Mokrynski Direct Forms Alliance With STG Media Corp. to Execute Space Ad Customer Acquistion Program for the Internet Age

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New program developed by Mokrynski Direct and STG Media, takes space ads, used by catalogers in national magazines for years, to a whole new level.

Using STG’s tracking capabilities, which we have developed for the alliance, we are able to capture responders, and more importantly, sales made from a specific ad.

A “Space Ad Customer Acquisition Program” developed by Mokrynski Direct and STG Media, takes space ads, used by catalogers in national magazines for years, to a whole new level.

“Our alliance has taken a new approach that positions space ads as an internet marketing strategy,” says Jack Baker, STG Media Corp.’s Sr. Vice President. The alliance will enable Mokrynski Direct to tap into STG’s proprietary Print Media Buying System™ (PMBS) and provide print ad tracking, media planning, campaign management, and innovative print media buying for every print ad placed.

The importance of using print advertising to drive business onto the web is growing daily. E-commerce companies have successfully used print advertising to drive traffic and promote their brand on the web. Having worked with a number of these clients, STG has had the opportunity to learn valuable techniques that increase response and conversion that will benefit catalogers.

“For catalogers, the internet has evolved from an order entry platform to an opportunity to find new customers and add incremental revenue,” says Wendy McLaughlin, Mokrynski VP charged with introducing the program. Space ads in targeted publications that are designed to drive traffic online, can deliver measurable incremental sales. “Using STG’s tracking capabilities, which we have developed for the alliance, we are able to capture responders, and more importantly, sales made from a specific ad.”

We all know that mailed catalogs drive traffic to your website. This fact was emphasized with a huge research project and report from the US Postal Service titled “Help Drive Sales On Your Web Site Via Catalogs.” “It is somehow not a surprise that their conclusion was to mail more catalogs,” says Baker. “The internet, dynamics of the multi-channel shopper, and now the measurability of response, conversion, and actual sales require catalogers to consider space ads along with mailing rented and compiled lists for new customer acquisition,” says McLaughlin.

MokrynskiDirect is a full service marketing firm with over 200 clients that make up the best of the catalog industry. In addition to traditional list management responsibilities, MokrynskiDirect specializes in customer acquisition and retention strategies of online and offline merchants, fundraisers, publishers, pharmaceutical and Fortune 500 companies. “We help companies grow, balancing profit with market share. It’s all about Growth!" says McLaughlin.

STG Media Corp. is a Phoenix, AZ-based print media research, media planning and media buying agency specializing in cutting-edge, accountable advertising solutions.

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Jack Baker, Senior Vice President
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