A Chat With September’s Profile, Scott Drayer, director of marketing, Paul Fredrick MenStyle
CS: What kind of techniques have you used to acquire customers online?
SD: For the most part online, if it exists, we’ve tried it. The majority of that is going to be spurred by paid search and e-mail. We’re also doing shopping portals, we’ve got an affiliate program. Actually the affiliate program is pretty healthy, as well. But the majority of it’s going to be generated by search.
CS: What are the alternative media programs you referred to for online customer acquisition?
SD: We’ve developed a fairly large print and alternative media advertising process where we’re offering … we’ve generated a special introductory price of one of our core dress shirts. It’s kind of our basic white dress shirt we’re putting out there at a special introductory price. And we’re really using it as kind of a gateway to get a product into a customers’ hands. Let them touch it, feel it. Basically, it’s an attempt to create a continuity program for one of our kind of basic commodity shirts without making it a continuity program.
We know that the majority of our customers have X number of white shirts in their closet at all times, so we want to get our white shirts in there. And when they need a new white shirt, to come back to us and get it. So that was really kind of the basis for the creation of that program, and it’s been very healthy.
CS: How did you get your start in the catalog business?
SD: I took some direct marketing classes in college, which I guess is kind of a rarity. I was very interested in it [direct marketing]. I simply saw an opportunity out of college for a position at Paul Fredrick, applied and was hired for a position of really a circulation assistant. That’s kind of where it began.