Is this a fair exchange of value? How would you improve it?

by Oziboomer 12 replies
Exchange $10 for a $10 Silver Coin

This is the premise behind an offer that was mailed to Australian households today.

I've included five images of the contents of the mailing below for you to study.

It would be great if the direct mail experts could comment and add to conversation to build a resource for others who might like to consider direct mail as an option in their marketing mix.

Background information in regards to timing.

ANZAC day is approaching on April 25th. This is a national day of remembrance that commemorates all Australians and New Zealanders who served and died in all wars, conflicts and peacekeeping operations -->
https://en.wikipedia.org/wiki/Anzac_Day


What are your thoughts?

What are these people doing right or wrong?

How could they improve their offer?

Here is the mailing--->

Envelope.



6 x 4 Insert/teaser on satin photographic paper - printing on back in red says
"Limited time only! Ends May 8 2017"



Front side of letter.



Backside of letter.



Reply Paid Envelope.



Best regards,

Ozi
#offline marketing #commemorative #direct mail #exchange #fair #improve #letter #offer
Avatar of Unregistered
  • Profile picture of the author DWolfe
    Here is the question how many grams are in the Silver Coin ? Since it is to cheap to be a 1oz. coin. That would be one question before purchasing many people might ask. I would think that should be address.

    I'm no expert with direct response, But answering that question would be important. I have seen offer for Silver Coins and they usually tell you the silver amount in each coin by weight, not the percentage.
    {{ DiscussionBoard.errors[11053196].message }}
    • Profile picture of the author Oziboomer
      Originally Posted by DWolfe View Post

      Here is the question how many grams are in the Silver Coin ? Since it is to cheap to be a 1oz. coin. That would be one question before purchasing many people might ask. I would think that should be address.

      I'm no expert with direct response, But answering that question would be important. I have seen offer for Silver Coins and they usually tell you the silver amount in each coin by weight, not the percentage.
      It says in the letter the coin is legal tender in Kiribati which is an island nation whose currency is pegged to the Australian dollar so the idea of getting a $10 coin for $10 is a pretty good risk reversal or guarantee in itself as is something that has the Queen's head on it.

      https://en.wikipedia.org/wiki/Kiribati_dollar

      The coin will have been struck by the Royal Australian Mint.

      I don't think the idea here is about the front end offer making a profit but the back end sales that will follow.

      It is a nice switch on the Free + Shipping idea.

      They've just made it $10 + FREE shipping.

      Kind regards,

      Ozi
      {{ DiscussionBoard.errors[11053364].message }}
      • Profile picture of the author Abiya Carol
        A good online marketing agency should understand your goals and success metrics prior to pitching business. The partnership should be just as important to the agency as it is to the client.

        The things to ask would likewise rely on upon what you are anticipating that the administrations supplier should convey. On the off chance that you are occupied with a specific region just, for instance on page advancement, you would address them all the more altogether on the on page improvement plan and methods they utilize and the achievement they have accomplished before.
        {{ DiscussionBoard.errors[11053380].message }}
        • Profile picture of the author SARubin
          Originally Posted by Abiya Carol View Post

          A good online marketing agency should understand your goals and success metrics prior to pitching business. The partnership should be just as important to the agency as it is to the client.

          The things to ask would likewise rely on upon what you are anticipating that the administrations supplier should convey. On the off chance that you are occupied with a specific region just, for instance on page advancement, you would address them all the more altogether on the on page improvement plan and methods they utilize and the achievement they have accomplished before.

          Oh my. I didn't know we were going to be using corporate speak here. It's been a while. But I think I still remember enough to join in...


          This entire marketing strategy hinges on the following criteria...

          Due to the requirements of integral subsystem considerations, a large portion of the effective communication must utilize, and be functionally interwoven with, the sophisticated marketing metrics that have been previously established.

          Furthermore. any associated supporting elements must recognize the compounded challenges involved with a significant implementation, based on the evaluation of specifics that determine the preliminary qualifications of the target market.


          There... now we can take this gobbledy-gook into any corporate boardroom in the land . And even though no one will understand a frickin' thing we just said, nobody will want to admit it, for fear of looking stupid. So they'll all just nod their heads in agreement, and we walk out looking like the smartest people in the whole meeting.
          {{ DiscussionBoard.errors[11057474].message }}
          Signature

          SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado

  • Profile picture of the author SARubin
    Hi Ozi,

    Thanks for another good one. I'll throw in my opinion (heck, everyone has an opinion, right?)

