Media Potpourri (989 words)
Again, the U.K. market has developed quickly since Carol Wright placed its first test. Substantial growth in the number of catalog companies trading in the U.K. has created more lists and, more importantly, people's attitudes have changed. Most companies now realize a thriving list market is essential to industry development and are far more willing to trade their lists.
Today, Carol Wright has a list of some 400,000 customers and mails its 96-page catalogs almost monthly to outside lists.
Collin Street Bakery
The Collin Street Bakery has enjoyed a successful international business. In fact, people in 195 countries enjoy its gourmet Deluxe Fruit Cake every Christmas. So how does the U.K. differ from all of the other territories in which the bakery markets its product?
The bakery decided to test off-the-page print ads when it became clear that it had almost exhausted the number of lists it could mail to profitably within the U.K. It needed to find another way to acquire new customers.
The company found that it could reach its target audience cost effectively by using upscale broadsheets such as The Times and Daily Telegraph. To its surprise it found that it could make black-and-white advertising in these daily newspapers work.
Unlike Collin Street Bakery's direct mail packages, which require the customer to send responses back to the bakery in Texas, the off-the-page ads run a local number and a U.K.-based telemarketing company handles response. Ads that listed a U.S. telephone number and address were tested against a U.K. telephone number and address in an A/B split. Test results proved that new customers preferred to respond in the U.K.
The company's off-the-page campaign in the U.K. each fall is now as established a part of its marketing plans as its direct mail.
For Information: Paul Payne, UKAMS, London, England. Tel.: +44 (171) 775-0775; Fax: +44 (171) 775-0083.