IT and Technology Direct Mail Case Studies
Tekpak: Made to Measure
Agency: Forza Direct
Tekpak is a Wexford based innovation-led manufacturer of robotic packaging lines for manufacturers of high volume retail packed goods, infant nutrition and life science/pharmaceutical products. With limited marketing resources, the company faced competition from large German competitors for market share. A cost-effective marketing solution was called for to introduce the Tekpak brand, identify opportunities and increase its sales pipeline. Direct Mail was deemed to be the most cost-effective medium to achieve these aims. The companies targeted varied in size from large-scale multi-nationals to traditional family owned businesses. Key decision makers and influencers were identified and profiled. Through customer research the agency identified the Tekpak USP, namely, delivering superior results through its unique design approach. A memorable creative concept was required to communicate the message. The concept also needed to reflect other brand values such as quality, flexibility and expertise. To achieve this, the agency developed the 'Made to Measure' campaign. Presented in a replica Saville Row style shirt box, each piece contained a personalised direct mail letter, case studies and a pair of USB cufflinks - integrated within the design of the shirt. The initial phase of the campaign was aimed at 43 priority companies. Five measurable campaign objectives were also defined. The results were impressive. Forty out of the 43 mailers sent were confirmed as having been received, opened and read by the targeted prospect and faciliated a successful telesales follow-up. Campaign targets for new tender requests were exceeded by 60%, appointments by 40%, revenues by 52%. Three new clients were acquired, all of which were leading brand name manufacturers. Campaign revenues contributed to an overall increase in annual revenues by 22%.
Data Ireland: Are you ready to strike gold?
This was a highly targeted direct mail campaign to the insurance industry, designed to promote both Data Ireland in general and a specific new product recently added to Data Ireland's offering. The product was a database of highly targeted consumer prospects with their much sought-after insurance renewal dates. The objectives of the campaign were two-fold. Firstly, to provide a mechanism to engage with insurance companies on a range of products and services. Secondly, to initiate discussions on the use of this prospect list in a highly regulated and compliance-heavy industry. A carefully selected group of key marketing decision makers in each of the top insurance companies in Ireland was chosen to receive the mailing. Each individual was verified by telephone in advance of the campaign. The challenge was that these people did not have a relationship with Data Ireland, are heavily targeted by lots of other companies and are extremely busy. Data Ireland wanted to meet them, but have always found it difficult to get meetings - they're generally not interested in meeting with a 'data house'. To immediately grab the recipient's attention and open the door for a meeting, a very modern and highly personalised direct mail campaign was created. The centre-piece of the 'Are you ready to strike gold' mail pack was a gold robot-styled USB key. This key contained a short presentation personalised to each individual recipient telling them about this new product. And, at the same time, highlighted other services that Data Ireland could provide to their organisation. The USB key was held in a personalised box and accompanied by a very personalised letter. For a cold mailing the results were staggering. A 31% meeting response was achieved, securing successive meetings to discuss products and services. These meetings let to a number of initial sales giving a 125% return within two months. More importantly however, is that Data Ireland has successfully engaging with over a third of those targeted on more longer term, higher value data related projects.
Neopost Ireland: Have you met your match?
An outstanding campaign that married planning and research with creativity and incredible attention to detail in execution which all came together to produce outstanding results. Neopost Franking Machine customer contacts were identified from within the entire Neopost database as the ideal target to cross-sell more general office equipment through partnerships it put in place with already established 3rd party suppliers. The creative concept was built on the proposition that Neopost could now 'MATCH' these customers every need, not just for mailroom equipment such as franking machines, but now for more general office equipment too. The uniqueness of this campaign started in the planning stages, but followed in every single area of the campaign including:
- Clever partnering for cross sell revenue generation
- A strong offer that included an upsell objective on franking machines too
- Research and data analysis ensured pinpoint targeting of customers most likely to purchase office equipment
- An engaging creative concept and proposition
- The print and production of the self-mailer made best use of budget and personalisation
- Mailed and followed up in weekly waves
- Outstanding results - a return of €82k on a spend of under €10k
Neopost Ireland: Mailroom Emergency
Agency: Direct Marketing Campaign Management
This campaign drove the benefits of Neopost franking machines by identifying and qualifying highly profiled customers. The creative was tailored to key pain points identified in a pre-campaign research survey to ensure the most tailored and targeted approach. The creative strategy used the analogy of an Emergency Medical Kit to drive home these pain points being experienced by customers in a highly engaging and creative way. The campaign generated a 20-fold return on investment and surpassed targeted revenue ten times over.
Mood Media: Unwrap Your Brand's Potential
Mood Media's 'Unwrap Your Brand's Potential' was the most successful direct marketing campaign in the company's 30 year history. The aim was to build interest in digital signage marketing through the use of technology and direct mail. This low volume campaign was targeted to key decision makers of organisations with 30+ sites in Ireland to illustrate to them a new way of communicating with their customers at the point of purchase using digital signage. As a marketing company, Mood Media decided to use the same approach to its campaign as that advised to its clients. The power of direct mail was used to create interest resulting in almost 100% recall of the campaign across the 47% of recipients who were contacted during follow up. The campaign was highly personalised, resulting in 5 sector specific videos being produced for digital video frames including voice over and music, personalised letters and personally handwritten compliment slips from the sales rep. The campaign was a great success, securing 28% appointments and helping build future relationships with existing customers and potential new business. This campaign demonstrated the importance of accurate data and implementation of strategy according to different audiences.