Archive Observations: Less Energy Equals Less Money
December 18, 2008 By Paul Bobnak, Archive Director, Who's Mailing What! Archive
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It's a connection that's been made by mailers I've reviewed over the last year: using less energy saves the consumer money. And, in September, two new "home improvement" offers continued the trend. Home Depot's 5-1/2" x 11" self-mailer proclaims "Save Money. Save Energy." on the outer. Inside, the copy notes possible energy savings on new insulation, windows, water heaters and Trane HVAC systems. The prospect is invited to call a toll-free number or go online to schedule a free in-home consultation (Archive code #390-172889-0809).
Pella has been promoting the energy-efficiency of its windows and doors for years by including the Energy Star logo on its mailings. But its new mailing makes the most of that partnership by promising "tremendous savings" on energy costs. The outside of the 5-1/2" x 8-1/2" self-mailer not so subtly makes references to the Summer fuel price spikes with a graphic of a gas pump inside a box resembling the fuel efficiency window sticker found on new cars. The headline - "Get more mileage for your energy dollar" - drives home the point. As a further incentive, $75 off each window is promised (Archive code #390-689733-0809A). Although fuel prices have slid dramatically since their highs, it's extremely probable (and indeed, quite smart) that the movement towards more energy-efficient products and services will continue to be reflected in the mailstream.
If You've Got a Passion For Fashion . . .
In September's mail, high fashion-oriented promotions stood out on the retail catwalk. A 12-page Macy's brochure, unfolding to a whopping 11" x 18-1/2", promoted its new International Concepts collection by featuring supermodels like Anne V. and Tyson (Archive code #910-171661-0809E). In another Macy's promotion, I-N-C was out and Calvin Klein was in, as the designer offered a special collection to salute the store's 150th anniversary (Archive code #910-171661-0809C).
For those with a "craving for saving", Target mailed a "Fall Style" 7-1/4" x 9" catalog that featured a few items from well-known makeup and accessory designers, in a mix with other beauty and home design products (Archive code #910-637355-0809B). Instead of "fabulous," the key word on page after page of the mailing was "less," emphasizing how one can still wear the latest Fall trends, but at a lower price. A 6" x 8-1/2" brochure for Express showed fashion models sporting its latest offerings in an oceanside photoshoot setting. Spot-glued to the inside flap are gift cards for $30 off and 20% off a purchase of $75 (Archive code #910-656840-0809B).
Grand Control Update & Profile
Bringing up the rear in the ranks of 2008's newest Grand Controls (controls in the mail for three or more years) are mailings by Highlights For Children (Archive codes #592-172082-0809A and #592-172082-0809B), the American Cancer Society (Archive code #604-171602-0809A), Air & Space Magazine (Archive code #710-354777-0809), Audubon Magazine (Archive code #710-174801-0809) and Hale Indian River Groves (Archive code #355-172485-0809).
The Hale Indian River Groves package, in the mail since at least January 2005, really grabs your attention. Start with the eye-catching orange #10 OSE, quite fitting for a citrus fruit purveyor. Its teaser counsels: "Open Carefully ... Your Hale Groves Gift Citrificate Is Enclosed!", and sure enough, a dollar amount from it is showing through a corner of the address window. The letter starts off with a key copy driver, flattery, in presuming the prospect's "discriminating taste." It continues interrupting the reader by laying out the benefits of membership in the continuity, the Season Supply Club. Because words like "mouthwatering," "fresh" and "healthy" are not enough to describe monthly fruit shipments, the four-panel brochure is ripe with tantalizing images of oranges and grapefruits of all kinds, both whole and halved. And, to sweeten the offer just a bit more, the letter and reply device highlight other premiums: sample treats with each order and a set of citrus spoons with the first shipment.
All of this mailer's components - the teaser, letter copy, gift certificate and brochure - seemed familiar somehow. And that's when it hit me - the style was nearly identical to the classic Omaha Steaks effort written by Herschell Gordon Lewis and designed by Jim Spangler in the early 1980s. Omaha still uses elements of that Grand Control in its mailings today. It's comforting to see that this approach still works well in direct mail.
Pella has been promoting the energy-efficiency of its windows and doors for years by including the Energy Star logo on its mailings. But its new mailing makes the most of that partnership by promising "tremendous savings" on energy costs. The outside of the 5-1/2" x 8-1/2" self-mailer not so subtly makes references to the Summer fuel price spikes with a graphic of a gas pump inside a box resembling the fuel efficiency window sticker found on new cars. The headline - "Get more mileage for your energy dollar" - drives home the point. As a further incentive, $75 off each window is promised (Archive code #390-689733-0809A). Although fuel prices have slid dramatically since their highs, it's extremely probable (and indeed, quite smart) that the movement towards more energy-efficient products and services will continue to be reflected in the mailstream.
If You've Got a Passion For Fashion . . .
In September's mail, high fashion-oriented promotions stood out on the retail catwalk. A 12-page Macy's brochure, unfolding to a whopping 11" x 18-1/2", promoted its new International Concepts collection by featuring supermodels like Anne V. and Tyson (Archive code #910-171661-0809E). In another Macy's promotion, I-N-C was out and Calvin Klein was in, as the designer offered a special collection to salute the store's 150th anniversary (Archive code #910-171661-0809C).
For those with a "craving for saving", Target mailed a "Fall Style" 7-1/4" x 9" catalog that featured a few items from well-known makeup and accessory designers, in a mix with other beauty and home design products (Archive code #910-637355-0809B). Instead of "fabulous," the key word on page after page of the mailing was "less," emphasizing how one can still wear the latest Fall trends, but at a lower price. A 6" x 8-1/2" brochure for Express showed fashion models sporting its latest offerings in an oceanside photoshoot setting. Spot-glued to the inside flap are gift cards for $30 off and 20% off a purchase of $75 (Archive code #910-656840-0809B).
Grand Control Update & Profile
Bringing up the rear in the ranks of 2008's newest Grand Controls (controls in the mail for three or more years) are mailings by Highlights For Children (Archive codes #592-172082-0809A and #592-172082-0809B), the American Cancer Society (Archive code #604-171602-0809A), Air & Space Magazine (Archive code #710-354777-0809), Audubon Magazine (Archive code #710-174801-0809) and Hale Indian River Groves (Archive code #355-172485-0809).
The Hale Indian River Groves package, in the mail since at least January 2005, really grabs your attention. Start with the eye-catching orange #10 OSE, quite fitting for a citrus fruit purveyor. Its teaser counsels: "Open Carefully ... Your Hale Groves Gift Citrificate Is Enclosed!", and sure enough, a dollar amount from it is showing through a corner of the address window. The letter starts off with a key copy driver, flattery, in presuming the prospect's "discriminating taste." It continues interrupting the reader by laying out the benefits of membership in the continuity, the Season Supply Club. Because words like "mouthwatering," "fresh" and "healthy" are not enough to describe monthly fruit shipments, the four-panel brochure is ripe with tantalizing images of oranges and grapefruits of all kinds, both whole and halved. And, to sweeten the offer just a bit more, the letter and reply device highlight other premiums: sample treats with each order and a set of citrus spoons with the first shipment.
All of this mailer's components - the teaser, letter copy, gift certificate and brochure - seemed familiar somehow. And that's when it hit me - the style was nearly identical to the classic Omaha Steaks effort written by Herschell Gordon Lewis and designed by Jim Spangler in the early 1980s. Omaha still uses elements of that Grand Control in its mailings today. It's comforting to see that this approach still works well in direct mail.
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