The instant, no hassle direct mail campaign.

• Position: New Products - Sourcebook 4 from PSB - Brief Article

Wouldn't it be nice if you could develop a direct mail campaign "by the book?"

Let's say you need to promote a product for seniors. The first thing you do is open the "book" to the section on "Senior Programs." You look through a series of fully conceptualized direct mail designs. You select the design that fits your needs. You can even customize it a little. For example, you can change the people in the image. You also change the headline and a color.

Next, you select what elements you need for the campaign: posters? statement inserts? self-mailers? postcards? direct mail letters and customer envelopes? Finally, you fax your order to the vendor and wait for your proof.

It sounds like an efficient and cost-effective way for a financial institution to assemble a professional campaign. It is, according to PSB, The Marketing SuperSource, of Lake Forest, Calif. In this case, "the book" is PSB's fourth catalog...