Industry Eye: Prospecting - Chico's, Donnella's Closet, Maryland Square
Tilery's prospects find her via Facebook ads she created that highlight handbag designers. They were targeted toward women in specific age groups or geographical areas, Tilery says. —Melissa Campanelli
Maryland Square Prospects With Free Shipping Offer
Women's footwear retailer Maryland Square took a direct approach to its Winter 2009 catalog, which mailed this past fall, to plug free shipping. The company used segmentation and an eye-catching wrapper to reach out to prospects.
Wrapped in a bright pink jacket, this version of the catalog was only sent to prospects and offered the free shipping opportunity. The catalog was also mailed to Maryland Square's housefile, sans the "New Customer" wrapper and free shipping offer.
To redeem the free shipping offer, customers had to order by Nov. 15 and include the promotion code listed in the catalog. No monetary threshold needed to be met to receive the offer.
While many marketers have shied away from using the print catalog as a prospecting tool because of high costs, Chippewa Falls, Wis.-based Maryland Square is embracing the channel. In fact, the company still uses mail-in order forms. But that doesn't mean it won't adapt — email, affiliate marketing and product reviews are all part of Maryland Square's prospecting efforts. —Joe Keenan