Not only did Crutchfield’s Michelle Rick encourage New England Mail Order Association conference attendees to think out of the box, she encouraged them to think on the box. The pizza box, that is.
Rick, the electronics cataloger’s director of customer acquisition, said during a NEMOA session yesterday that companies looking to test alternative media should consider any place a message can be printed, from pizza boxes to dry cleaning bags, movie tickets and grocery store receipts.
Anywhere there is a space to be printed on for sale is “fair game,” she said.
Crutchfield tests a variety of media options, including space ads in 135 publications. As for many companies, tracking is a concern. Different 800 numbers are used for each publication , she said, but the numbers are not changed month to month.
Source code numbers for discounts are used on business reply cards. Rick noted that requiring a stamp on BRCs at one time helped the company get more qualified leads
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