First Up: New Premiums
We scoured the Who’s Mailing What! Archive to find out what kinds of premiums marketers have been testing. In the fourth quarter and into October 2007, the mail is marked by a dose of healthy premiums, coffee premiums and virtual giveaways.
It’s always a strength when a premium relates back to its offer and the new healthy premiums—including a yoga mat, safety strobe light and digital thermometer—exemplify this connection. In September, Resurrection Health Care, a Catholic health care system in Chicago, sent out a 6˝ x 9˝ postcard announcing women’s health events and featuring a free yoga mat as a mail-to-web premium. The organization then mailed a 5˝ x 9˝ triple postcard in October, with 10 tips for joint pain and an offer for a free safety strobe light to use when exercising at night. In both mailings, Resurrection Health Care offered the premiums in exchange for the prospects’ mailing information entered into an online form. The company also incorporated the name of the premiums into custom URLs, for example, strobe.reshealth.org, to encourage response and help customers transition more easily from mail-to-web.
In an informational mailing, which appears to have been sent to a list of family households in July, the Nemours Children’s Clinic announced the opening of a new clinic in Wilmington, Del.–based Alfred I. duPont Hospital. In exchange for the prospects’ contact information, and with an option to select updates on children’s health topics and request pediatrician referrals, the mailing offers a free digital thermometer. The foundation provides prospects online, telephone and reply-by-mail options to redeem the offer.
Dripping in Coffee
Since the rise of the Starbucks empire, coffee has become a hallmark of American life. Coffee is also now a popular direct mail premium. A July Washington Mutual postcard positions coffee as an incentive for visiting a local branch and inquiring about accounts and services. The copy on the 5-1⁄2˝ x 8-1⁄2˝ postcard does not disclose the name of the coffee purveyor, but says, “a Free gift card to the leading retailer of specialty coffee in the world. (Yes, that one!).”