Unexpected Polybag Delivers A Holiday Message
Each month, Select Comfort reaches out to members of its housefile with promotional mailings that frequently communicate the company's monthly theme. November's theme: "Give the Unexpected."
But for the first time, rather than communicating its corporate message by way of a self-mailer, the company decided a polybag effort would be the key to increased visibility, particularly during a season with such high mail volume (Archive code #389-435221-0511).
"We have been looking lately to find something—especially in the 'holiday' season—that will stand out from all of the catalogs and the other promotional mailers," says Heidi Mills, marketing director, direct mail for Select Comfort.
Mailed in late November, the 53/4" x 111/2" effort consists of a blue polybag featuring colorful snowflakes and the "Give the Unexpected" message. Its address window reveals part of the coordinating brochure, which for 10 percent of the drop was spot-glued and sent without the polywrap.
In an effort to further communicate the gift-giving theme and highlight the secondary theme, "wrapping up personalized comfort," the brochure was designed to look like wrapping paper.
According to Mills, the polybag was meant to camouflage the identity of the sender, to peak interest and further emphasize the theme. Although this was the intent, Mills explains that the package didn't achieve exactly what was intended: "Because of the colors and the graphics that we chose both for the polywrap and the [brochure] ... we can see our logo through it, so that was a bit of a disappointment."
From time to time, Select Comfort's mailings highlight partnerships with other companies, and in November's effort, the merchandiser reminds prospects that during their holiday travels, they can enjoy better sleep at Radisson Hotels.