Activity Highlights: B-to-B
Sweepstakes are rare in direct mail these days, but UPS has revived them in its lively "No Stress with UPS" campaign. The plain front of the "6 x 8-1/2" outer says, "Shipping is serious business. But who says it can't be fun? See inside" (Archive code #901-174091-0909B). The back of the envelope shows an illustration of a plane and palm trees, next to the line, "Get the most stress-free shipping in the business." Inside, the in-line printed letter and oversize brochure showcase the prizes, including the grand prize of a week's vacation in St. Croix, in both color and words; in addition, the piece shows the prospect how after registering, each time he or she uses UPS, points are earned for the sweepstakes prizes.
Sometimes a picture makes a prospect spend a few extra moments with a mail piece. Such is the case with HelpSTAR's 5-1/2" x 8-1/2" self-mailer that features the line "Love Your Help Desk" with a photo of an IT guy at his computer looking shocked while a young woman gives him a shoulder massage (Archive code #836-639499-0909). Opening the mailing reveals four panels littered with images and text, perhaps too much so.
Nevertheless, a good part of the promotional material works, such as the product reviews on one panel, the advanced features spelled out and the display of the logos of over two dozen well-known companies, hospitals, banks and universities. Lastly, the enclosed CD-ROM may work best of all for prospects who want to know more in a user-friendly way, as demos, tutorials, video case studies and a sample chapter from "A Guide to Computer User Support" are included. That CD-ROM better work well, for the weakest part of this mailing is the missing calls to action and response mechanisms. No reply form or envelope, no toll-free number, and only one reference to HelpSTAR's website.