Wisteria’s Patriotic Book Plays “Eye Spy”
Wisteria’s June 2009 catalog – titled “Celebrating America” – features a unique, interactive contest designed to ensure that recipients see everything the catalog has to offer. Based on a classic childhood game, Wisteria’s version of Eye Spy sends shoppers through each page of the promotion in search of a black pair of glasses placed in one of the product photos. Participants are sent online to reveal the catalog page number where they spot the glasses and be entered to win one of 50 prizes (Decorative Military Figures) or the grand prize of an Americana Party set. The entire catalog is centered around the Americana collection, which founders Andrew and Shannon introduce in the catalog letter that contrasts the current economic situation with sacrifices made by parents and grandparents. The home decor retailer specializes in handmade or hand-finished pieces and also offers one-of-a-kind antiques. Americana pieces include the “God Bless America” Patriotic Eagle Plaque derived from a vintage emblem ($129) and oversized American Flag ($249). Other decorative merchandise includes the Tramp Art Mirror ($379), Stone Eagle Garden Statues ($129 each, $239 for a pair) and vintage Chinese Butcher’s Table ($1,499). All first-time buyers receive 15% off their order. In each Wisteria issue, the merchant spotlights a different nonprofit organization; here, the military group Fisher House Foundation is included. The nonprofit sets up homes for military families to stay free of charge while veterans receive medical treatment at military or VA institutions. Orders can be made by phone, fax, mail, or online.

Ben Silver Offers Three-Part “Stimulus Plan”
Beneath a dapper Irish linen and silk jacket combination, the Spring 2009 Ben Silver cover reads, “Inside, our STIMULUS to help you choose a vibrant PLAN for your wardrobe!” Just inside, the company's owners introduce the collection of fine menswear and lay out several incentives in a full page message. The note explains, "In a time of understandable caution and concern, we offer timeless style, classic taste, impeccable quality and exceptional value." It elaborates: “The strengthening of the US dollar, particularly against the British Pound, but also against the Euro, has allowed us to REDUCE our prices on both shirts and neckwear for the first time in many years.” Printed in bold red ink, the “Ben Silver wardrobe Stimulus Plan” is threefold: Customers receive a complimentary tie with the purchase of a suit or a jacket; the second incentive has an environmental agenda, inviting customers to shop online for a 10% discount to support a “greener” America; lastly, free shipping is offered on all catalog orders over $250.

Thos. Baker Advises "Stop Moping Around"
A 52-page catalog from premium outdoor furniture retailer Thos. Baker also opens with a letter addressing current economic conditions but, in lieu of incentives and discounts, advises prospects to lighten up. "No one offering you a bailout? Does your 401K statement look like someone 'made off' with all your money?" Owner and CEO John Thos. Baker IV, pictured below the note, then unapologetically suggests shoppers "upgrade the deck and pretend it’s 2007 again. (Or at least stop moping around.)" This is followed by a command to “Switch off CNBC and get on with life.” Baker introduces a number of new items, and explains that his company has "never tried to be the cheapest - just the best for the money." Teak -- the retailer's specialty -- is described as the best material for outdoor furniture because the wood is rich in oil content, and resistant to the effects of the elements. Thos. Baker's merchandise includes a Bainbridge Adirondack + stool ($699, $249), the Veranda dining table with six or eight chairs ($3,393 - $3,991), and the Palms Armchair ($799).

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.