A brand known primarily for storage solutions sent out a direct mail brochure with a slightly different focus.
Mailer Name: The Container Store
Date Mailed: May 2016
The Container Store sells items like boxes, shelves and racks to assist customers in organizing their lives. With this direct mail piece, that help centers on products “that make your travels a breeze.” The front cover shows several pieces of luggage below the headline. “First Class TRAVEL SALE” it announces, adding, “(at coach prices).”
The five inside spreads show various large luggage items in different settings. Examples include an airport waiting area, a curbside and a hotel hallway. Smaller pieces like garment bags and seatback organizers are also displayed. The tagline “See this product in action” designates which products have their own demonstration videos on The Container Store's website.
One spread focuses in on the Eagle Creek Pack-It System, offered at 20 percent off. A paragraph describes the benefits of using this set of travel items, including saving space and much more. “You never look like you’re living out of a suitcase,” it claims. The layout shows how the items go together when packed into a suitcase. For further help, there’s also a reminder about an instructional video.
To further increase customer engagement, the mail piece promotes two contests. One, featured on The Container Store's blog, asks readers to check out tips and stories from travel experts. Readers can add comments and provide their own tips to enter the sweepstakes.
The other contest dangles a $400 prize in exchange for hashtagging and showing one’s own travel bag on social media.
When focusing on a specific product category, such as travel, enhance the reader’s experience and build confidence by providing relevant content.