For the first time in two years, SK&A Information Services will send out postcards as part of its marketing mix, this time to launch a medical research service.
“We decided to return to direct mail because it works,” says Jack Schember, the Irvine, CA firm's marketing director.
SK&A also decided to take a new, humorous approach to its copy. “In the past we always sent more staid, drier communications,” Schember says. “After all, we're talking to highly educated people about a complex product.” So this time it's trying something unexpected: a postcard with a picture of a monkey and text playing off that image.
But the other side of the card gets serious. It offers bullet-point information about SK&A's Custom Primary Research service as well as online and toll-free telephone response mechanisms.
The effort's costing SK&A only about 50 cents per postcard as all creative is being done in house.
SK&A's lead-generation postcards will be sent monthly to marketing executives at some 3,500 firms.
