Netcom B2B Self Mailer

Netcom B2B Self Mailer
Netcom

job 
Business-to-Business direct mail piece to promote Netcom's internet access packages for businesses to generate leads for the sales team

client
Netcom

details
Worked on this account as a Senior Art Director at Foote, Cone & Belding Direct West. Partnered with a copy writer and we were asked by the client to consider using the illustrations the company had hanging in their office lobby... thank goodness they were professionally done and well crafted images that worked really well with the message we had to deliver. So we came up with a 4.625" x 6.625" six-paneled self-mailer with a roll-fold that used all four illustrations, revealing one after the other with each fold. We also offered a free book entitled "How to Grow Your Business on the Internet" for all those who responded to the mailer the same day they received it. The last panel is a perforrated business reply card that asks some basic questions and for their contact information that tears out cleanly and requires no return postage. This particular piece garnered around a 15% response rate, which was more than three times more than expected.

[1997]