Frontgate Holds Estate Sale
The first all-sale book seen from Frontgate features "exceptional values on items for your kitchen, bath, bedrooms and outdoor living spaces." On its cover, the catalog invites recipients to "save up to 60% on overstocked items" and displays a sampling of sale merchandise, a departure from the stylized, upscale home settings regularly seen. In the inside panel, Frontgate founder and president Paul Tarvin welcomes "preferred" customers with a short note. Tarvin describes the catalog as "a tremendous opportunity for you (the consumer) to save on hundreds of products at up to 60% off their original price." He also assures customers that they will receive the same courteous service and satisfaction guarantee they've come to expect from Frontgate. All of the sale merchandise was once offered in standard mailings, but has since been discounted due to excess inventory or discontinuation. Products include canvas storage bags, wrought iron firescreens, and curved rattan loungers. Prices range from $10 for Nigella's famous doorknob Italian grater (was $18) to $195 for a 5-piece foam furniture set (was $645). Buyers are encouraged to "call early to avoid disappointment" as supplies are limited to the stock on hand. Kiwanis Promotes its Champions for Children Effort
Kiwanis International pulls out all the stops in a recent mailing for its newly created Kiwanis Champions for Children program. 
The "by-invitation-only" program was designed to reach out to people beyond local Kiwanis clubs that traditionally sponsor community service projects and fundraisers. Instead, members are described as "advisors" to Kiwanis International on appropriating resources, identifying new opportunities, and developing projects to address issues like maternal and infant health, child-care and development, parent education and providing clean water to children throughout the world. The 6" x 11" package, marked "Official Notification," includes a membership card, survey, mission statement, four-page solicitation letter, two folded inserts and Kiwanis Champions' stickers. The theme of selectivity is carried throughout the promotion, beginning on the outer envelope with "we've never bestowed this honor before -- " The personalized activation form, mission statement and membership I.D. card continue this theme with "special recognition" and "accept this honor." The I.D. card features the recipient's name imprinted over a child's drawing and handwritten text, "helping others makes your heart feel good." The Kiwanis International Executive Director tells potential members: "simply, there's no shortage of work to be done to make the lives of the world's children safer, healthier and happier." If recipients need further persuasion they can take a look at member's "candid remarks" such as, "thank you for giving me a way to wake up to the world again and help others in a meaningful way." Enrollment into the program costs $29 annually and recipients who sign up will be rushed a welcome kit along with a statement for the membership fee. Kiwanis encourages immediate participation with a confidential survey to be returned with the activation form and enclosed stickers to be displayed in support of the program.
SFO Prospects with a Sample Issue
Generally, established magazines with well-known brands need to communicate little more information than an enticing offer to lure prospects, leaving them the option of mailing inexpensive, light-on-copy promotions such as vouchers and double postcards. 
However, a lesser-known publication is not afforded that luxury, and is best served elaborating on the magazine's content in its mailings. One such magazine, SFO Stocks Futures & Options, takes this concept to its most extreme in the first promotion tracked from the title. SFO, which launched in October 2001 targeting serious personal investors, wraps an offer sheet atop its July 2004 issue. Mailing an unsolicited issue as a promotion is certain to carry with it a high production cost, though SFO's 124-page effort gives prospects as complete an impression of the magazine as possible. The wrap introduces the publication with sales copy "Follow the Leaders" and photographs of experts ranging from John Bogle, founder of The Vangaurd Group to Former SEC Chairman Harvey Pitt, presenting SFO as an invaluable trading advice resource. Doing so is critical for SFO, as the relatively high price point of the hard offer -- set at $49.95 for 11 issues -- would be more likely to deter a prospect from subscribing if the magazine were an unknown commodity. In prospecting, mailings that incorporate a free sample issue are rare, but far from unheard of. For example, Reiman Publication titles regularly include free samples in polywrap bags, and Cuisine at Home utilizes a wrap/sample issue control.
The direct mail promotions appearing in Mail Stream are tracked and analyzed by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.
