Plum Lending
Can a simple Direct Mailer do wonders?
Context
Plum Lending is fintech startup from San Francisco.
Their product helps clients - accomplished individuals who can invest $5M or more in commercial real estate - make better investment decisions.
Plum offers clients both the analytics that help clients make a decision where to invest their money, as well as access to convenient loans, if they need more money.
We started with a powerful insight: people who can afford to invest $5M in real estate, have more money than time to spend their money.
And they certainly don’t have time to read your email, they don’t click on your Google Ads, and they will dismiss any junk mail that comes in.
So we found a very personal way to get in touch with them: a 'red box’, that was going to be sent to people by FedEx, and that became very hard to ignore.
Idea
The box included a small bottle of wine and an invitation to relax and take some time to celebrate their daily victories, while going through some really interesting investment opportunities.
At Heraldist, we always start with a powerful insight, before building a solution to a problem.
And sometimes, even if you’re a tech company, the solution can be surprisingly low-tech: just a simple, red box, with a message that simply connects with people.
Execution