We launched our latest brand Parsley Box around 8 weeks ago. In this age of digital media and engagement we have seen a lack of digital channels that work for this demographic but have rejoiced in moving back into traditional media (print, direct mail, catalogues!).
Today most digital media talks about response rate, click through rate and conversion rate – all skills that have been prevalent in traditional direct response for many years before it was taken over by digital.
Having recruited more than 1,000 customers in this short period we are using old mechanics like the catalogue to engage in the same way that we use email in many of our other brands.
The majority of our orders are taken on the telephone and we are hearing great stories from our customers that we plan to use in future media.
Finally, TV is going to play a part – and next week we plan to shoot our first TV ad for Parsley Box.
While recipe box companies pile into competitive areas hankering after the aloof millennial we are sticky to the knitting and using direct marketing techniques to broaden our customer base.
Stay tuned for our latest advert once it’s complete in the next few weeks