> Thinking Inside the Box

∆ MEDALCRAFT MINT -

(design strategy)

Medalcraft Mint, a multiple award-winner of high-relief, die-struck recognition medals, had a nationally recognized product - but no sales force west of the Mississippi. The challenge was to find a way to reach that western target list, with the ultimate goal of gaining new customers/sales without sending an actual salesperson. This marketing piece had to be high impact and memorable - not the typical mailed introductory business letter or company brochure. And this happened to be a physical product, one that could be believed if it was seen and felt. So I concepted and designed a high-end, high-gloss black box, covered with the company's metallic logo icon - but no name, which would be gift banded. The box had to be equal to the product quality. Arriving in a shipping container, the recipient would lift out the banded black box. When the band was removed and the lid lifted off...

... two sides of the black box would drop open, revealing the beautiful die-struck medal inside - presented on a platform. The two opened panels described the craftmanship, but revealed no company name.
The ultimate teaser. Within a week, another package arrived...

... a high-gloss black box covered with the same metallic logo icons. The box interior contained a company envelope, with that same metallic logo icon, but this time revealing the company name. When lifted out of the box, a die-struck letter opener lay underneath. A high-end leave behind - ready to be used on the sealed envelope in hand. Inside, an introduction letter, signed by the president. If this didn't elicit an immediate response, a follow-up call from Medalcraft Mint would come a few days later. But already, a striking impression would be made. A complete sales presentation - without being present.

Recently I read that the average cost of a sales call is approximately $400 - that's a local sales call. Imagine what this endeavor would have cost with all the travel included. Not including the client's die-struck products, this project cost less than $35 per target customer.

∆ Visual communication is a passion, as I'm always being stimulated by colors, textures, words and then seeking ways to express them. I spent over 8 years as an art director/graphic designer before transitioning to the strategy and process management side. Conceptual thinking is still second nature to me. But I work to ensure that the communication is driven by a purposeful strategy.

ORIGINAL CONCEPT SKETCH

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