Archive Observations: Gift Cards Gittyap
Rewards cards and coupons have been a dependable component of mailings driving retail traffic for years, but a few offers received in February stood out from the pack. Office supplies retailer OfficeMax mailed a promotion to its MaxPerks members, featuring a whopping three plastic savings cards spot-glued to one of the inside panels of the 4-3/4˝ x 11˝ self-mailer (Archive code #910-177998-0802A). With the tagline “Get Organized. Get Rewarded,” the mailing doesn’t show “problems” with which the prospect might identify. Instead, it presents three “solutions,” including binders and folders, a filing cabinet and digital storage media, with a rewards card corresponding to each one.
The “home improvement” Sears Book brochure (6˝ x 11˝) mailed in February beckons the prospect to, as the teaser puts it, “reimagine your spring projects” (Archive code #910-171613-0802B). As one might expect, dozens of tools, and a tall storage box to hold them, are shown, with sales prices in red. To save the customer even more money, two coupons, one for any lawn and garden purchase, and one for a storage unit, are included. Until very recently, some of Sears’ promotions included savings pass coupons that had to be torn off at the perforation for redemption. Now, however, the coupons can be peeled off from the inside fold of the mailing’s cover, a task made easier by the thicker paper used.
And showing that it’s never too late to mail an easily portable gift card, Raymour & Flanigan (Archive code #910-684636-0802), Quill (Archive code #810-172038-0802) and Omaha Steaks (Archive code #355-171626-0802D) all mailed gift cards for the first time in February.
Grand Control Update & Profile
In February, seven more mailings qualified as Grand Controls (controls in the mail for three or more years), including mailings by History Book Club (Archive code #125-172424-0802), Arthritis Foundation (Archive code #604-174363-0802), Arthritis Self-Management (Archive code #202-645207-0802), Vegetarian Times (Archive code #202-177159-0802), World Wildlife Fund (Archive code #610-171878-0802), and the American Parkinson Disease Association (Archive code #604-171861-0802).