Take Up a Little More Space
Have you ever considered a double postcard effort for your product, but find it difficult to reconcile the limited selling space with the potential for cost savings?
A new effort from Garden Gate magazine, a bi-monthly publication that covers gardening with a how-to focus, introduces a variation on the triple postcard that we saw most recently used by business publications Adweek and Brandweek. Those efforts, received by the Archive in January 2001, were 51/2" x 81/2" self-mailers that unfolded to 81/2" x 10" forms, with 4" x 6" BRCs attached to the bottom.
Garden Gate has created a slightly different take on this format (202GARGAT0801). Its version measures 51/2" x 71/2" in the mail, and unfolds to 71/2" x 12", with a perforated 4" x 6" BRC attached to the bottom. The twist comes from the thin lip at the top of the panel that folds around to the back, sealing the self-mailer for more of an envelope feel.
Prior to this latest effort from Garden Gate, the Archive had received only double postcards from the magazine. A recent tweak in the copy approach suggested that the publisher wanted to share more of the magazine's story with prospects, and this format does that.
Where the double postcard efforts featured a couple of four-color photos and one or two color illustrations from the magazine, this new effort blasts prospects with eye-popping four-color graphics from all sides. The addressing panel retains the personalization from the previous double postcards, and still touts the trial issue offer. What's new is five high-quality photos of flowers and plants and the inclusion of the magazine's Web address in small print.
The back panel is taken up entirely by a four-color photo of a house and the garden that surrounds it.
Again, copy promotes the free issue offer and also drops the first mention of the premium with response, a book on perennials. When unfolded, the interior spread gives Garden Gate plenty of room to sell the content, including actual pages from the magazinean important selling tool that helps prospects understand what they will get in the trial issue.
Another benefit of this format is the additional emphasis it places on the ordering device; with the BRC folded up across the bottom portion of the form, it forces prospects to look at it. From there, the use of "FREE" copy, a sticker token (which was never used on the double postcards), a picture of the magazine and the premium, and a response deadline all work to get the response.
While Garden Gate simply could have upgraded to a standard triple postcard, its decision to work with a printing company to come up with the right mix of new and old just might result in a new control that doesn't abandon its direct mail roots.