In contrast to these basic postcard efforts, Scotts mailed two large, information-filled efforts. One of the two 9” x 12” envelope packages includes the spring 2006 edition of Lawn & Garden Care, a Scotts-produced magalog; a short letter with 10 FAQs; and six in-store coupons -- the back of the outer envelope and the letter both feature maps to the recipient’s nearest location (Archive code #356-174122-0603A). The other effort is the company’s “Lawn Analysis” control, which the Archive has been receiving for at least the last year. It includes a letter and a personalized sample lawn analysis form, so that the prospect can clearly see what she will learn her lawn about if she schedules an appointment (Archive code #356-174122-0603B).
One to Watch: Creepy crawlers are an unfortunate side effect of summer for consumers, but a boon for the likes of Terminix. The pest control company was in the mail this spring with a fun self-mailer that it has mailed every spring for the last three years (Archive code #390-640691-0603). The 6” x 10” mailer seems like a typical postcard at first glance. The back panel features an image of a couple sleeping with an alarm clock that reads, 5:28. That number also is part of the teaser: “528 termite infestations are reported every day during swarm season.” The reverse side delivers some striking personalization: “John Sample, termite swarms may be headed for the Houston area around 4/3/2006. Is your home prepared?”
With instructions to “lift here,” that panel peels back to reveal a 4-1/2” x 16”, copy-heavy spread that includes: diagrams of three ways termites can get into your home; an offer to save 20 percent on termite protection with Terminix; another offer for an additional 5 percent off if the prospect already has a termite contract and switches to Terminix; an offer expiration; a chart comparing Terminix plans to other termite companies; and a guarantee.