Acquire Customers With Alternative Media

Solos

The Sharper Image turns out 12 catalogs per year in addition to eight flights of four solo direct mail pieces (a program started in March 1999) for prospecting and encouraging orders from those on its housefile. These solo pieces feature one or two individual items from the catalog — such as the ionic air purifier (pictured at left) — and are far cheaper than sending a full-dress catalog.