The direct marketing efforts of W4K have been thus far modest and focused primarily on direct mailings.  Similar to the advertising strategy, W4K would like to increase their direct marketing exposure through spending more dollars on direct marketing campaigns and increasing the quality of the collateral material.  A specific focus on the people that are influential in the children’s toy market such as teachers, day care administrators, and child safety officials is important.

The direct marketing expenses currently represent 0.4% of gross sales.  In the next year this percentage will be increased to 0.5% in order to capture the attention of key buying influencers. The table below (Direct Marketing) represents the direct marketing efforts from the past and gives projections for next year.