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!).”
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.
Archive Codes of New Premiums
Budget Car Rental—#846-173875-0710
First County Bank—#536-343269-0708
Nemours Children’s Clinic—#585-711885-0708
Resurrection Health Care—#585-688354-0710
To order these mailings, call our Who’s Mailing What! Archive at 215-238-5225