MW-Ford_Brand_60-99.qxp 24/7/06 11:12 am Page 76 2D Communications Direct mail Direct marketing is experiential and tactile. The way a pack is delivered, the use of paper stocks, the mechanics of the piece itself, the presentation of content (and the idea at its heart) will combine to convey the spirit of ‘Feel the difference’. So flexibility is allowed, particularly as different audiences will need to be communicated with in different ways. For example, with loyal customers a more rigid application of the rules is probably appropriate, whilst prospects would require a more open approach in order to create intrigue and engage them more actively. With this in mind, the decision to use the full lockup on envelopes/outers is dependent on whether there’s a need to: create intrigue; reveal the lockup as a conclusion to the pack ‘story’; allow some breathing space for the lockup and any copy; and avoid ‘Feel the difference’ being mistakenly read as the response to a headline. Again, use will depend on whether the piece is aimed at customers or prospects. In short, when it’s used appropriately, the lockup will always provide the perfect complement to the ‘big idea’ – wherever it appears. 76