MTH Debuts Catalog Cover in Newsletter
Today, MTH's email newsletter contains a picture of the new Lionel Corporation Tinplate catalog. There is no real indication at all on the cover that the trains are made by MTH, which is probably to be expected. After all it is a licensing deal to use the Lionel name. Now that I've seen the catalog cover the idea that Lionel is turning the page to a new chapter in its history is really sinking in. It is also much easier to envision MTH eventually making more than just Tinplate products with the Lionel name on them.
The news letter also announces that the web address of the site supporting the Lionel Tinplate products, thelionelcorporation.com, will launch the week of January 11th. You can sign up to receive MTH's newsletter by clicking here.
UPDATE 1/8/09: Joshua of Pre-War Times found the new site available at www.lionelcorporation.com.
Related posts:
- Another Premature Press Release From MTH
- www.lionelcorporation.com?
- Da Da-Da Daaaa: Introducing The Lionel Corporation
- Lionel - MTH Tinplate Licensing Deal True
- BREAKING NEWS from MTH…
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2 Responses to “MTH Debuts Catalog Cover in Newsletter”
I am a marketing professional and I need to clarify some info you posted. While it has been proven that web advertising is a VERY successful delivery channel, it is just one of many and is not necessarily the best way to market UNLESS you have little to no marketing budget. Direct mail is still incredibly effective especially with the demographic that buys MTH and Lionel. These are men (and some women) who have grown up (and old) holding something in their hands when they read (as opposed to viewing a monitor), so to discount direct mail and claim online is the best, is IMHO, just not fair. That said, I agree that MTH should and can do a better job with their online presence; it’s actually embarrassing that a company with their revenues doesn’t do a better job. Mike would do well to reconsider who is in charge of their online efforts and make some changes immediately.
Posted by: Roy | Jan 8, 2009 at 2:01 PM
Hi Roy, thanks for your comments. I agree with your opinion that a direct mail campaign can be successful when directed at the right target audience. It is also very expensive and maybe that’s why I rarely receive any direct mail from the major O Gauge manufacturers outside of their catalogs. I remember receiving a piece from Atlas when they started marketing the Industrial Rail line and I received a piece from the pre-Bachman Williams once or twice but its rare. I think you will agree that as the demographic turns over those replacing the ‘hands on types’ will expect a quality web site and will be more apt to respond to and form opinions about a company and its products based on the quality of there web presence.
Posted by: Dave | Jan 8, 2009 at 8:01 PM