The power of real....

Royal Mail's launch of their new initiative, Market Reach, which will help provide companies and agencies with a full suite of mail campaign solutions to grow their business whilst also boosting dwindling sales, definitely provided some inspirational thoughts. In this era of the digital age, DM has seen a downturn, however the power of DM 'can' still have a very large impact on the recipient. If done right.

Take for example the traditional annual report. Many companies do not print and mail these any more they simply host them on their website or email pdfs, so why not try something a little different. That is what Austria Solar decided to do. They went back to a traditional printed document mailed to their shareholders, however on receiving the annual report they received a blank document. Take it outside and the special printing technique keeps the content invisible until sunlight hits the paper. Not only does this turn reading the annual report into an experience it brings to life the mission of the company, that of innovation. Social media then helped spread the word as people tweeted and blogged about this product - clever marketing or clever DM? Perhaps a bit of both?