A Chat With September’s Profile, Scott Drayer, director of marketing, Paul Fredrick MenStyle

CS: What are the alternative media programs you referred to for online customer acquisition?
SD: We’ve developed a fairly large print and alternative media advertising process where we’re offering … we’ve generated a special introductory price of one of our core dress shirts. It’s kind of our basic white dress shirt we’re putting out there at a special introductory price. And we’re really using it as kind of a gateway to get a product into a customers’ hands. Let them touch it, feel it. Basically, it’s an attempt to create a continuity program for one of our kind of basic commodity shirts without making it a continuity program.
We know that the majority of our customers have X number of white shirts in their closet at all times, so we want to get our white shirts in there. And when they need a new white shirt, to come back to us and get it. So that was really kind of the basis for the creation of that program, and it’s been very healthy.