Is Direct Mail a Dinosaur?

TORONTO, Canada, February 8, 2016 – Clever Samurai Marketing Communications ( doesn’t think direct mail is extinct, and they prove it with their most recent piece for Icynene – a spray foam insulation and air barrier system company.

Clever Samurai was given a challenge, how do you get Icynene to be top-of-mind with architects in the US when sourcing for materials? After some head scratching and late night coffees, they came up with an idea. Nothing flashy and crazy, but a simple idea that had some great insight - architects are very proud of their designs.

To grab the architects’ attention they sent out tubes that contained personalized T-shirts that showcased their very own design excellence – each hand drawn and later printed onto shirts. Accompanying the design was a letter informing them that Icynene’s insulation solutions would help them bring their next design to life.

This easily caught the attention of architects, and caused an uproar. Icynene was a hit and was receiving nothing but positive feedback. Betsy Cosper, Vice-President of Marketing at Icynene says, “One of the architect firms loved the T-shirts so much that they would like to print some for their clients.”

This direct mail demonstrates that marketers today can maximize their creativity by using techniques that resonate with people, and enhance their overall brand within their marketing mix.

About Icynene

Icynene is a high-performance spray foam insulation Company. In the past 25 years, more than 3 billion board feet of Icynene spray foam insulation has been installed in more than 300,000 residential and commercial projects.

In fact, because of its dramatic advantages over other types of insulation, spray foam insulation from Icynene has been chosen for countless prestigious projects. To learn more about Icynene, visit or call them at 1-800-758-7325.

About Clever Samurai

Clever Samurai is a full-service marketing communications agency that generates powerful, disciplined ideas that deliver meaningful results. Clever Samurai is part of the 5th business® group of companies, an integrated sales and marketing organization focused on meeting our clients' growth challenges. The company is headquartered in Toronto, Canada and has offices in Canada, United States and Australia.