MONSTER MAGNET

Monster Magnet® started in the mid-1970s. Back then, we were better known as Crane Productions and our core product was high-volume, low-cost printing. We managed a monthly production of 20-30 million free standing inserts for Sunday newspapers. We were ahead of our time, even back then. In the early 90s, Pizza Hut challenged us to produce a magnetic advertising vehicle to help promote Pizza Hut’s new delivery service. Crane met the challenge by creating the first postal friendly magnetic postcard, which we promptly patented and trademarked as Monster Magnet®. See we even have a ®. The Monster Magnet® was an immediate success for Pizza Hut. Its initial response rates were 38% with and ROI of over 1000% (or 10 times cost). Compared to the standard coupon redemption rate of 1.5%, it was no contest. Monster Magnet® changed the landscape of not only its business, but also Pizza Hut’s thinking about marketing.