Belardi offers winter test promotion

Belardi/Ostroy ALC LLC is conducting a limited-time promotion intended to generate a notable number of new test orders on 95 percent of its managed catalog lists.

The campaign will run until May 15. New mailers who are testing orders get a $70/M pricing cap.

“We’ve seen a steady erosion of rental testing during this time period over the past few years as more mailers focus on exchanges and co-op databases during the first two quarters of the year,” said Brian DeLaite, executive vice president of list management at Belardi/Ostroy, New York.

The goal of this program is to compete with co-operative database pricing during a traditionally slow time of the year for vertical list testing.

There has been a steady growth in the past few years of the number of tests placed during the first half of the year, the company said. However the third and fourth quarters still have the strongest concentration of tests.

Lists participating in the promotion include Alaskan Harvest, Ashton Drake, Bliss, BraSmyth, Bullock & Jones, Clark’s Register, The Company Store, Design Toscano, FirstStreet, Hammacher Schlemmer, International Male, J. Peterman, Lillian Vernon, National Wholesale, Performance Bicycle, Ross-Simons, The Sharper Image and Sierra Trading Post.

Belardi said that this new pricing structure is an incentive for mailers to test lists and read results faster in order to prepare for increased orders for their fall and holiday campaigns.

“While list managers regularly run special test pricing promotions for specific lists, we believe this is the largest promotion of its kind as over 95 percent of our catalog clients have agreed to participate,” Mr. DeLaite said.

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