Prospecting: Adam & Eve Goes Mainstream in Attempt to Find More Customers

To help Adam & Eve measure the effect the ads have in luring new customers to its brand, the company has included a special offer — 50 percent off any one item, plus three free DVDs, a free gift and free shipping — with a unique redemption code on each ad. It's then able to track the customers who used the redemption code to get the special offer, as well as which of those customers are first-time buyers.