Health and beauty products marketer L’Occitane has freshened up its direct marketing. It recently promoted Charles De Gruchy to director of direct marketing and sales, a newly created position, and was scheduled to have finished its first direct mail campaign aimed at corporate gift buyers.
Plans called for a 134,000-postcard mailing to start L’Occitane’s effort. Roughly 14,000 names were taken from lists of gift buyers the company culled from its retail operations over the past three years. A 25,000-piece initial mailing was set for Aug. 25, with the balance due to have been released Sept. 6.
The postcards offer only a toll-free number (800-357-8028) as a response mechanism. A Web site that caters to B-to-B orders wasn’t ready when the postcards were printed, but was scheduled to go live Aug. 30.
L’Occitane operates a 12-seat call center, and has devoted two chairs to outbound B-to-B telemarketing to existing customers, with the rest of the staff dedicated to fielding inbound inquiries.
The prospect names were rented from Direct Media Inc., and were pulled from more than 20 sources, such as paper product, specialty item and food marketers, as well as department store files, using an employee-size select.
To further the likelihood of reaching the right individual, the postcard offers a premium
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