Are you looking for a good relationship?

Tree Dental Lab creates dental restorations for, you guessed it, dentists. YELLmedia, Inc. was enlisted to help with a direct mail targeting new dental clients. The DM consisted of developing the concept, designing a tri-fold brochure, and writing a personal letter. The big challenge is that most dentists have a relationship with their dental lab which is "comfortable" and works, so that there is no reason to change. The other issues is that most dental labs look the same with the same colors and the same fake looking smiling pictures. It was necessary to cut through that clutter.

YELLmedia, Inc. developed a very "personal" campaign. It was so personal that the brochure appeared as a personal ad. The goal was to look different from the competition and have a personal feel with handwritten fonts. Even the addressed envelope was in a handwritten font using cream resume paper and envelopes so that it mimiced a personal letter. We hoped with the personal ad to evoke some kind of response - i.e. laughter. We also used strong call to actions with "call now to get your free starter kit" and to be entered in a drawing for a $50 Starbucks card - what dentist doesn't like coffee?
The result was higher than average DM rate with only sending out two mailings for 200 letters each.