Brilliant direct mail piece arrived at my home yesterday from some smart marketers looking to capitalize on a market opportunity created by the recent Vioxx studies.
- Told me about an arthritis remedy that has few side effects or drug interactions
- Showed me the logo of The Arthritis Society, who has commended (note the choice of word there) their easy-to-open cap
- Provided me a meaningful coupon to try the product: $5.00 off (that's practically free)
Of course this was the clever people at Tylenol, who know how to act on a market opportunity when they see it.
There are quite a few offers and promotions on their web site. In fact, if I complete a short survey about the arthritis product, (4 questions plus name and address), they will send me a sample of the product by mail. Great balance of requesting information and providing incentive to respond.
One wee slam here, however -- even with the built-in magnifying glass, I couldn't read the package information they had provided on the site.
