Fingerhut Companies, Inc. Conveying Key Messages in a Partnership Announcement

Fingerhut teamed with Padilla Speer Beardsley (PSB) to communicate its role as a leader in the fulfillment market. PSB recommended that recently-signed contracts with Wal-Mart and Internet retailer eToys be used to promote Fingerhut as a strong fulfillment business partner. A Wall Street Journal reporter visiting Fingerhut was given exclusive details on the new partnership contracts. The resulting WSJ story created an overwhelming wave of immediate news coverage. PSB fielded more than 100 media inquiries and arranged 35 interviews with Fingerhut executives. Fingerhut received 96 qualified new business leads from news coverage alone. The announcement resulted in nearly 35 million targeted print impressions, and led to significant editorial coverage in The New York Times, Business Week and the Los Angeles Times.