In the land of recession, the coupon is king. 1 Cinnabon had a very smart idea to direct this holiday self-mailer to small businesses. You can easily see this piece adorning bulletin boards in countless break rooms. I might add one very high-value coupon in the middle or on the bottom lower right. Once people see that first coupon torn out, it's like a green light to take the next one.
In the land of recession, the coupon is king. had a very smart idea to direct this holiday self-mailer to small businesses. You can easily see this piece adorning : Bakery chain Cinnabon wanted to increase brand bulletin boards in countless awareness, increase order size and drive store visitation in break rooms. I might add one shopping mall locations during the 2008 holiday season. very high-value coupon in the middle or on the bottom lower right. Once people see that ﬁrst coupon torn out, it’s like a green Cinnabon teamed up with Money Mailer Direct Marketing for a direct mail campaign in which it sent Despite a slower holiday shop- light to take the next one. I’m a targeted mail piece to small businesses within a two-mile radius of each Cinnabon mall location. The ping season than usual, Cin- sure the brand police are dying campaign featured 11- by 15-inch glossy mail pieces that included 20 perforated offers. The idea was nabon saw a 54% return on its a little on the inside at the sight these businesses would post this coupon page in the ofﬁce for employees to use while doing their holi- investment and a 4.6% redemp- of all the bright color clashes, day shopping at the mall. tion rate for the coupons. Cin- jumble of typefaces and the By targeting small businesses with these perforated coupon pages, Cinnabon hoped to reach more nabon plans to use the same not-quite-right product shot. people for less money than sending individual coupons to homes. approach during the 2009 holi- A good coupon is rarely pretty Businesses with ﬁve to 49 employees were targeted. day season. — but that’s the beauty of it. — Dianna Dilworth Direct marketing has always been a blend of art and science. This online campaign for is one case where art takes a back seat to the more impressive
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