report from london: the power of the envelope

08/01/2006 07:23:00 PM
With an audience over saturated by advertising messages, club promoters have a hard time getting their flyers into the hands of their target. People simply don't want to pick up them up anymore.

However, if you package these flyers in a cool brown envelope, it could be different.

That's exactly what Don't Panic does; it packages a number of the coolest flyers and an artist poster in a brown envelope.

The envelope copy reads.

"The Don't Panic Pack is a unique free publication found in carefully selected independent shops, bars, universities and art spaces. Also distributed outside alternative music events and launch parties, it contains all sorts of arts and culture goodies and information for cities all around the world with the emphasis on design and the future of our planet."

It's direct marketing one-on-one; the envelope is critical. Not only is it enticing, it adds an element of surprises and forces you to spend more time with the flyers that wouldn't even have picked up in the first place.

Don't Panic is a franchise operation, with offices in Amsterdam, Melbourne and Sydney, but none yet in the US.
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