Monday, February 26, 2007
A CAPITAL IDEA
Credit card companies continue to send me solicitations. Usually they're hyping a low interest rate for balance transfers. Of course, if you don't have a balance to transfer, their offer isn't that appealing...so they're losing a fair chunk of their audience right off the bat.
Capital One got away from that this week, though. Their outer envelope (OE) only features their logo. But, boring though that might be, there's something about it that says, "Open me" – the package is a lumpy. And you just have to open it to see what they've sent.
It turns out to be a mock credit card. I liked that and also the fact that the headline on the letter wasn't screaming a percentage at me. It reads, "Here's the deal – you're guaranteed a card with this offer. (really)"
Nice, human touch.
QUEENS IS A KING
After criticizing Queens University School of Business in my last posting, I started thinking – some of you may not be familiar with Queens. Maybe you're now thinking that it's not a good school if they're sending Dr. Bob mailings that he isn't interested in.
Nothing could be farther from the truth. It's a top notch university. They just need to be more judicious about whom they're soliciting...and how often.
IN LIVING COLOUR
I'm amazed how many non-profits are using full colour with their mailings and would love to know if it's paying off.
Last week I received a package from BC Women's Hospital that has a colour photo on the OE and the reply card. And Easter Seals sent a very colourful package.
It has an orange background on the front, with a large photo of a flower and three smaller pix. Inside, there's a 4-page letter with full colour photos on each page. Also inside, there's a sheet of top quality, colourful Easter Seals.
The back of the envelope features a large window that allows the Seals to show through. That makes me wonder why they went with expensive process colour on the OE – they could have achieved the WOW effect by simply showing the Seals.
With the second window, the Seals and the four colour printing throughout, it's a costly package. I hope for their sake (and the kids') that it pays off OR that they're testing it against a cheaper package.
If asked, testing would be the recommendation of...
Dr. Bob
b_knight@telus.net
Credit card companies continue to send me solicitations. Usually they're hyping a low interest rate for balance transfers. Of course, if you don't have a balance to transfer, their offer isn't that appealing...so they're losing a fair chunk of their audience right off the bat.
Capital One got away from that this week, though. Their outer envelope (OE) only features their logo. But, boring though that might be, there's something about it that says, "Open me" – the package is a lumpy. And you just have to open it to see what they've sent.
It turns out to be a mock credit card. I liked that and also the fact that the headline on the letter wasn't screaming a percentage at me. It reads, "Here's the deal – you're guaranteed a card with this offer. (really)"
Nice, human touch.
QUEENS IS A KING
After criticizing Queens University School of Business in my last posting, I started thinking – some of you may not be familiar with Queens. Maybe you're now thinking that it's not a good school if they're sending Dr. Bob mailings that he isn't interested in.
Nothing could be farther from the truth. It's a top notch university. They just need to be more judicious about whom they're soliciting...and how often.
IN LIVING COLOUR
I'm amazed how many non-profits are using full colour with their mailings and would love to know if it's paying off.
Last week I received a package from BC Women's Hospital that has a colour photo on the OE and the reply card. And Easter Seals sent a very colourful package.
It has an orange background on the front, with a large photo of a flower and three smaller pix. Inside, there's a 4-page letter with full colour photos on each page. Also inside, there's a sheet of top quality, colourful Easter Seals.
The back of the envelope features a large window that allows the Seals to show through. That makes me wonder why they went with expensive process colour on the OE – they could have achieved the WOW effect by simply showing the Seals.
With the second window, the Seals and the four colour printing throughout, it's a costly package. I hope for their sake (and the kids') that it pays off OR that they're testing it against a cheaper package.
If asked, testing would be the recommendation of...
Dr. Bob
b_knight@telus.net
posted by DoctorBob | 1:59 PM
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