TMW creates DM mail pack for Ebay
A
TMW product story
Edited by the Marketingservicestalk editorial team
Oct 24, 2008
Tullo Marshall Warren (TMW) has developed a direct mail (DM) pack to support an integrated campaign by Ebay to raise awareness of the changes it has made to its website.
The campaign is based on the theme 'Guess What?' and also encompasses on-site marketing and e-mail.
Ebay will target its most loyal customers, who regularly spend significant amounts of money on the site, with a mail pack, which will drive them to the website to see the changes.
The 'Guess What?' direct mail pack developed by TMW aims to inspire curiosity, excitement and surprise.
The message is accompanied by a 'payoff' line that conveys one of the benefits on the website, including 'searching for an item has never been so easy'.
TMW worked closely with the Lettershop Group to design a colourful mail pack using techniques that give the outer packaging the look and feel of a premium high street shopping bag.
This was achieved through the use of 'inline' technology with use of coatings, die-cutting, gluing, folding and ribbon shift.
The 'Guess What?' message is printed on the bags in bold capital letters, in colours that reflect the Ebay logo.
The copy and layout of the brochure and letter help to communicate the various changes to the site in Ebay's friendly shopkeeper tone.
Imagery of new items such as Iphones is used to demonstrate the various types of products now available on the website.
In addition, the 'Guess What?' mail pack uses creative and messaging which integrates with Ebay's homepage in order to create a seamless customer journey.
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