DIRECT MAIL PORTFOLIO
1 of 3: RESULTS
The goal is always response. These mailers delivered particularly impressive results.
ADT’s largest distributor ran multiple direct mail campaigns every quarter. This piece I did with Jim Williams at Publicis Hawkeye outperformed all others, receiving a 4%+ response rate.
This mailer for Wild Alaskan outperformed their control by 71%. Tari Johnson was the creative director; Scott Gerber, the designer.
I almost didn’t present this concept, because the three sentence headline was so unconventional. But it received the best response rate I’ve ever achieved—10%, it was taught in a marketing class at Hamline and was used by the company founder as the first sentence in their business plans to funder for the next decade.
COPY
To a child, a haircut isn’t just an errand. It’s an experience.
At Kid’s Hair, we make it a pleasant experience. From our child-sized chairs to our cheerful decor to our special play area, we focus on the needs of children.
Our stylists share this concern for your child. In addition to providing a wonderful haircut, they work and play well with others.
We’ve also made the experience pleasant for grown-ups. We’ve provided free parking right in front of the store. Our prices are reasonable. Appointments are available, but not required.
And, if you bring this card with you, you can receive two haircuts for the price of one or $2.00 off a single haircut.
Visit us soon. You’re child will meet someone with a scissors. (This is, after all, a hair salon.) But they’ll be a friend.
Kid’s Hair. The kindest cut of all.
2 of 3: EXPERTISE
I bring a thoughtful approach rooted in proven direct mail techniques to every project. But I seldom capture my thinking. Fortunately, a Publicis Hawkeye asked us to document our recommendations.
Previous envelope had no teaser. Not always a bad idea but not the way to go here.
Before
Recommendations
After
3 of 3: EXPERIENCE
Multiple clients, multiple industries, multiple media, B2B, B2C. And one very demanding client—myself. (See final samples.)
