Important dispatch instead of unwanted advertising

There are legendary catalogues that are long waited, and instead of ending up in the trash bin, they are kept as a treasure. Some companies have the secret of how to do it, and this is one of the strength of printed direct mail.

This example of Next is wonderful, as they go a step further. Their heavy fall/winter catalogue couldn’t be missed anyway, it doesn’t even fit the post box, so the postman delivers it to my hand – what a joy!

But it is not in a polywrap foil, which could easily look like product advertising, but a cardboard box – and it immediately looks like an important personal dispatch.

And their marketing and management departments could resist the temptation to include the cover of the catalogue, a happy family picture, or a chic woman posing. Only one USP is mentioned, which is important for them to stress in case of catalogue ordering: that you can get your order the next day.

This way you are even more curious of the cover and to open the box like you would do with a treasure box. It costs more but earns more.

And of course I opened it and will show you the cover, if you are curious too:) The catalogue inside is nice and smells great as always, with wonderful clothes, it is a pity that it lacks the great headlines and the story.

Key takeaway: printed direct mail rules, less is more – also in advertising. Official look rules over advertising look.

This post is not a translation, was genuinely written for this blog by Timea Kadar. I am available for writing guest posts and for public speaking at events, conferences. If you want me to publicly analyze and post about your campaign for free send details to timea.kadar@gmail.com.