Activity Highlights: Join/Attend/Be Listed
This category in our Who's Mailing What! Archive is called "Join/Attend/Be Listed." Of course, with thinner wallets and scarce time, the prospect base is a tough nut to crack. But below are a few organizations—a zoo, a gardens, a nonprofit and a couple of cable companies—that give classically good sales jobs. In other words, they make their offer seem like a bargain and that you'd be foolish to to pass it up.
The Philadelphia Zoo makes sure you know that you're getting "the best offer of the year!" as it places that teaser front and center on the 6" x 9" outer in its latest membership retention mailing. Highlighting the bargain deal was so important that it waited until the back of the envelope to advertise its 150th anniversary. Hmm, guess anniversaries, even a 150th one, don't mean as much for prospecting mail as they once did.
Instead, the anniversary is packaged into a "150th anniversary special" and follows with five bullet points, including saving 15 percent on membership, free admission and parking for the year and exclusive thank-you gifts. The letter highlights all of the new exhibits at the zoo alongside the perennial favorites, and the word "free" is mentioned as many times as possible it seems. The order form says, "Hurry, this 15% discount and FREE gift offer expires July 16, 2009!", lists the different prices with the regular price crossed out, and presents three calls to action, with the web as option No. 1. A buckslip is solely devoted to promoting the Family Deluxe Membership and discusses the many extra benefits beyond lesser memberships; the flip side "does the math" and shows you what a truly good deal it is (Archive code #576-172687-0905A).
Longwood Gardens went with a new acquisition letter in its 6" x 9" mailer this year. While the last effort used the "bonding" theme in the letter, including talking about how Longwood gave families the chance to luxuriate in its surroundings, this time it revolves around the word "magnificent," which appears in large bold type at the top and then follows with a short definition. As expected, the four-page letter then highlights those magnificent spots in the Gardens, alongside many four-color pictures. Also included is a "guest ticket voucher," an "upcoming events" mini-brochure, and the "Garden Pass Enrollment Form" that makes a strong push for a web response (Archive code #576-714690-0905).