Sharper Image releases first catalog since new ownership

Share this content:
Sharper Image releases first catalog since new ownership
Sharper Image releases first catalog since new ownership

The Sharper Image, which relaunched last year following bankruptcy, released a 68-page Father's Day catalog on June 1. It is the first mailing for the new company, according to Steve August, who was named CMO and senior VP of Sharper Image in January.

The catalog includes an annual list of the company's top 10 Father's Day gifts, which are a collection of its top selling products. Popular items include wireless speakers, electric shavers and other tech gadgets that are the mainstay of the Sharper Image brand.

The catalog is intended to inform future mailings for the newly emerged company, including three planned for the 2010 holiday, August said.

“It was more of a toe in the water to make decisions, and to get data around segmentation, product and just data points for building our models,” he said.

After Sharper Image filed for bankruptcy in early 2008, a joint venture of Bluestar Alliance, Hilco Consumer Capital and Gordon Brothers purchased the company and closed its brick and mortar stores. Private investment firm Camelot Venture Group bought the rights to the failing company's catalog creative and relaunched its e-commerce site. At the time, Camelot promised to bring back a 2009 Holiday Gift Guide, as well as a full 2010 catalog mailing.

The company sent the Father's Day catalog, which included a May pre-drop, mainly to former Sharper Image customers (the company retained that list through the sale), as well as to a list of new prospects which Epsilon's Abacus helped procure, August said. He declined to say how many catalogs in total were mailed but said its circulation for the entire year will be in the “multimillion range.” The brand hopes to eventually return to pre-bankruptcy mailings of 60-90 million, he added.

Elevate Group in Dallas, TX, designed the Father's Day mailer, which was full-color, 8x10 inches and had a similar but more “lifestyle” look to it compared to the original Sharper Image catalogs, August said. Quad/Graphics handled printing. In addition to the printed catalog, the company created a special promotional section on its e-commerce site to highlight the top Father's Day gifts.

The Sharper Image is making use of a number of direct marketing tactics this year, including offering discount coupons to consumers who sign up to receive e-mail from the brand and offering Twitter followers $10 off their next purchase for filling out an online informational survey.

“Our goal is to fill the void that Sharper Image left when it did leave the marketplace,” said August. “There's still a market for cool, innovative products.”


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above