Home Depot Direct Adds Outdoor Living
As the days of summer approach, The Home Depot continues its recent direct marketing expansion with the launch of Home Depot Direct Outdoor Living. More and more home catalogers are mailing books devoted entirely to outdoor furniture and accessories; both Ballard Designs and Restoration Hardware recently added specialty books. This Early Spring 2006 edition encourages shoppers to make one's yard an extension of the home, "just as inviting, functional and enduring as any room inside." Whether using the outside space for dining, entertaining, relaxing or recreation, Home Depot Direct has a variety of items to fit those needs. Products include wicker furniture ($129 - $599), all-weather rugs ($79 - $627), outdoor lighting ($24 - $39), and a seven-person spa ($4,799). Additional accents include grilling accessories, pillows, dishes and stemware. All of the available merchandise is presented in beautiful backyard settings, filled with lush vegetation and vivid color. While the catalog contains an order form, it is for faxing only; mail orders are not accepted. Shoppers are instead directed to the toll-free number and website to order. The new catalog builds on The Home Depot's multichannel growth, which also includes the launch of high-end home decor catalog 10 Crescent Lane and lighting catalog Paces Trading Company.

Capuchin Franciscan Friars Mail Saint Pio Prayer Card
A #10 package from Capuchin Franciscan Friars offers the spiritual help of Padre Pio, the "Great Saint of Miracles," who was canonized by the late Pope John Paul II in 2002. The promotion uses images of the saint on both sides of the outer envelope and appeal letter, as well as on the reply envelope, an insert and a prayer card dedicated to Saint Pio. A small plastic folio protects the prayer card, and is new to this package since the last time it was mailed. The enclosed letter and insert card explain how, in 1916, the recently ordained Italian priest received the Stigmata and bled from his hands, feet and side for the next 50 years until his death in 1968. Doctors could not explain or cure the bleeding, and Pio was reportedly without pain. The letter also explains how the Shrine of Padre Pio attracts more visitors than Fatima or Lourdes, at nearly seven million. The Friars operate homeless shelters, soup kitchens and foreign missions, and provide assistance for the poor, sick and dying. They appeal for donations with an ask ladder of $10/$15/$20/$25/$50/$100/other, and the back of the reply card has space for donors to write in their prayer intentions.

Bakers Launches Direct Mail Catalog
Footwear retailer Bakers expanded its multichannel efforts with the launch of the Premier Issue of its mail-order catalog. The 32-page Spring 06 book features the latest styles in spring footwear as well as a small selection of boots, jewelry and handbags. According to a two-page spread on the inside cover, spring is "... a time of renewal. a time to release your inhibitions. an opportunity to explore your every desire. to step out in a style that is all your own... " Metallic beaded accents, high heels, open-toes and strategically placed straps dominate Bakers' designs for spring. The shoes are available in an assortment of colors that range from bright pastels to deep, rich browns ($39.95 - $75.95). Bakers reserves the latter pages for designer shoe lines including Diesel, Gucci and Jessica Simpson, a new collection from the recording artist and reality television star ($49.95 - $99.95). To celebrate the launch, Bakers offers a $25 discount on all purchases of $75 or more. The discount can be redeemed by mail, phone, online or at one of the many Bakers retail locations listed on the order form.

The direct mail promotions appearing in Mail Stream are tracked and analyzed by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.