Problem: Your company has a new name, a new logo, and
a service your customers think is wonderful — once they
try it. Which means they have to get hold of your software
and see for themselves how easy it is to use.
Solution: Send ‘em the software. Boscobel developed
the first-ever direct mail campaign that enclosed a software
diskette. (Boscobel president Joyce Bosc was inspired by receiving
a shampoo sample in the mail. Softer hair...software...hmmm.)
We also pioneered magazine ads with attached software.
Direct response advertising allowed extensive testing — for
example, by using A/B/C split insertions (or in-line testing)
in magazines. Most of all, including a diskette put the software
directly into the hands of consumers so they could respond
by trying AOL. Which they did at an astounding response rate
of 70%!
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