recyclable Helmet
When Smart launched its range of green e-bikes, it wanted to target keen cyclists. The direct mail campaign involved recycled cardboard with a cut-out pattern to follow. Customers were encouraged to follow the pattern to construct their own eco-friendly cardboard helmet. Clearly not intended to be used on the road, this humorous and memorable had two purposes: it stressed the importance of wearing a helmet when cycling; and raised awareness of the importance of sustainability. It also generated an enormously positive response across social media.
BMW – Tempting Luxury
BMW has a comprehensive, multi-channel marketing strategy that includes targeted internet ads, email campaigns, and full-featured website along with television and radio spots. For the launch of its 3-series, BMW rolled out a series of glossy photograph-rich direct mail postcards to reach out to customers at home. Made of a nearly indestructible material for longevity, these postcards stood out from the rest. Launched in 1983, BMW’s 3-series remains its best-selling model, and accounts for around 30% of annual total sales (excluding motorbikes).
Creating a direct mail campaign that stands out can be tough, but we’re here to help. Contact us today on 01625 870000 to discuss our direct mail services with one of our friendly print experts.