Small video store chain uses humor to go up against giants

Article Abstract:

VisArt Video, a Durham, NC-based small video store chain, is making use of direct mailings to promote its local ownership and broad title selection, that includes an assortment of independent and art films. The direct mail campaign has been designed to appeal to local clientele, majority of whom are connected with major universities in the area. The program, which costs less than $10,000, involves two different postcards created by ad agency, Howard, Merrell & Partners. Both postcards present color photos of antiquated television sets projecting VisArt Video's name. The campaign touts the company's selection of films that consumers will not find at large video chains, including foreign films, animated festival films and movies with NC-17 ratings.

Campaign Launched, Prerecorded Tape, Compact Disc, and Record Stores, Videotape Sales & Rental Stores, Video stores, VisArt Video

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Fujitsu PC Corp. turns to DM to sell its refurbished computers

Article Abstract:

Fujitsu PC Corp. of Milpitas, CA, has turned to direct marketing to quickly sell refurbished notebook computers and peripherals over the Internet. The fast product life cycle in the technology industry has made it imperative to sell the products quickly, said Bert Parekh, the company's director of marketing and strategic planning. The company's online store, http://onlineoutlet.fujitsu-pc.com, is aiming at cost-conscious buyers, including small business, home businesses and consumers. Products sold at the site are offered at a discount of 15% to 20%.

Channels of Distribution, Fujitsu PC Corp.

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3M campaign pushes Post-it Notes

Article Abstract:

Minnesota Mining and Manufacturing Co. (3M) of St. Paul, MN, is planning a direct mail campaign to promote the ability of its Post-its Notes to increase response rates. 3M will test the campaign beginning Nov. 1, 1998, by sending mailings to direct marketing agencies as well as distributors of promotional products, such as mugs and caps. The company is also targeting online marketers with 3M's Post-it Software notes for Internet Designers program that is designed to attach a virtual Post-it note onto Web sites.

Targets & Markets, Stationery, Tablet, and Related Product Manufacturing, Stationery & Tablets, 3M Co., Paper products industry

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