 |
 |
|
|
Planet
Central Pockets New Direct Mail Campaign Created by Planet Central, the mailing features a closely cropped photograph of bulging jeans – bulging, that is, with a gadget that clearly needs more breathing room. An inset photo in the corner displays the far roomier SCOTTeVEST, which has up to 42 pockets, most of which are hidden. The tag: “Now there’s a better place to keep your gadgets.” “The target of this campaign is the gadget lover, the guy who can’t leave home without his cell phone, PDA, headphones, MP3 player and on and on,” said Steve St. Clair, creative director, Planet Central. “The ideas were designed to appeal to the discomfort they experience in toting these devices around with them all day, positioning the SCOTTeVEST as a stylish, comfortable alternative.” Added Rich Ullman, Managing Director at Planet Central, "This product was created for practical purposes. But fashion isn't about practicality; it's about looking good -- or at least about not looking like an idiot. We tried to convey that in very plain terms that people will remember." According to Scott Jordan, CEO of SCOTTeVEST, INC., “We’ve received an overwhelmingly positive response to this campaign, and we believe that most sensible people see the humor in the piece. Based upon our initial sales results, it has been tremendously successful.” With most direct mail pieces averaging only a 1-3% response rate at best, Jordan claims to receive about a 10% response rate. Preliminary targets are gadget lovers who subscribe to tech-related media or attend trade shows related to mobile computing and consumer electronics. SCOTTeVEST has been profiled in the past for its
unique marketing efforts, but has retained Planet Central to take
its work to the next level. About SCOTTeVEST
INC.: About Planet Central
CONTACT INFORMATION: Scott Jordan Rich Ullman |
|
