What's New and What's Hot in Alternative Print Media? (1,045 wo
In addition, decks such as Prentice Hall's health and consumer deck have taken a technique that boosts response in direct mail—stickers— and tweaked it.
By including "shooter labels," stickers imprinted with the customers name and address in the deck, marketers make it easy and inviting for a recipient to simply take a sticker and place it on a card he or she is interested in.
Prentice Hall's decks, segmented into niche markets by customers' purchases, go to Prentice Hall Direct education, health and consumer and business book buyers. Because these are previous customers, the products inside have an implied endorsement, says Sala.
A Familiar Envelope Gets a Face Lift
Everybody recognizes the signature brown envelope (below) containing lots of brand-name coupons, samples and offers: It's the Carol Wright co-op envelope. But both the envelope and its database have recently been revamped, says Karen Conroy, director of marketing at Cox Direct, with added success for marketers looking to this avenue.
First, changes were made to the database. By forming alliances with retailers, packaged goods manufacturers and database firms, the new database is built from frequent buyer and purchase history data from these three sources. The database has demographic, lifestyle and purchase data on 25 million households, focusing on families with children from birth to 17 year in age—the group that spends the most on all types of consummables. As Conroy puts it, these consumers have "the most noses to blow and the most mouths to feed."
In addition, a new envelope was created. The new and improved "watermark" envelope design has achieved a higher recall and higher opening rate than its predecessor.
Reaching People Going Through a Life Change
As just about every marketer will tell you, reaching people when they experience a life event—moving, having a child, buying a home—is one of the best times, as new needs are created. Smart marketers are reaching these people as these events occur. For example, Alternate Media Group and Lifestyle Change Communications offer programs in which pregnant women are given gift bags containing diapers, samples and coupons. Bundle of Joy Babies First Foods, managed by Manhattan Response Group, reaches parents of babies transitioning to solid foods.