Envelope Ipad

Envelope Ipad

Imagining a Direct Response iPad App

For advertisers, the debate about whether Apple's iPad provides superior experiences to its iPhone or Macbook is moot. With close to two million iPads sold in the U.S. by the end of June - and more than 200,000 more units selling weekly - iPadders are a rapidly growing enough audience to target with advertising.

Apple agrees. That's why it's launching iAd - an ad network for the iPhone, iPod Touch and iPad platforms. So advertisers are salivating, right? Not quite. Gasping is more like it, with Apple reportedly requiring early advertisers to part with a cool million or more. DRTV advertisers? Well, they're nothing if not resilient and innovative - and they shouldn't passively accept that the Tiffany price tag knocks them out of the iPicture.

We start with clear parameters. A DRTV iPad deployment must:

 

• Be conducive to direct response staples like calls to action and response metrics
• Appeal to consumers not purposefully seeking information about specific DRTV verticals like Snuggies, juicers, and home gyms
• Enable a response mechanism as easy to complete as picking up a telephone or typing a URL

 

We must then choose between the two formats that seem viable: standalone iPad-friendly applications (apps), or traditional online deployments that look great and sell well when encountered during iPad-based Web browsing. The app approach - which can benefit greatly from word-of-mouth buzz - has the best home run potential, but also carries risks. First, Apple must approve any app submitted for distribution through its App Store, and it's possible it won't welcome applications it fears could take a bite out of iAd. The second risk is familiar: attracting enough viewers. Although DRTV offers hundreds of worthy products, few inspire the sizable audience identification that would justify a product-specific download. However much you love OxiClean, the product, will you really install "OxiClean, The Sales App"?

What might work are apps that leverage large product lines or cooperating DRTV companies. "As Seen on TV" is both popular and proven - by direct sales, standalone mall stores and increasingly prevalent retail displays. A broad-based app could position itself as the Bing of consumer product selection - a solutions provider that links to 60-second spots that include calls to actions and clickable sales links. Perhaps the app could invite frequent usage by including a daily shopping tip, delivered by an engagingly campy host. Dare I suggest "DR.tv"(wink, wink)?

The safer approach is good old-fashioned Web browser advertising - but directed primarily to the sorts of applications iPad owners embrace, such as viewing TV. Imagine product-placement scenarios - you could envelope an episode where a Brady youth falls into a mud puddle between a pre-roll and clickable post-roll.

The pre-roll alerts viewers to stick around for the post-roll, which shows how modern mothers could solve Bobby's mess quickly: with OxiClean. Best Carol and Alice as quick as a click? Who wouldn't want to play that game? In fact, all online options are in play. So long as iPad users remain general Web browsers, every advertiser carries a back-door ticket to the ever-expanding wonders of (App)le Nation.

Author of over 175 published articles, Tim Hawthorne is Founder, Chairman and Executive Creative Director of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Discover Card, Time-Life, Nissan, Lawn Boy, Nikon, Oreck, Bose, and Heifer International. Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book, The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious "Lifetime Achievement Award" by the Electronic Retailing Association (ERA) in 2006.

 

About the Author

BUILT iPad Envelope $39.99 BUILT’s Neoprene Envelope provides stylish protection for your iPad with a form-fitting design, graceful curves to keep it secure, and an interior pocket that is perfect for storing an adapter, phone or keys. Color: Black Color Mapping: Black

Saffiano Leather iPad® Envelope $135 Bright saffiano leather will add elegance and poise to your look while protecting your iPad. Goldtone snaps close the envelope and a matching signature plaque adorns the flap.

Built Ny Neoprene Envelope For Ipad Black $34.99 The iPad Envelope protects your iPad, but it's the cool, easy-to-use design that you'll really covet. The Velcro allows for quick and easy access to your iPad, and the interior pocket is perfect for storing your mouse, cords, USB-whatever accessories you need to travel with. You can clutch the iPad Envelope under your arm, or put it in your bag. Either way, you'll be transporting your iPad in style.

