Acura’s Mail Makes a Special Offer to Owners
As this direct mail piece shows, some of your best prospects are your longtime customers.
Mailer Name: Acura
Date Mailed: April 2016
For a current Acura driver, getting a package like this in the mail sparks a fair amount of curiosity. First the address side panel of the self-mailer is simple enough. It shows two of the company’s models and a nebulous slogan: “The purest expression of DRIVE.”
Next, the reverse side panel boasts 24 diecut holes that reveal little of what’s inside. Besides the company insignia, the only clue appears above the edge: “Your loyalty reward has arrived.” After opening the wafer seal-secured sides, the mailer folds out and reveals a booklet.
Spot-glued to the inside, the 8-page brochure invites the customer to “Explore the Acura Collection.” The first spread inside includes a brief letter with a bit of personalization. It mentions his Acura’s year and model, and asks if he wants to experience the exhilaration of a new one. “Where Intellect Meets Emotion,” its headline reads. It then references some of the features found on the new cars, before pointing the driver to the nearest dealership.
Most of the booklet’s remaining pages showcase the company’s 2016 models. Each car includes a photo showing it in action, which taps into the desire to “excite your senses.” A few key bullet-pointed features appear with every one. And, each page lists two prices, one a base purchase amount, the other a monthly lease figure. Finally, for easy reference, the last spread displays the 5 models with both amounts.
If several pricing options are available or possible, disclose all of them to the customer.