Flyer/Coupon Direct Mail Ad
The direct mail ad draws in the readers attention with color blocking and use of white space. The sophisticated color scheme reflects that of the logo which is chalkboard black, white, and a yellow-gold. The first thing the reader sees is the headline, written in the same font as the Beans and Sweets logo, which states "Looking for the best bakery with the tastiest tarts and coolest cupcakes?". The headline directly asks the customer a question, drawing them into the advertisement with a subtle and persuasive good, better, best claim. The headline informs customers that tarts and cupcakes are available in the bakery and the colorful pictures below showcase the coffee and cupcakes also available. The "body" of the ad emphases how the business is "new", distinguishing it from the previous owner and provides a company manifesto to make your business seem more welcoming and community oriented; which is an element that can attract the target demographic of women aged 25-50. This ad will be sent to people directly in the mail, so everybody in the Naperville area will see the ad and the brand recognition will increase. Additionally, the two coupons in the ad provide incentive for consumers to come and visit the business to purchase something. The "headlines" of each coupon are also written in the same font as the logo so it stands out and draws in the reader. Coupons have been known to increase overall sales and having two in this ad along with a traditional headline and "body" increases the likelihood of attracting more customers. On top of the headline, images, coupons, and persuasive language , the ad also has black and white sketches in each coupon. These sketches resemble the sketch of the cupcake in the logo, increasing cohesiveness in the campaign. Additionally the sketches showcase the additional products your business sells besides cupcakes! In summary, this advertisement is simple yet effective, fusing together an informational flyer and coupons (following the cohesive design elements as the rest of the campaign). in order to attract more customers!