Think Package First: Stimulating Direct Marketing Creativity

Okay, so it?s time to sit down and design a mailing piece for a direct marketing project. You sit down at your desk with a sharp pencil and a blank sheet of paper, or at your computer, with an empty word processing document. Minutes later, you find yourself twirling your pencil or tapping your fingers, still staring at that vast nothingness, looking for that elusive spark of creativity. Well, in this article we are going to a look at one technique that could help you harness that spark.

Often, the design process starts with content and expands outward from there. It only makes sense; the message is key and most of us will naturally gravitate towards crafting our content first, and then building a framework through which to present that content.

But, what if we did it the other way? It may sound unorthodox, but maybe it?s just orthodox enough to pass for brilliance, or at least to get us thinking from a different creative angle.

Of course, what we?re talking about creating here is not your run of the mill direct mail. We?re not going to decide that we want to use an envelope and then figure out what to put in the envelope. What would that accomplish? Chances are that, if you started with content, it would have ended up in an envelope anyhow. No, what we?re talking about is pushing the envelope, shoving it right off the end of the table, out of sight and out of mind.

Now ask yourself: what would be something really cool to receive in the mail? Or, to put in another way, what would really grab your customer?s attention?

One idea that comes to mind (and there are many more) is a package of trading cards, packaged in a nice shinny wrapper. Now that would be different. It would certainly capture attention, and most people would probably open the package, just to see what?s inside. That would certainly do wonders for your open rates, and, as long as the message is well crafted, for your response rates too.

Alright, so we have an idea for packaging, but what about content? Well this is where the real creativity comes in. Look at the packaging concept and ask yourself how it could be made to relate to your business? Let?s suppose you run a small consulting firm. Take a moment and ask yourself: what is the most valuable part of this business? If you?re like me, chances are your answer would probably be: the consultants themselves. Or, to put it another way, the consulting team.

Well there?s a connection right there.

Think about baseball or hockey trading cards, which feature players from different teams. Picking up on this motif, you could design a unique card for each member of your team, complete with a picture and a brief biography. Package them all together to create a team set, and suddenly you have a unique vehicle for promoting your business. Modify your website (or at least part of it) to match your cards, and you have the beginnings of an entire campaign.

The ideas could go on and on, but the important thing to note is that the ideas emerge by imagining a unique packaging concept and working backwards, allowing the package itself to actively shape the message. Essentially, we have reversed the design process, by starting with what is usually one of the last elements to be considered and/or designed, and using it to inspire the rest of the piece.

Of course, I am by no means suggesting that you should use this method for designing all of your direct marketing pieces. Nor am I suggesting that it will be appropriate for all projects. I am merely outlining one technique that you could potentially use to stimulate your creativity and allow you to explore alternative and innovative concepts for your direct marketing projects. Give it a try. If nothing else, at least you might have some fun.

About the Author:

Matt Ward is the Creative Director for Highland Marketing, a direct marketing company located out of Waterloo, Ontario. His primary responsibilities include graphics design, developing and maintaining the company website, and the writing and editing of many articles and communications. He holds his Master's in English Literature.