Sprint Uses a Tab to Entice
It could be said that just as the shine of a lure baits a fish, so too does the outer appeal of a direct mail piece drive prospects inward.
Wireless-communication provider Sprint couldn't agree more, as evidenced by a recent direct mail strategy.
The Who's Mailing What! Archive netted one of Sprint's precocious packages, an 8-1/8" x 5-1/2" self-mailerin the chute for less than 60 days pitching an offer that expired July 3that entices prospects with $160 in savings on select Sprint PCS Vision Video Phones when they present an enclosed coupon at their local Sprint store (808SPRINT0604).
From the front, the piece looks like a basic, horizontal self-mailer, with the Sprint logo on the upper left-hand corner, the prospect's address, a picture of the phone, and text highlighting the offer. Turning to
the back, recipients are met by a vertically descending list of text highlighting the phone's features, which draws the eye to the bottom of the panel and the mother of all luresa tab.
Aided by the teaser "Ring, ring," the tab calls to prospects like a half-opened candy bar. When pulled, the perforated panel peels up to display the detachable 3-3/4" x 4-7/16" couponwhich shows a map and address of the nearest Sprint storeand a partial view of one of the offered Sprint phones pictured beneath it.
According to David Dickey, director of direct marketing and new marketing initiatives for Sprint, the goal with this and
a similar self-mailer that resembles a children's pop-up book was to come up with a mail piece that was simple, yet unique enough that it would be more tempting to open than a standard envelope.
"We're big believers in, as I think all direct marketers are, the whole concept of breaking through mailbox clutter," says Dickey. "This is different enough that there's a temptation to actually get the piece open. Because it's different, you don't see this in the mail, and we thought we could get people into the piece more effectively this way."
Dickey also notes that though the main objective of the mailing is to get prospects into their local Sprint store, once opened, the piece has toand, in his view, doeseffectively communicate the features of the phone and the benefits of the offer.
"The nature of wireless is [that] it's a very high-consideration product," adds Dickey, "so people very much like to touch, feel and hold the device before they buy it." Displaying a life-size phone and its myriad features may be
a way to get them one step closer to the store.
Though final results aren't in yet on this particular mailing, Dickey says the initial response has been positive. He adds, however, that Sprint is always looking to improve even its most successful mailings.
"We are constantly evolving and trying to optimize," he adds. "So, if this proves to be as successful as we hope it is, I would think we would stick with it for some period of time, probably look to optimize it around the areas that we can find either through research or feedback at the store level that may make it even better for the customer."