Visual Exhibits

 

Tobacco Industry Direct Marketing Strategies - Direct Mail

 

Mail from tobacco companies to those on their extensive mailing lists is both a marketing tactic in itself and a major channel for distribution of other forms of direct marketing. Direct mail carries brand loyalty program materials, such as: coupons, controlled circulation magazines, catalogs, announcements of sweepstakes and sponsored events, product gifts, and even sample cigarettes. It is sent to names in databases previously compiled through such means as sweepstakes entries, brand loyalty program orders, entertainment events, and consumer surveys. Direct mail databases provide useful information for segmentation and targeted mailings by storing and continually updating detailed information about individuals. This is facilitated by direct mail’s response mechanisms, such as consumer surveys or coupons coded to identify which consumers redeemed them.

See examples of direct mail materials such as coupons, sweepstakes, controlled circulation magazines, a
nd brand loyalty products, below.

 


click image to enlarge

Brand: Camel
Date of Item: 2009
Media Type: Other - Paper
Item Category: Direct Mail,Coupon - Discount,Menthol
Description:Direct mail received in January 2009 in promotion of Camel's line extension, Camel Crush, a cigarette which can be adjusted from a non-menthol to a menthol flavored cigarette by squeezing and crushing a capsule in the cigarette's filter.


click image to enlarge

Brand: Skoal
Date of Item: 2009
Media Type: Other - Paper
Item Category: Direct Mail,Chewing Tobacco/Snuf,Flavored Product
Description: Direct mail from Skoal advertising the brand's reduced prices. Text: "Have you heard the news? New lower price. Same great dip".


click image to enlarge

Brand: Marlboro
Date of Item: 2008
Media Type: Other - Paper
Item Category: Sweepstakes,Direct Mail
Description: Direct mail from Marlboro received in February 2008, promoting the Marlboro Summer Ranch 2008 Sweepstakes. The piece provides a customer number and promotional code for entering the sweepstakes by phone. One cigarette coupon also included.

click image to enlarge

Brand: American Spirit
Date of Item: 2008
Media Type: Other - Paper
Item Category: Direct Mail,Industry Public Relations
Description: Winter holiday greeting card from Natural American Spirit. Additional key words: Christmas; New Year's; seasonal cards


click image to enlarge

Brand: Camel
Date of Item: 2007
Media Type: Other - Paper
Item Category:: Direct mail piece in promotion of Camel Wides, featured in the shape of a Zippo lighter. Uses tattoo style art, as seen in Camel Wides print ads. Piece includes an offer for a free lighter, redeemable from the brand's website, and 4 coupons (2 x $3.00 off a pack coupons and 2 Buy 1 Get 1 Free coupons).


click image to enlarge

Brand: Kool
Date of Item: 2007
Media Type: Other - Paper
Item Category: Minorities,African American,Brand Loyalty - Product,Direct Mail,Menthol
Description:Direct mail from Kool, including a free DVD, "The Art of 16 Bars". This DVD features interviews with various rappers and hip-hop music stars. Direct mail piece also advertises Kool's Green and Blue XL cigarette styles.


click image to enlarge
Brand: Virginia Slims
Date of Item: 2006
Media Type: Other - Paper
Item Category: Direct Mail,Coupon - Discount,Industry Public Relations
Description: General promotional Virginia Slims direct mail with four coupons. Also includes offer for a free portable litter device when you call in or go online to update your smoking preferences.

Trinkets & Trash | 683 Hoes Lane, Room 309, Piscataway, NJ 08854 | Email