Ace Hardware’s Single-Focus Direct Mail Sales Piece
Coupons have long been a staple of direct mail, but there are ways to make them stand out to a jaded audience, even one you already know.
Mailer Name: Ace Hardware
Date Mailed: November 2015
Loyal customers of this home repair chain belong to its Ace Rewards program, and get mail promotions all the time for sales. These mail pieces typically show some merchandise with a special sales price. But not this one.
The front of the folded self-mailer announces a single-day “Friends & Family SALE”. No grills, ladders, paint, tools, or other goods you’d expect to see if you were a customer already. Just a discount in really big type: “20% OFF ALMOST ANYTHING.”
The inside spread is where a big change is seen. Two lightly-personalized are affixed to the left panel with some spot glue. They each offer a 20 percent discount, one for the rewards member, and one for a friend or family member. The kicker is the shape of these coupons: a tape measure. For customers who undoubtedly know their way around a toolbox, they’re a clever reminder of the sale and fun to pass along as well.
You don’t have to radically reinvent your direct mail each time you go out to your loyal customer base, but try changing one item to make them notice.