Maybe they should mail to Imelda

Fail: List and Creative

Radio stations have variety of promotions to get people to listen to their station and use direct mail to reach out to existing and prospective listeners.  Nothing wrong with that.  But I received this self-mailer addressed to me.  The target person is male, and the offer is the opportunity to win a pair of shoes.  All the visuals are for women's shoes.

Learning: If your target market is just women, use typical gender identification to mail to females.  If you want men to tune in, include some Bostonians or Nike running shoes in the visuals.

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