Cox's Introz mailer bundles samples in specific industry

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Cox target media, Largo, Fla., has taken the wheel with a new cooperative mailer called Introz, a box of samples and offers within a specific industry niche.

The first Introz, launched this fall with a mail drop of close to 150,000 pieces each month, has an automotive theme.

"Having a variety of samples that really have synergy with each other creates a plus situation," said Paul Gordon, exec VP-sales at Cox.

The initial automotive Introz was mailed to interested people who signed up to receive it on Autotrader.com, in which Cox parent Cox Enterprises has an investment.

6 TO 8 SAMPLES IN BOX

Each box contains six to eight samples, from car washing soap to hand cleaner and tire protectant gel, as well as 15 to 20 offers from marketers such as Geico Direct and Pennzoil-Quaker State Co.

"We're an automotive consumer products company, and we believe tying all these products together makes a lot of sense," said a Pennzoil-Quaker State spokeswoman.

Blue Coral Slick 50 included a sample of Rain X, a water repellent that's wiped on a car's windshield. Jeff Ochall, marketing coordinator at Blue Coral, said sampling is the best way to promote Rain X, explaining, "It's a hands-on product."

A shared box of samples benefits marketers because "it allows a variety of advertisers to share the cost," Mr. Gordon said.

Cox plans to launch Introz mailers with other themes such as travel and leisure.

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