Direct Mail Piece of the Week: Road Runner
October 9, 2014
Road Runner Sports bills itself as the World’s Largest Running & Walking Store. If you pay a small amount, you get VIP status which includes discounts off all products, free shipping and a 90 day guarantee. It also means they mail to me…a lot! One recent piece caught my eye so let’s take a closer look.
Format: The folded self-mailer was designed at 5” x 7” and was closed with fugitive glue.
Design: I love interaction and this piece did not disappoint. It was fairly basic with full color photos of people running and minimal text. The appealing part was a large (3.5” x 2”) area for a scratch off on the inside of the mailer. Who doesn’t like a scratch off?
Printing & Paper: There weren’t any special techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: I received the mailer as is—there was no need for an envelope. I order running shoes from them and the piece was designed for a runner so they clearly had the right audience.
Purpose: Road Runner is using this piece to drive sales and reward VIP customers.
Offer and Call to Action: The offer was to look inside the piece for a special gift. On the inside was the scratch off and once scratched, would reveal the surprise gift and then I was to call the 800 number to order. The phone number was large and easy to read and was located in two different areas.
Digital technology integration: None, not even a web address. They definitely could have included at least the website but they must have wanted to track only phone response so they did not include. They could have included a QR code that took us to the website.
Personalization: My name was included on the inside of the mailer but it was not needed as they did not include any information customized to my buying history.
Road Runner sends me many pieces of direct mail. This one stood out for the interactive scratch off. It worked because it got me engaged and that is what all direct mailers should strive for.