Self Care.com Case Study

Topics:
Outdoor Advertising,
Print Advertising
Tags:
Home Entertainment,
Marketing,
Marketing Research,
Personal Technology,
Tv & Home Theater,
TVs
Source:
makdirect.net

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Overview: SelfCare.com was close to maximizing customer acquisition from its catalog mailing program and needed to expand its marketing channels beyond direct mail. MAK Direct also put together a TV direct response marketing opportunity plan so company management could make an empirically based decision concerning the risk of testing spot and infomercial TV advertising. MAK Direct provided the background and reasoning to determine that, at this time, TV was not appropriate for SelfCare because of margin constraints, product categories, and the problem of turning TV shoppers into catalog shoppers.

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