Video Marketing in Direct Mail: An Eye Catching Attention-getter

Video Marketing in Direct Mail: An Eye Catching Attention-getter

This element of surprise was exactly what Cody Clark, Global Campaign Manager at ExactTarget was going for when he created an innovative direct mail campaign featuring a video message. Here’s a look at the mailer in action: To view this video please consider upgrading to a web browser that supports HTML5 Video Pretty flippin’ cool, hey? The Magic Behind the Video Mailer While at first glance the video card looks like it contains a tablet or iPad, it’s actually more simple and inexpensive. The marketers at ExactTarget were able to simply drag and drop their custom video file onto the USB to have it work. As a bonus, Cody notes the LED cards are incredibly durable which worked out great for direct mail. Designed to Make an Impact After running a massive event like Dreamforce, it’s always a challenge for any organization to figure out the best way to follow up. You want event attendees – in this case targeted CMOs and executives – to remember the value they took away from the event, and the goal is to have influencers keep the item you send them. Essentially, if you’re on someone’s desk, you can remain top of mind. I think ExactTarget has done an excellent job, as evidenced by the reaction of those receiving their video cards: Video incorporated with direct mail is something I've never seen before. What do you think, marketers?

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Although you’ve come to expect video online, it’s an altogether different surprise when it shows up in the mail.

This element of surprise was exactly what Cody Clark, Global Campaign Manager at ExactTarget was going for when he created an innovative direct mail campaign featuring a video message.

Here’s a look at the mailer in action:

Pretty flippin’ cool, hey?

The Magic Behind the Video Mailer

While at first glance the video card looks like it contains a tablet or iPad, it’s actually more simple and inexpensive.

Similar to a birthday card that plays music, the card uses a slim 5″ LED screen to display the video uploaded via a USB similar to a flash drive. The marketers at ExactTarget were able to simply drag and drop their custom video file onto the USB to have it work. As a bonus, Cody notes the LED cards are incredibly durable which worked out great for direct mail.

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