The Work: PRIVATE VIEW by ProQuest


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									                                                                                                                                             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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