Winning At Cards
Advertisers have long targeted youthful consumers by placing racks of free postcards in hip restaurants and nightclubs. In 1998, J.R. Badian hit upon a less hip, though just as promising, venue for postcard marketing--supermarkets. After all, they have heavy foot traffic and lots of moms, a demographic notoriously tough for advertisers to reach. Compared with nightclubs, distribution would be a cinch. "If you sign up Pathmark, you get 130 stores," says Badian. "Supermarkets were too perfect."
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