Larson Storm Doors Dealer DM Teaser

This pop-up 3D direct mail brochure was the second piece in a two-part mailing series  to home improvement store dealers in the greater Kansas City market. The hook in the piece was an actual $1 bill in a pop-up hand, the first dollar they would make selling Larson Storm Doors. The incentive to schedule a meeting with the Larson Storm Doors Market Penetration Teams was a choice of a wider selection of sporting equipment. Together with the previous 3D teaser piece, both mailed to 311 dealers, the campaign generated an whopping 97% response rate, resulting in 302 meetings, and ultimately, 287 signed dealers. The client said this shortened market penetration from 5 years to 3 months, and more than tripled the dealer total they reasonably could have expected. Together with the consumer TV and newspaper insert that generated a 28% market share from nothing in the first year, this effort won a Gold Effie for marketing effectiveness.