Before the web made expensive mailing more focused and in some cases, nearly obsolete, I produced mailers that stood out in crowded mailboxes. And produced sales increases in the 100's of millions of dollars. In the case of The Franklin Mint, over a half billion dollars in just three years. I used illustrated envelopes, teasers and raised the bar on techniques to get people to "open the envelope". And of course the URL goes on everything! Today, direct response is alive and well. Catalogs, e-mail bursts, web pages. It's all about synergy.
For the past ten years, I have worked on catalogs such as Coldwater Creek and Frontgate, which have partner marketing outlets in retail, and web. It requires a synergy in which I excel. I have an excellent eye for design, not just on the page, but on the set as well, creating vignettes that leave a clear invitation for the viewer to join in the style and the festivities.
I completely revamped Doubleday and Literary Guild to make them about the "experience" book lovers have when they pick up a book. It's never about the product, it's always about the relationship between the customer and the product. A place; a feeling. People buy things that evoke these. They want adventure and style. And who can blame them?