BUILT Neoprene Envelope for iPad (2nd & 3rd Generations) $39.99 The graceful curves and form-fitting design of our Neoprene Envelope give your iPad or iPad 2 360-degree protection whenever you’re on the move. Color: Graphite Grid Color Mapping: Black

Naztech Envelope for Apple iPad (Mustard) $26.99 Go retro with the Apple iPad Envelope and be admired for your funky style. Who else but Naztech would come up with a design so hip your friends won't be envious of your new Apple iPad, but the case you have protecting it? The manila covering has an aesthetically pleasing touch and securing flap offers a chic tie-string. Just loop around the two buttons and your Apple iPad is safe-and-snug inside a soft white fabric-lined pocket. The discrete Naztech tag will let everyone know you care about fashion and have the best Apple iPad cover available.Special Features:* Chic two button tie-string fastener* Protection from scrapes and scuffs* Soft fabric-lined pocket* Very light* Manila color* Pleasing exterior surface

Timbuk2 Envelope Ipad Sleeve Black $30 Timbuk2's sleeve for the iPad and iPad 2 with Smart Cover is skinny, but it doesn't skimp on protection. Its high-density foam and a scratch-resistant Tricot liner keep your iPad safe and sound. Layer on Timbuk2's classic three panel design in pop colors and you've got yourself a super safe reading party!

Forward Industries TriFold Envelope Sleeve for Apple iPad , iPad 2 and the new iPad $34.99 Safeguard your Apple iPad, iPad 2 or the new iPad with this Forward Industries TriFold 8092782 envelope sleeve that features a soft inner lining to guard your iPad's screen against scratches. The fold-up design enables conversion into a triangular stand.

Belkin Leather Envelope for iPad -Black $22.99 EAN/Barcode 0722868775424. Free delivery by post. Suitable for iPad. Black case. The lightweight, sleek design can slip easily into another bag without bulk. The soft inner lining makes it easy to get your device in and out of the case when you need to, while adding an extra layer of protection. Protect your iPad with the luxurious look of leather. By Belkin.

Piel Leather Ipad 2 Envelope Case Chocolate $108.95 The iPad 2 Envelope Case from Piel Leather opens to reveal multiple pockets for business cards, documents, and a leather pen holder. Magnetic closure secures items inside the case. Four elastic/leather straps at each corner securely holds the iPad 2 in place. Camera hole cutout on the back provides convenience for taking photographs. Transforms into a horizontal or vertical stand for hands-free viewing.

Piel Leather Ipad 2 Envelope Case Saddle $108.95 The iPad 2 Envelope Case from Piel Leather opens to reveal multiple pockets for business cards, documents, and a leather pen holder. Magnetic closure secures items inside the case. Four elastic/leather straps at each corner securely holds the iPad 2 in place. Camera hole cutout on the back provides convenience for taking photographs. Transforms into a horizontal or vertical stand for hands-free viewing.

Piel Leather Ipad 2 Envelope Case Black $108.95 The iPad 2 Envelope Case from Piel Leather opens to reveal multiple pockets for business cards, documents, and a leather pen holder. Magnetic closure secures items inside the case. Four elastic/leather straps at each corner securely holds the iPad 2 in place. Camera hole cutout on the back provides convenience for taking photographs. Transforms into a horizontal or vertical stand for hands-free viewing.

Built Ny Neoprene Envelope For Laptop-Briefcases/iPad-Cases Black $34.99 The iPad Envelope protects your iPad, but it's the cool, easy-to-use design that you'll really covet. The Velcro allows for quick and easy access to your iPad, and the interior pocket is perfect for storing your mouse, cords, USB-whatever accessories you need to travel with. You can clutch the iPad Envelope under your arm, or put it in your bag. Either way, you'll be transporting your iPad in style.

