Another “Loaded” Example to Study
I must have a fixation with Archaeology magazine’s marketing promotions. This is the fifth time I’m using the publisher as an example of good marketing techniques you can adopt or adapt to your own campaigns.
In the latest envelope package that arrived in late June, prospects would first notice the special price offer. It’s so tantalizing I’m tempted to subscribe, but that would mean I wouldn’t get these great mail packages anymore.
There are so many techniques loaded into this one package — which is a new version of the mail promotion — that I’m going to cover each one only briefly.
Let’s start with the outer envelope as it’s pulled from the mailbox. (Click on image to enlarge.)
Involvement Device — The sticker in the lower right peels off so you can place it on the order form and claim the free book. Involvement devices get prospects caught up in your offer. They look carefully through all the components to be sure they don’t miss something. “FREE” is always a good word to include.
Rate Offer — The response form with personalization shows through the window. The specially-sized window allows the “rate adjustment” amount to tease the prospect and encourage him to open the envelope. By printing on the response form instead of the envelope, the rate offer is a variable that can change.
Exclusivity — See the “Deliver to Addressee Only”? While this is a campaign mailing, the line of copy makes the reader feel like this is an exclusive offer intended only for him.
Now for the response device. I’ve already discussed some of the techniques that apply to the upper portion of this form. Now look at the removable portion below.
Benefits — See all the “included” items? This is similar to the benefits I pull out from bullet points and feature in a financial institution’s marketing promotion: free debit card, free online banking and bill pay, free mobile banking, and so on.
Legitimacy — On the back (not shown) are brief biographies of five magazine staffers and their contributions. These credentials add legitimacy and authority and speak to the quality of the magazine. While financial institutions wouldn’t include executives in a promotion (in most instances), you can include customer/member testimonials.
More Exclusivity — “This Rate Adjustment is Not Transferable.” appears on the form. The offer is only for the recipient and can be used only once.
Then there’s a lift letter component. I’ve written about lift letters in the past, so rather than take up space here read a past post that explains how the component works.
There’s also an offer buckslip (a.k.a., insert). The two-sided form describes the free gift available with this promotion. Always make it easy to understand your offer. A buckslip is one way. If you’re using a self-mailer, brochure, or print ad, segregate the offer in a spot of its own and use a photo if it’s a premium like this book.
The obvious marketing techniques shown on the front of this buckslip are…
- FREE! as an attention-getting headline
- Photo of the premium
- Reasons to respond immediately
- Call to action
The back of this form highlights some of the topics inside the book and again has a strong call to action.
I’ve picked out these package components for you to examine closely. (Click on the images for larger views.) See how you can improve your own marketing materials by using these marketing techniques.
You should inspect every piece of direct marketing that appears in your mailbox. Examine print ads, billboards, flyers, broadcast spots, too. Look for marketing techniques you know and others that are new to you. Take the best and use them for your own bank or credit union promotions.
These are past posts where I discussed marketing techniques used by Archaeology magazine. They’re worth your time.
You’ll find a variety of Involvement Devices here.