Collections Etc. Gears Up for Fall
Although summer remains in full swing, many catalogers have already launched into the upcoming fall season. A few weeks back, Collections Etc. 
dropped its Autumn 2003 book, which is chock full of gifts, collectibles,
and home decor merchandise, in addition to seasonal favorites. One of the earliest fall books, Collections Etc. seems to have moved its entire fall campaign up more than a month from last year. Also new, the catalog, which typically offers every item for the same low price ($14.99), has put a new pricing scheme in the mix. Consumers who place orders of $150 or more (11 items) receive a price break and get each item for only $12.99. In addition to advertising this new incentive on the cover, another burst alerts recipients to the "122 New Autumn 2003 Products." On top of Collections Etc.'s usual mix of home products and gifts, the 48-page book features both Halloween and Christmas-themed spreads that include talking witches, Halloween lights, candy cane dolls, snowmen and angels. Orders can be placed by phone, on the Web or in the mail.
Harlequin Books Wants Your Opinion
Popular romance novel publisher Harlequin Books recently dispatched a mysterious polybag from its auspicious-sounding Opinion Poll Headquarters. The exterior of the 8-3/4" x 12" mail piece promises not  only the ability to express oneself on an enclosed form, but also four free gifts. Two are mystery gifts, offered as a premium on order. Respondents choose the other two--a pair of romance novels from either the Harlequin SuperRomance (modern romances) or Harlequin Intrigue (mysteries) collections--by scratching a gold circle. Capping off the highly promotional effort is a sweepstakes for $25,000 cash and 50 Panasonic color TVs. This multi-prong promotion aims to sign up new book-club members, who receive four books each month priced at $3.44 or $3.71 each. A loaded, no-commitment offer and jumbo mail piece are not new for Harlequin, but this latest effort is notable for two strategic modifications. The delivery vehicle itself is the most obvious: an opaque plastic bag with green and white stripes looks a lot like a security envelope, and plays off the "Personal & Confidential" notice on its back side. A paper sleeve with pull-out tab, unique in its own right, is glued to the front, giving its personalization greater prominence. The second key change is the Opinion Poll (last seen as a "National Marketing Survey") which now uses involvement stickers, four "True" and four "False" and a large "Identification Label," in lieu of more traditional completion methods.
Student Conservation Association Tries a New Survey Package
A new survey piece has been tracked from The Student Conservation Association (SCA) in which the nation's largest provider of volunteer 
conservation services encourages readers to share their thoughts on local
and regional environmental conditions. The survey, the first of its kind by the SCA, is billed as the "State of the Land Survey 2003" on the front of the green and white 6" x 9" package. The nine questions enclosed ask recipients for their opinions on conditions of local parks, trails, wildlife habitats and grasslands. The four-page solicitation letter sums up the goal of the survey, claiming, "Your views on your local and regional environment will help the SCA provide the service that is needed to address problems in our land." From a direct marketing perspective, the survey is a great way to get prospects involved in the promotion itself while simultaneously learning more about the group's mission. Aside from reader opinions, the SCA also needs contributions, of course, to achieve its environmental goals. Gift amounts of $20/$25/$30/$35/$50/$75/$100/$150/$200/other are presented to would-be contributors, a steeper ask ladder then what has been seen in prior efforts. Prospects are also offered the opportunity to sponsor one of SCA's interns or crew members at a level of $250/$300/$500 for which they will receive a biography and personal letter from the recipient. Donors at all levels receive The Volunteer, the group's quarterly newsletter.
Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by ParadyszMatera. CM staff conduct the interviews.
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