Customization Rules Radio Flyer’s Holiday Mail
Toys are an essential part of the holidays, which is just what this direct mail piece is counting on.
Mailer Name: Radio Flyer
Date Mailed: November 2015
The front of its 2015 “Gift Guide”, a tri-fold self-mailer, could not be more traditional. It shows a family, probably on Christmas morning, opening their presents. The two children are delighted with the red Radio Flyer wagon at the center of the picture. To make those warm-and-fuzzy feelings even more so, a burst offers a 20% discount.
The inside panels showcase many of the company’s signature products, like tricycles, bicycles, scooters, electric vehicles, and more. Each includes the suggested ages for the toy and a starting price. Besides the product pictures, there are photos of smiling kids riding them. But the headline on one panel says much more is possible. “Create Your Own Ride! 2,100+ Combinations” it boasts.
Another panel focuses solely on the brand’s iconic product. “450+ combinations,” the “Build-A-Wagon” option promises. It lays out the four steps the customer can follow to customize their own wagon on the Radio Flyer website. One of the most attractive: the ability to personalize with a family name or message. The 20% off burst is repeated here as well. On the back, a unique promotion code, along with terms and conditions, gives the customer what they need to order.
For customers who may already know your product or service, offer options, including personalization, that make a purchase irresistible.