Lexmark International launched an interactive marketing campaign backing its Home Printing Center. The marketer of printers turned to Internet direct marketing agency NetMarquee, Needham, Mass., to enhance its online ability to inform customers about printers, printing and how to choose products, said Brett Butler, Lexmark's general manager of worldwide Internet marketing. The project includes: creating a Web site with detailed articles about saving money and printer features; managing an e-mail distribution campaign including newsletters and reminders to change printer cartridges; and using a NetMarquee reporting system to track customers.
U-Access, Chicago, turned the traditional telemarketing scenario inside out by providing consumers with an 800-number to call and hear sales and promotional messages. Consumers can use the number to create personal mailboxes that then receive a variety of marketing messages including offers to purchase discount movie tickets. A Chicago area launch to 15,000 consumers provided access to messages from 30 national marketers; U-Access discovered that participants who can choose categories they are interested in listened to an average of 17 phone messages a month. The company expects to launch the program nationally next spring.