A Pre-emptive Strike
"We generally don't do a lot of offers, so this is really something a little bit different for us," details Tweedie. "The idea was to get this piece out there, before the catalog hit on July 13. All the same people would be getting the catalog, so we wanted to give them an initial look ... trying to have fun with the new color palette, the new look and feel of the brand, the edgy copy."
Because the mailing was a one-time, special mailing, Tweedie is looking at results a little differently than simply putting all his stock in how many people redeemed the coupon or bought the new products. "I know I'm probably not going to get the cost per piece or sales per piece the way I would out of a catalog," he admits. "What was the exposure we got to the new products? What are we hearing on the phone as far as people's impressions of the brand?"
Baudville is still evaluating the effectiveness of the campaign, but Tweedie says the company was really excited about the mailer. It may send more "fun pieces" like this one to its top customers.
Tweedie adds, "Credit to my in-house design folks. ... We're looking to keep staying on the edge with products, with messaging and stay around for another 25 years."