Cox Target Media Inc., Largo, FL, made changes recently in its sales organization, sampling program and co-op mailings.
Under the sales restructuring, a sales staff member, who formerly was restricted to marketing only one division’s programs, will now make available all of Cox’s DM offerings to clients: the Val-Pak and Carol Wright co-ops, as well as solo mail, fulfillment, Internet and sampling services.
“We now have an advantage of having a single contact to talk to clients about anything they want to do in direct mail,” says senior vice president Joseph A. Lillis III.
Also, Cox’s sampling services have been centralized in a newly created division, Cox Consumer Sampling, headed by John Hamerlinck. The division will package samples instead of contracting this task out, enabling it to handle multimillion-piece programs and save at least five days’ turnaround time.
Finally, Carol Wright’s envelope has been redesigned with a window on the back that’s large enough to display an advertiser’s offer. Noting that a placement here provides “double exposure” – once before and once after opening the envelope – Lillis adds that it offers advertisers “the cost of a co-op with the exposure of solo mail.”
One result of the redesign, tested by Pizza Hut in September and in another campaign in October, has been its attractiveness to Internet companies. E-commerce concerns anxious to establish their brand sign up with Carol Wright because in addition to the lower cost, it gives consumers the Web site address on a piece of paper to refer to later, Lillis says. America Online and eToys are longtime Carol Wright clients.
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