New Tactic Gets Consumers to Call Telemarketers

In September, Delray Beach, Florida-based ON-CARD introduced a reverse direct marketing concept, not unlike current call-to redeem-prize direct marketing programs, which allows marketers to provide free gifts to recipients provided they, upon receipt of the offer, call ON-CARD tool-free and provide any information the marketer has asked ON-CARD to obtain. Of course, during the call, other offers, which , no doubt require the opening of a wallet, are foisted upon the caller in hopes they bite. The program, which was just approved by the USPS, makes the offer via standard direct mail. Verizon is one of the first marketers to use ON-CARD.