Objective:

• Raise catalog request and increase customer base.

Target Audience:

• Adults 35-54 years old with above-average household incomes who purchase through direct channels (catalog, phone, web).

How Magazines Were Used:

• Magazines are a natural fit for a company whose brand was forged on the printed page beginning more than 90 years ago. Magazines allow the brand to precisely target L.L. Bean’s more affluent customer and are a proven response environment.
• Magazines more than any other medium, allow L.L. Bean to tell a compelling story about new, interesting and more affordable products. The L.L. Bean customer is interested in seeing and learning about new things. They can do it up close and at their own pace in magazines. Magazines make it possible to support L.L. Bean’s better value claims with rich photography and copy that is true to the L.L. Bean voice

Results:

• Catalog requests increased 15% and new buyers from advertising grew 50%.

Industry Awards:

Other Recognition:

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