Right: A direct mail brochure promoting the newsletter to fleet drivers. The trick, we think, is getting them to read it.
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This newsletter is published six times a year. It is delivered to the drivers of company cars to improve their safe-driving skills. The decision-maker in its purchase is often the Fleet Manager at a Fortune 500 company and sometimes its Risk Manager. Thus, the sale is strictly business-to-business even though the newsletter is virtually a consumer product. Thus, promotional material and the newsletter's web site are marketing tools directed at business managers, not drivers. |
