GTE WIRELESS MAILINGS TAP INTO NEW GROUPS OF PROSPECTS.

Advertising Age, May, 1999 by krol, carol

GTE Wireless is using direct mail to introduce it prepaid wireless service to customers beyond its primary target of the past, individuals with checkered credit histories.

Georges & Murray Direct, Raleigh, N.C., tested four specific audiences who might be interested in prepaying for cellular service.

The results were good: Two of the four packages pulled a 2.25% response, and the conversion rate of those callers into paying customers was up in the range of 16% to 25%.

The direct mail packages "hit hard on the emotional needs and benefits of the product to the particular segment targeted," said agency President Chrysanthe Georges.

Four GTE Wireless mailers went out in September, after an initial test mailing late last July....

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