The importance of substance.
Today, we're going to focus on the subject, the content, the meaning, the values and how to reconcile trade, responsible marketing and communications.
Another example of an Au Vieux Campeur newsletter!
Yes, I know, I'm rambling.
I've already told you about emails du Vieux Campeur last summer during their graphic redesign. So it wasn't on the design criterion that I made my choice. Although the I invite you once again to take a look at the rhythm of this design With a lot of margins, you can breathe easy, as your eye wanders between sections to linger. The visuals are always sober and well-crafted, with overflow effect to once again lend an elegant dynamic to the composition. Tracks in two parts with a color contrast, a beautiful information hierarchy and easily identifiable, distinct content blocks.
In short, a beautiful design compo, but as I've already said, I think this redesign is a success.
Why is Le Vieux Campeur back in the newsletter selection?
For here we have an assertive and assertive bias for a retailer whose core business is selling products.
Le Vieux Campeur takes us by the hand and invites us to take a sober look at another facet of his business. We're not going to talk about products or other promotionsnot at all. It's even displayed from the subject of this newsletter: "Repair before you buy! Responsible communication means highlighting new services that don't encourage the consumption of new products, but rather the repair and extension of the life cycle of your products.
Don't take out your credit card here there's nothing for sale. On the other hand we're off to explore 4 repair workshops offered by Le Vieux Campeur :
- Maintenance and repair of your skis and snowboards
- Resoiling your hiking boots, trail shoes, ski boots or climbing shoes
- Overhaul and repair of diving equipment
- Gore Tex-certified garment alterations and repairs
That's a lot of services that we don't necessarily know about, but which it's a good idea to highlight in a world that we want to be more sober, and even more so when it comes to outdoor sports.
But that's not all: the next step is to highlight a second-hand service to encourage us to give away our unused equipment. Or consume second-hand equipment directly. It looks as if the Old Man is getting ahead of the game, and taking action on his own scale via these new services, in order to preserving the world he proposes we explore.
For these new services to take root in consumers' new reflexes, Le Vieux Campeur will have to talk about it systematically in all its emailings. This means offering new and second-hand product sales, a repair block and a clothing collection block in the same email.
Because there's always room for improvement
In the corner of things to improve :
- A introductory cover too timid in the text. The image is imposing, but the centered text is recessed and not direct enough.
- Always a few visuals with text in images (yes, it's practical and fast, but it's not essential for branding and can be easily bypassed)
- From generic, non-explicit action buttons To find out more, click on "Learn more" or "Discover".
- From flat" titles and not very warm, lacking dynamism
A little effort on copywriting and tone of voice to apply to the entire creative process to create that little extra something. Explain why they now offer these services. Prioritize information and think about the sobriety chain The first thing to remember is that buying new has an environmental impact. That it's better to repair. If repair is impossible, give priority to the sale of second-hand products.
Align copywriting and design for a sportier rhythm to these newsletters.