Compaq Computer Corp. has launched a new e-catalog, hoping that many customers will choose to order online instead of through the hard copy.
The catalog, SMB Compaq, was promoted by e-mail to 300,000 customers and recipients of promotional newsletters.
Targeted to small- and medium-size businesses, the new e-catalog (www.smb.compaq.com) is free and features specials and promotions. The Web site also offers people who register a chance to win Compaq products.
Currently, the Houston-based PC marketer sends out weekly broadcasts for its Business Tuesday promotions. Other e-mails go out monthly or quarterly.
Responses to the e-catalog e-mail promotion will help the company reduce the number of e-mails it sends out by targeting them to customers’ wishes.
Another goal of the online catalog promotion is to reduce marketing costs by tracking click-through rates and purchases to determine which products and services are most attractive to customers.
In addition to e-mail, Compaq places print ads in national and daily publications for its weekly promotions. It also markets with business reply cards and ad placements in trade magazines and business journals.
