Holiday sales down? Go for birthdays, anniversaries

April 03, 2008

Target Mailers' new cards target birthdays and anniversaries with a personalized message and picture.

Weston, Fla.—A marketing agency has released a new line of suggestive-selling self-mailer cards intended to help retailers combat slipping holiday sales by targeting birthdays and anniversaries.

Created by Weston, Fla.-based Target Mailers, the cards can be personalized with a customer's name and message, and include a picture of a piece of jewelry that is part of a suite or collection the customer previously purchased from. For instance, a card can include a photo of an engagement ring a customer bought along with the matching wedding band the jeweler wishes to recommend.

The company compared this strategy to that of e-commerce giant Amazon.com, which always gives customers recommendations on products that are similar to those already purchased.

Target Mailers can create, print and ship the cards within 24 hours "normally with no minimums," the release states.

James Porte, president of Porte Marketing and a partner in Target Mailers, said in the past, jewelers relied on fourth-quarter sales for 30 percent to 60 percent of their yearly gross sales.

But, "the 2007 Christmas season proved that holiday sales are no longer guaranteed, nor are they a divine right of passage of retail jewelers," he said.

Porte also points out that birthday and anniversary sales are particularly crucial in tough economic times.

People will continue to get married and celebrate anniversaries no matter the state of the economy, the release states.

In addition to the cards, Target Mailers plans to add an Internet component that will combine the direct-mail piece with an e-mail blast.

For more information about Target Mailers, contact Melinda at (888) 274-3802 ext. 126, or visit the company's Web site, Targetmailers.com.

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