Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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George Coffman's entrepreneurial adventure began in a pattern that was similar to many other start-ups. He had grown increasingly tired of answering to a supervisor he did not respect and believed simply lacked the knowledge to manage his department. At the same time, an idea continued to preoccupy his mind: What if he started a company that was essentially a male version of Lillian Vernon After all, Lillian Vernon had been named to the Direct Marketing Hall of Fame in 1994 and continued a successful run to the present day.
Rather than using a person's name, George chose to brand his company Maximus. He believed the name conjured up images of maleness and virility. The range of products offered by Lillian Vernon includes personalized gifts, holiday items, home and office products, garden and outdoor items, bags, jewelry and accessories, and toys. Maximus would offer many of the same products, with an emphasis on masculine products for home and office and sportswear fashions.
The evolution of Lillian Vernon was of particular interest to George. Ms. Vernon had begun her company by personalizing items for women out of her garage. Initially, she solicited business with magazine advertisements. Eventually, her company grew to the point where a full catalog was developed. A large number of the sales came from call-in orders. As new technologies emerged, Lillian Vernon expanded into Web sites, some retail stores, and Internet communications.
Maximus would follow a similar route. The first items to be offered would be personalized sportswear, with a focus on hunting, fishing, and other outdoor activities. George believed that many hunters and fishermen would enjoy seeing their initials embossed on boots, coats, super-warm socks, and other items. He would begin by advertising in Field and Stream and similar magazines. He would also try look for ways to reach the women who might wish to buy these items as gifts for Father's Day, Christmas, and birthday celebrations.
The idea was to expand into other lines as the brand gained recognition. The first target market, male sportsmen, would eventually expand into men who preferred other activities, such as gardening. Also, those with home offices who wanted to personalize some space would be targeted.
George had pitched his idea to several investment capital companies. He had struck a chord with some investors. They had bought in, which provided Maximus with start-up funds and monies for his original advertising and promotions. The investors insisted that George consider building a database marketing program as part of his start-up.
1. How can George gather names, addresses, and e-mail addresses of potential customers
2. What types of database-driven marketing communications will be most successful for Maximus
3. Can Maximus utilize a permission marketing program or a frequency program If so, how
4. Using the Lillian Vernon Web site as a guide (www. lillianvernon.com), construct the opening screen of a Web site for Maximus.