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U.S. Navy
A recent No. 10 package from the U.S. Navy Recruiting Command featured a novel enticement for recipients to request more information on naval careers. The colorful outer envelope starts with a bold image of a young man looking off into the distance with his unfurled parachute in tow along with, "Some people call us adrenaline junkies. Like that's a bad thing." The same image is repeated on the premium incentive, a 30-minute phone card under a tagline that emulates the mailing's hip tone: "Jump on the phone. Answer the survey. Activate the card." The Johnson box of the personalized one-page sales letter baits potential responders with, "When was the last time someone offered to accelerate your life... in 30 minutes?" The half-hour refers to the approximate length of time to answer the toll-free automated phone survey, which is required to activate the phone card. Upon survey completion, a Navy recruiter returns the call to provide additional information. Recipients are further encouraged to visit the "Life Accelerator" online. The Web site features an impressive splash page filled with intriguing naval visuals and eventually lands on the "Life Accelerator" questionnaire, a job assessment which matches a responder's personality to compatible naval careers.
Esolis
A new catalog called Esolis targets Asian women with skin care products created specifically for them. The Fall 2002 issue touts hydrolyzed pearl as the key ingredient used in the company's proprietary line of daily care, solar protection, moisturizing, anti-aging, skin brightening and spa treatment merchandise. Two incentives are included in the 28-page book, the first of which is a half-off shipping rate with orders of $50 or more. The second, called "Referral Rewards," is more unusual. A $5, $10, $15 or $20 gift certificate is given to the initial customer if a referred friend orders $25, $50, $75 or $100 worth of Esolis products. The referred customer also receives free shipping on their first order of at least $50. In addition to an order form and Web site, orders may be placed in six different languages, English, Japanese, Mandarin, Cantonese, Korean and Vietnamese, via the toll-free customer service numbers listed in the catalog.
Ugly Dog Hunting
A new catalog has been tracked from Ugly Dog Hunting Co., the Vermont-based merchandiser that promises "serious gear for you, your dog and the hunt." This is the fourth edition of the Ugly Dog Hunting catalog, which mailed its first book in Spring 2001. The catalog's name is more than just a humorous attention-getter; it also sets the tone for the company's practical, no-nonsense take on hunting. To that end, the postscript on the catalog letter from President Terry Wilson reassures prospects that they've come to the right place: "Nope, still no tweed ties, hand-cured leather elbow patches or adorable puppy coasters in this catalog." Although the book is aimed at serious hunters, Ugly Dog Hunting manages to crack a few smiles with an easygoing, slightly deadpan style. Buyers of the "Ugly Dog Hunting Hat" ($15) are warned, for instance, that they may be "mobbed by the media and enthusiastic crowds." Throughout the catalog, product descriptions are notably literate and involving. Product prices range from $10 to $499. The book is sprinkled with useful tips on safety for hunting dogs, things to avoid if you want to have fun on a hunting trip and a plug for the Ruffed Grouse Society, a non-profit dedicated to improving the environment for ruffed grouse and other forest wildlife. Orders can be placed via a toll-free number, fax or Web site; no direct mail order form is included. While there are several "ugly dogs" featured throughout the catalog, the star is clearly Scrub, Wilson's own German Wirehair, who stars on the catalog cover. This seems only fitting, as Scrub is also officially designated as CEO of the Ugly Dog Hunting Company.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by ParadyszMatera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance(tm). Web address: http://www.MarketRelevance.com/newsletter.cfm
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