Direct Mail Highlights: Retail Drivers
June 25, 2009 by Ethan Boldt, Editor-in-Chief, Inside Direct Mail
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Old-fashioned mail can still work wonders for an old-fashioned audience, such as seniors. That appears to be the case with Wegman's drug store. Its wafer-sealed 5-1/2" x 8-1/2" self-mailer uses the concepts of low-cost and free as lures on its cover, such as "$4 30-day prescriptions" and "Free generic antibiotics." The back is an actual letter from "The Wegman Family," and it mentions that "Today's economy is creating a very competitive marketplace. More than ever, it's critical to provide unbeatable value in every aisle and department, including the pharmacy" (Archive code #910-706528-0904).
It goes even further, in speaking to potentially financially distressed customers: "We are also concerned about the escalating cost of healthcare, and hope lower prescription prices help our employees and customers better manage their expenditures." Wait a minute, did they just mention their employees? Now that is truly remarkable, and such an unusual statement by a company may win it some new fans.
In the next paragraph, Wegman's encourages prospective customers to switch to their pharmacy and says "we'll take care of everything." That's what people, especially seniors, want to hear. In the P.S., it mentions an extension of its popular "free antibiotic" program. Then, folding open the mailer reveals a long list entitled "$4/30 Day and $10/90 Day Generic Drug List." It's the kind of thing that appears to be easier for a pharmacy to post on its website, but clearly this helps seniors who may or may not have an Internet connection or want to bother to visit a URL.
The front of Kohl's 6" x 11" self-mailer makes it look like a magalog, with a full-size picture of a young woman and an enlarged quote next to her that reads, " I just got $10 to spend on anything I want." Inside, the left panel show pictures of select items that are the "lowest prices of the season," while the right panel operates a "did you know?" section of their special offers, charge card, cash promotion and more. The back shows a handy map of the closest store to the prospect as well as a Kohl's $10 gift card that's encased in plastic, which may encourage the prospect to physically get involved with the mail piece by peeling that back (Archive code #910-402855-0904A).
It goes even further, in speaking to potentially financially distressed customers: "We are also concerned about the escalating cost of healthcare, and hope lower prescription prices help our employees and customers better manage their expenditures." Wait a minute, did they just mention their employees? Now that is truly remarkable, and such an unusual statement by a company may win it some new fans.
In the next paragraph, Wegman's encourages prospective customers to switch to their pharmacy and says "we'll take care of everything." That's what people, especially seniors, want to hear. In the P.S., it mentions an extension of its popular "free antibiotic" program. Then, folding open the mailer reveals a long list entitled "$4/30 Day and $10/90 Day Generic Drug List." It's the kind of thing that appears to be easier for a pharmacy to post on its website, but clearly this helps seniors who may or may not have an Internet connection or want to bother to visit a URL.
The front of Kohl's 6" x 11" self-mailer makes it look like a magalog, with a full-size picture of a young woman and an enlarged quote next to her that reads, " I just got $10 to spend on anything I want." Inside, the left panel show pictures of select items that are the "lowest prices of the season," while the right panel operates a "did you know?" section of their special offers, charge card, cash promotion and more. The back shows a handy map of the closest store to the prospect as well as a Kohl's $10 gift card that's encased in plastic, which may encourage the prospect to physically get involved with the mail piece by peeling that back (Archive code #910-402855-0904A).
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