Archive Observations: With A Little Help From My Friends
Member-Get-a-Member offers are a good way for companies to capitalize on the loyalty of customers. For several months, Netflix (Archive code #127-692231-0909A) has mailed promotions encouraging members to "give free movies" to friends and family, and is thanked for "sharing" one-month trial cards with them.
And, sometimes, it really pays to have friends. Consider two other offers received by the Archive in September. A 6" x 9" postcard from American Express (Archive code #550-172047-0909A) to one of its Hilton HHonors cardmembers shows a beachside resort in Fiji. To earn "free nights in paradise," as the teaser says, the customer merely needs to give American Express the names and email addresses of friends. For each approval, the cardholder gets 10,000 bonus points.
"Round up your posse," advises Sprint (Archive code #808-173857-0909C) on the front of its 8" x 13" self-mailer. Opening to a 16" x 13" "WANTED" poster featuring bags of money, the offer is even sweeter. While the referring customer get $50 for each referral (to a maximum of $600), each new customer is rewarded with $25. Talk about friends with benefits!
The Voucher Marches On
Since it first appeared in the publishing sector in the 1980s, the voucher format, the bane of many a copywriter's (and designer's) existence, has made inroads into other industry categories, including insurance, merchandise, telecom and, now, nonprofit fundraising as well.
Beginning in May 2008, the Arbor Day Foundation (Archive code #603-172991-0805) mailed an acquisition effort in a 5-1/2" x 9-1/2" brown envelope with "Statement Enclosed" on the front. Among the items listed on the "Statement of Benefits" form are a subscription to the organization newsletter, membership and tree discounts. Otherwise, the effort has many of the same elements as other Arbor Day member acquisition mailings, such as name and address labels, and inserts promoting its activities and member premiums.