Grand Control of the Month: Omaha Steak Sizzles
Omaha Steaks is one of the most adept direct marketers around and has another winner on its barbecue sauce-stained hands — this time with an offer driving traffic towards its retail stores (in the Who's Mailing What! Archive, it's code #910-171626-1003). In the mail since at least February 2006, it's Omaha's 16th mailing to reach Grand Control status (in the mail for 3 or more years).
The 5-1/2" x 8-1/4" self-mailer opens to 13-3/4" x 8-1/4" across three panels, and employs, in a scaled-down fashion, the elements that have been working for its mailings for decades, starting with Herschell Gordon Lewis's classic control.
The address panel's headline is typical of the company's self-mailers, announcing: "Special Offer Just for You," and continuing, "Plus ... Look inside for your FREE GIFTS." The other outside panel directs the addressee to "Visit the Omaha Steaks Store near you ... and take home dinner tonight." Alongside a block of copy extolling the variety of the store's offerings are photos of some of them: steaks, burgers and cheesecake.
The photo on the inside spread presents the "American Celebration" combo of steaks, stuffed sole, potatoes, etc. on serving platters, with a burst announcing the special price ("just $59.99"). The copy also helps to sell the sizzle of the steaks, noting how they are cut, aged and frozen.
As a final nod towards quality, the prospect is told, "They are then registered and numbered, giving you complete assurance that each Omaha Steak is inspected for perfection." A box lists the number and weight of all the foods in the "Limited Offer," the regular price for the combination, and how much the customer will save.
Like many Omaha efforts, there's a hot potato to further motivate the prospect to act: a "Gourmet Gift Certificate", which is the perfed third panel of the piece. It also states the terms of the offer: the food, the premiums, the special price and expiration date, as well as the location and phone number of the nearest company stores. On the other side, the premiums are photos and descriptions of the premiums (a cutlery set and a cookbook).
As another sign of Omaha's coordination across multiple sales channels, a customer can also take advantage of this offer by simply calling the phone number provided on the certificate and other places on the mailing, and using a special item code.