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CANADA POST CONTINUES TO PROMOTE DIRECT MAIL

Canada Post recently conducted a direct mail campaign to promote the effectiveness of business-to-business direct mail advertising. Created by Wunderman, the mail-out invited recipients to a seminar called "Real Breakthroughs in Business-to-Business Direct Marketing." One piece, which contained a fishing lure, used the copy, "Conventional fishing wisdom: Cast a big net. You'll catch a lot. But of what? Unconventional fishing wisdom: Know your fish. You'll reel in the big ones again and again." "We saw this as a great opportunity to engage existing key customers and prospects in a dialogue about business-to-business direct marketing solutions" said Jean-Marc Nantais, general manager of enterprise marketing at Canada Post. "Representatives were on hand to explain how Canada Post could improve their bottom line by implementing direct mail programs."

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