Direct Mail Piece of the Week: Brunswick
January 14, 2015
The holidays can be a big time of year for retail establishments that host holiday parties. Last November we received a mailer from one of these establishments: our local Brunswick Bowling Center. Let’s take a closer look.
Format: This self-mailer was 8.5×11” folded in half and mailed at 5.5 x8.5”.
Design: Brunswick had a well thought out design: the address side was basic but they did include an arrow pointing to opening or turning over the piece. The back side of the mailer was designed like a wrapped package. The inside was a nice balance of text and party-type photos.
Printing and Paper: There weren’t any special techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: We received the mailer as is with no sort of envelope or packaging. A way for this to be more noticed in the mail might have been to use a clear envelope or make the mailer a larger size. Oversized direct mail does result in higher response rates, as well as direct mail in unique envelopes.
Purpose: Brunswick is using this piece to drive holiday party sales at their bowling alley.
Offer and Call to Action: The offer was to have your holiday party at the bowling alley and they would do all the work including the catering so you could have fun. They also offered free lunch for taking a tour of the bowling alley.
Digital technology integration: This was a great use of a QR code. You could scan the QR code to schedule your tour. This was a great way both for the end user to very easily book a tour and also a great way for Brunswick to capture warm leads. They also included a generic website and also a specific page to go to about the holiday party offerings. The address side included the address of our local bowling alley and its phone number.
Personalization: None but none was needed.
Overall, a solid direct mail piece. Sometimes a simple design works best. I really liked how they used their QR code the right way and utilized several ways for the end user to communicate with them.