Pitching a consumer study in a can

Article Abstract:

St John's, Newfoundland-based Market Insights Inc has created a personalized mailout written on a scroll which is contained in a large tin can. The can is mailed in a box containing a can opener, and inscribed with the person's name, company and title on the label. Market Insights tried marketing the mailout to 50 addressees and received phenomenal response to the product. The omnibus survey will provide food manufacturers with answers about their products at a cost that is very much lower than what it sould cost for an independent survey.

Product introduction, Direct Mailing Services

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Capturing the customer

Article Abstract:

Howard Morton and Joe Palombo spearhead the Air Miles program at Toronto- based Loyalty Group. The two are responsible for Air Miles' brand refocusing and customer relationship management, tasks that they handle by mining one of Canada's largest databases. Their efforts have resulted in new ad creative and media, innovative direct materials and an improved Web site for Air Miles. Loyalty Group also won a Gold in the Interactive category, for the relaunch of the Air Miles Web site.

Executive changes & profiles, Direct Mail Advertising Svcs, Direct mail advertising, Loyalty Group

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DM spending hits $8 billion

Article Abstract:

A study commissioned by the Canadian Marketing Assn showed that direct response marketing in Canada generated $45 billion in sales in 1999. The study, which was conducted by WEFA Group of Boston, MA, also revealed that overall media spending for direct-response initiatives reached $8.3 billion, up 4.3% from a year earlier. Direct marketing sales are expected to reach $50 billion in 2000, with media spending projected to increase by 7.2% to $8.9 billion.

Direct Marketing Services

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