Denny’s Daily Zinger: Marketing to the Mega-Rich – The Ultimate Free-Standing Insert (FSI) Program
Click to enlarge these yachts of the ultra-rich.
Click to enlarge the direct marketing.
Click to enlarge this letter.
My colleague and client, Bob Doscher, loves FSIs.
“When a Valassis FSI (‘shared mail’) goes out, CEOs of love it!” Doscher once said to me. “When these cents-off coupons are delivered, he can look out the window and see the trucks full of his products leaving the warehouse to stock supermarket shelves.”
FSIs are generally for down-market products and cashed in by those who love savings.
FSIs to the World’s Biggest Spenders
How can a marketer make a personal offer to gazillionaires, such Steven Spielberg, Johnny Depp or Giorgio Armani?
She will get your up-market brochure or catalog to mega-moguls aboard their mega-yachts (minimum 79′ Length, Overall) docked in French and Italian Riviera ports and Palma de Mallorca.
Her deal: 2,000 pieces in shared waterproof packets hand-delivered to each va-va-voom floating palace in 58 marinas in France, Italy and Palma. An additional 1,300 kits will be distributed to Yacht Shows in Antibes, Cannes and Monaco. The tab: US$17,331.00 or $5.25 a pop.
A 10-year veteran with the company, Simon Brooks, makes 14 runs a season up and down the Riviera and “has access to many private marinas that others do not.”
Will your piece actually get into the hands of Paul Allen, Larry Ellison, Judge Judy, Nicole Kidman or Sean “Diddy” Combs?
It depends on where the yacht is and if the owner is aboard.
If you have some $20 million chateaux and castles in inventory, it’s worth a test.
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