GRI Marketing Snares Three

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Direct marketing agency GRI Marketing Group Inc., Trumbull, CT, won a slew of assignments from Pitney Bowes' PB Direct division, Premiere Global Services' solution services sales unit and BMG/Columbia House's music club.

Each assignment for GRI has a different purpose. There were no incumbents on any account. Fees were not disclosed.

"These promotions are just beginning, [and] some are still in creative mode," said Brian Snider, GRI's president and chief creative officer.

For PB Direct, the agency is to develop new concepts for a joint marketing effort with the U.S. Postal Service to push a new postage meter and select postal services for small businesses.

"The challenge is to convince the small business USPS customer that the better way for them to utilize USPS services -- regular mail, Express Mail, Priority Mail, carrier pickup -- is by installing a PB postage meter in their office."

The promotion will stress the convenience and savings that the customer will receive using both PB Direct and the USPS.

"Less trips to the post office because they can do a lot from their own office, push a button and download postage, save money by using Priority and Express Mail versus couriers, request carrier pickup -- basically bringing the post office to their own office," Mr. Snider said.

GRI's task for BMG/Columbia House is to create concepts for new member acquisitions. The effort aims to stem "declining music club response rates ... trying to boost them with new creative," Mr. Snider said.

Premiere Global Services wants GRI to develop and implement a lead generation program aimed at C-level executives in major vertical markets. Tactics include integrated direct mail, e-mail and telemarketing to drum up leads for Premiere Global's large-volume fax and e-mail delivery offerings.

Addressing lack of awareness is a key reason for this assignment.

"Premiere services nearly half of the Fortune 500 with over 60,000 customers, but they're not well known in certain large potential vertical markets," Mr. Snider said.

"We're charged with the task of informing the target market, of building the brand image of the client along with communicating the savings and productivity benefits of their services," he said. "Leads will come in via mail, e-mail and phone, along with a proactive telemarketing follow-up to the mail and e-mail."

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