United States
DMNews
November 9, 2009
By Nathan Golia
Neolane turned to direct mail in September
with a baseball-themed dimensional mailer, complete with a complementary package
of Big League Chew gum.
"A lot of people have pulled back and are not doing any direct mail," says Kristin Hambleton, senior director of marketing for Neolane. "But if you look big picture in terms of what works, adding another channel helps."
Neolane created a dimensional direct mail piece, "Big League," which was sent out over the course of a few weeks this fall to 500 potential customers. It included a cover letter, three case studies, and a pack of Big League Chew gum.
The baseball theme, including the tagline "Is your cross-channel marketing ready for the big leagues?" fit with previous Neolane creative, and tied in with the Major League Baseball pennant races and playoffs.
