Air Wick Tests Canadian Word-of-Mouth Program
This spring, Reckitt Benkiser’s Air Wick FreshMatic Mini brand ran a pilot test in Canada of iInfluencer, a recently launched word-of-mouth marketing product from Epsilon Targeting’s ICOM division.
According to Epsilon, Reckitt reported a 46% sales lift after the test, which targeted 12,500 air care product influencers via direct mail, e-mail and the Web.
The ROI of the test was determined by a concentration of activity in locations near influencers, and an increase in purchases of other AirWick products.
Hanesbrands Selects ParadyszMatera as Direct Mail Provider
Hanesbrands Inc. has chosen ParadyszMatera as exclusive direct mail media provider for their Hanes.com and Champion brands.
Beginning in January 2010, ParadyszMatera will work with the company on direct mail strategy, circulation planning and buying, as well as market research and competitive analysis.
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