Considering the amount of direct mail demonstrations of print we receive at Print Monthly HQ, it takes quite a lot to impress us. But just before Christmas, someone managed it.

Sent through the post in her own cardboard carry case, arrived Buffy the dog. A 1ft 3inch-tall border terrier, Buffy has the important role of director of canine operations at the SPS Group. She arrived ready assembled, with a host of printed accessories to slot in, as you see fit. I went for a pair of striking pink earmuffs, a tartan scarf, and a tasty treat for her to chew on.

Already a favourite in the office, Buffy will certainly be a more enduring piece of post than the usual Christmas card. In fact, the SPS Group has really delivered a master-class in direct mail, sending an adoption certificate with her details, alongside the tag line: “At SPS Buffy is always by our side, just as we are always by yours.”

Whilst some may view this kind of marketing as an unnecessary gimmick, it serves the very important purpose of getting your name remembered. Next time a company is looking for some point-of-sale marketing, the image of Buffy the dog in her pink earmuffs may just pop and plant the name SPS at the forefront of their minds.