Print Design: Wine.com Increasing the consumer base through direct mail.
I bet you’re wondering whether direct mail is really still a worthwhile marketing strategy. In a world dominated by the convenience of the internet and digital interactions, you would think direct mail would be dead by now. If Wine.com is invested in it, direct mail must still be a formidable tool in the marketer’s arsenal. But it has to be done right, integrated with a digital campaign, and with just enough content to keep the limited attention span of attention of a 21st-century audience.
Valpak Coupons
For their late summer 2020 Valpak coupon campaign, Wine.com needed a clean look for their materials, targeted toward prospective buyers. They wanted to test different offers, as they often do, to measure success. I wanted to focus on compelling wine imagery and I worked closely with their marketing team to identify the wines they thought would work best. On the back, the engaging eye contact established by Wilfred Wong, an internationally renowned wine taster and “Chief Storyteller” for Wine.com, grabs the viewers’ attention.
Valpak Arrives!
The clean design of the Wine.com coupon helps it stand out from the noise of traditional Valpak coupons. The friendly and accessible eyes of Wilfred Wong help captivate the viewer.
Fall Mailer V3
This version of the Wine.com Fall 2020 House Campaign tested three versions against one another, targeted at customers who have made purchases before but may be unfamiliar with some of the unique benefits offers. Versions A and B, targeted at different geographic regions, highlighted the Chat feature on Wine.com, connecting customers with wine experts to help them select the perfect wine for any occasion. Version C highlights their exclusive Virtual Tastings featuring celebrities and world-famous winemakers.
Fall Mailer V4
Version 4 of the Wine.com Fall House Campaign leverages a laminated heavy-weight postcard (30pt stock) with perforated coupons to engage the prospect. The image on the front evokes the rich colors of the fall season, with the yellow sun and orange-tinted leaves against the deep violet of the ripe grapes. The back shows a variety of wines surrounding a branded Wine.com shipping box, making it immediately clear that Wine.com, in fact, ships wine. The reader is encouraged to sign up for their StewardShip program, giving the customer free shipping, among other benefits.
Fall Mailer V5
Version 5 of the Fall House Campaign uses the same image on the front as Version 4, but uses a Jumbo postcard which dominates the recipient’s mailbox. On the back, because of the expanded size of the piece, readers learn that Wine.com offers expert assistance with wine selection, and can learn more about wines and winemaking with their exclusive Virtual Tastings featuring celebrities and world-famous winemakers. The final piece is printed on a heavy 30pt stock and laminated, conveying the quality of the Wine.com brand.
Holiday B2B Mailer
Wine.com sent postcards to 75,000 business customers who had purchased gifts for their clients in the past. The front conveys the joy of the holiday season, while the back highlights some of the specific gift packages Wine.com offers. All of the product images in the piece are composite: the backgrounds are all separate images on which I overlaid the product. The piece was printed on 30pt laminated substrate.