Ad agency's 'talking shoe' promotion effectively reaches seminar prospects

Higgins, Kevin
February 1982
Marketing News;2/19/1982, Vol. 15 Issue 17, p15
Trade Publication
This article presents information about a mail promotion for a series of data processing seminars held by Merlyn Corp. Merlyn Corp. hired Bowes/Hanlon Advertising Inc. to develop the direct mail promotion. The seminars, called software decision symposiums, are presented for the benefit of data processing professionals. Companies in this field use videotaped sales presentation as a teaching tool. Finding companies to sponsor videotape presentations is how Merlyn funds the seminar. Bowes/Hanlon Advertising developed a direct mail approach to contact the decision makers of these companies.


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