1-800-CONTACTS: Kevin McCallum

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The winning marketing formula envisioned by 1-800-CONTACTS combines a memorable toll-free number, copy aimed at driving that number into consumers' minds and serendipitous scatter media buys that have included such prime-time hits as "Who Wants to Be a Millionaire."

Kevin McCallum, 38, joined the replacement contact-lens retailer in March 2000 as VP-marketing after a career at Procter & Gamble Co. that included the launch of Dryel dry cleaning kits. At 1-800-CONTACTS, he has led a marketing effort that boosted sales 47% to $145 million last year and another 30% to $87 million through the first six months of 2001 .

Mr. McCallum oversees the in-house-created advertising that drive home the 1-800-CONTACTS number.

With customer retention rates of 75%, making that initial sale can add up to hundreds or thousands of dollars in lifetime sales. "It's a solid business model because it's a better way to buy contacts," he says. "And it's a very memorable number. Once that registers, people will call."

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