The mailing to Mac users in two key Apple markets, the publishing and technical fields, includes an innovative fax-back form to request information on Power Mac. The automated system immediately faxes requested information; classifies responses as hot, warm or cold leads; and forwards them to the appropriate sales group. It also deposits information about the respondent in a database.
"The really exciting thing about the campaign is that it gets information into the hands of customers very quickly," said Yvonne Nava, Apple's direct marketing manager.
"It's important that we provide customers with information about what the Power Mac is. We know customers like to get information from the source," said Robin Martin, VP-management supervisor at Apple's direct marketing agency, Wunderman Cato Johnson, San Francisco.
Names for the mailing come from Apple's own database of registered users and from Macintosh software vendors that shared their lists with Apple in return for sales leads.
Apple has advertised the Power Macintosh heavily and used extensive public relations efforts.
The fax-back system comes from Epigraphx, Belmont, Calif. In January, Apple dropped its catalog because of dealer complaints but allowed resellers to sell Apple products via catalog if they met certain criteria.
Apple also plans to try mailings with the fax-back feature to non-Mac users later. In July, the fax-back system will be tested in conjunction with ads from Apple agency BBDO Worldwide, Los Angeles, in Business Week and PC Magazine.