To reach a wider audience, we created and distributed a branded direct mail piece that had two promotions. On one side, customers could enter to win $250 off their next set of glasses or prescription. The second side featured a promotion that encouraged customers to bring the card in to receive 10% off glasses or sunglasses. Using these two different calls to action (entering an online contest versus coming to the store in person) captured two potentially-different audience segments in one advertising piece, extending the value of the advertising piece.
To raise awareness of Thompson Optics, the mailer’s design was consistent with other branding and used the logo icon as the graphic in the background. We focused on the headlines by using a large typeface and used imagery of glasses or a girl wearing glasses so that viewers immediately understood what service Thompson offered.