A premium offer for a free old-style radio in its first mini-catalog helped an industrial direct marketer surpass its typical response rate.
BYK-Gardner USA, a manufacturer of testing equipment for paints and chemicals, got a 4.5% response to a lead-generation mailing sent to 550,000 customers earlier this year.
The Columbia, MD-based company, which sells its products through a traditional-size catalog and promotes them using card decks and space ads, was looking for an inexpensive way to generate leads for some products, says vice president and general manager Michael J. Gogoel.
The company’s response rate to trade journal ads and card decks typically runs under 1%, Gogoel adds.
BYK-Gardner, part of the German firm Altana Group, also offered a
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