One to Watch: Pitney Bowes
Pitney Bowes uses a simple device, the coupon, to frame its entire 6˝ x 10-3/4˝ self-mailer. To promote its popular mailstation 2 in the B-to-B market, it makes an offer that prospects who use a postage meter will find hard to turn down: “For 5 years, we’ll give you $20 in postage coupons every month.” That offer is one of four coupon-like bubbles that surround a picture of the mailstation 2 on the outer. Other bubbles promote features like “Built-in scale calculates and sets the exact postage you need—automatically” and “Save money—and time. Never run out for postage again” (Archive code #810-171713-0805X).
From the Pitney Bowes Small Office Series, the outer leads with “Introducing a Meter Savings Program, from Pitney Bowes” in large type above that five-year offer. On the outer’s back, it illustrates this offer in greater detail; it repeats the offer, says the first-year monthly system rental fee after free trial is $19.99, so the “net cost to rent the mailstation 2 digital mailing system” is “$0.00”—and this is all framed by the same coupon-like dashes. Below, the “FREE 60-day trial,” toll-free number and offer expiration date are mentioned.
Inside, two large panels offer more features about the mailstation 2, including “works with any class of mail … Integration with USPS Shipping Assistant eliminates errors under complex new postal rules” and “built-in scale calculates and sets correct postage for any size mail—automatically.” Again, the features are surrounded by the coupon-like dashes.
Lastly, “4 easy ways to order” are given. Repeat: that’s four calls to action! That includes a URL, a toll-free number, a fax number and a postage-paid reply card perfed to the right panel.