One of the hottest and most profitable markets today is parents… and grandparents.

One reason is that 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 my team at CDMG helped them expand their message beyond the chains of retailers to reach consumers directly…

The target audience was parents. But we purposely included grandparents, as explained below.

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 would buy it for their classrooms. Parents for kids. And grandparents for grandkids. They would buy it for the simple reason that it makes learning fun.

But after years of stardom on the shelves of retail stores across the country, even the most successful product can benefit from new marketing ideas… and enjoy the multiple benefits of B2C.

That’s why Educational Insights came to CDMG and asked for help. We specialize in B2C and repositioning companies to maximize response and go direct.

Part of many multichannel campaigns is direct mail and that’s one channel we choose. Why? Because the data lists are so good for reaching this target audience.

Let’s look at the direct mail element of the campaign – a Magalog direct response piece.

Reaching New Customers

We created a full-color, 16-page information-based “magalog” to reach new customers, primarily through direct mail. (Click HERE to see a short video about MAGALOGS.)

A magalog is direct mail’s equivalent of a TV infomercial. It’s an infomercial in print. 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. They will flip through any magazine that lands in their mailbox if the copy is compelling.

Using every one of its 16 pages to full advantage, this magalog told the complete story of GeoSafari and its unique benefits. We used direct response copy to tell a powerful story.

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

Grandparents – Powerful Market

This campaign verified an interesting, overlooked insight: when writing the copy, we needed to target parents AND grandparents because the latter were more than half of the buyers.

This is a little-known secret for the parental market.

We have learned over the years from our client, “Hooked On Phonics”, and other products for parents, that half or more are the grandparents – motivated and often with greater money.

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

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, call us at 615-933-4647 or email Michael at [email protected].