First Up: New Premiums
In August, Conn.–based First County Bank similarly used a choice of a OneMug Coffee Maker or a $10 Target gift card as a premium for opening a checking account. The bank has been mailing this offer since November 2006, keeping the $10 Target gift card choice a staple, and switching out the other free gift each time. IKEA also used a mail-to-retail premium of coffee and blueberry pie in June to encourage customers to visit a local store to view a new furniture line. The standard postcard enticed prospects to see the furniture, bring the coupon and get a free “Fika,” or coffee break in Swedish.
Budget Rent A Car enticed prospects in its October mailing to rent from Budget twice within a two-month period to earn quadruple Delta Skymiles and two pounds of free Dunkin Donuts coffee. Finally, UPS sent out a 6˝ x 9˝ triple postcard in October—with the outer copy, “Get your day started right with a free cup of coffee (or latte, or mocha ...). See inside.” This mailing offered UPS customers an opportunity to win a $5 Starbucks Gift Card when they filled out a survey about less than container load shipping for small businesses. The offer was redeemable by mail and online within a four-month reply window.
If your business operations involve more server space than shipping containers, than why not consider a virtual premium? In June, Google partnered with Staples to promote its AdWords with a 5-1⁄4˝ x 8-1⁄2˝ double postcard featuring the Staples easy button. The acquisition offer is for $50 of free Adwords advertising. There is an offer code, URL and a month-long opportunity to redeem the free words. Also in June, Microsoft adCenter mailed its Search Master Steve-branded 6˝ x 8˝ double postcard control, offering $200 in free keyword search clicks when prospects sign up for the search marketing service. Microsoft also provided a custom URL for the offer, an offer code and a one-month window to respond. Between June and September, it has mailed four more versions of this postcard with offers varying from $100 to $150 in free clicks.