Direct Mail Piece of the Week: Omaha Steaks
May 4, 2015
There’s something about photos of food that just makes me want to eat what I’m looking at! Omaha Steaks regularly sends us mail. The mail pieces do vary but they all have the same theme: sell the food through tantalizing photos. Let’s take a closer look at this direct mail campaign.
Format: This self-mailer’s overall size was 10.5” x 18” and was tri-folded to 10.5” x 6”. Within the inside of the brochure there was a pocket which held a bi-fold brochure (size of 8.5” x 11” folded in half to 5.5” x 8.5”) and an insert (size of 8.5” x 4 3/8”).
Design: The pictures do the talking! The pieces were designed to really make the photos stand out with dark backgrounds. Omaha Steaks used a large font size for key phrases such as: The Best in Beef; Filet Mignon, Dinner Tonight; Filet Favorites; Customer Favorites; 8 free Burgers; and Add-On Specials. It was a nice mix of photos and text.
Printing & Paper: There weren’t any special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: I received the mailer as is, with no envelope or packaging. Because it was a large size (10.5” x 6”), it was noticeable in the mail. On the mail panel, the first thing you see if a large photo of steaks which was very appealing to me.
Purpose: Omaha Steaks is using this direct mailer to drive in-store traffic as well as online and phone sales.
Offer and Call to Action: The offer was well presented, relevant and valuable. The call to action was very clear: order their food! The offer was 8 free burgers with any order over $30. They also had special pricing on certain items. There was a clear expiration date making the call to action a little more timely by adding a sense of urgency to the promotion.
Digital technology integration: Surprisingly none. Omaha Steaks could include a QR code that links the consumer to recipes or testimonials or to a page where they could order.
Personalization: Only personalization is the listing of the most local stores to our address and their phone numbers. If they knew we ordered certain items they might want to personalize the offers to reflect our past purchases.
Overall a very strong piece. I loved looking at the food and yes, I am tempted to buy! Great photography can really enhance a direct mail piece.
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