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Red-I-Laser targets its e-mail campaigns
New-media company Flux Interactive has played a crucial role in marketing Red-I, an exciting new device that assists the marksman. The product, designed to help with aim and setting sight precision, has captured the interest of a truly niche target market.
The Red-I is a battery-powered laser pointer, shaped like a round of ammunition. By pushing it into the chamber and closing the bolt, the laser is activated and projects the beam through the barrel. The sights are adjusted to line up with the red dot projected across a fixed distance. It is calibrated for accuracy and comes with a trajectory chart.
Flux Interactive assisted Red-I-Laser to overcome the one big obstacle remaining - how to market this ingenious device to the most responsive audience possible.
Red-I-Laser provides a service to the operators of everything from handguns and hunting rifles, to grenade launchers. A database had to be created from which to target a very specific audience. Flux Interactive worked with Red-I-Laser to establish their most likely clients. As these were thought not to be individuals, the next step was to scan the Internet for military- and ammunition-related websites, from whose contact details a mailing list was created.
"Common sites were those of weapon traders, outfitters and rifle shops. The sites were specifically screened for the legality of the products involved and the strict absence of pornographic content or links," explains Cady Maritz, search coordinator.
Newsletters were built and distributed with the Flux NewsEasy management tool. With Flux NewsEasy businesses can create and send professional HTML e-mail newsletters and more via a web interface - no technical expertise required. It is affordable and easy-to-use and it leaves scheduling and deployment completely in the hands of the marketer.
A preliminary e-mail was sent out to further evaluate the group of recipients and their interests, inconveniencing them as little as possible by using plain text format and including an option to unsubscribe from the newsletter.
The response to the newsletters has been overwhelming and Red-I-Laser has managed to establish a specific target market without having to buy a mailing list and spam a high percentage of uninterested recipients.
