What do a quarter of all American adults more than 21 years of age have in common? According to Profile of the American Casino Gambler, a 2006 study released by Harrah's, one in four of adults visited a casino at least once that year.
With no starbursts, testimonials or exclamation points, and not even a fourth color, this is not your typical direct mail brochure. Yet Atlantic Theater Co.'s brochure-style self-mailer makes a strong sell for the off-Broadway organization's 2008-09 lineup.
With leading-edge baby boomers (born between 1946-55) well into their 50s and early 60s and trailing-edge boomers (born between 1955-64) on their heels, the rules of marketing to boomers are constantly being rewritten. For decades, marketers had been chasing a desirable 18- to 49-year-old boomer prospect. “For the last 40 years, 50-plus were old people. Well, 50-plus isn’t old anymore. Boomers are changing what it means to be ‘old,’” says Matt Thornhill, president of The Boomer Project, a Richmond, Va.–based marketing research company. Boomers have more time and money and are more receptive to print communications than most younger prospects—making them prime candidates for
We scoured the Who’s Mailing What! Archive to find out what kinds of premiums marketers have been testing. In the fourth quarter and into October 2007, the mail is marked by a dose of healthy premiums, coffee premiums and virtual giveaways. Healthy Premiums It’s always a strength when a premium relates back to its offer and the new healthy premiums—including a yoga mat, safety strobe light and digital thermometer—exemplify this connection. In September, Resurrection Health Care, a Catholic health care system in Chicago, sent out a 6˝ x 9˝ postcard announcing women’s health events and featuring a free yoga mat as a mail-to-web
The expression “red-letter day” refers to the practice of ancient holy men recording holidays in red ink on church calendars. In Chinese culture and symbolism, red means good luck and success. Chinese societies also traditionally give monetary gifts in red packets. So how would red mail work? Globus, a tourism and travel company owned by Group Voyagers Inc., decided to find out. Recently, it used red self-mailers to advertise a discount on 2008 travel to Asia. While planning the campaign, Globus elected to employ a new ad agency, Denver–based Juice Communications. That’s why in August of 2007, Globus rolled out an A/B creative split
We’ve all seen direct mail with flashy production techniques—which do little more than grab the prospect’s attention for three seconds as she sorts through the mail. It’s rare when a thoughtful mailing with an interesting format can push her further than those three seconds. Three seconds pass, five seconds and it’s open, 10 seconds and she’s actually reading it! With thought and planning, the North Texas Food Bank (NTFB) found a format that pulls recipients into its Serving U mailing. Serving U is its new volunteer workshop, where companies can visit the food bank to practice team-building skills while boxing meals for the hungry.
There’s a new Milton Glaser-style T-shirt popping up on the city sidewalks that quips, “I love nerds.” If nerds are cool again—a cool thing being defined by whether or not it warrants a hip T-shirt—then that explains a lot about the fun design of the recent Scientific American Mind acquisition mailer (Archive Code #202-701549-0708B). Aware that the publication’s content needs to stand out just as much as the offer, the publisher opted for a more colorful approach to science with a capital “S.” The mailer’s aggressive creative demystifies the field with “Pop-Up Video” meets text-book design, bringing the editorial to life on the page.