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Credit Card solicitation response rates have been declining in recent years, just as the volume of mailed offers has continued to rise, but the Arriva credit card direct mail campaigns are delivering average response rates four times the industry norm.
The card, introduced in July by Global Cash Access Holdings Inc., aims to serve frequent casino visitors, writes DM News.
The campaign, developed by RowenWarren, integrated a website, direct mail, take-away brochures and print ads. The initial drop in July went to 100,000 names and tested three formats, and the average response rate was about four times higher than the 2005 industry average of 0.3 percent. A branding piece produced an even higher response rate.
In 2007, Global Cash Access will drop 200,000 pieces monthly. RowenWarren credits the success of the campaign to the fact that it integrates branding elements with direct marketing.
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
One of the few remaining tabloid book review sections in the country’s newspapers bought the farm this weekend.
The Chicago Tribune, which last year moved its stand-alone book review tabloid from Sunday to Saturday, has killed the section altogether, replacing…
A “Money Bus” took off to begin its tour of the country this week. The bus - part of a campaign by Kiplinger’s Personal Finance, the National Association of Personal Financial Advisors (NAPFA) Consumer Education Foundation, and TD Ameritrade Institutional…
Though prime time viewing on broadcast is down, all four networks are up in viewers for NFL games through the first four weeks of the season, compared to last year.
NFL games are scoring high ratings in part because the…
Most Americans are very concerned about their internet privacy and many are taking steps to limit the information that is being collected and shared about them online, according to a poll from Consumer Reports, MarketingCharts reports.
To combat what they view…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
