Peddling Pebble Beach

Article Abstract:

Pebble Beach Company located in Monterey, California, a city known for its golf course, has begun sending out direct mail catalogs to further its current $8 million retail trade. The catalogs offer items that can be found in the Pebble Beach pro shop, such as golf shirts, sweaters and golfing equipment. After running a sweater ad in three 'upscale' magazines, Pebble Beach decided that the response was so overwhelming it behooved them to produce a catalog. In October 1985, 190,000 catalogs were mailed, with an as yet undisclosed response. Catalog items range in price from $10 to $295.

Usage, Retail industry, Retail trade, California, Golf, Pebble Beach Company

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Sharper Image advertising

Article Abstract:

The Sharper Image catalog, a full-color direct marketing vehicle, is also taking on select advertisers. The catalog's 1986 format includes a 'Letters to the Editor' section, as well. This integration of direct marketing and advertising has gained favorable response from The Sharper Image's customers. The Sharper Image is a San Francisco based retailer that specializes in high tech toys and gadgets for the upscale consumer; catalog items range in price from $500 to upwards of $2,000. One of the outside advertisers in The Sharper Image catalog was Ford Motor Company.

Innovations, Direct mail advertising, Direct-mail advertising, Sharper Image Corp.

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Catalog shakeout

Article Abstract:

Having a market, offering good value and providing good service are the three key ingredients to successful catalogs. Currently, the average household receives such a glut of catalogs that it is important to note these key factors, so as not to wear out valuable customers' attention spans. The more modern the catalog's facility is, the better its chances are for surviving the demands of fickle catalog customers.

Methods, Management, Customer relations

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