Article Abstract:
STC Technologies Inc of Bethlehem, PA, has launched a direct marketing campaign to help introduce its proprietary and the world's first oral fluid drug testing kit called Intercept. The campaign, which was created by Holton Namlotka Jones Inc, is targeted to healthcare professionals and is designed to convince them to replace the old urine testing with the Inetercept kit. Inside each direct mail package is a six-inch-wide box that contains a urine speciment cup filled with edible colored gummy fish candy and a brochure suggesting 100 humorous ways to use the cup.
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Article Abstract:
Austin, TX-based database solutions firm Hot Data Inc found out that a mail test is more accurate than focus groups in determining whether a direct mail program will be a failure or a success. The company could have lost a lot of sales if it had decided to proceed with a humorous mailer chosen in its focus groups. Instead, Hot Data decided to drop 250,000 simple, to-the-point, fill-in-the-blank mailers across the US based on information from a mail test.
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Article Abstract:
Saab Cars USA Inc, base in Norcross, GA, has sent 500,000 6-ounce direct mail packages into five major markets. The campaign aims to attract prospects in the poetry of 'Saab vs Tom, Dick and Harriet.' It is personally addressed based on sophisticated database analysis and list purchases indicating a prospect's potential interest in the Saab 9-5 Sedan, which sells for over $30,000 at retail outlets.
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