1-800-Buy-Rack Uses Classic B-to-B Incentives
These incentives include two classic business-to-business strategies, free shipping and step-up discounts as sales volume increases. The two catalogs, labeled #0505-A1 and #0505-B1, both offer free shipping with all orders of at least $750 (within the contiguous U.S.) and discounts of 5% on $1,000 minimum orders, which increase to 10% for orders of at least $2,500, and 15% once the $5,000 mark is reached. (Both catalogs have 48 pages and measure 10-1/2" x 8".) With large, red and black fonts, each announces "Free Shipping" and "Guaranteed Lowest Prices" at least once on every two-page spread. In addition, "Buy More Save More" appears often as well, accompanied by a big green dollar sign, pointing shoppers to page 47 (the order form and information page) for details. Shoppers can call the namesake phone number or go to BuyRack.com to place orders. LAF Launches 2005 LiveStrong Annual Campaign
The latest direct mail efforts from the Lance Armstrong Foundation (LAF) build on the organization's LiveStrong theme that has grown increasingly popular since its first use on wristbands in the spring of 2004.
LiveStrong, which served as the professional cyclist's mantra during his battle with testicular cancer and his ride to seven consecutive Tour de France titles from 1999 to 2005, has become a focal point in a pair of promotions from the organization. One, a 6" x 9" address label package, features label and sticker freemiums emblazoned with the LiveStrong logo. A LiveStrong t-shirt is also offered as a premium with gifts of $50 or more. According to an enclosed insert, the t-shirt is available in black and yellow and "looks great with the yellow LiveStrong wristband!" The other, a 5" x 11-1/2" package, includes a free Lance Armstrong LiveStrong poster. The 16-3/4" x 10-3/4" poster freemium pictures Armstrong cycling and features the inspirational text, "Unity is Strength, Knowledge is Power, and Attitude is Everything!" Donations of any amount are rewarded with a 2005 LiveStrong wristband. Both packages include a two-page letter authored by Armstrong detailing the mission of the organization, providing inspirational stories of cancer survivors, and pointing out the magnitude of the number of people affected by cancer (there are over one million new American cancer patients each year). Ask ladders are identical in each and set at $25/$50/$100/$250/$500/other. Donations will help the foundation provide practical information and tools to help those battling cancer and cancer survivors live strong.
Home Cooking Magazine Introduces New Format
Home Cooking, a publication from consumer publishing company House of White Birches, mailed a 12" x 9" polywrap announcing its redesign.
According to the four-page letter and multiple color inserts encased in the polywrap, the magazine is "bigger and better than ever." The promotion, which resembles creative strategies from fellow home interest titles House Beautiful and Better Homes and Gardens, serves up free comfort food recipes for microwave fudge, saucy cranberry chicken and provides "7 Free Secrets" for making the perfect homemade pie. Numerous food dishes are pictured throughout ranging from chocolate toffee candy to sausage and white bean gumbo. The soft offer is set at $11.97 (plus $1.98 for postage) for seven issues (one free). A double-sided insert promotes a pair of incentives offered with subscription. For responses within 10 days, subscribers are entered into a fast response contest for 50 Villaware Smoothie-Maker Blenders. Upon payment, subscribers receive an Instant Read Thermometer (a $10 value) as a thank you for giving "Home Cooking a special place in your kitchen."
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.
