Mead Johnson Mail Includes Incentives for Expecting Moms
To introduce a prospect to your family of products, a big check sent in the mail can be a big help.
Mailer Name: Mead Johnson Nutrition
Date Mailed: February 2016
Mead Johnson is one of the world’s leading manufacturers of infant formula. Its flagship brand is Enfamil, a product line covering babies and women from pregnancy through toddler years. The front panel of this folded self-mailer shows a smiling expectant mother. “Busy. Excited. Preparing,” reads the teaser.
A tagline below promises savings of up to $250 on a “go-to resource.” The only branding is in a seal of approval from pediatricians with the product’s name and a caduceus. Inside, the panels unfold to make a pitch for the Enfamil Family Beginnings program.
First, the copy explains that it provides “so much of what you’ll need as a new mom.” These bullet-pointed benefits include tailored advice, as well as a social media community and an app. In addition, members can get free formula samples and coupons via email as well as direct mail.
Next, it lays out the steps for the customer to complete her profile on the Enfamil website. This is especially relevant because it allows the company to customize its information and savings offers.
Finally, a perfed check gives the customer a reason to visit a retailer. It’s good for a $10 discount on a purchase of Expecta, the prenatal supplement that begins the program. It’s personalized with their name and member number.
Tailored information and discounts make good components for a direct mail customer loyalty program.