Page 229 - Visual Marketing
P. 229
Why It Works The fact that the images Takeaway Tip
bleed outside the boundaries
We’ve all received coupons in of the coupons also lends to Any project can benefit from good graphics
the mail, and we rarely give its appeal. Many coupons are and design. Just because they are coupons,
them a second glance. With Trap text-only and lack interesting discounts, or vouchers doesn’t mean they
Media’s booklet, each coupon imagery. The Trap Media book- need to be cheap. You can position your
begs the reader to pay attention lets feature editorial-style pho- products and services as being about high
to it, with young, happy people tos that draw attention to each quality not low price, even when offering
jumping, performing martial arts, offer. This approach allows discounts.
or dancing for attention. readers to visually scan the
coupons and select the ones
People, no matter where they they are most interested in.
live, like to save money. So the
careful placement of “£1200 in Success Metrics
vouchers free inside” is strate-
gic enough to get the attention • The project had a 2,000 per-
of anyone who picks the book cent return on its initial invest-
up. And the claim isn’t bogus: ment within one month of its
There are freebies and discounts distribution.
that are actually attractive,
which isn’t always the case with • The vouchers all featured a ref-
coupons. erence code so that Trap Media
could monitor sales and the suc-
cess of this project, helping the
company determine the best-
selling offers.
PO WER TO THE PR I N T I TE M ! 208
