VIEWS: 18 PAGES: 2 CATEGORY: Business & Economics POSTED ON: 7/24/2010
"There are different phases to build awareness and inspire customers to tune in and ultimately make a purchase," said Bill Brand, EVP of programming, marketing and business development for HSN.
JULY 12, 2010 www.dmnews.com Feature, p13 Bowﬂex PLUS Chase tweaks loyalty program P4 | Maximizing direct mail P16 | Embracing social media P25 Rate increases outrage mailers HSN,push By Kate Muth mail Sony certainly in Netflix’s best interests, : Marketers and catalogers that rather than a weakened Postal By Shahnaz Mahmud rely on the mail to reach consum- Service that is facing such huge : The Home Shopping Network ers decried the US Postal Service’s deficits,” said Steve Swasey, VP of has partnered with Sony Pictures proposed “exigent price increases,” corporate communications for Net- to launch an integrated campaign saying the rate hikes would have flix, via e-mail. “Nobody likes rate for the upcoming film Eat Pray drastic negative financial repercus- increases or reduced delivery, but Love, based on the bestselling sions for their 2011 operational as part of a total restructuring plan, book. The campaign includes a and marketing plans. we believe it is necessary to save significant direct mail push, as Some organizations said they the Post Office. We think everyone well as e-mail, online advertising, will cut back on the number of should step up, Netflix included, to mobile media, print advertising, mailings or pieces they send, while share some of the sacrifice.” TV ads, PR and events. others promised to switch some The Postal Service filed its HSN and Sony developed all programs to other forms of adver- request with the Postal Regula- campaign creative in-house. The tising, including e-mail, telemarket- tory Commission to increase company will distribute the direct ing and print periodicals. rates by an average of 5.6% on mail pieces in mid-July to build Some mailers said they will July 6. About 5% of that increase momentum for the three-day shop- move more aggressively to the is an “exigent” price increase, or ping event next month, which is Internet. a hike that exceeds a statutorily comprised of 72 hours of original “If this proposed increase goes imposed price cap established programming on August 6, 7 and 8 through, it would have a very under the Postal Accountability that will feature products tied to the negative impact on an already online programs.” vice’s total recommended changes, and Enhancement Act. The Postal film, which debuts August 13. struggling channel,” said John Although the majority of mar- or restructuring. We are in sup- Service argues that the recession “There are different phases to Princiotta, SVP of marketing for keters and catalogers oppose the port of that because we believe in a and its impact on the USPS’ finan- build awareness and inspire custom- Publishers Clearing House. “This rate increase, Netflix expressed stronger Postal Service with afford- cial health constitute an extraor- ers to tune in and ultimately make a would certainly cause us to fur- support for the rate changes. able rates and predictable service dinary situation. It expects to lose purchase,” said Bill Brand, EVP of ther accelerate our shift toward “We support the US Postal Ser- is in the country’s best interests, ‘ Increase’ continued on page 26 programming, marketing and busi- ness development for HSN. The company will distribute 350,000 August Jewelry Guide MORE INSIDE Twitter e-commerce
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