Hello Direct-Focus on Creative & Print Production (1,528 words)
Burke says the ink-jet messages—inserted when the books are on Donnelley's bindery line at the Lynchburg plant—can be placed at various points in the catalogs, including the front and back covers, between the cover wraps and the catalog bodies, and in the middle spread.
The result, undoubtedly, will be greater one-to-one marketing, enabling Hello Direct to connect that much more effectively with its valued customers.
About Hello Direct
Headquarters: San Jose, CA
Primary product line: Telecommunications equipment and headsets
Average order size: Inbound and Web sales: $300; corporate accounts: $450
Revenue breakdown: Inbound catalog sales: 40 percent; e-commerce sales: 15 percent; outbound telemarketing to corporate accounts:
Number of employees: 190
Number of catalogs mailed:
22 million in 2002
Number of SKUs: 850
Size of Hello Direct's master file: 686,761 business buyers
Cost to rent: $100/M
Customer demographics: 55 percent are male; 90 percent are regular PC users; 80 percent are regular Internet users; and 70 percent use cell phones.
List manager: Merit Direct, (203) 541-2331
Opt-in E-mail Buyers
Size of file: 600,000
Cost to rent: $325/M
List manager: Walter Karl, (845) 620-0700
Blow-in and package-insert programs also are available. Contact Jody Smith at Walter Karl.