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Direct Mailer:

Williams Sonoma - Spec Ad

SIDE 1
[HEADLINE]  Congratulations on your new place!  Enjoy quality cookware within your budget: Primo Cookware Line

[SUBHEADLINE]  Embarking on a new life chapter is thrilling and intense

[BODYCOPY]  Create tasty meals for your new guests with William Sonoma Primo Cookware Line.  With a life-time warranty, start lasting memories in your new place since Primo collection pairs with a solid life-time warranty

[CTA] Explore our website www.Williamsonoma.com/primo

Visit our nearest store – 1234 Redlands Blvd Beaumont, CA 54321

SIDE 2

[HEADLINE] It’s happening: you’re moving in your new home! Now envision our affordable stainless cookware set in your kitchen: Primo Cookware Line

[SUBHEADLINE] Impress your first guests with our restaurant-quality cookware

[BODYCOPY] Host dinner parties in or outdoors positively knowing each piece is warranted for a life-time. Ready to make your vision real?

[CTA] Explore our website www.Williamsonoma.com/primo

Visit our nearest store – 1234 Redlands Blvd Beaumont, CA 54321

Client 

Williams Sonoma, a global billion-dollar furniture retailer that offer flexible options for growing families at every stage.

Goal

  • Click the link. This action leads to the web page, enticing the target with shiny stainless sets, and the surprising affordable Primo Cookware Line.

  • Visit a nearby store. Referencing the nearest store will convince the target this is not ‘out of reach’, instead it’s just off the freeway on the way home.

    Challenge

    Our competitors are cheaper and equally accessible but we have a life-time guarantee that won’t be beat.

    Target

    Educated young adults moving in their 1st or 2nd home. that are computer savvy, active, health conscious, enjoy socializing. The tone is sophisticated, excited and surprising to discover competitive pricing from a higher-end brand.

    Solution

    Since the target likes to celebrate, socialize and find good deals. I made sure to prioritize:

  • Highlight and congratulate their accomplishments

  • Impress them with quality cookware at a great price

  • Encourage them to research and buy at a store