A Continuity Mailer ... Who Me? Never! Why Not?

There are many ways catalogers can promote continuity programs to customers and prospects, depending on how key a continuity program is to brand strategy.

Green Mountain Coffee Roasters Café Express' continuity program is a top priority and is promoted in everything the company does, including on the Internet, in the catalog and direct mail solos, and through partnerships. Crites says the Café Express program enjoys a strong presence on the company's homepage and at least one full page in the catalog. Existing customers are more receptive to signing up for Café Express, but it's promoted to both customers and prospects, he says.