CHAPTER TWO – FINDING AND ENGAGING THE RIGHT
AUDIENCE
Tanya will be plugging in some lifestyle images that will be hi‐res and will print
out well in the book.
Premium co‐op envelope highly targeted
towards the millennial+ market
1
Launched in April 2018, the Luxe Co‐op product reaches a highly
targeted millennial market with increased purchasing power and a
higher propensity for lifestyle brands.
90%of millennials believe direct mail
advertising is reliable 1
68% of consumers took action in 87% of millennials like receiving
response to ads/coupons sent via direct mail1
direct mail marketing in the past
12 months 1
of consumers took action in 77% of millennials pay attention to
direct mail advertising 1
42% response to ads/coupons sent via 2
direct mail marketing in the past
30 days 1
Source: U.S. Postal Service
August 2018
Luxe Demographics & Geography
1,000,000 projected circulation August 2018 In‐home Date: Aug 29 through Sep 5
Age: 25–45 (millennial+) Approved Art Deadline: July 23
50/50 male/female split
HH Income Target $150,000+
More urban lifestyle
Region Quantity
New York 250,000
Northeast 250,000
Pacific 250,000
West Coast 250,000
Total 1,000,000
1 million from top markets 3
November 2018
Luxe Demographics & Geography
1,500,000 projected circulation November 2018 In‐home Date: Nov 7 through Nov 14
Age: 25–45 (millennial+) Approved Art Deadline : Oct 2
50/50 male/female split
HH Income Target $150,000+
More urban lifestyle
Region Quantity
Mid‐West 250,000
New York 250,000
Northeast 250,000
Pacific 250,000
South 250,000
West Coast 250,000
Total 1,500,000
1.5 million from top markets 4
Behaviors
Compared to the average U.S. household
45% likely to have a 58% likely to have purchased
household income home furnishings online
MORE of $100,000+ MORE in the past 12 months
88% likely to have a 46% likely to subscribe
bachelor’s degree+ online to a home
MORE MORE delivery service
83% likely to have 32% likely to have visited
visited Spotify Amazon in the
MORE MORE past 30 days
53% likely to have 74% likely to have visited
visited Instagram Starbucks in the
MORE MORE past 30 days
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Source: Scarborough Research, Simmons Research, Nielsen PRIZM Premier, Claritas Demographics
YOUNG DIGERATI YOUNG & INFLUENTIAL
Wealthy Middle Age Mostly w/Kids Midscale Younger Mostly w/o Kids
• Tech‐savvy • Social media influencers
• Affluent • Preoccupied with work/life balance
• Highly educated • Tech experts
URBAN ACHIEVERS UPWARD BOUND
Midscale Younger Mostly w/o Kids Upscale Younger Family Mix
• Ethnically diverse • Dual incomes
• Established careers • Multiple computers
• Watch professional sports • Research/purchase online
THE COSMOPOLITANS ASPIRING A‐LISTERS
Upscale Younger Family Mix Downscale Older Mostly w/o Kids
• Major metro areas • Out and about
• Leisure‐intensive lifestyles • Spend on status brands
• Love the nightlife • Convenience shoppers
CONNECTED BOHEMIANS UP‐AND‐COMERS
Midscale Younger Mostly w/o Kids Upper Mid(Scale) Younger Family
Mix
• Very liberal
• Early adopters • Suburban areas and second cities
• Progressive • Enjoy athletic activities
• Mobile lifestyle
METRO GRADS
Lower Mid(Scale) Middle Age Mostly w/o 6
Kids
• Still establishing themselves
• Attend local events
• Play in sports leagues
Insert Specs Insert
• 4/4 full bleed
Single Panel Insert • 300 dpi hi‐res,
Bleed Size: 4.5” x 6.5” press ready PDFs
Trim Size: 4.25” x 6.25”
Live Area: 4” x 6” (collected InDesign files preferred)
2‐Panel Insert
Bleed Size: 8.75” x 6.5” • 100# matte stock
Trim Size: 8.5” x 6.25” • Two creatives may be tested
Live Area: 8.25” x 6”
at no additional cost
• Creative services available at
no additional cost – inquire for
details
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Premium Placement
Envelope flap logo placement Premium ad on back of envelope
• Only white logos • 5 inches wide x 3 inches high
• Provide an EPS • 300dpi Hi Res, Press Ready PDFS
(collected InDesign files preferred)
Secure your space in the
exclusive Luxe Co-op envelope