Mail Activity Highlights: Merchandise
No stranger to intriguing, effective direct mail (see the “Top Mailing” on PSE&G in the February issue of Inside Direct Mail), PSE&G (Public Service Electric and Gas Company) taps into today’s environmental consciousness to promote its WorryFree insurance coverage for the kitchen and laundry appliances. A variation on its control, it employs a brochure that includes information about its Hot Hybrid Giveaway contest and its own green credentials, alongside the WorryFree letter and perfed enrollment form. To show sincerity in going green and promote a popular environmental event, PSE&G includes a buckslip detailing its sponsored “Global Green Expo 2008” (Archive code #347-691832-0803).
Tempur-Pedic is another company doing a variation on what it’s done before—no, that does NOT include any controls, for this company doesn’t believe in them! Instead of a series of bland photos of beds, it goes in a different direction, using many folks (couples as wells as families) enjoying the lifestyle part of the bed. Indeed, the back of the 5˝ x 7-1/4˝ self-mailer’s outer features neither people nor beds; rather, it’s a beautiful, full-bleed shot of a tropical river with the words “Find out why sleeping on a Tempur-Pedic is like therapy for your soul” (Archive code #389-417672-0803).
Of course, nothing frightens homeowners more than termites, and Terminix plays up those fears brilliantly in its 5-1/2˝ x 9˝ self-mailer. The outer personalizes the area in which the prospect lives, declaring that “Termite swarm season in [prospect’s city of residence] is now!” The back of the outer shows a close-up shot of Ben Franklin’s face on a $100 bill with the provocative question, “How many of these will termites consume?” Opening the flap reveals the same bill partly eaten up by some disgusting, greedy termites, alongside the copy, “This year, 1 in 30 homes will be infested with termites, causing more than $5 billion in property damage.” The “yuck!” then “yikes!” double-whammy is immediately followed with these comforting words, “But with Terminix Ultimate Protection, you won’t pay a penny for repairs.” The call to action is a simple 800 number and a website (Archive code #390-640691-0803B).