One Small Package, So Many Things Right

     "Prost!" It's Octoberfest time, and the b's just received invitations to a party at Hannaford & Dumas, a Boston-area printshop. These neat square mailers arrived last week. Each just 5" x 5" in size but packing a lot of promotional punch.

     With all of the invitation information on the outside, one might worry that the package wouldn't be opened. No worries. We could tell that there was something inside the sleek little piece and our curiosity was piqued.

     Sure enough, along with RSVP information, we found a CD.

     These folks did so many things right, it's easier to list them than to write full paragraphs:

• Square package stands out
• Typography-based graphic reads "cool" to art director audience
• Stamps.com stickers beat pre-printed indicia (although a traditional USPS stamp might have been better)
• Copy is super quick — just the facts, ma'am
• Sending a CD adds "freemium" excitement
• Letting us know right on the disk that it's only "about 2 minutes" is very smart
• Video is clean, quick and persuasive
• And, an Octoberfest party is so much more appealing than a press tour

     Well done, Hannaford & Dumas. The b's at B Direct not only give this invitation a thumbs-up, but we are going to consider you the next time we have an appropriate print project. "Zum Wohl!"