Bose Kicks Off Season With NFL Tie-In Mail
A major audio brand makes its partnership with the America’s game the center of this direct mail catalog, at the start of the new season.
Mailer Name: Bose
Date Mailed: September 2014
A lot of athletes like to pump themselves up before gametime by putting on a pair of headphones and cranking up some tunes. For the NFL, it made sense to partner with Bose, one of the most highly-regarded audio system manufacturers in the world.
The cover of its Sept. 2014 catalog shows a serious-looking Russell Wilson wearing the company’s Quiet Comfort 25 headphones. That’s a good use of some serious star power. Wilson quarterbacked the Seattle Seahawks to victory in the Super Bowl in the previous season. Besides “GAME-CHANGING SOUND,” the front copy also promises savings and free shipping.
On the first spread inside, there’s another photo of Wilson with the headphones. The benefits of the features of the new model are briefly explained. For example, “They have better noise cancelling, so you can stay even more focused.”
On the right hand page, as in the other pages in the catalog, the price of an item is sometimes broken down into monthly payments. Other times, both the regular and sale price is provided. And, if an item is available in several color schemes, each one is shown in the listing. Besides workout gear, the catalog also positions its technology for tailgaters and home fans, including Green Bay Packer Clay Matthews.
Look for opportunities to leverage season and other special events, even if you don’t have an official endorsement deal.