BtoB's Best: Direct Mail (Single): Dymo (Newell Rubbermaid)

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Agency: gyro, Cincinnati Campaign name: “Free Sample” Launch date: August 2012 Why we liked it: Newell Rubbermaid's Dymo couldn't have made it any simpler for its target audience of healthcare laboratory managers who specify integrated labeling systems. States the copy on the outside flap of the attractive blue box that landed in their labs: “The easiest way to make your lab run smoothly is in this box ... Open to see for yourself.” Targets next saw sales points on the inner flap of the box before they discovered the product itself—a LabelWriter 450 Turbo, which was theirs to keep. There's nothing more convincing than a free sample, especially if it works.
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