1. Rom Massey & Sons Leaflet Mailing anpost.ie/mailmedia

2. Leaflet Mailing The Challenge Rom Massey & Sons wanted to get a direct message out to the public about its very competitive funeral pricing. As most advertising today is aimed at catching our attention span for just 5-15 seconds, a printed leaflet was the best pathway to achieving the goal as people spend time and give attention to reading their mail.

3. Leaflet Mailing The Target Market Over 40’s are the main audience that arranges funerals.

4. Leaflet Mailing The Thinking Direct mailing an easy to read leaflet using An Post’s Publicity Post service, offered Rom Massey & Sons the best public penetration for its cost effectiveness. Also, the target market tend to have more time to read direct marketing leaflets. As the cost of funerals is still the great unknown, many people were intrigued by the leaflet. It made them face the awkward question of death and the unavoidable costs it involves.

5. Leaflet Mailing The Mailing The leaflet was 4-pages and A5 in size. It contained information on pricing, as well as a €200 funeral voucher. The leaflet was targeted to 47 of An Post’s Publicity Post delivery areas in close proximity to Rom Massey & Sons Dublin offices. The location map on the back was tailored depending on the proximity of the nearest office.

8. 13 funerals were booked as a result of the leaflet drop within 10 days of the campaign landing

9. Many people held onto the leaflet to be used several years after they were distributed.