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Adding Print Into Your Marketing Mix Can Drive Sales
Zappos.com - We all know them as the online footwear and merchandise reseller. But, are they limited to just selling online because they are an ecommerce site? Or, can integrating their marketing mix with print drive sales? They put it to the test.
The New York Times reported that the online footwear and merchandise seller Zappos.com mailed out 750,000 copies of a printed catalog in time for the 2009 Christmas shopping season. Titled Zappos Life, the catalog offered everything from footwear, clothing, jewelry, and much more. By integrating this printed catalog into their marketing mix, Zappos.com was able to measure response rates.
According to Aaron Magness, director for brand marketing and business development for Zappos.com, he told the newspaper "different people respond to different media." This was the third catalog sent out by Zappos during 2009. Magnus determined the catalog as well received by what he termed as "lapsed customers," or consumers who haven't bought anything lately.
So why choose print as one of the media outlets?
The results are in! Zappos.com found catalog-driven orders to be more than twice the size of an average order that originated on Zappos.com. Now, that is the power of print at work!
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"How To Use PURLs Effectively In Your Next Direct Mail Campaign"
Integrating direct mail with Personalize URLs (PURLs) and email can be a great way to mix up your marketing and expand your reach.
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Integrated marketing is a way of reaching people in the different media channels that they are comfortable with, whether it is via email, direct mail, phone or through a personalized URL or landing page.
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