How we helped a retail client navigate the daunting task of producing their first ever Direct Mail advertising brochure.

The Client

Name: Pampeano
Sector: Retail
Micro: Luxury Leatherware

We were approached via an intermediary who had a retail client who wanted to connect with their customers in a different and innovative way in order to drive increased sales. They hold a database of customers but were cautious about using physical direct marketing due to perceived difficulties in creating something, the timescales involved, and the potential costs.

The Approach

We took time with the client to understand the company background, heritage, and brand values. Our Print team recommended a format that would be cost effective in terms of postage size and weight, as well as making sure it would qualify for money-back incentives from Royal Mail. Once we agreed the final pack specification, our creative team set about designing some concepts to present to the client that was carried out via a virtual meeting. We assembled all the feedback and settled on one of the designs with a few elements of the other designs included.

Once we had been sent imagery, brand assets such as logos and colour swatches, and draft copy, we were able to start working on a draft layout for the full 28 page A5 catalogue. There were a number of revisions, but together we were able to strike an impressive layout balance between product listings, heritage information, and creatively spaced imagery. Once the client signed-off the final artwork version, the artwork files were prepared and passed to our Print team who took care of the end-to-end production and alignment with customer address data.

The Result

The total quantity of 20k pampeano direct mail catalogues were posted to customer’s addresses on time and within budget.

Customer Feedback

“Having recently outsourced the creative for our first ever Direct mail, I was a little apprehensive as I haven’t always had the best experience with outsourced creative teams. However as a small business, with limited internal creative experience in direct mail, we had to take a leap of faith. It totally paid off. Working with Citicreative was not only a pleasure but we felt they fully understood the brief and captured the spirit of the brand. After an initial scoping exercise where they graciously took on feedback, we felt confident that they would need little creative input from us and we were right. We are delighted with the outcome. The Citicreative team are collaborative, flexible, efficient, supportive, deliver on time and have great creative vision. We can’t recommend them enough – especially if you need hand holding on your first DM. Thank you David and the Citicreative team.”

Bunty Stokes
Pampeano Ltd