The Sharper Image
Typically, catalog covers from The Sharper Image feature gadgets from the company's high-tech collection; people are
rarely seen. However, the New Year 2002 issue of the catalog breaks from this tradition with both a person and a dog sitting in the company's Get-a-Way Massage Chair. Of course, these aren’t just any models; they are Cuba Gooding, Jr. and Demon, the stars of Disney's Snow Dogs. The cover is part of an effort between Disney and The Sharper Image to promote the movie's January release. In addition to the cover, page three of the catalog includes an advertisement for the film alongside The Sharper Image's Personal Warm+Cool System, also modeled by Gooding, Jr. Not mentioned in the catalog is a second part of the co-promotion between the two companies, an online sweepstakes found at disney.com. At the Snow Dogs page of the Web site, viewers can enter a contest for one of ten $500 The Sharper Image gift certificates with online registration.
W Magazine
With the annual magazine promotion push in full swing, Condé Nast has recently updated a longstanding promotion with some noteworthy creative touches. W, the oversized style magazine published by Condé Nast's Fairchild Publications division, spices-up a staid 4" x 7-1/2" voucher package format with the addition
of a rather fashion forward incentive -- a "W bag." The new premium is announced exuberantly on the coupon portion of the promotion and listed among the usual items within the "Statement of Benefits." In addition, a four-color insert reveals the handbag as a Prada-inspired bucket purse, a highly covetable accessory and a smart incentive choice for potential W readers. The hard offer of $15 for 12 issues remains unchanged from W's typical vouchers.
Anthony Logistics for Men
"Is Your First Name Anthony?" Men's skin care specialist Anthony Logistics for Men poses this simple question to recipients in its recent promotion. The answer is easier than one might expect as, apparently, the promotion was only mailed to people with this
first name. This clever and intriguing effort uses very precise targeting not only to create immediate brand recognition, but also to do a bit of ego stoking for all the Anthony’s who receive it. The 5" x 7" postcard even takes the joke one step further with, "Anthony, this was made for you." The promotion drives interested recipients to its Web site or toll-free number to make purchases, and offers a 20% discount off initial offers.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance located at http://www.MarketRelevance.com/newsletter.cfm.
