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| Direct Mail |
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| Problem: |
A 78-year-old, Massachusetts
textile company wanted to introduce to a new fabric which
allows ink stains and smudges to be easily removed. |
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| Solution: |
Parker & James created
a direct mail piece that illustrated the cleanable properties
of the fabric in a pop-up brochure. It was mailed with
a cover letter and a reply card, offering a sample test
kit, to designers and key executives who could influence
the purchase of new fabrics. A supporting public relations
program helped promote the new fabric through In The News
in industry publications. |
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| Results: |
The product line was successfully
launched. The integrated direct mail and publicity campaign
helped the company surpass the number of new orders it
had targeted for the fabric and enhanced awareness of
the company and its innovative products. |
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Click on the following to
learn more about our services: |
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