Chase-Pitkin
The Products
MNI News.
The Challenge
As a local retailer, Chase-Pitkin wanted to increase competitiveness with
national improvement stores.
The MNI Solution
MNI News represented an "out-of-the-box" solution
to Chase-Pitkins advertising plan, and reached their
key shopping prospects - upscale homeowners. They placed
full-page, four-color ads that included a direct response product
to call the customer to action and measure results. The direct
response product, which was a Post-It® Note coupon for
$3.00 off a gallon of paint, had to accompany the cash receipt
when the purchase was made.
The Results
Chase-Pitkin found that customers who shopped with the coupon (the MNI News
readers) spent an average of twice as much as the typical customer. This
translated to a 2.9%-4.8% ROI, much higher than the results they regularly
got from advertising in newspapers. MNI's magazine offering well exceeded
their expectations.