4/23/2012

Not Your Mother’s Direct Mailer

Known in the construction industry for quality fastener technology, Phillips Fasteners, LLC wanted to impress the buyers at two national hardware/home improvement stores by generating excitement around, and sales of, its Phillips II Plus exterior wood screw. The company planned to target deck builders in North Carolina by sending them a direct mail piece that touted the screws features and befits, and provided a sales code for 40% off the online purchase of a 25lb box.

To ensure the offer (and opportunity to make a regional impression) were not overlooked, the company turned to LSHD for a direct mail piece that these busy contractors would notice. Making sure the mailer didn't fall flat, LSHD employed a three dimensional mailer with a tongue-in-cheek message that prompted individuals to raise the piece’s outer flap, as well as an eyebrow or two. Designed to look like a traditional book of matches, the Phillips II Plus mailer lets viewers know that finding the perfect (deck) screw is easier than they think; in fact, it’s right in their hands. When opened, contactors find a sample to try, as along with the special Phillips ACR and a regular square bit. The copy points highlight the unique features of the Phillips II Plus, and also pay off the humorous headlining with a “handwritten” message and url on the back cover that direct builders where to go to learn more.

To learn more about the Phillips Fastener direct mail initiative, or other successful campaigns LSHD has developed for our clients, please contact us.