Contacts:
Christine Mushinsky
NewRoads, Inc.
410.604.1572
chris.mushinsky@newroads.com
Respond2 Drives Marketing Management for Venerable Manufacturer; Turned to NewRoads as Business Process Outsourcer for Fulfillment and Customer Support
GREENWICH, Conn. - March 25, 2002 - NewRoads, a business process outsourcer of fulfillment services that enable retailers and manufacturers to deliver their products more efficiently to their customers, is playing an integral role as part of the first-ever direct response program for KitchenAid. Working with direct response advertising agency Respond2, Inc., NewRoads is providing all customer-facing fulfillment functions to support an infomercial-based sales campaign for KitchenAid.
Respond2 provides strategic consulting, creative development, television and Web production services, campaign management, and accountable advertising for clients seeking to establish direct relationships with consumers. For traditional brand-name manufacturers like KitchenAid, that meant the development and execution of a 30-minute infomercial, which launched in November 2001.
“Working with KitchenAid to help bring their products directly to consumers, it’s incredibly important to achieve value and a superior level of satisfaction with every aspect of the campaign,” said Tim O’Leary, Respond2’s president and chief executive officer. “At Respond2, we are very selective about the business process outsourcing partner we choose to handle our clients’ fulfillment solutions. Since choosing NewRoads last year, we have been extremely impressed with their ability to respond to our needs and customize when necessary to handle our clients’ unique situations.”
On behalf of KitchenAid, Respond2 uses NewRoads’ facilities to handle all aspects of the fulfillment to KitchenAid customers, including product warehousing and inventory management, order taking and fulfillment, package preparation and shipment and customer support.
The ongoing KitchenAid infomercial campaign has not only driven retail sales, but it has also driven direct sales through other, more traditional channels, said Brian Maynard, brand director, integrated marketing for Whirlpool, KitchenAid’s parent company.
About Respond2
Respond2, Inc., a direct response advertising agency, provides strategic consulting, creative development, television and Web production services, campaign management, and accountable advertising for clients seeking to establish direct relationships with consumers. Respond2’s clients include Johnny Carson Productions, Carnival Cruise Lines, Clorox, KitchenAid and Ace Hardware. The company has coined their unique approach and expertise in direct response marketing as “mass personalization” to fulfill the new demands of the emerging Web-centered advertising world. For more information, please go to www.respond2.com.
About NewRoads
NewRoads provides business process outsourcing solutions that enable retailers and branded manufacturers to enhance their brand image while fulfilling customers’ needs more efficiently. NewRoads integrates back-end technology systems with warehouse-fulfillment capabilities to deliver products, information requests and rebates to customers who order over the telephone, via the Internet, mail or by catalog. Based in Greenwich, Conn., NewRoads operates a nationwide network of 20 facilities serving more than 200 clients, including Restoration Hardware, Godiva, Avon and Procter & Gamble. For more information, visit the company’s Web site at www.newroads.com.
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