    First, I have to ask... Is the MacQuarie Mint well known in Australia? I only ask because I don't notice any mention of a "trust" element here.

    I got a similar piece from the Franklin Mint a while back ( I guess they would be the USA version of MacQuarie Mint?)

    And even though they're extremely well known here, there was still a line referring to... "For more than 50 years, you've trusted the Franklin Mint to bring you only the finest collectables." It wasn't front and center... but it was there.

    One other thing that caught me was... this mailer mentions "No Risk" multiple times, but then it doesn't tell me what the guarantee is. Instead, it makes me go to the website just to find out what the no risk policy is.

    Perhaps just a sentence somewhere, that mentions "If you're not completely thrilled with your purchase, simply return it for a full refund?" (or whatever their policy is)

    I know it's only a few words, but a copywriter once told me "sometimes a few words can make a big difference."

    All the best,
    SAR
    {{ DiscussionBoard.errors[11053705].message }}
    Signature

    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado

    • Profile picture of the author Oziboomer
      Originally Posted by SARubin View Post

      First, I have to ask... Is the MacQuarie Mint well known in Australia? I only ask because I don't notice any mention of a "trust" element here.

      I got a similar piece from the Franklin Mint a while back ( I guess they would be the USA version of MacQuarie Mint?)

      And even though they're extremely well known here, there was still a line referring to... "For more than 50 years, you've trusted the Franklin Mint to bring you only the finest collectables." It wasn't front and center... but it was there.

      One other thing that caught me was... this mailer mentions "No Risk" multiple times, but then it doesn't tell me what the guarantee is. Instead, it makes me go to the website just to find out what the no risk policy is.
      Thanks SAR,

      You got me looking a little more into them.

      I've seen their mailings in the past and they were always much like Franklin Mint advertising in the *old* TV week, or a Sunday television lift out from national newspaper publishers.

      Maybe they think the Queen's head is enough of a trust badge without making a statement or maybe they can't make a genuine statement that people would believe so they leave it out.

      When you mentioned trust it made me think of a few things relating to the word "Macquarie".

      We have Macquarie Bank, Macquarie Dictionary, etc....also there was a governor Macquarie back in the early 1800's

      There is a popular tourist destination in Sydney Harbour called Mrs Macquarie's Chair

      I think the company is clever to borrow authority from these associations but as for publicly making claims perhaps they have issues.

      I did find out they ran a similar promotion in 2015 that lead to an investigation because they used the word "ANZAC" and the "Rising Sum Emblem" - you can read about it here:
      Macquarie Mint under investigation for use of Rising Sun badge on commemorative coin; ceases promotional material using word 'Anzac' - ABC News (Australian Broadcasting Corporation)

      In the article they agreed to stop using the term "ANZAC" in a very similar marketing piece.

      They did point out they contributed $100K of donations to war veterans via LEGACY over the previous 4 years.

      Given the similarity of the promotion their efforts must be very profitable which makes it more intriguing to study their material.

      As for risk reversal who is to know whether they mailed tow or more versions of the mailing testing different copy.

      I'd expect them to test pretty much everything to maximise ROI.

      When I dug further I found they marketed a similar coin back in 2011 and probably every year they do the same thing.

      Here is a video I turned up also....


      Best regards,

      Ozi
      {{ DiscussionBoard.errors[11053847].message }}
      • Profile picture of the author GordonJ
        Originally Posted by Oziboomer View Post

        Thanks SAR,

        You got me looking a little more into them.

        I've seen their mailings in the past and they were always much like Franklin Mint advertising in the *old* TV week, or a Sunday television lift out from national newspaper publishers.

        Maybe they think the Queen's head is enough of a trust badge without making a statement or maybe they can't make a genuine statement that people would believe so they leave it out.

        When you mentioned trust it made me think of a few things relating to the word "Macquarie".

        We have Macquarie Bank, Macquarie Dictionary, etc....also there was a governor Macquarie back in the early 1800's

        There is a popular tourist destination in Sydney Harbour called Mrs Macquarie's Chair

        I think the company is clever to borrow authority from these associations but as for publicly making claims perhaps they have issues.

