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Direct Response Marketing

Field Reports

1 Apr, 2004 Response

Former HSN Executive Guyardo Joins Kmart as Chief Marketing Officer

Marketing Objectives: The primary objective of the infomercial is to continue acquiring new customers who want to look and feel younger and guarantee repeat purchasing by offering the option to receive the product regularly through club membership. The secondary objective is to retain and introduce the customer to additional products in the Distinction line, adding to the lifetime value and loyalty of that customer.

The primary audience is composed of women age 45 and older. The secondary target audience is composed of women ages 35-44, both with income levels of $25,000 or higher

Implementation: The long-form infomercial focuses on the benefits of an "age-erasing miracle" without surgery. It speaks to an audience interested skin-care products in order to look and feel better. Once customer acquisition showed strength, various back-end strategies were implemented that focused on retaining the customer and converting them to repeat customers through club and across-line offers.

Results: The infomercial and back-end efforts resulted in 1 million+ customers and more than 40-percent repeat customers every month. The infomercial has run for 131 consecutive weeks.

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