For Tesuque Stucco, Co., one of the ideal ways to reach potential customers is through direct mail. The traditional media type is often overlooked, but it offers the ability to narrowly target by zip code and to reach homeowners with a tangible placement. However, with a standard, boring design, many direct mail pieces end up in the trash bin. For the Esparza design team, creating a direct mail piece that would grab attention and avoid the trash can presented an interesting design problem.
Esparza is an award-winning, full-service advertising agency based in Albuquerque, New Mexico. We specialize in digital marketing and offer a wide range of services to help grow your business. We have offices in New Mexico and Texas and work with clients worldwide.
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The Problem
For Tesuque Stucco, Co., one of the ideal ways to reach potential customers is through direct mail. The traditional media type is often overlooked, but it offers the ability to narrowly target by zip code and to reach homeowners with a tangible placement. However, with a standard, boring design, many direct mail pieces end up in the trash bin. For the Esparza design team, creating a direct mail piece that would grab attention and avoid the trash can presented an interesting design problem.
The Solution
With many decision makers in the target areas being high-earning women, the creative team devised a solution that turned stucco into a makeup palette. The execution had a single headline on the outside of the mailer that begged the reader to open the piece and explore more: “It’s What On the Outside that Counts.”
The Results
We think the client feedback on the direct mail piece speaks for itself: “The mailer is killing it!”
In terms of hard numbers, in just the first five months of the year, with only one round of mailings in market, Tesuque Stucco, Co. closed 4 out of 22 leads that came from the campaign, which represents a 100% increase in leads and closed sales compared to the previous year as a whole.
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