The lease on my Infiniti is set to expire this year, so I’ll be in car shopping mode before long. Rather than notify me of the fact with a simple form letter, Infiniti caught my attention with an attractive package befitting a luxury vehicle brand. An outer folder enclosed by a metal fastener housed a welcome letter, a brochure introducing Infiniti’s 2008 lineup and a card bearing a special offer. Personalization in several areas included my name, the model I drive and my lease expiration date. I’m picky about what I open; most of my DM goes straight to the recycling bin. But everything about this package — from the heavy paper and rich colors to the tasteful design — made it clear it was a significant investment. It earned my attention. The piece isn’t perfect. I’m a car enthusiast, and I spotted several 2007 models among the product shots. But, as a first step in what is likely a months-long campaign to keep me an Infiniti driver, this package addressed all my positive associations with the brand. I’m already intrigued to see what comes next.
DIRECT CHOICE: Infiniti catches buyers’ eyes with personalized continuity mailer
