Insert Media: A Miniature Resurgence

Comparable RFM

Priest at UniFirst says that when the cataloger tested its first miniature four years ago, it did so well that UniFirst has kept miniatures in its marketing mix ever since.

And for the Holyoke, Mass.-based Motherwear International, which produced its first miniature last year, President/CEO Tom Kothman says the program paid for itself and was a good brand-building tool. “We also tracked the miniature’s response to our Web site,” he points out, “and saw an increase in online traffic after the first issue hit.”