Best Buy Launches Catalog for Small to Medium Businesses
Since November, three similar catalogs have been tracked targeting this new customer segment. Two "premier issue" catalogs have nearly identical covers and product mixes, although one promotes online, phone and retail sales and another excludes retail to focus on the direct channels. A third catalog, a January issue, more narrowly promotes "Remote Working Solutions," although all three catalogs focus heavily on computer hardware needs. Each edition is laid out in the same manner, with two tables of contents -- one for editorial and one for products. Articles featuring tech tips are interspersed with product pages offering CPUs, printers, software and peripherals. Sample articles include "Meet the future of business: Web conferencing" in the premier issue and "GPS: What It Is; How It Works" in the January issue. One of the premier issues prominently offers 10% off customers' first purchases if ordered by phone, although computers, laptops and servers are excluded. All three catalogs feature the Web address BestBuyBusiness.com on their covers and throughout. Alaska Raptor Center Solicits "Classroom Donations"
A recent fundraising promotion from the wildlife preservation group Alaska Raptor Center targets educators, rather than traditional donors, with its Adopt-a-Raptor Program. 
On the surface, Adopt-a-Raptor is similar to most sponsorship programs. As the #10 package explains, for a fairly significant donation (here a one-time payment of $95 rather than an ongoing monthly commitment), the donor is given a collection of gifts including an adoption certificate, photo, natural history and biography for a chosen eagle, falcon, hawk or owl. However, with a "classroom donation," educators are also entitled to "a highly-teachable, 90-page curriculum package" and a video introducing raptors and the work done at the Alaska Raptor Center. As stated in the package's brochure, this curriculum "was developed by classroom teachers, and includes worksheets, handouts and other activities to help teachers ignite in their students a lifelong love of learning."
Pottery Barn Welcomes New Movers to the Neighborhood
In a recent mailing, Pottery Barn targets movers, welcoming them to the neighborhood and, naturally, offering the catalog's assistance in furnishing their new homes. 
The 11-3/4" x 9-1/4" package contains Pottery Barn's massive, 184-page Christmas 2004 issue as well as a letter, in part stating "now that you're moved in, it's time to enjoy the excitement that comes with decorating a new home." To help do so, a sheet of three perforated coupons is attached to the letter, offering a 10% discount off any order from Pottery Barn, Pottery Barn Kids and PBTeen respectively. The coupons may be used with catalog orders (contact information is given for shoppers to request a copy of the Kids and Teen books), via toll-free telephone number or at local retail stores, which are listed in the letter with personalized notations. However, as the letter notes, the discounts are not applicable with online orders. Pottery Barn closes the letter with the inviting copy, "we're glad you're here and look forward to helping you create the home you've always imagined."
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.
