Marketing to Parents and Grandparents: GeoSafari Captures Big Sales with This Wildly Successful Magalog!

Marketing to parents and grandparents must cut through the media clutter and

That’s why I created a magalog for GeoSafari.

Ever since its introduction in late 1989, Educational Insights’ internationally-acclaimed GeoSafari learning system has been a continual star performer in the educational toy industry.

Educators buy it for their classrooms, parents and grandparents buy it for the simple reason that it makes learning fun.

But after years of stardom on the shelves of toy stores across the country, even the most successful product can benefit from new marketing ideas.

That’s why Education Insights came to CDMG and asked me to help.

My CDMG staff and I created a full-color 16-page information-based magalog that would reach new customers, primarily through direct mail.

A magalog is direct mail’s equivalent of TV’s infomercial.

Using every one of its 16 pages to full advantage, this magalog tells the complete story of the GeoSafari and its unique benefits.

Punctuating the main story of GeoSafari’s proven effectiveness in making learning fun are a series of unique “hands on” testimonials from people in the National Geographic Society.

Often the only thing standing between an established product’s past and future success is an effective direct marketing effort.

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