GTE Wireless mailings tap into new groups of prospects

Krol, Carol
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p52
Trade Publication
Case Study
This article focuses on the utilization of direct mail to introduce the prepaid wireless service of GTE Wireless, to customers beyond its primary target of the past, individuals with checkered credit histories. Georges & Murray Direct, of Raleigh, North Carolina, tested four specific audiences who might be interested in prepaying for cellular service. The results were good: Two of the four packages pulled a 2.25% response and the conversion rate of those callers into paying customers was up in the range of 16% to 25%.


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