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Because we have built
our business by delivering advertising programs that are measurable, our
historical advertising focus has been in print media. However, because
our customers have come to rely on our ability to integrate marketing
initiatives, we have added experts to our team in broadcast and electronic
media to further position Market First, Inc. as the single source marketing
solution.
Saturating
a Market
The traditional approaches
we take to saturating a market or retail trading area are through print
advertising and television placement. Our print approach will generally
include shared mail and newspaper advertising.
Shared
Mail
When multiple advertisers have common audiences they wish to reach, they
share the cost of postage through a shared mail vehicle. Shared Mail is
delivered via the US Postal Service directly into your mailbox. Shared
mail can be sent loose and a separate address label can carry the postage.
You may recall seeing a detached address label with the picture of a missing
child on it in your mailbox. Or, a co-op mailer may have all of the advertisements
inserted into an envelope like Val-Pak or Money Mailer. It may even look
like a catalog, be sent in a polybag, or a number of other ways. The bottom
line is that Market First has established relationships and volume discounts
with shared mail companies around the country and we pass these savings
along to our customers. One of our customers wanted to sell 5 times the
number of satellite systems than they were currently selling. With the
help of Market First's rural & urban based shared mail programs, he was
able to achieve this goal in two months and at the same time lower his
overall cost per sale.
Rural
Advertising
Market First is also one of the only marketing firms in the country with
access to shared mail programs in rural America. We use rural based circular
programs anchored by companies like Wal-Mart, K-Mart, and Bill's Dollar
store to tap into small town USA. If you have a product or service that
is ideal for rural America, then direct mail with Market First is the
best way to reach them. In fact, in 2001, we created one of our customers
their own shared mail program in rural America that coincided with their
customer base and installation capacity. Another example of how we are
able to think outside the box and deliver our customers an advertising
solution that works.
Newspapers
Newspapers are a traditional advertising medium that effectively combines
editorials and advertising content. With Market First, one call will place
your on-page ads or preprinted inserts nationwide. Newspaper on-page placements
can be made with very little advance notice and can be strategically placed
in specific sections that allow you to target your message. Newspapers
are also a good way to advertise one-day sales or other specific events.
We currently maintain a proprietary database of every newspaper in the
United States, which helps us to quickly identify newspaper opportunities
for all of our customers. Our attention to detail is unsurpassed. In 2002,
we managed a national ROP campaign that was customized for each local
newspaper and included a photograph of the individual owner for each shop.
This campaign created enormous local impact and included 808 versions
and papers for 2,423 dealers nationwide. National television commercials
and magazine and national newspaper placement supported it.
Television
and Cable Advertising
Television allows us to reach a broad audience and influence them with
a visual message. Our call to action direct-response TV ads also capture
the impulse buy and drive sales. By tying our print advertising to our
broadcast (as seen on TV, or look for us in your mailbox), we are able
to effectively saturate the marketplace. We can also change our offer
quickly and adjust our promotions as necessary. Cable TV allows us to target
specific demographic groups and to supplement broadcast buys in fringe
counties.
Electronic
Advertising
We use electronic advertising and marketing to communicate with our dealer
and franchise network. We can quickly notify our dealers of an upcoming
campaign or deadline, send proofs and updates electronically and have
our dealers place orders for their point-of-sale kits.
Direct
Mail
If you have an audience you want to reach, we have a way to reach them.
Whether we are mailing a customer's mailing list, targeting new movers,
or looking for outdoor enthusiasts, we have a way to reach your target
audience. One of our national retailer customers was able to realize a
45% increase in average purchase price by using one of our new mover programs.
- Direct Mail Programs
for Specific Audiences
- Customer Mailings
- Saturation Mailing
of a Retail Trading Area
- Look Alike Customers
Identified and Mailed
- New Movers
- Employees at Work
- Ethnic Co-Operative
Mailers
- Active Seniors
- Families With
Children
- Rural America
- A multitude of
demographic selections like age, income, homeownership, etc.
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