September 29, 2007

Woah! Tiny Parachutes in the courtyard... Where are the aliens?

Don't worry, I haven't sighted a UFO yet. Just noticed this interesting direct marketing technique at Adverbox. Samples of coffee arrived at different neighborhoods apparently via parachute. The key communication being that everyone can get great coffee from Hawaii delivered to their homes, in the quantity and frequency they desire.

The direct marketing initiative communicates the USP of Coffees of Hawaii. For those who would have normally questioned how anything from Hawaii could ever get to their doorstep, the parachutes proved that it might be difficult but certainly possible.

The parachutes in fact play the role of attracting attention and interest towards the direct marketing initiative. Contrary to traditional direct marketing initiatives (leaflets, envelopes etc.), which end up in the dustbin with immediate effect, this initiative would guarantee a second look and certainly greater response rates.

Now how many of you would buy from Coffees of Hawaii if you saw the parachute in your courtyard. Let me know


Windy said...

Buy ! Buy!

JesieBlogJourney said...

If I drink coffee, I would buy.