It’s almost summer, and as consumers across the country start to turn their attentions to the out-of-doors, so are merchandisers, as evidenced by an influx of outdoor home improvement offers in the Who’s Mailing What! Archive over the last few months.
Pella, for one, was in the mail with a simple 5-1/2” x 8-1/2” postcard touting its big annual window and door sale with a messaging concept sure to appeal to busy summer vacationers: “We install your new Pella windows and doors -- and even haul away your old ones ... we handle it all” (Archive code #390-689733-0604). Competitor Andersen also mailed a postcard, but with some nifty personalization ink-jetted on the address side. A headline reads, “We’re improving a home on Lombard Street,” a street just one block from where the recipient of this postcard lives. Just below that is a map to its nearest location (Archive code #390-174371-0603).
Lawn care offers came in fast and furious this spring. Three efforts from Lawn Doctor each featured different offers around a similar creative approach, including two very similar 5-1/2” x 8-1/2” postcards. One promotes pricing “as low as $29.95 per service up to 3,000 sq. ft.” (Archive code #356-171895-0603A), while the other offers $25 off power seeding (Archive code #356-171895-0603B). Both seem to be standard corporate templates with individual locations’ information ink-jetted onto the address panel. Another mailing, of the same size, is a six-panel self-mailer featuring a perf-off coupon for $50 off power seeding and $25 off core aeration (Archive code #356-171895-0603C).
TrueGreen ChemLawn also was in the mail with a six-panel self-mailer; its iteration offers spring treatment for $29.95 “or we’ll meet or beat any competitor’s price on your first spring treatment.” Unlike Lawn Doctor’s efforts, this one includes a mail-in reply device for prospects interested in receiving more information (Archive code #356-178407-0603A).