Business, Graphic design
Direct mailing was the original form of direct marketing when the alternative advertising channel was mass media such as outdoor billboards, TV, radio and newspapers. Then it evolves from geographic based to demographic based targeting when more data of the target audience becomes available.
Today, there are certain target audience that you may still only reach via traditional mailing. To ensure a level playing field, no promotional materials can be addressed to a specific person. Hence when approaching schools, you may only send materials to the school principals.
In 2014, Arrow Travel Agency (since 1967) wanted to expand its study tour business by developing a targeting brochures and sent to all primary and secondary schools in Hong Kong. A few thousand copies of brochures went sent to the schools before the school term begins.
The result? The company has continued to produce a professional study brochure each year, establishing a persistent brand image and generating more business opportunities.
March 3, 2019