Self-Mailing 3-D Viewer Series

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Audience

Pharmaceutical product managers, 5 waves, mailed monthly

Program

Five different viewers were featured in this promotion; each viewer’s subject and theme bridged to highlight a necessary ingredient for effective direct mail. The subjects and themes were as follows:

Statue of Liberty — “Making the Ordinary Extraordinary”
A giraffe — “You Don't need to Stick Your Neck Out”
A gecko eye — “A Closer Look”
A hibiscus flower — “Striking Direct Mail”
A peacock — “Attracting Attention”

Interest

A portion of the mailing piece popped-up to form a 3-D viewer. Additional 3-D photos were included for viewing.

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Animal Pop-Up Series

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Audience

Pharmaceutical product managers, 4 waves, mailed monthly.

Program

Each mailing piece featured an animal chosen for performing an impressive act, or possessing a particular trait which easily bridged to an aspect of pharmaceutical direct mail. The animals featured were:

Whale — “Maximize your Impact”
Tiger — “Generate the Desired Results”
Chameleon — “Hit your Target Every time”
Elephant — “Make a Powerful Impression”

Interest

Each piece offered a corresponding fulfillment:

Whale — “Realms of the Sea” book & VHS
Tiger — Box of National Geographic “Big Cats” greeting cards
Chameleon — Coffee Table book: “Hawaii: Islands of Life”
Elephant — a custom “Make a Powerful Impression” T- Shirt

First Day Cover* Series

Audience

Pharmaceutical product managers, 6 waves, mailed monthly.

Program

The cover of the mailing piece consisted of original artwork depicting a commemorative series of postage stamps. A unique “first day cover” was designed to showcase a real stamp from the series. Included in the first wave was a foil-embossed holder to preserve the complete series of first day covers, which featured the following stamp series:

Artists — Ernest Hemingway, Georgia O' Keefe, F. Scott Fitzgerald

Football coaches — Bryant, Warner, Halas, and Lombardi

Classic monsters — Frakenstein's Monster, Count Dracula, and the Wolfman

Jazz musicians — A collage of famous jazz musicians

Endangered species — A thick-billed parrot, Schaus swallowtail butterfly, Florida manatee and Florida panther

Carousel — A high mane Parker horse

Interest

Each piece contained an authentic collectable postage stamp. An enclosed BRC offered a unique premium along with the first day cover. The premiums were:

Artists — A poster of the original cover artwork

Coaches — NFL T-shirt of your choice

Endangered species — a framed collection of the U.S. Endangered Species stamps

Jazz musicians — a jazz compilation CD

Classic monsters — a classic monster movie video

Carousel horses — a coffee table book about the carousel horses.

*First day covers are printed envelopes affixed with a newly issued postage stamp. The envelope bears a special postmark with the first day of issue and the designated city chosen as the point of origin.