Mailing Gives Movers Online Alternative

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Directory Dividends, Devon, PA, will start contacting 40 million movers this month as it always does - with a welcome package and phone book full of offers from both national and local advertisers. But now its mailing has another goal: to get movers to tap into targeted online offers from advertisers that are linked to its new Web site, www.newmover.com.


"We have always had a Web site but not one with these types of capabilities," said CEO Duane Malm. "Through our research and surveys, we have learned that the new mover group is one that is more inclined to be computer and Internet oriented."


Directory Dividends still will maintain its other site at www.directorydividends.com, but the site focuses on advertisers - rather than consumers - supplying firms with demographic and marketing data.


When consumers visit www.newmover.com, they will be asked to provide their names and e-mail addresses. Visitors then are asked to plug in the personal access code - located on the outside of the envelope they receive - that will take them to a page containing logos from a number of local as well as national advertisers. The consumer then either prints out offers from newmover.com or clicks on a logo and is linked directly to either the company's home page or the home page of the store closest to the consumer.


"The Web site will give advertisers [the opportunity] to provide consumers with updated and changing specials taking place in their stores," Malm said. "We will also be conducting surveys on certain pages of the site. This will allow advertisers to create more targeted marketing campaigns to people and keep them coming back," he said.


The envelope will be the same all over the country, Malm said, with localized ads inside containing offers from national and local retailers.


Directory Dividends currently has partnerships with 300 advertisers that place offers in its direct mail packages. Those advertisers must sign up to take part in the online part of the program. Malm expects to increase the number of advertisers by 25 percent by the end of next year.
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