Cover Story: Full Sweep
From a customer connection perspective, PCH sees the power of an integrated direct marketing strategy. "Multichannel customers are more loyal and engaged," says Glantz, pointing to the company's ability to more than double its Facebook fans in the month of August alone, as well as industry leading benchmarks for its direct mail and email efforts.
While PCH continues to deal with the random state attorney general's legislative attack, the more pressing threat to its continued success in the mail stream is the future viability of the U.S. Postal Service. The company works closely with postal administrators to provide feedback on proposed changes to delivery operations and to help brainstorm ways to preserve the longevity of the USPS. "We think some good ideas about growth are coming out the USPS right now," says Goldberg. But, he counters, "for the record, PCH is not in favor of five-day delivery."
And Then Came the Web
In 1999, PCH rolled out PCH.com, which serves as its corporate site and connection to the offline brand. From there, it has grown to include seven more websites that encompass the PCH Online Network: PCHOnline.com (which is a sort of splash site for the rest of the gaming sites), PCHLotto.com, PCHSearch&Win.com, PCHGames.com, PCHOnlineSurveys.com, PCHCoupons.com and gaming site Candystand.com (through PCH's acquisition of Funtank late last year). Save for the splash site, all the other websites center around getting visitors to register in order to play games, enter prize promotions, access coupons or recipes, and fill out surveys in exchange for rewards.
Altogether, the sites pull in more than 3.5 million new registrants per year, and at least 5 million unique visitors each month. Driving this audience development is a mix of offline and online media selected for their ability to adequately convey the excitement of the brand, reach a broad market, and hit the company's performance and budget targets.