Bill Weber Studios helps Archive Magazine get Subscribers and Press!
From the December 2007 issue of Advantages magazine:
Click on the photo to enlarge it
Magazine Soaks up Responses from Sponge Mailing
by Jennifer Zorger
How does a magazine that showcases print ad campaigns and TV commercials promote itself to the management and creative directors at U.S. advertising agencies? With a promotional product, naturally.
Lakpa Sherpa, general manager of Lürzer’s ARCHIVE, was looking for a way to increase brand awareness and sell subscriptions to the magazine. He met with Bill Weber of Bill Weber Studios, a designer and promo products distributor, to define their approach.
“We needed to create a direct-mail piece that: 1. people would open,” Sherpa says, “2. reinforced the concept that ARCHIVE is the ultimate creative idea generator for advertising agency creatives; 3. appealed to creative people who have seen it all; 4. redirected people to the Web site to learn more about the publication; and 5. kept the brand in the customer’s mind for a long time.”
That’s a tall task, but they decided to mail an expandable sponge in the shape of a light bulb. The easily recognized shape quickly identified ARCHIVE with generating ideas, and the item was flat and lightweight for easy mailing. Putting it in a clear envelope ensured that recipients knew the product was inside before they even opened it.
Sherpa describes the mailing as a big success. “Ad agency people are very hard to impress and have short attention spans. The sponge broke through. We have been getting calls from agencies who not only love the sponge but want to use them for their own promotions.”
Click on the photo to enlarge it
Magazine Soaks up Responses from Sponge Mailing
by Jennifer Zorger
How does a magazine that showcases print ad campaigns and TV commercials promote itself to the management and creative directors at U.S. advertising agencies? With a promotional product, naturally.
Lakpa Sherpa, general manager of Lürzer’s ARCHIVE, was looking for a way to increase brand awareness and sell subscriptions to the magazine. He met with Bill Weber of Bill Weber Studios, a designer and promo products distributor, to define their approach.
“We needed to create a direct-mail piece that: 1. people would open,” Sherpa says, “2. reinforced the concept that ARCHIVE is the ultimate creative idea generator for advertising agency creatives; 3. appealed to creative people who have seen it all; 4. redirected people to the Web site to learn more about the publication; and 5. kept the brand in the customer’s mind for a long time.”
That’s a tall task, but they decided to mail an expandable sponge in the shape of a light bulb. The easily recognized shape quickly identified ARCHIVE with generating ideas, and the item was flat and lightweight for easy mailing. Putting it in a clear envelope ensured that recipients knew the product was inside before they even opened it.
Sherpa describes the mailing as a big success. “Ad agency people are very hard to impress and have short attention spans. The sponge broke through. We have been getting calls from agencies who not only love the sponge but want to use them for their own promotions.”
