Business reply cards (BRCs) have deep roots in American marketing, starting as far back as 1928. They’ve been around longer than Medicare. Frozen foods. Scotch tape. Canned beer. Teflon. And even Monopoly. But despite their longevity—or perhaps because of it—some companies may question their effectiveness in today’s highly digital world.
When was the last time you launched a direct marketing effort with the goal of generating a 0% response? (Nope, that’s not a typo. There is no digit missing in front of the zero. We’re talking zip. Zilch. Nada.)
Does brilliant design inspire exceptional copy...or the other way around? Or, are they inextricably intertwined? And what role does the medium play in what takes center stage?
Admittedly, it’s not brain surgery. And it won’t solve world hunger. But the practice of transforming a corporate litany of product or service features into dynamic, can’t-live-without-‘em benefits can often mean the difference between generating a qualified lead...and suffering the deafening silence of non-response.