A Pre-emptive Strike
From time to time, companies must adapt and evolve to keep up with an ever-changing marketplace. Sometimes that means entering a new platform such as social media, and other times it means reinventing oneself.
With the dramatic changes in the catalog industry over the past few years, recognition awards cataloger Baudville looked itself in the mirror and decided it was time for a makeover. So in May, the Grand Rapids, Mich.-based cataloger mailed its last book from its traditional brand with plans to drop a reinvented, rebranded catalog July 13. But prior to that, Baudville had to keep its customers interested and intrigued.
"We had a wrap on that catalog the end of May saying something new was coming," shares Tom Tweedie, vice president of marketing for Baudville. "We then did not mail for six weeks, which is a huge amount of time for us not to be in the mail. We generally mail every 10 days. During that black period, we had some emails out there teasing that this new thing is coming."
Baudville created mystery around what this new thing would be. All customers knew was that something was coming, but they weren't sure what. Then in late June, Baudville unveiled about 100,000 mailings of its rebranded catalog teaser, the "Do It Daily" brand reintroduction. Sent to its 24-month and in some cases 36-month buyers-made up of B-to-B prospects, particularly targeting the human resource department-the mailer arrived in-home on June 22 in a 5¼˝ x 7¼˝ clear envelope with Baudville's rebranded theme, "DO IT DAILY" showing through on the back with the copy "BAUDV!LLE THE PLACE FOR DAILY RECOGNITION" showing through on the front (Archive code #811-178394-0906).
The mailer contains seven place cards, each with a "DO IT" phrase-i.e., "DO IT WITH EASE" and "DO IT NOW MORE THAN EVER"-on one side and info on Baudville's products and new site on the other. The first card serves somewhat like a letter, detailing the importance of daily recognition in the workplace and teasing the 250 all-new products Baudville developed for its catalog. The next five cards show images of products along with descriptions and pricing, and each card has both the Baudville.com website and the company's 800-number in the bottom right corner. The final card has a direct call to action, urging recipients to visit Baudville.com to shop the new products and enter the coupon code "JULY 2009" to get a 20 percent discount, with an expiration date of July 10, three days before the launch of the rebranded catalog.