Ken Richman's Blogfolio

Van drivers. Do they have opinions about vans? Does a decorator’s radio have the odd paint spot? You can bet they’d have something to say about Ford’s new Transit. A 3-day test drive would give them time to come up with a few honest observations – and then note them down on this business-like clipboard that was mailed to artisans up and down the country. It worked like a charm, with 50 test drives being booked into Ford dealerships on the day the mailer landed.

Remember, if you can’t see my mirrors, I can’t see you. Nor can I hear you either. Because I’m on my mobile.

Through Wunderman Automotive. Art Director Anthony Cliff. (continue reading…)

The banks are shut at Easter. Blood banks are no exception. This card, mailed to existing donors, is an urgent request to get along and donate before the closed period, to ensure supplies are maintained, as some vital blood products have a shelf life of just 3 days.

Do something amazing. Give blood here.

Through Kitcatt Nohr.

Great Ormond St Hospital (GOSH) needed to raise enough cash to re-equip two ageing operating theatres with state-of-the-art operating tables, video equipment and air conditioning. This mailer to an existing donor base brought in all that was needed – twice over. When that happens, that’s when you’re glad direct marketing has measurable results.

Pick it up. It’s yours. No, really, it is.

When Pension Credit was introduced the fear was that many of the most needy recipients would be too proud to claim what was seen by some as a hand-out – even though it was their absolute entitlement. My campaign strapline, ‘Pick it Up. It’s Yours.’ comveyed the message that Pension Credit is there to be collected as of right.

Through Draft London. Art Director Ed Floyd.

Sometimes you don’t need to get too complicated. This cheap and cheerful postcard-sized mailer served as an effective reminder to RAC members of the major benefit of renewing their subscription – before it was too late.

Saab’s new 9-5 looked almost identical to the old 9-5, in spite of many of improvements all over the car. This attention -grabbing image was created as the front cover of  Saab magazine insert and mailed to existing and prospective Saab buyers. The image is created from copy listing many of the thousands of enhancements in the new range.

Sainsbury’s wanted to launch a range of fresh Asian sauces made by Sharwood. The sauces make it simple to cook authentic Asian cuisine in your own home. We sent out menus personalised with the recipient’s details munged into the name and address of an Asian restaurant.

Through Proximity London.  Art Director Anthony Cliff.

Sweden lies partly within the Arctic Circle, so you’d imagine they would know a thing or two about making an all-weather convertible. This pack, mailed in a frosted plastic envelope, proved the point and contained an invitation to take a 24-hour test drive. I have no idea how many cars it sold but it did win a John Caples dinner so that’s alright.

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