Wickes makes a splash with new paint pot mailer. Jessica McGreal reports
It’s usually pretty simple to ignore direct mail. When a flyer, letter or catalogue arrives in the post – I’m sorry to say – the majority of the time it ends up in the bin. However, when a full-sized paint pot filled with goodies landed on my desk I couldn’t wait to open it.
The ‘Wickes gift card launch’ campaign shows that with the right idea, budget and execution DM is definitely not dead. The DIY store is fairly new to the business gifting market, so decided to take the time to create something that had an impact in order to stand out from the array of retailers that offer a variety of different corporate gift options. When brainstorming its new DM campaign, the marketing team asked themselves: ‘What things would people keep hold of?’ Consequently, each item was considered carefully.
The paint tin mailer consists of a £5 gift card that comes in a personalised oyster card wallet, a tape measure, jellybeans and a letter about the campaign with a call-to-action to find out more about its corporate gift options. The paint pot made sure the mailer was opened, while the tape measure was included for practicality, the jellybeans for fun, and the gift card and letter promoted the brand’s new offering.
Natalie Vescia, B2B marketing and client relationship manager, explains the idea behind the oyster card holder: “The gift cards don’t have packaging so it is nice to deliver them in a wallet. Because it’s personalised, you’re more likely to keep it. If you receive something like an oyster card wallet that has a brand pasted all over it, you won’t want to walk around with it, so we wanted to keep it more abstract and fun.”
Saying no to digital
Initially aimed at press contacts to highlight the brand’s new gift card offering, the campaign was extended to include current clients and prospects. Working with PR company Clareville and Summit agency, the paint tin was distributed to more than 130 individuals. To help ensure the mailer reached the right people the company used its own contacts from the voucher space.
The campaign creative will be rolled out across the brand’s recently launched website, but Wickes will not be utilising its digital channels to support the DM. Instead the company has chosen to keep the campaign personal by focusing on direct follow-up calls with recipients.
Meanwhile, the business is planning on extending its personal relationship with customers by attending exhibitions and events, and having conversations with key publications rather than carrying out digital marketing. For example, the business arm of the brand has chosen not to set up social media accounts because of the time and resources needed to manage and maintain a social presence. Yet, it plans to branch out into social by 2016, when it will be able to
fully commit.
Employee engagement
This activity also highlights the growing importance of employee engagement and attracting talent for businesses post-recession.
Wickes’ has timed its mailer to arrive at the precise moment business owners are beginning to investigate new ways to thank staff for reaching targets or going that extra mile. As a result, the paint tin is a fun and exciting gift that reminds employers of the significance of staff benefits.
Seeing success
Launched on 9 March 2015 ‘Wickes gift card launch’ campaign has already seen success. Journalists have been tweeting about the new product line, while current clients and new prospects have even got in touch with Wickes to thank it directly for the surprise parcel.
Vescia adds: “The fact that the people that received it have gone out of their way to say something – because people are so busy these days – shows it has made an impact.”
Looking ahead the brand plans to carry this success forward by focusing on more engaging activity rather than just advertising. This includes carrying out research and surveys that will provide valuable insights and interesting content for their business customers.
