Epoch Design was asked to be featured in the January 2013 issue of Home Improvement Executive, with a special report on Innovations in Mailboxes. The catch, of course, was that we would also need to advertise ($$$).
Generally, we do not spend much on print advertising, instead focusing marketing efforts online as well as occasional TV and radio advertising. However, after deliberation we decided to go for it, again.
The magazine primarily targets home improvement executives (go figure), reaching some of the most influential decision-makers at businesses including Home Depot, Lowe’s, Menards, Sutherland, Orchard Supply, Wal-Mart, Sears Holdings, Meijer, Fred Meyer, Canadian Tire, Rona, Home Hardware, Tractor Supply, Blain’s Farm & Fleet, Mills Fleet Farm, Ace Hardware, True Value, Do it Best, Orgill, and others. While many of these distributors are already Mail Boss resellers, others have yet to get on board.
The message we want to communicate to potential business customers is this:
Identity theft is the fastest growing crime in the country, and Americans are switching to locking mailboxes. In a few years time, unlocked mailboxes will be a remnant of the past. This trend equates to a huge profit opportunity for home improvement stores to offer consumers a true solution to mail-identity theft. If you’re going to sell mailboxes (the step child of the hardware department because you have to offer them, but you can’t make any money on the most commonly sold units), why not offer one like the new Mail Manager that not only offers real protection from identity theft, but also provides an opportunity for retailers to also make some money in the mailbox category?
And here is what we came up with to communicate that message:
We used the gang plank mailbox installation to show that homeowners are switching to locking mailboxes. No, it’s not a glamor shot, but it is a real life portrait of the changing times. Then, we featured the new Mail Manager as well as various ways Mail Boss can be merchandised in the retail store front.
The text reads:
Thieves are stealing mail from curbside mailboxes for identity theft, and authorities are recommending that consumers switch to secure locking mailboxes for protection. The new Mail Manager by Epoch Design provides ultimate security against mail-identity theft and vandalism, and gives your customers peace of mind.
Superior merchandising with strong identity theft prevention messaging drives high inventory turns and delivers impressive increases in mailbox category profits. People want mail security at a price they can afford – give them Mail Manager.
So what do you think? Do you like it? If you were a home improvement executive, would this ad make you think *just a little* about carrying Mail Manager?
Comments and feedback welcome… especially if they’re positive!