TITLE

S&S' weekly mailings score more attention for sportswear

AUTHOR(S)
Freeman, Laurie
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article looks at the program of weekly mailings being implemented by sportswear retailer S&S Activewear in the U.S. in September 1999. The company's key customers are advertising specialty companies and others that buy sports apparel and either screen-print or embroider corporate logos or other marketing images on it. The main goal of a direct response program that S&S started earlier in 1999 was to get those customers to order from the catalog on a weekly basis, instead of a few times a year. Weekly mailings have been sent to 25,000 customers. Mailings consisted either of a reminder postcard or a four- to eight-page booklet that featured a special promotional offering from one of the suppliers represented by S&S.
ACCESSION #
2308060

 

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