Alleblog

Crate & Barrel 11/30/09
Subject Line: Today only. Save 15% and Free Online Shipping.

I have to admit that when I see a subject line as exciting as this one, my heart skips a beat. I’ll immediately pull up my perfectly formatted Excel Christmas list to figure out just who in my family needs a new Wusthof 10-piece knife set this year. Once the purchase has been made and all promo codes have successfully been entered, I say a quick “thank you Crate and Barrel for this extraordinary gift of savings you have delivered to my inbox.”

Retailers are becoming smarter each year as this on-line world is evolving. This 2009 Holiday Season I have received more retail e-mails than ever before. Just to name a few, Victoria’s Secret, Old Navy, The Gap, The Children’s Place, Gymboree, Target, Crate and Barrel, Bath and Body Works, Eddie Bauer, Nordstrom, and Proflowers. A simple call to action like “save now,” has the ability to capture the attention of every consumer with Internet access.

Like many others out there, the thought of having to battle a mall after a long work day completely overwhelms me. Especially around the time of the holidays when shopping is supposed to be a cheerful experience. Nothing sounds worse than walking a mile from your parking space in the freezing cold, trying to keep your toddler safe from crazy mall drivers, all while wearing your work heels. Whew! Luckily, retailers understand and support these thoughts that many of us share.

In order to make an e-newsletter stand out, everything from subject line to the time of day you blast has to be strategic. Most of the newsletters that I receive come between the hours of 1 a.m. and 5 a.m. This ensures retailers that their message is the first thing that pops up when a consumer begins their morning routine of checking e-mails. Personalization is also a great way to make each recipient feel special. While part of me knows that I am not the only one receiving The Children’s Place’s “Give Cozy! Glacier Fleece Separates Start at $8” e-newsletter, seeing just my name does make me feel like a valued customer.

E-newsletters are a great way to promote your business and products NOW! Sending messages when you have something important to say and giving readers the opportunity to react will make for a successful blast. Use the savings now, or you lose it.

Happy Holidays Ya’ll!

Posted by Lindsay Reasner - Media Director

By Kevin Schluth

When it comes to launching a new food product, today more than ever, getting people to try your new product is the first, and most important step, in a new product launch.

Even the most popular products in the world were complete mysteries at one point. While there are many different ways to launch a new product, all new product success starts with trial. There is no ‘word of mouth’ marketing if you can’t get people to try your product in the first place.

In a world of tweeting, blogging, smartphones and all other forms of instant messaging technology, there is something to be said about a good old-fashioned Free Standing Insert…or FSI. A tangible and visually appealing piece of paper that tells consumers: ‘give us a try and we’ll take a couple bucks off.’

While print media in general, and newspapers in particular, are struggling to maintain profitability, people still use coupons they receive in the paper or in the snail…I mean mail.

Compared to the first half of 2008, CPG marketers continue to allocate the largest share of coupon distribution to FSI’s than any other media. In the first half of 2009 86.2% of coupons were distributed via FSI’s, compared to 13.8% via ALL other media.*

Refrigerated foods increased the amount of coupons by 16.8% and frozen foods increased the amount of coupons by 41.5% in the first half of 2009.*

Also, coupon usage is no longer dominated by women. Current stats show that men are closing the gap by  accounting for 45.3% of coupons used with 54.7% for women.*

FSI’s are a cost-effective way to introduce your new product to the buying public. By including a high-value coupon, you are creating a low-risk situation for consumers to try your product, and positioning your brand as one that understands the economic hardships of Mr. & Mrs. Consumer.

FSI’s are a great tactic to drive trial and raise awareness, but they cannot sustain your new product launch alone. They should be used as part of an overall collection of tactics used to market your new product. Integrated marketing approaches using multiple forms of media are always the best plan to launch a new product, but FSI’s can assist in one of the most important parts of a launch…getting potential customers to try the product.

*Source: Valassis