So the other day Bill and I received a snail mail ad campaign in our mailbox from Publix, a grocery store chain we love to shop with both in Nashville and at our Florida home. The minute I looked at it I knew that Publix could have gotten a lot more mileage out of this snail mail ad campaign. So I created a brief (5 minute) video for you that points out the do’s and don’t of a snail mail ad campaign. Publix might have the deep pockets to make these kinds of rookie mistakes, but you as a solo business owner do not!
You can read more about snail mail ad campaigns in this article by Megan Totka, too.
What do you think? Did Publix miss the boat? I think they did, and I’d love to see your opinion in the comment section below.
Read more: You can read more about advertising mistakes to avoid in this blog post, too.
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I would never have thought this was for a grocery store! great synopsis!
I agree, Sue. This definitely could have been designed better. I recently saw a similar ad for them in a health magazine. I’m wondering if they are going to rebrand or if they are trying to capture the health conscious market. I heard a rumor that they may buy Whole Foods. Regardless, they did miss the mark on this piece. It is much better to “billboard” your message on a postcard rather than bury your call-to-action like they did here.
Sue,
Interesting way of writing about a personal experience.
Not certain of how much value there is in snail mail
campaigns any longer. However, if anyone wants them
to work they should watch your video first.
I agree with you about Publix not getting it right. But I REALLY appreciate the opportunity to learn from you for when I start working on snail mail efforts like this. Thanks for taking the time to point out, step-by-step what could be better.
Sue, clearly Publix needs your help! This completely looks like a gym’s copy! Do they know anything about their target audience? Absolutely agree with the coupon idea and the high value gift! In defense of Publix one thing I love about them is the healthy quick meals they have with all of the ingredients in one place including the recipe. Thanks for the done with you offer idea as well!
Great video deconstructing this mailer Sue – amazing that the call to action is buried so deep and the imagery doesn’t clearly represent what the brand is selling. It’s easily done though – I have seen companies spend loads of money on glossy brochures or info tools and forget to include an email or phone number too!
Yes, they did a few things right, but big missed opportunity! However, it was a great opportunity for you to make a great video. For the first few minutes I kept thinking where’s the coupon??? GREAT video Sue. It was really really great! Did I mention I thought it was great?
Thanks Jessica. I see this kind of thing all the time – going to make more videos about them, I think. I like using “real life” case studies.