When there's no snow early in the ski season, it's tough to sell winter sports equipment to all but the most dedicated enthusiasts. But Swiss retailer Pitsch Sport came up with a clever direct mail execution to get people buying.
The recipients: Existing and potential customers
The execution: Rather than a useless gimmick, Pitsch (and its agency Agentur am Flughafen) sent an attention-grabbing pink translucent letter offering customers what it hoped would be a great deal. It told them to scrunch up the letter and use it to wax their skis – and if, for some reason, the skis went slower, they could receive a free ski service at their local Pitsch store.
The results: Store traffic increased by 200% over the opening weekend of the season and, even with no snow in lower-lying areas, sales were up 15% in the first three weeks.
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