Naztech Envelope for Apple iPad 2 (Mustard) $26.99 Go retro with the Apple iPad 2 Envelope and be admired for your funky style. Who else but Naztech would come up with a design so hip your friends won't be envious of your new Apple iPad 2, but the case you have protecting it? The manila covering has an aesthetically pleasing touch and securing flap offers a chic tie-string. Just loop around the two buttons and your Apple iPad 2 is safe-and-snug inside a soft white fabric-lined pocket. The discrete Naztech tag will let everyone know you care about fashion and have the best Apple iPad 2 cover available.Special Features:* Chic two button tie-string fastener* Protection from scrapes and scuffs* Soft fabric-lined pocket* Very light* Manila color* Pleasing exterior surface

Naztech Envelope for Apple iPad 3 (2012)/The NEW iPad (Mustard) $26.99 Go retro with the Apple iPad 3 (2012)/The NEW iPad Envelope and be admired for your funky style. Who else but Naztech would come up with a design so hip your friends won't be envious of your new Apple iPad 3 (2012)/The NEW iPad, but the case you have protecting it? The manila covering has an aesthetically pleasing touch and securing flap offers a chic tie-string. Just loop around the two buttons and your Apple iPad 3 (2012)/The NEW iPad is safe-and-snug inside a soft white fabric-lined pocket. The discrete Naztech tag will let everyone know you care about fashion and have the best Apple iPad 3 (2012)/The NEW iPad cover available.Special Features:* Chic two button tie-string fastener* Protection from scrapes and scuffs* Soft fabric-lined pocket* Very light* Manila color* Pleasing exterior surface

Timbuk2 Ipad Envelope Sleeve Violet / Barley $30 Timbuk2 sleeve for the iPad and iPad 2 with Smart Cover is skinny, but it doesn't skimp on protection. Its high-density foam and a scratch-resistant Tricot liner keep your iPad safe and sound. Layer on Timbuk2's classic three panel design in pop colors and you've got yourself a super safe reading party!

Envelope Shaped Protective Leather Bag for iPad iPad2 $10.99 Compatibility: iPad, iPad 2 Features: Pouches Material: PU Leather Style: Snake Skin Pattern Color: Red Dimensions (cm): 25.3 x 20.5 x 1.8 Weight (kg): 0.0832​

Envelope Shaped Protective Leather Case for iPad Pink $13.59 Compatibility: iPad, iPad 2 Features: Pouches Material: PU Leather Style: Solid Color Color: Pink Dimensions (cm): 25.5 x 21 x 0.5 Weight (kg): 0.0789

Looptworks Shan Envelope Ipad Sleeve Ipad Sleeves Men, Women Black/Gold $28 Carry your Ipad in a fun and bright style like the Looptworks Shan Envelope Ipad Sleeve. This unisex Ipad sleeve is made from upcycled excess wetsuit material. Shan in Taiwanese means mountain, and that is exactly what this sleeve represents; mountains of excess wetsuit materials saved with each Ipad it protects. With a quick and easy magnetic closure coupled with a soft, brushed nylon liner, this Looptworks Ipad sleeve is ready to protect your device. Made to fit the Ipad, Ipad2, and any other 10 electronic device, you'll love the Looptworks Shan Envelope Ipad Sleeve.

Looptworks Shan Envelope Ipad Sleeve Ipad Sleeves Men, Women Light Blue/Bright Blue $28 Carry your Ipad in a fun and bright style like the Looptworks Shan Envelope Ipad Sleeve. This unisex Ipad sleeve is made from upcycled excess wetsuit material. Shan in Taiwanese means mountain, and that is exactly what this sleeve represents; mountains of excess wetsuit materials saved with each Ipad it protects. With a quick and easy magnetic closure coupled with a soft, brushed nylon liner, this Looptworks Ipad sleeve is ready to protect your device. Made to fit the Ipad, Ipad2, and any other 10 electronic device, you'll love the Looptworks Shan Envelope Ipad Sleeve.

Looptworks Shan Envelope Ipad Sleeve Ipad Sleeves Men, Women Black/Gold, Light Blue/Bright Blue $28 Carry your Ipad in a fun and bright style like the Looptworks Shan Envelope Ipad Sleeve. This unisex Ipad sleeve is made from upcycled excess wetsuit material. Shan in Taiwanese means mountain, and that is exactly what this sleeve represents; mountains of excess wetsuit materials saved with each Ipad it protects. With a quick and easy magnetic closure coupled with a soft, brushed nylon liner, this Looptworks Ipad sleeve is ready to protect your device. Made to fit the Ipad, Ipad2, and any other 10 electronic device, you'll love the Looptworks Shan Envelope Ipad Sleeve.

