NEW YORK Not every business is decrying the upcoming postal rate hike.
Seeking to take advantage of an opportunity, Neopost, a supplier of mailing systems, last week began distributing mailers by San Francisco-based Wayfinder, talking up the company's ability to help corporations address the changes.
In one sent to existing customers, a stern looking man raises a questioning eyebrow. Text reads: "Is your business ready for the new shape-based postal rates?"
"The changes could have an impact on companies' bottom lines. This has huge implications and we needed the agency to convey that in the creative," said
Michael Garrison, senior marketing manager at Hayward, Calf.-based Neopost. "No one really loves their mailing machine, it's part of their operation. You only think about it when it breaks."
In addition to direct mail, there will be an educational Web site and print in trade publications.
"This is a category with low emotional involvement," said Louis Briones, evp, CMO, Wayfinder. "Over the years, we've determined that straightforward information is the best way. You clearly tell them what the problem is and then provide a solution."