Cricket Wireless will start its first major direct mail campaign this month.
The firm, which up to now has relied mostly on mass media TV spots, will send 4 million to 5 million pieces during the next quarter.
The rollout rides on the heels of a successful mail test that cost less than $1 million to reach some 1 million prospects.
An analysis of Cricket’s database identified the firm’s three most profitable customer categories: Young families, teens, and stable, well-to-do 30-somethings.
The campaign is designed to drive prospects to retail locations across the country with instant rebate offers, said Carolyn Goodman, vice president of 360 Group, Cricket’s agency of record, which developed the mailing.
The first wave of the test mailing went to 600,000 young families in August and pulled a 1.6% response. It featured different versions of a roll-fold self-mailer, which unfolded like a wallet-sized family album.
One featured images of a man golfing, with the tag line,
Network
