Postcards are in....

This week we got so many direct mail postcards, some oversized, some not. A few of my favorites:

1.) Philadelphia Zoohttp://www.philadelphiazoo.org: This mailer uses a lot of catchy phrases (maybe too many) to get my attention. "Be an early bird!" "Flock on over to the McNeil Avian Center." This piece is an invitation to take a member-only tour of the McNeil Avian Center. Members have to call to make a reservation. The piece could have been used to get members to renew. By stating that if you renew your membership, you will get a special preview of the avian center. This seems like a missed opportunity, especially since our renewal is coming due this month.

2.) Old Navy http://www.oldnavy.com: This week's promotion was "Stuff & Save, Save 20% on everything when you use your Old Navy card." The media mix was well-employed with this promotion, since I got an e-mail, heard radio spots and saw a tv commercial with the same promotion. For me, this offer will work. I plan to go to the store and take advantage of the 20% off. On a side note, I noticed that Old Navy often indicates that the direct mail piece was printed on recycled paper with a further clarification, "including 10% post-consumer waste using soy-based ink." I suppose that Old Navy has done some market research that indicates that the Old Navy audience is concerned about the environment and that this type of disclaimer causes a potential customer to become a return customer. If not, this two line disclaimer feels like an apology for sending a direct mail piece and distracts from the message.

3.) The Little Gym http://www.TLGWestWindsorNJ.com: This local gym for children sent a summer camp promotion on an oversized postcard. The postcard had a coupon, "receive 1 FREE camp day for each 4 days reserved by 4/29. As little as $28 per half camp day!" I am confused. When describing offers in a promotion, organizations should keep in mind that the recipient is looking at the piece for a second or less and will not be able to figure out complicated or convulated offer expressions.