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).
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.