Direct Mail Piece of the Week: Gym Source
Sales are a great way to generate new business. Gym Source, a company that sells ellipticals, treadmills, home gyms, etc., recently mailed us a postcard announcing a Midnight Madness Sale on Friday, February 21st.
This postcard was 5.5 x 8.5”.
The mail side was mostly white paper with a small area devoted to inviting us to their sale. They did list their address and phone number. The back side was very busy and I didn’t know what to look at first. In some areas of the front, the fonts were easy to read as they were reversed out of the dark blue background. However, they used too many fonts and colors on the back side.
I received the mailer as is. One way for it to be more memorable would be to make the postcard larger, such as a 6×9” or 6×11” so it stood out more in the mail. They definitely should have utilized more of the front, or address side, of the postcard as that is what consumers see first. If that side is not engaging, they won’t turn the postcard over.
Gym Source is using this piece as a lead generator.
Offer and Call-to-Action
The front side of the card encouraged us to visit the store or a microsite. On the back side of the card, the offer was 20-50% off equipment and another reminder about the microsite. There was such a jumble of images and text that it took some time to look over and figure out what they were offering.
Digital Technology Integration
This is where Gym Source garners an “F”. They included a personalized url (purl) so the consumer could visit their individual site for a “sneak peek at more amazing deals”. When I typed in the address, the page that pulled up had a date of January 24th for a February 21st sale! The January 24th date was listed in multiple places so maybe they had a sale the month before and forgot to change the date. The microsite was just a form for the consumer to fill out to get an email of the actual machines that would be on sale. Digital technology is a wonderful tool…when used correctly. In this case, it was not utilized correctly. First, they should have pre-populated the form with the consumer’s information as they already had that information. They should have listed the items for sale on the microsite and had an area for the consumer to indicate what piece of equipment they were interested in purchasing. To take the true interactive experience a step further, they could have a live chat with a salesperson or have the ability to take pre-orders.
This piece was personalized but it was not effective. The person’s name was so small and the purl was a generic microsite that could have been done without personalization.
This was a poorly designed and executed mailer. It had so much potential but they dropped the ball.