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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, and brand
loyalty products, below.
For
more examples of all kinds of direct mail materials, search
for
“Direct Mail” under “Item Category”
on the
search page. |
click image to enlarge
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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.
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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".
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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.
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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 |
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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).
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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.
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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.
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