Selling only by retail is dangerous to your bottom line.


Because you miss out on so many prospects and lose potential sales.

To expand its client base, Metagenics – a marketer of nutritional supplements – wanted to break out of relying on retail sales and go directly to potential buyers.

That’s where my company CDMG helped create a win-win situation.

Blue Cross of California has a massive database of people interested in their health.

Metagenics is a marketer of high quality nutritional supplements that would interest many on the Blue Cross database.

So, CDMG created a special catalog to go to Blue Shield members to generate new sales for both companies.

Merging the two assets into a marketing campaign was smart for both of them.

Metagenics expanded its marketing opportunity to a huge database with an implied endorsement.

Blue Cross enjoyed an additional profit stream of new business. They also built greater customer loyalty.

Simply sending a catalog of nutritional products to Blue Cross members made little sense. So, we created a rationale.

That’s why my CDMG team followed five keys to create a successful campaign:

Key #1: Value Added Informational Marketing. We created a catalog that was more informative and educational, resulting in superior sales. Using a value-added approach, the catalog integrated content, stories and unique information, including health suggestions that Blue Cross felt would benefit its members. This was no ordinary catalog.

Key #2: Powerful Direct Response Offer. CDMG developed a powerful direct response offer for Blue Cross of California members to buy. Members were entitled to a 50% discount off the nutritional supplements.

Plus, to sweeten the offer, we offered every new buyer a sample package, which included a week supply of well-known supplements everybody would recognize – like Vitamin C – and gave them reason why it would be valuable to them.

Key #3: Branding and Positioning. By creating a sense of membership, CDMG developed an overwrap for the catalog from Blue Cross that included a card that said “For Blue Cross California Members Only.” And the Blue Cross card mentioned the entitlement of the discount of up to 50%.

Some of the tease copy on the wrap said “Multi vitamins specially designed to meet your unique needs—for women, men and children” or “Super foods nature comprehensive nutrition.”

Putting together a third-party marketing campaign is not easy. But it can be powerful and dynamic for your bottom line. In fact, the more powerful your database relationship, the more responsive your database will be to products and services you recommend.

Key #4: The Transactional Data Matrix. Today, marketing with the advanced transactional data matrix (TDM) enables client databases like Blue Cross to identify in advance who is likely to buy, and thus reduce risks.

You can now market only to likely buyers.

Key #5: Direct Response Copy and Art. We created professional direct response copy and art that helped create a powerful sales tool for both companies.

Editorial or journalistic — even traditional advertising copy — would not work. Only the unique direct response copy and art following tested rules could work.

Would you like to create a catalog?

Or a subscription marketing campaign?


Call me at (310) 212-5727 or email for a free consultation. Let’s work together, and we can put together a powerful, successful direct marketing campaign for you!


Here are the rest of this week’s articles: