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Need a 24% Sales Boost? Here's the way one small manufacturer did it--with convergence advertising.
Idea: Show a picture
of a boy running along a road, breaking tracks in the concrete as he jogs.
Does that leave you cold? Not the T-shirt manufacturer’s sales results. After the ad moved curious folks to call the
800 number or visit the web site, sales jumped 24%.
It’s sure to rile Direct Magazine's Tom Maven, but there was no copy
in the ad other than a small headline, and a tag under the logo which
offered the 1-800 number and the website URL.
Admit it, Tom. Convergence works. And it works like crazy. But it takes guts, capital, preparation and a willingness to be unique and customer centric. Inviting the customer in before you do any specific selling means there must be:
 an interesting offer
an appealing venue
a reliable product or service.
that is easily obtainable
We know what you’re thinking: If it's that easy, why doesn't everybody
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