YOU MAKE THE CALL: Pick the Winning Capital One Carrier!
By Roberta Rosenberg on Jul 29, 2008 in DM Copy Tips & Tools
Back from vacation and I find not one, not two, but three different promotions from Capital One Small Business touting their Visa Business Platinum card. Since carriers are the gate keepers to the rest of the promotions, we’ll confine our votes accordingly.
Here we go:
Contestant 1: 9-1/2 x 6, yellow kraft, shipping label effect.
Standard Capital One corner card, presort indicia. “For Business Owner:” along with usual postal stuff and name/address is inkjetted. (Note this is another bubble wrap, lumpy mail promo but the bubble wrap seems slightly slimmer.) No teaser.
Contestant 2: #10, white, dark teal color bar across the top.
Over-sized left window. Same verbiage as shipping label above. No bubble wrap or other lumpiness in envelope noted. No teaser.
Contestant 3: #10, white, dark teal arrow bar under over-sized left window.
Arrow points to right-side teaser: VISA BUSINESS PLATINUM CARD in small point size. 0% until Nov. 2009 in big point size. Arrow copy: Save on purchases AND transfers for up to 15 MONTHS. Same label verbiage. Recipient can feel card-sized lump in envelope under teaser.
Okay, gang. Go with your gut and tell me which one would get you to open it. Next contest … choose the most successful headline-same promo series.
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James Hipkin | Jul 29, 2008 | Reply
I would go w/ #3. It has the offer on the OE and something inside to stimulate curiosity. #2 may well have the best ROI b/c it’s cheaper to produce. #1 is too silly to be taken seriously. My 2¢ James
James Hipkin’s last blog post..Are You Mining for Gold?
Drew McLellan | Jul 30, 2008 | Reply
I’d have to say #3 as well. We all get so many credit card offers. I suspect most of us don’t even open then all that often.
So best to put at least some of the offer on the front.
Of course, it would be better if they actually offered something different than everyone else but perhaps that is too much to ask for!
Drew
Drew McLellan’s last blog post..Recession proof your business - FREE book!
Graham Strong | Jul 30, 2008 | Reply
Is this a trick question?
Capital One has been getting on my… nerves lately. Though they do have a slick bit of marketing going on right now.
About 10 days ago, they called offering me a card at 19.9% interest. I politely declined, and they asked me nicely why I wasn’t interested. I told them I just wasn’t interested and that 19.9% interest was ridiculous. They thanked me and hung up.
About three days later, I got a call from Capital One offering me an introductory 0.9% credit card. I declined again, and when they asked me why I said “not interested” — nothing more.
Not long after, I got another call starting the spiel all over again. When I declined and they asked me why I wasn’t interested, I told them that this was the third time they called in a week, and I was getting less and less interested by the second. To his credit, he apologized for the inconvenience and said good night.
So I’d have to say the answer to your question would be “none of the above”.
(However, if I wasn’t so grumpy and all things being equal, I would have to say #1. I like packages better than envelopes, and I would at least be tempted…)
~Graham
Graham Strong’s last blog post..What Makes Your Blog “Successful”?
David Leland | Jul 30, 2008 | Reply
I’ll go with the first two comments - it has to be 3 because it’s the only one with an offer. The question then becomes, why did they test direct mail with no offer? I may not like Capital One, but you have to believe they know the value of providing bait to open a piece…..
Jace | Jul 31, 2008 | Reply
Honestly, I’d toss them all. Our country is so built on credit, and it isn’t a good idea. Why live your life on borrowed funds?
There’s a reason they send out so much advertising. They’re trying to convince you to give them your money!
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