La-Z-Boy, the national furniture retailer, introduces a new fabric by issuing a challenge to customers in this direct mail package.
Mailer Name: La-Z-Boy
Date Mailed: April 2017
La-Z-Boy manufactures stationary chairs, sofas, sectionals, tables, loveseats and, of course, its legendary recliners.
The front of this self-mailer shows a white room with a white sectional. “Spills happen. Stains don’t have to” the mail piece claims. When opened, the direct mail piece reveals a top panel and a bottom panel with a pocket.
A banner across the pocket invites the reader to “Take the iClean Challenge.” Inside the pocket is a piece of iClean fabric.
Introduced in 2016, iClean is an innovative stain-resistant fabric that allows for quick and drama-free cleanup.
The copy below the headline gives the consumer some ideas on how to put the furniture material to the test. For example, they can spill wine or ketchup on the sample.
Including a sample helps the recipient determine the effectiveness of the iClean fabric, as well as feel more comfortable when making a purchase decision.
A physical product sample in your direct mail is a simple yet tangible way to introduce your product and drive traffic to both stores and your website.