2. The Gift of Time The Challenge The market for folder inserters is extremely competitive with just three key players, however brand awareness for the provision of folder inserts is very low. Folder inserts provide economic and time saving benefits, are available for businesses of all sizes and are beneficial for carrying out direct mailing campaigns. The key challenge was the lack of product awareness combined with the difficulty to convey the benefits of these machines to a non user.
3. The Gift of Time The Target Market Neopost segmented and profiled their customer database to identify customers who would qualify for a folder inserter. This was achieved by taking into account their current mail volumes and the other Neopost equipment they had in operation. They also wanted to specifically target the financial controller contact.
4. The Gift of Time The Thinking As the mailing database was small, direct mail allowed Neopost to send the message directly to the target audience. It also allowed the sales team to follow-up with a call, once the direct mailing landed, to set up a meeting.
5. The Gift of Time The Mailing It’s been a tradition to communicate the Neopost message in a fun and engaging manner and Neopost wanted to continue that trend with this direct mail piece. An innovative ‘Maltese’ fold direct mail piece was created that allowed for tease and reveal messaging. The campaign led with the line, ‘What’s the best gift you can give your company’, this was coupled with a striking image of a clock with a bow attached to it. When the direct mail piece is opened it revealed the answer, ‘The Gift of Time’.
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7. The Gift of Time The Results This campaign generated a 12:1 return on investment, and converted 16 leads to folder inserter customers with an ASP of €4,800.
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