        I did find out they ran a similar promotion in 2015 that lead to an investigation because they used the word "ANZAC" and the "Rising Sum Emblem" - you can read about it here:
        Macquarie Mint under investigation for use of Rising Sun badge on commemorative coin; ceases promotional material using word 'Anzac' - ABC News (Australian Broadcasting Corporation)

        In the article they agreed to stop using the term "ANZAC" in a very similar marketing piece.

        They did point out they contributed $100K of donations to war veterans via LEGACY over the previous 4 years.

        Given the similarity of the promotion their efforts must be very profitable which makes it more intriguing to study their material.

        As for risk reversal who is to know whether they mailed tow or more versions of the mailing testing different copy.

        I'd expect them to test pretty much everything to maximise ROI.

        When I dug further I found they marketed a similar coin back in 2011 and probably every year they do the same thing.

        Here is a video I turned up also....

        $10 coin for $10 (Macquarie Mint) - Now with links in description! - YouTube

        Best regards,

        Ozi
        I have extensive experience with the Commemorative Market. It is not a part of the Numismatic Market (although there is cross over). Philatelic and numismatic is a very sophisticated marketplace which demands expertise.

        Not so with COMMEMORATIVE market. Judging from the salutation, probably led gen, to get you on a buyers list.

        With this market, a buyer is the valuable asset. The lifetime value for one buyer on a list of a commemorative operation is astronomical, one of the highest in the remote direct marketing world.

        As a matter of fact (which I mentioned last year) I'm working on several commemorative products for the 50th anniversary of the moon walk. I even sought out copywriters. Alas, most of today's so-called copy writers don't have a clue and seem uninterested in learning about these little talked about, albeit very lucrative, markets.

        One thing, almost all the copywriters at these places also do their own graphics. When I was active, we had a studio which took the pics and gave us what we wanted. This is a nice looking piece, the pics tell the story, the offer is good, and I bet it will do well putting names on their house list, even if they don't sell a ton of coins,

        they will get the more valuable asset at a pretty affordable customer acquisition cost.

        GordonJ

        PS. A fortune or two was made with TITANIC commemorative items, even the dang COAL, which was the only item recovered which was allowed to be sold. COMMEMORATIVE, If you are a smart copywriter, you'd get to know it. Alas, this is the Warrior Forum.

        Also, I'd be inclined to tell a couple of stories about Aussie War heroes or campaigns.
        {{ DiscussionBoard.errors[11053937].message }}
  • Profile picture of the author Claude Whitacre
    It's a beautiful offer.
    The only thing that pops out at me is that they could mention that only one piece "per household" and that these can be sent as gifts to others. That would add to the mailing list, and these names would be nearly a valuable, I would think.

    It's a great lead generation ad to a very select market. I'd be interested in the lists they used..what the prospects bought previously.

    Thanks Ozy, for the great share.
    {{ DiscussionBoard.errors[11054007].message }}
    • Profile picture of the author SARubin
      Originally Posted by Claude Whitacre View Post

      these can be sent as gifts to others. That would add to the mailing list, and these names would be nearly a valuable, I would think.
      .
      Excellent point. I didn't even think of that.

      Even if they only got 10% of the orders shipped as gifts, they'd get 10% more names on their mailing list. (the order placer, and a potential collector)


      Originally Posted by GordonJ View Post

      Alas, most of today's so-called copy writers don't have a clue and seem uninterested in learning about these little talked about, albeit very lucrative, markets.
      Well, I've never written for the commemorative market. But if you ever feel like throwing some tidbits of wisdom out here, I'm more than interested in learning.
      {{ DiscussionBoard.errors[11054061].message }}
      Signature

      SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado

      • Profile picture of the author GordonJ
        Originally Posted by SARubin View Post

        Excellent point. I didn't even think of that.

        Even if they only got 10% of the orders shipped as gifts, they'd get 10% more names on their mailing list. (the order placer, and a potential collector)




        Well, I've never written for the commemorative market. But if you ever feel like throwing some tidbits of wisdom out here, I'm more than interested in learning.
        Simple research: Google SHOPPING; commemorative coins, then plates, then plaques. You'll see many of the companies in the biz.

        No affiliation (now) but here is a promotion for 45th Moon Walk anniversary:

        45th Anniversary Apollo 11 Moon Landing Commemorative Collection

        What these companies want from you as a copywriter is:

        a well thought out idea, market researched...and a complete breakdown of costs, (as you imagine them) and the promotion, as close as you would like it to run along with the media costs and projected break even

        it is a lot to ask of most copywriters. But, honestly, a few months of participation and study, you can create your own products and get some back ends going too.

