One to Watch: Sears
Direct mail rule number one: get their attention. Rule number two: next get them involved in the mailing with both image and copy. The latest 6-1/4" x 11" magalog from Sears follows those two rules to a T. Frankly, it hits them out of the park in a dead-on, back-to-school effort aimed at teenagers and their parents (Archive code #910-171613-0807B).
Designed like a celebrity magazine, the magalog "cover" from Sears calls itself "Arrive Magazine: The Fashion Magazine for Back to School" and uses cover lines and teenage celebrities to make any teen tubewatcher sit up and take notice. The so-called "exclusive" cover story is the celeb Vanessa Hudgens: "America's sweetheart spotted wearing Sears clothes." Meanwhile, it an effort to seem legitimate, it also uses nonfashion cover lines to draw prospects into the magalog, like "Joel: Friend or Boyfriend?"
The back of the outer equally gets it right, with copy that leads off with "Don't just go back. Arrive." Clever, right? Below that the cleverness continues, with the date of the sales event advertised followed by "Didn't see the coupon inside?" And then in smaller type, "Maybe you need glasses." Next, at the bottom, is a shot of a happy teen wearing glasses with the copy "$99 - 2 pairs of eyeglasses. (Yeah, you're seeing that right.)"
Inside, the first two pages give the prospect a class in "Hudgens 101." The rest of the pages advertise the back-to-school clothing, shoes and accessory combinations, including what the characters from MTV's "The American Mall" wear. The last page features a "VIP Access" card for the Sears back-to-school event and asks prospects to register at the "arrivelounge.com for deals, games and stuff," with a peel-and-save coupon at the bottom.