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).
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).
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