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Article: Marketers find direct mail connects with women--just don't call it junk mail!
- Article from:
- Marketing to Women: Addressing Women and Women's Sensibilities
- Article date:
- October 1, 2007
CopyrightCOPYRIGHT 2007 EPM Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When Jones New York and the Women's Leadership Exchange wanted women to attend their after-work fashion show/networking event at a San Francisco department store, they set out to craft a marketing campaign. No television. No radio. No billboards or bus signs. To spread the word, the program relied on print direct mail.
Two thousand printed post cards went out. Two hundred women turned up for the event, packing the Jones New York department--an astonishing 10% response rate. "It was very successful," says Leslie Grossman, Co-Founder of the Women's Leadership Exchange. "It was so crowded you couldn't get in the door."
That's not surprising. While new ...