Direct Mail Spotlight: Omaha Steaks
To stand out among the myriad of mail prospects receive every day, direct mailers need to touch a compelling nerve for each recipient. What better way than to get personal?
Obviously, getting too personal can be downright dangerous. Prospects may get a little nervous if they feel a company knows too much. But everyone likes to be approached personally, instead of with a sales pitch. With that in mind, Omaha, Neb.–based manufacturer, marketer and distributor of premium steaks, red meats and gourmet foods Omaha Steaks recently sent out a package with a more personalized feel than its standard control (Archive code #355-171626-0801C).
Traditionally, Omaha Steaks has used a basic #10 outer envelope along with copy and layout that looks really promotional. However, in January, the gourmet foods purveyor decided to switch things up in its direct mail strategy. Always open to new ideas, Omaha Steaks was looking for a way to get more in touch with its potential consumers. It began with an OE that significantly deviates from the standard #10 package—a smaller 5-1⁄4˝ x 7-1⁄2˝ invitational envelope with less promotional and more formal type treatment. The very simple design includes the text, “Your Gift Certificate is Enclosed!” along with Omaha Steaks’ logo and return address.
Once inside, the personal touch continues with a “Special Invitation For a Select Few.” This invitation makes the prospect feel wanted—welcoming him or her to open it. The invitation itself is actually a letter to inform the prospective customers of the company and invite them to accept the exclusive offer. “We try to change things up often to keep our mailings fresh,” says Maggie Nelsen, database manager for Omaha Steaks. “We thought this invitational format might generate more interest than a more traditional direct mail piece, as the design is more personal and customer-friendly.”