Market Logic Expands Homeowner Coop

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Loyalty and sampling services giant Catalina Marketing Corp.'s Market Logic direct marketing agency expanded nationally its relaunched homeowner cooperative marketing program called Home Service Association.

The Costa Mesa, CA, agency has operated the program in select regions of the western United States for 11 years. Its program now lets retailers and service providers reach new homeowners in the designated marketing areas it has developed.

"From the client's side, we found a lack of new homeowner programs in the marketplace that mail with the frequency just to new homeowners, so we try to get the right new homeowners as early as possible," said Eric Holmen, senior marketing director at Market Logic. "Also, for our business, as we're growing our client base nationally, it helps us develop good relationships for direct marketing services."

The expanded, revamped Home Service Association program is a 6-by-9-inch package with an oversized see-through window. Personalization is available for on-page advertisers. It lets clients include the targeted recipient's name and address, plus a coupon and customized map to the nearest location within the ad.

Program participants also can choose a static, unchanging insert, which is being positioned as an alternative for direct response and packaged goods products. With the new nationwide distribution network, the program can reach more than 300,000 households monthly.

Packages mail weekly, based on frequent shopper purchase behavior.

Sold to St. Petersburg, FL-based Catalina four years ago, Market Logic has clients like Sears, Roebuck and Co.'s hardware division, Rite Aid and hair salon franchise Fantastic Sams.

CAPTION: The program will reach 300,000 households monthly with the national rollout.


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