When Being Bold Becomes a Regular Thing
It's a direct marketing wonder when a mailer discovers the right package that suits its target audience and overall marketing objectives.
The editors of Inside Direct Mail are pleased to have witnessed a metamorphosis in Postal Commemorative Society's mail plan. In April, the stamp and coin collectible company dropped three 6" x 11-1/2" outer envelope mail efforts brimming with colorful new boldness. The Archive received two for the Society's stamp division, and one for its coin division, marking only the third time it has received this mail format from the collectibles company (156POCO-SO0403A), (156POCOSO0403B), (153POCOSO0403).
The contents of all three efforts are relatively the same in structure: an 8-1/2" x 11" double-sided letter; a 5-1/2" x 11" perf-off order card; an 8-1/2" x 11" gate-fold brochure that unravels to 11" x 22-3/4", and a BRE. Postal Commemorative Society makes ample use of four-color throughout the packageeven on the letteran internal strategy that has not been employed until recently.
The outer envelopes all utilize bright colors and graphics, oversized headlines, and consist of a higher-grade, glossy paper stock. One OE features the teaser copy: "DISAPPEARING HISTORIC STAMPS OF AMERICA ... The most important U.S. stamps of the 20th century are growing short in supply!" And on the back, "Historic Stamps of America ... Reserve yours nowbefore they disappear!" And yet another outer, beaming with the unusual color-combo of navy-blue and olive-green, allures the readers with the copy headline: "EVERYONE DESERVES A SECOND CHANCE ... Here's yours." Inside that particular package, on the order form, Postal Commemorative Society hits its recipients with classic copy drivers in large, bright type: "Don't Let This Second Chance Slip Away!," "Supply is Limited," "You Must Act Quickly" and "Send No Money Now!" In previous efforts, the order cards were much more quiet with copy to drive readers to respond. The type in those efforts rarely exceeded 14-point.
For years, Postal Commemorative Society dropped a combination of plain, seemingly-lifeless 6" x 9" mail efforts and bland, fold-out self-mailers. Both arguably worked well for the marketer for a time, but we can only surmise that Postal Commemorative Society needed a change to stand out in the mail.
Its 6" x 9" prior effort is sparse in design, save for the return address and indicia, and its contents all have a flat, gray feel. This package saw very few changes since it first popped up in the Archive years ago. We could wager that this was control for Postal Commemorative based on the sheer number of these mailings lined up in the Archive.
The folks at Postal Commemorative Society could not be reached for comment, but we can conclude, based on this April batch of mail efforts and several others just like it that were dropped in 2002that it has found a successful format that may just have some staying power.