Software Retailer Hopes DM Tops Store Sales

Share this content:
Looking for an alternative to the computer outlet retail channel, software retailer Media X, Culver City, CA, recently launched its first direct mail test offering an array of software and computer games to consumers, including the PC educational software "Peter Norton PC Guru."

"Direct mail is the most effective tool to reach our customers," said Nancy Poertner, president of Media X. "Our goal with this direct mail campaign is to increase product awareness for 'Peter Norton PC Guru' through all channels."

Media X is hoping to see better sales for the products through direct mail than it was experiencing in computer retail stores. The campaign, titled the "PC Max Collection," was rolled out last month to 50,000 people across the country.

"This is the only software that teaches you how to use your PC and the Web. All of the other tools are books," said Gwenivere Snyder, project coordinator at Media X. "The sales in retail stores were not what we were expecting, so we went looking for another way to saturate the market."

Media X is running the campaign for six weeks -- and if it is successful, it will increase the mailing list to 1 million people. The planned date for that drop would be early September.

The two-year-old company, which describes itself as being in the "development stage," is expecting to see a response rate between 2 percent and 8 percent. After the first month of the campaign, Snyder described the response as "great" with the average order size being between $50 and $60.

According to Valerie Ann Hustwit, marketing director at Media X, the company is mailing to 10 different lists made up of both frequent direct mail buyers and computer novices. The lists were supplied by a broker.

Among the products are "Peter Norton PC Guru," "PowerDesk Utilities 98," "Starfish Internet Utilities 97," "Kiplinger's Home Legal Advisor," "Rand McNally Tripmaker," "Great Minds Library," "Merriam Webster Dictionary," "88 Million HouseholdsPhonebook" and the "Yellow Pages USA." There also are three CD-ROMs that are being offered for free with two or more software purchases: "Launch CD-ROM," "Inside Sports Swimsuit Issue" and "Command and Conquer." The mail piece contains information on all of the eight software products offered as well as the three CD-ROMs.

All titles are being offered for less than $20 each. Media X made $500,000 in revenue last year.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above