Although this is not a recent piece, I still feel this is a good example of direct marketing. This is an image of the semiannual Rightstuf, Inc. catalog that is sent out to consumers that shop online at Rightstuf.com. Rightstuf.com is an online anime super store that carries a wide range of anime merchandise. This form of direct marketing did capture my attention due to my specific interest in anime products. This catalog did reach me as a consumer because I continue to shop at the online store.
Rightstuf selectively sends out its quarterly catalog only to consumers that enroll into the sites membership program. Consumers are likely to sign up for the program to receive discounts on items from the Web site. If a consumer does not sign up, the company simply does not send him/her a catalog, saving the company time and money.
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