OVERVIEW

In 2005, John was approached by Tribal Essence, a Queensland company which specialises in the production of healthy, natural and exotic skin and body care products. The company promotes the benefits of such earthy products, together with aromatherapy solutions to common physical ailments.

The management of the company sought John’s advice in marketing their range of stunning products to “the masses”, after growing the business through party-plans over the past 18 months.

EXECUTION

John produced a prestigious looking 8 page Direct Mailer for distribution to AB demographic suburbs. Click here for full PDF brochure.

John spent considerable time with the owners of the business, analysing past sales and recognising the types of women who historically purchase such products. After realising that the target audience were primarily AB Demographic females, John then used geodemographic census modelling to plot where such women lived in capital cities.

Due to the business being Queensland-based, the owners preferred to concentrate on this market first.

The owners had previously “dabbled” in mass press and radio advertising, all to no avail. John strongly recommended Direct Mail specifically to AB suburbs which featured the primary target audience and put together a prestigious 8 page Direct Mailer which featured the bulk of Tribal Essence’s products.

John featured customer testimonials throughout mailer.

He realised the product range would appeal to those who were familiar with Day Spas, so he used a “high impact” sell-phrase on the front cover - “Imagine A Day Spa Experience In Your Home Every Day…”

John created an up-market, exquisite feel for the catalogue, featuring client testimonials as a powerful persuasion tactic. (eg: … “It changed my life and it can change yours too ….”)

You’ll see from the artwork featured here, that the “allure” of the sell-message is very strong. The catalogue has a prestigious “ambience” which is designed to capture the attention of the appropriate up-market audience.

The Direct Mail campaign was so successful that it has become the launch pad for regular such mailers to suburbs which contain the product’s target audience.