Creative Girls Club
All purpose crafts cataloger Annie's Attic is in the mail this year with a new continuity called Creative Girls Club, a program designed to cultivate a love of crafting for girls ages seven to 12, before the distractions of the teenage years set in. With sales copy aimed primarily at parents, the 11 3/4" x 8 3/4" polywrap extols the educational and character-building virtues of crafting, as well as the "super-cool" appeal of Creative Girls Club's "fun and doable projects." The kits produced by the program introduce preteens to a wide variety of crafting genres, including paper, clay and needle work, painting, and the making of jewelry and wearables. The charter offer includes 2 craft kits priced at $4.99 each plus shipping and handling. Then, every 6 weeks 2 additional kits are sent at $6.99 per kit plus shipping and handling. No future obligation is stated in the mailing. Though the polywrap includes a sticker sheet freemium, there are no incentives given upon ordering, which is unusual for a continuity program.
Zitomer
Zitomer, an upscale pharmacy on Manhattan's Upper East Side, has been a New York City institution since 1950, offering everything from self-care products to lingerie at its three-level Madison Avenue flagship store. With its latest catalog, consumers beyond the city can now shop this famed retailer. Like the trendy items the store is known for carrying, the Zitomer catalog has a chic, swanky feel to it. The 10" x 8" catalog does not use creative copy on the front cover, opting to let sleek photography and the Zitomer name speak for itself. The striking 65-page book is perfect-bound, using heavy-stock paper to display its exclusive goods, with name brands like Chanel, Caudalie, Kenneth Turner and Bvlgari. Prices are on the high side, reflecting the upscale merchandise being offered. Bvlgari's Gentle Body Lotion for infants is priced at $27.50; a Rigaud Tournesol candle is $70. A wide variety of products beyond self-care goods are also offered, including apparel, toys, electronics, holiday goods, and even pet supplies. Some items run as high as $2,500 (a Silver Cross pram), but overall, the majority of products offered in the catalog are under $50. Orders can be placed through the mail, via a toll-free number, fax or by visiting the Web site.
Navy Times
A new promotion has been tracked for Navy Times, a trade publication for the men and women of the Naval branch of the armed services, published by Military Times Media Group. The spare 4" x 8 1/2" voucher package takes a simple, offer-oriented approach. As with most vouchers, the hard offer, here set at $19.95 for 26 weekly issues (70% discount off the cover rate), is the creative highlight. Virtually no insight into the publication's content is given, as little sales copy is needed. Navy Times' self-explanatory name and brand familiarity among members of its target audience most likely serve as description enough. With a paid subscription, unlimited Web site access is given as an incentive. In addition to up-to-the-minute news, the online service provides pay charts and calculators, tax assistance, Tricare healthcare help and special reports for sailors. Though this is the first stand-alone effort seen for Navy Times, the title has been featured in direct mail promotions before, typically in multi-title efforts with sibling publications Army Times, Air Force Times and Marine Corps Times.
Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by ParadyszMatera. CM staff conduct the interviews.
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