Envelope Style PU Leather Case for the New iPad and iPad 2 (Rose) $17.79 Compatibility: iPad 2, New iPad Features: Pouches Material: PU Leather Style: Solid Color Color: Purple Dimensions (cm): 25.5 x 18.9 x 1.3 Weight (kg): 0.17

Multicolor Envelope Button Clip PU leather case pouch for ipad 2 $12.99 Envelope Button Clip PU leather case pouch for ipad 2 - Condition: Brand New. - Material: fabric and PU, lightweight. - Protect your iPad 2 from knocks, dust, bumps, scratches, etc. - The cover can be closed by 2 buttons. Look pretty and cute. - The front part of the cover can be folded backward and to be a stand. It is convenient for you to read to type. - Stylish design, envelope appearance, nice and practical cover. - Color: as shown in the picture, you can pick your favorite color in them. - Dimension: Approx. 255mm L x 200mm W x 15mm H - Weight: Approx. 180g. Type: Cases / Overlays / Light iPad Compatible: Yes Features: Stylish design, envelope appearance, nice and practical cover. Specifications: Dimension: Approx. 255mm L x 200mm W x 15mm H Weight: Approx. 180g. Package Contents: 1x ipad case(iPAD not included)

Timbuk2 Envelope Ipad Sleeve Grey / Cold Blue $30 Timbuk2's sleeve for the iPad and iPad 2 with Smart Cover is skinny, but it doesn't skimp on protection. Its high-density foam and a scratch-resistant Tricot liner keep your iPad safe and sound. Layer on Timbuk2's classic three panel design in pop colors and you've got yourself a super safe reading party!

Timbuk2 Envelope Ipad Sleeve Mahogany / Tusk Grey $30 Timbuk2's sleeve for the iPad and iPad 2 with Smart Cover is skinny, but it doesn't skimp on protection. Its high-density foam and a scratch-resistant Tricot liner keep your iPad safe and sound. Layer on Timbuk2's classic three panel design in pop colors and you've got yourself a super safe reading party!

Philips Slim Sleeve DLN1714 Carrying Case for iPad - Black Envelope - Neoprene DLN171417 $29.29 Philips Slim Sleeve DLN1714 Carrying Case for iPad - Black Envelope - Neoprene DLN171417

Nuo Tech Chloe Dao 10.2" Envelope Clutch Style Sleeve For iPad-Herringbone 102056 $13.6 Nuo Tech Chloe Dao 10.2" Envelope Clutch Style Sleeve For iPad-Herringbone 102056

Timbuk2 iPad Envelope Sleeve - Indigo/Indigo/Indigo $30.45 This is a slim, fully-padded sleeve for your iPad or iPad 2. Timbuk 2's sleeve has a smart cover that's skinny, but it doesn't skimp on protection. Its high-density foam and has a scratch-resistant Tricot liner that keeps your iPad safe and sound. Layer on Timbuk2's sleeve with a classic three panel design in pop colors and you've got yourself a super safe reading party! This fine weave ballistic nylon sleeve features the durability you would expect. It also has a hook and loop closure. Available Colors: Algae Green/Sorbet Green, Mahogany Brown/Tusk Grey, Grey/Cold Blue/Tusk Grey, Indigo/Indigo/Indigo.

Timbuk2 iPad Envelope Sleeve - Black/Black/Black $30.45 This is a slim, fully-padded sleeve for your iPad or iPad 2. Timbuk 2's sleeve has a smart cover that's skinny, but it doesn't skimp on protection. Its high-density foam and has a scratch-resistant Tricot liner that keeps your iPad safe and sound. Layer on Timbuk2's sleeve with a classic three panel design in pop colors and you've got yourself a super safe reading party! This fine weave ballistic nylon sleeve features the durability you would expect. It also has a hook and loop closure. Available Colors: Black/Black/Black, Algae Green/Gunmetal/Cement Hex Print/Gunmetal, Black/Gunmetal/Revlon Red.