Friday, June 24, 2011

Direct Mail Example Japan

Well, today I would like to show you a quite common example and format of Direct Mail in Japan:

It's an A4-sized double sided card; an invitation to a car dealer fair.

For non-Japanese it might look a bit crowded. The focus is on as many choices as possible (e.g. different car offers), rather than focusing on one clear message for one car model.

The main selling points are: eye-catching, because bigger than standard post; a lot of information for comparatively cheap printing costs.

The front page of the mailing shows offers, which are not directly related to the product or brand:
1. People who will bring the coupon from this card to the dealers fair will receive one bread for free
2. The first 70 clients at the fair will receive a caricature
3. Clients can meet the company’s' calendar girls at the fair
4. At the dealers fair lottery scratch tickets are given to individuals, who order a new or used car, or register for inspection or maintenance.

The backside of the mailing shows different car offers and the invitation to order their catalogue.

Once again, this is one common format of DM in Japan, but of course formats and content depend on the target group and many other factors.


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