A Tough Nut to Crack! Agency: DMCM anpost.ie/mailmedia
A Tough Nut to Crack! The Challenge Direct Marketing Campaign Management was finding the market incredibly difficult as a relatively new agency and having to compete with larger established agencies. The challenge was to generate awareness for DMCM and significant revenue on a shoestring budget.
A Tough Nut to Crack! The Target Market 40 decision makers including Marketing Directors, Marketing Managers and Direct Marketing Managers, in 8 industry sectors known for heavy Direct Marketing use: Auto, Financial, FMCG, Pharmaceuticals, IT, Charity, Food & Beverages.
A Tough Nut to Crack! The Thinking A Call-Mail-Call strategy was adopted for the campaign. To ensure 100% accuracy and zero wastage, key decision-makers were pre-called to confirm the accuracy of data and that they were in fact decision-makers on DM related issues. An unusual and incredibly impactful Direct Mail piece was sent. Any non-respondents were called 3-5 days after the mailing posted. The campaign was sent out in weekly waves of 6 or 7 a month, every month for 6 months to allow most efficient and effective follow up. The offer of a complimentary Direct Marketing Audit meeting was clearly communicated, and to create a sense of urgency, the offer it was limited to one a week.
A Tough Nut to Crack! The Mailing The coconut used as a highly compelling analogy for Direct Marketing which, like a coconut, can be a tough nut to crack (unless you have the right DM skills and expertise). But if prospects let DMCM crack a brief for them it will really bear the fruit and give a real sense of achievement - just like that when a coconut is successfully cracked open! The campaign involved and engaged the targeted recipient y using all five human senses (sight, smell, hearing, touch and taste). The brochure design was that of a coconut, the letter was a ‘tropical leaf’ design, each one being personally signed to ensure the recipient felt special. The copy throughout was highly creative and included clear call to action.
A Tough Nut to Crack! The Results Actual response was whopping 52.5%, over 220% of target. This rose to 97.5% (39/40) when non-respondents were followed up by phone. The campaign achieved a 15% conversion rate (6 responses converted to campaigns that went live in 2010), 500% over the target.
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