        For example (ONLY) say one of my Moon Walk Commemoratives might be a plate...I'd send a query to one of the companies, detailing what I want to do, with market numbers attached. I'd try to acquire a NDA first, along with first right of refusal. I bring something unique to the plate, perhaps a signature or something.

        But study what is currently being offered, and from Google, visit their websites and see how they operate, two that I know about, locally, are:

        https://www.theworldreserve.com/

        and
        United States Commemorative Gallery - US Commemorative Coins & Collectibles

        If you want more, contact me.

        GordonJ

        PS. Thanks Oziboomer, your frame shop is a perfect place to create and sell commemorative items from, piece of paper, frame, VIOLA = commemorative (or a piece of coal ala TITANIC or a piece of the Brooklyn Bridge ala Paul Hartunian and watch Johnny Carson talk about these commemoratives)...

        http://iboughtthebrooklynbridge.com/
        {{ DiscussionBoard.errors[11054094].message }}
        • Profile picture of the author Oziboomer
          Originally Posted by GordonJ View Post

          Simple research: Google SHOPPING; commemorative coins, then plates, then plaques. You'll see many of the companies in the biz.

          No affiliation (now) but here is a promotion for 45th Moon Walk anniversary:

          45th Anniversary Apollo 11 Moon Landing Commemorative Collection

          What these companies want from you as a copywriter is:

          a well thought out idea, market researched...and a complete breakdown of costs, (as you imagine them) and the promotion, as close as you would like it to run along with the media costs and projected break even

          it is a lot to ask of most copywriters. But, honestly, a few months of participation and study, you can create your own products and get some back ends going too.

          For example (ONLY) say one of my Moon Walk Commemoratives might be a plate...I'd send a query to one of the companies, detailing what I want to do, with market numbers attached. I'd try to acquire a NDA first, along with first right of refusal. I bring something unique to the plate, perhaps a signature or something.

          But study what is currently being offered, and from Google, visit their websites and see how they operate, two that I know about, locally, are:

          https://www.theworldreserve.com/

          and
          United States Commemorative Gallery - US Commemorative Coins & Collectibles

          If you want more, contact me.

          GordonJ

          PS. Thanks Oziboomer, your frame shop is a perfect place to create and sell commemorative items from, piece of paper, frame, VIOLA = commemorative (or a piece of coal ala TITANIC or a piece of the Brooklyn Bridge ala Paul Hartunian and watch Johnny Carson talk about these commemoratives)...

          Now You Can Own An Authentic Piece of the Original, World-Famous Brooklyn Bridge and Claim Your Unique Piece of History!
          Thanks Gordon,

          Your insights and suggestions are great and if people would notice and act on what you've suggested they would improve their chance of success.

          In my offline business we've often framed collectibles and commemorative pieces but I must admit I've never really given much thought into creating one or many.

          I guess it all comes down to the marketing and creating the authority.

          Now you've got me thinking again about how to orchestrate the process and find the right pieces for the right market.

          Your comments also reminded me about a marketer Pete Williams who sold of pieces of carpet from the member's bar from the Melbourne Cricket Ground.

          It is how he got his big start when he was 21.

          From there I put together a team of framers and couriers, to create a series of limited sports memorabilia with a photo of the G, a plaque outlining the historic grounds story and a unique piece the MCC Crested Carpet. wrote a press release with the headline 21 Year Old Sells MCG For Under $500 and the wave of media hit with force. and so did the initial series of sales.
          Here is the article off his blog-->
          Selling The MCG | Pete Williams

          And one of the news stories in the media he managed to get-->


          Best regards,

          Ozi
          {{ DiscussionBoard.errors[11054517].message }}
    • Profile picture of the author Oziboomer
      Originally Posted by Claude Whitacre View Post

      The only thing that pops out at me is that they could mention that only one piece "per household" and that these can be sent as gifts to others. That would add to the mailing list, and these names would be nearly a valuable, I would think.
      Thanks Claude,

      Your point about adding additional names so they can be sent as gifts is a great idea.

      I'll put that in my checklist for when I produce an offer that could use your suggestion.

      Best regards,

      Ozi
      {{ DiscussionBoard.errors[11054489].message }}
  • Profile picture of the author shahadat55
    Banned
    [DELETED]
    {{ DiscussionBoard.errors[11054917].message }}

Trending Topics