Proactiv Aims for Younger Consumers With Vibrant Greeting Cards

Proactiv is reaching consumers through greeting cards.

06/09/11

Face hygiene brand Proactiv is striving to reach younger consumers through a new greeting card printing campaign. As Direct Marketing IQ observes, the initiative is noteworthy because it of both its targeted offer and packaging.

The greeting card comes in an unbranded yellow envelope, which the source explains will help catch the eye of consumers and further intrigue them. The greeting card itself uses pastel colors on the front, giving off a late spring or early summer vibe.

Proactiv's greeting card acknowledges the fact that the recipient has purchased its product before and explains how it has changed since the customer's last purchase. A separate sell sheet contains offers for free shipping and flat dollar amounts off. It also gives consumers a number of ways to respond - through postal mail or online.

The key is being flexible. Proactiv's mailing leverages a number of channels, with the ability to respond through mail or online. The more options consumers have, the more convenient the whole shopping process is, encouraging more sales in the long run. Small businesses should also enable consumers to call in to place orders if they have the resources available.

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