Audience

2,000 Physicians (Allergists and Immunologists): Eight waves mailed every three weeks; 16,000 pieces.

The Program

Each mailing piece contained an individual dried wildflower encased in a plastic disc. A desktop easel (to showcase four wildflowers) was included in waves one and five. Both the easel and the mailing piece had a brief description of each flower.

Involvement

The 4 color mountainside scene on the envelope and the circular die cut displaying the wildflower, made the mailing piece stand out. Product samples were offered.

Response

30% to 35% overall. Physicians requested additional easels and wildflowers to display in their office.