The economy is turning around. How do I know? My mail told me so. Maybe not in so many words but it certainly insinuated a recovery. Of course I won’t hold the mail or the mail carrier responsible if this prediction falls flat but yes, I do believe all signs point to better days ahead. So you may be asking, “What on earth could have brought about such an epiphany?” Was it a vision? A dream? Nah, it was a piece of direct mail. But not just any direct mail – it was a piece offering timeshares.

The direct mail in question, for The Hilton Grand Vacations Club, was beautifully done and very high quality. It showed – and spoke to – all of the right things and it certainly stood out amongst the mounds of mail I received.

So how does this signal a return to prosperity? Simply by the fact that the timeshare market, Hilton in particular, feels that some people are at a better place, a point where they may be willing to invest in a relatively expensive discretionary purchase.  Let’s not forget that timeshares, along with real estate in general, are big reminders of the banking and mortgage crisis. If a brand like Hilton is comfortable selling timeshares to audiences again, things must be getting better…even if just a little bit, right?

The other thing that stood out was the medium itself – direct mail. During a time when email and digital technology are heralded as the best bang for your direct marketing buck, it is proof once again that direct mail does have its advantages. When done properly, it informs and generates a positive emotional response, which makes a huge difference in prompting a buying decision or developing customer loyalty. Plus, direct mail is tangible – a piece can lay around a home or office for months, garnering numerous views from the recipient or passive viewers, making your messaging shelf-life a long one.

So, things are looking up. Let’s keep our minds moving forward and an eye on the future – in the meantime I’ve got a Hilton Mini-Vacation to book…