Parents and grandparents are easy to target for marketing and advertising … and can generate high response and millions in sales.

Let’s look at an example of a company that has been successful in marketing to this audience … and how we helped them expand their message beyond retailers to reach consumers directly …

Ever since its introduction in late 1989, Educational Insights’ internationally-acclaimed GeoSafari learning system has been a continual star performer in the educational toy industry.

Educators buy it for their classrooms, parents and grandparents buy it for the simple reason that it makes learning fun.

But after years of stardom on the shelves of toy stores across the country, even the most successful product can benefit from new marketing ideas.

That’s why Educational Insights came to CDMG and asked for help.

 

Reaching New Customers

We created a full-color, 16-page information-based magalog that would reach new customers, primarily through direct mail.

A magalog is direct mail’s equivalent of TV’s infomercial. And it is something we have perfected after creating thousands of powerful ones for clients over the last four decades.

This format works so well because it cuts through the clutter and is a powerful way to communicate to businesses and consumers alike. Its magazine look and feel give it an inherent perceived value. And whether a person has subscribed to a magazine or not, they will flip through any magazine that lands in their mailbox.

Using every one of its 16 pages to full advantage, this magalog told the complete story of the GeoSafari and its unique benefits.

Punctuating the main story of GeoSafari’s proven effectiveness in making learning fun are a series of unique hands-on testimonials from people in the National Geographic Society.

This campaign showed us an interesting, unexpected insight: when writing the copy, we needed to be targeting parents AND grandparents, because the latter were more than half of the buyers.

Often the only thing standing between an established product’s past and future success is an effective direct response marketing effort.

So, whether you have an existing product whose sales you need to revitalize, or a new product that you need to launch in the most-efficient manner possible, give us a call at 615.933.4647 or email me at johnny@cdmginc.com and let’s talk!

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