The AMA Rides AgainOur Work — By Lois Geller
The American Motorcyclist Association (AMA) in Columbus, OH had been doing very well with their control mailing to get new members, but it was expensive and complicated. It was a classic DM package that included several postcards pre-addressed to each recipient’s Senator’s and Congressional representatives.
We came up with the “I Ride” package to test against it. “I Ride” cost a lot less to produce and we didn’t have the lettershop challenge of matching recipients and politicians.
The result was that we tied the control package in overall response and beat the pants off it in cost per response.
At first glance, the OE – Outer Envelope – appears to show 14 photos (8 on the front, 6 on the back) of different riders: black, white, old, young, male, female, couples. People like looking at people, so that was good. And when they looked closer, they saw that each photo had a different reason for joining the AMA. We got a lot of benefits in quickly.
The package included two premiums (free book and jacket patch when you joined) and a freemium (an AMA sticker with a nod to the lobbying angle: I Ride & I Vote).
The letter started off with a personal you-I connection and an appeal to the rebel in motorcycle riders: “You ride. So my guess is you’re not a joiner … “
All in all, a nice and very successful package.