DMNews | Sharon Goldman | June 2009
I’m intrigued by Dukky, the company I met with today…we ran a piece in The Work about their direct mailed personalized gift cards. More than a coupon, these attractive perforated gift cards offer discounts on major brands. But their true mission is hidden — that is, lead generation and data-gathering. For example, a top retailer could send thousands of mailers featuring 10 different perforated gift cards, each offering 10% off, $25 off, etc. To use any of them, the user has to activate the card and when they do, they are asked to give out information (not required — they can activate the card in any case) that the retailer is interested in, which is then entered into the retailer’s database for future use. It’s a pure direct-marketing play with a very strong call-to-action, with a modern twist on a familiar model.
