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A Tough Nut to Crack! Award winning case study

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A Tough Nut to Crack! Award winning case study

  1. 1. A Tough Nut to Crack!<br />Agency: DMCM<br />anpost.ie/mailmedia<br />
  2. 2. A Tough Nut to Crack!<br />The Challenge<br />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.<br />
  3. 3. A Tough Nut to Crack!<br />The Target Market<br />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.<br />
  4. 4. A Tough Nut to Crack!<br />The Thinking<br />A Call-Mail-Call strategy was adopted for the campaign. <br />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. <br />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.<br />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.<br />
  5. 5. A Tough Nut to Crack!<br />The Mailing<br />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! <br />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.<br />
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  7. 7. A Tough Nut to Crack!<br />The Results<br />Actual response was whopping 52.5%, over 220% of target. <br />This rose to 97.5% (39/40) when non-respondents were followed up by phone. <br />The campaign achieved a 15% conversion rate (6 responses converted to campaigns that went live in 2010), 500% over the target.<br />
  8. 8. Talk to us<br />Talk to us<br />sign up @ anpost.ie/mailmedia<br />We’re the go-to <br />people for anything <br />to do with maximum <br />return on investment<br />and sales success <br />with Direct Mail<br />@MailMediaUnit<br />

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