L.L. Bean Moving Money Into Marketing
Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in
Fuller: Our ads are successful as branding efforts and as response boosters, so they’re hybrid ads, if you will. Customer reactions have been very positive. Many people mention the TV ads to our call center reps.
We decided we just had to be out there with our message in a broad-based way. You know in the end, you have to remind people why they like you.
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