Mail Stream, Oct 13: A Report on Incoming Direct Mail

Cole Haan Celebrates 80 Years of Pairings
Fashionable shoe, accessory, and outerwear retailer Cole Haan uses a photo of a shiny 1928 penny on the cover of its fall 2008 catalog to represent the year the company was started and mark its 80 year anniversary. The coin is also an homage to one of Cole Haan’s original offerings, namely penny loafers. Just inside, a two-page spread featuring a blurred image of pennies is accompanied by text touting the company’s craftsmanship, “80 Years of Reimagining,” and its belief in the “power of playful pairings.” Company founders Trafton Cole and Eddie Haan are referred to as “the original ingenious pair” leading to the current day pairing of the company’s designs with Nike Air Technology. The pages that follow present The New Penny Loafer ($195) for both men and women, pairing classic, traditional style with Nike Air Technology in fun colors such as lacquered red and dark spruce. The remainder of the catalog promotes various handbags, shoes, coats, and jewelry including the Air Owen Penny ($175) and the Multi-Coin Charm Bracelet ($295). The rear of the catalog announces Cole Haan’s collaboration with jewelry designer Anna Sheffield and limited edition faux coins released specially for Cole Haan’s 80th anniversary. Orders for Cole Haan merchandise can be made by phone or online at ColeHaan.com.

African Wildlife Foundation Offers Choice of Premiums
In its ongoing effort to preserve Africa’s wildlife and ecosystems, The African Wildlife Foundation (AWF) revisited its annual jumbo package, complete with a 2009 calendar, address labels, and several premium options. The package front features a striking photograph of a male lion and alerts recipients to the labels and calendar within. The enclosed letter details the nonprofit organization’s mission to save the endangered and at-risk species of the African continent, including lions, elephants, rhinoceros, mountain gorillas, and cheetahs. One way it does this is through conservation and preservation of the animals’ natural habitats in cooperation with the native people. A second postscript to the letter details a gift matching opportunity as part of the organization’s “first-ever comprehensive campaign to raise significant money so we can double our on the ground work in Africa” This promotion also employs a premium offer that AWF has used in the past, which includes a choice of a tote bag or one of two plush animals (leopard or wild dog) for donations of $15 or more chosen via involvement stickers. While offering a choice of premiums is rare for the organization, other nonprofits such as the Cystic Fibrosis Foundation regularly incorporate premium options into their promotions. In addition, the package includes the organization’s usual address labels with thumbnail images of the animals featured in the 2009 calendar. The ask ladder continues to be set at $15/$20/$25/$50/other with a suggested donation of $20. Donors of $15+ receive the African Wildlife News newsletter. Donations can also be made at AWF.org.

Better Homes and Gardens Gets Festive
Better Homes and Gardens Books recently mailed a trial offer for its annual holiday cooking and crafts book "Celebrate the Season 2008" with a variety of incentives. The outer package urges “Now Create the Holidays You’ve Always Dreamed of" above an image of the book. Additional copy offers a free preview and free radio (also touted on "Free Look" and "Free Radio" involvement stickers) as well as noting “3 Free Gifts inside!" Inside, a four-page letter begins with the salutation “Dear Fellow Holiday-Lover,” and describes how "Celebrate the Season" can make holiday preparation and entertaining easy and fun with its 160 pages of everything from chocolate delicacies and spiced buttered rum toddies to Christmas tree ornaments made out of pasta. A 5” x 7” lift note urges readers to “Go ahead!” and accept the free preview, while another insert presents the Cook’s Companion Kitchen Radio that is free with order. Its reverse side contains a recipe for the Deep Chocolate Cake with Double-Malt Topping pictured on the front of the package – the first of the three free gifts. The additional freemiums are a sheet of Santa-hat smiley face stickers, and “From the kitchen of” gift tags. Yet another insert, this one poster-sized, folds out to reveal colorful photos and blurbs on the contents of the book such as decorating ideas, handmade gifts, recipes, and craft projects. The reply card calls for the two involvement stickers from the front of the envelope. "Celebrate the Season" is offered for a free 30-day preview. Those who decide to keep the book pay two installments of $6.24 plus shipping & handling and applicable sales tax.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.