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Folic acid, together with vitamins B12 and B6, is important in the process of methylation Biotin is a water-soluble vitamin essential for the metabolism of carbohydrates It is a coenzyme in the synthesis of fatty acids and amino acids and it stimulates the production of proteins Biotin has been found to enhance insulin sensitivity and increase glucose utilization in the liver Choline is not a vitamin, but it is related in function to the vitamin B-complex Proper fat metabolism in the liver depends on it A deficiency can lead to liver cancer Choline is essential for making acetylcholine and important components of cell membranes such as lecithin (phosphatidylcholine) and an important molecule called sphingomyelin Choline is also needed as a methyl donor in some methylation reactions, especially in the liver Although choline can be made in the body, it is nevertheless considered to be an essential micronutrient.

To drum up interest in the contest, a combination of online, of ine, broadcast, and direct media was used There were TV ads, emails with forward to a friend, and signage displayed at racetracks The seven weekly emails to registrants created an overall clickthrough rate of 41 percent and an unsubscribe rate of 2 percent Over the 7 weeks, the campaign registered 23,407 people, of whom 87 percent, or 20,863 people, opted in to receive additional communications and offers from the NTRA..

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Stride Rite Children s Division had approximately 135 corporate retail stores nationwide Stride Rite s marketing director, Julie Lehman, turned to her account team at PreVision Marketing, LLC, in Lincoln, Massachusetts, to create a strategy for lling the stores with customers during the pre-Easter (traditionally a peak sales period) and April (historically an off-peak selling season) time frames The goal of the strategy was not only to drive sales during these two periods, but also to understand the impact of a second communication on the targeted households reached The campaign consisted of two direct-mail pieces: a March peak catalog and an April sandals postcard The catalog was designed to display the depth and breadth of Stride Rite s product offerings and to drive the key pre-Easter store sales.

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The follow-up April sandals postcard was designed to increase store sales during the off-peak selling season by focusing on a particular shoe product, sandals, to drive incremental sales at the company s retail stores For the campaign, PreVision used the Stride Rite customer database for 70 percent of the households mailed and compiled prospect lists for the remaining 30 percent to support newly opened Stride Rite stores The March peak catalog s performance was measured over a 5-week period during which a special offer featured in the catalog was valid ( Buy two pairs, save 15 percent; buy three or more, save 30 percent ) The April sandals postcard had no special offer, but its performance was also measured for a 5-week period to ensure comparable results.

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To test the effectiveness of each communication alone as well as the incremental impact of the second communication, PreVision set up a test design to enable the following comparisons: Compare those who received only the catalog to a no-contact control group Compare those who received only the sandals postcard to a nocontact control group Compare those who received both mailings to those who received only the catalog..

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Choline and myo-inositol, the other B-complex-related nonvitamin, are important components of cell membranes and help in the absorption.

The no-contact control groups matched the audience selection criteria of the mailed households, but did not get any of the communications. To know who responded, each customer was tracked through name and address capture at point of sale. These point-of-sale data were loaded into the Stride Rite customer database and subsequently matched to the outgoing mailing les. In this way, PreVision was able to identify which of the purchasers had received one communication, which had received two communications, and which had received nothing. The results, shown in Table 6-2, were very interesting. What do these results tell us First, both the catalog and the postcard as standalone pieces successfully increased both shopping rate and sales, resulting in a positive return on investment (ROI). It is important to note that the ROI for the March peak catalog was not as great as that for the April sandals postcard, as the cost to produce the catalog was signi cantly higher than the cost of the postcard. The March peak catalog capitalized on a historically strong season for selling shoes, as evidenced by a high natural shopping rate during that time period. The catalog, which featured a large selection of shoes and showcased new styles, effectively increased the average basket size of those who received the mailing compared to those who did not. In addition, the catalog successfully drove additional customers to shop at Stride Rite. The April sandals postcard drove additional traf c during a typically slower shoe-selling period but did not signi cantly increase average basket size. The dual-contact strategy was also successful. The second contact drove additional households to shop, especially if they had not shopped Table 6-2 Stride Rite Results

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