Direct Mail actually isn't expensive. It just needs to be well-targeted with a relevant message for your target audience - plus a reason to respond to you. Below you'll find a selection of campaigns from Irish businesses who have acheived great success with Direct Mail, and all for a low budget. You'll find examples from a range of small budgets, for example, one campaign cost just €940 and delivered a return over €50,000. None of the campaigns listed below cost more than €5,000 - and all achieved a positive return on the investment.
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%.
Niall Mellon Township Trust: Green for Go!
Agency: DMCM/React Studios
The Niall Mellon Trust's annual Building Blitz had a very successful 10 years in South Africa housing over 100,000 people. 2012 was the last Blitz in South Africa so it was decided to move to a new location for 2013 - Kenya. This new location was a major challenge with no guarantee the veteran volunteer target audience would be interested in Kenya as they had become comfortable with South Africa. The agency developed a highly engaging Direct Mail and Facebook campaign that offered not just a unique engagement mechanism, but a great reason to respond - the offer of two free places on the Kenya Blitz. All the recipient had to do was snap the green glow stick that was sent in the mailing, photograph themselves with it in an unusual way, and upload it to the popular Niall Mellon Township Trust Facebook page. An 8% response rate was hoped for and a conversion of 5%. The actual results were astounding - the campaign received a 38% response rate with a 28.5% conversion.
Karmann Volkswagen: Service Reminder Campaign
Karmann Volkswagen opened its doors in April 2012 as the new name of Volkswagen in North Dublin. The new business came with a database of over 15,000 customers with the previous owner trading as a Volkswagen dealership for 15 years. Customers due their annual service were previously targeted with an A4 reminder letter which was sent out monthly. Karmann continued this process for quarter 2 of 2012 but moved to sending the letters out weekly combined with a follow-up call made by the in-house Customer Contact Centre (CCC). The campaign was reviewed at the beginning of quarter 3, a conversion rate of 16.9% was achieved. Feedback from the CCC agents noted a high proportion of customers did not recall the letter or could not remember receiving it. It was decided that to improve the conversion rate, the direct mail piece needed to be visually pleasing with a simple message that could instantly be understood. The redesign of the marketing piece also provided an opportunity to introduce the brand 'Karmann' to our newly acquired customer base. It was decided to move to an attractive postcard style reminder, featuring the message 'Book Now, it's time to get your car serviced'. The message was now much simpler, direct and could be understood in seconds. The introduction of the postcard meant there was no longer the additional cost of an envelope and gift of a keyring, a saving of €1.50 per piece. The aim of the campaign was to increase Karmann's conversion rate from 16.9% to over 20%, improve the brand image and awareness while also reducing the cost of contact. Karmann's service reminder postcard achieved a conversion rate of 19.8% and the campaign is now in operation in both Pilsen Auto (Skoda dealership) and AutoDynamic (SEAT dealership).
The Irish Cancer Society: Thank You So Much for Your Generosity
The Irish Cancer Society's infant Regular Donor Campaign had invested heavily in recruiting new donors in 2011. At the end of that year, they needed to ensure that the number of people that cancelled in anticipation of Christmas was low. In the previous year, 1 in 4 donors cancelled. Their donors needed to know that the donation they were making was noted, that they were valued, that their donation was making a difference, and of all the expenditure to cut at Christmas, this was not it. Using a low-cost, personalised and targeted campaign, The Irish Cancer Society sent each and every one of their donors a hand-written Thank You card at Christmas. With just €1,000 to spend, one week to plan, create and implement a direct marketing campaign, The Irish Cancer Society bettered their target of reducing 1 in 4 to 1 in 6.
Direct Marketing Campaign Management: A Tough Nut to Crack!
Agency: Direct Marketing Campaign Management
This highly creative and innovative campaign left nothing to chance. It drew a highly imaginative and creative conceptual analogy between a coconut and direct marketing – both being ‘tough nuts to crack’! This was brought to life in a highly impactful way with all the related creative elements and materials, which engaged the five human senses. The campaign specifically identified and qualified a well-defined audience of key decision-makers. It was sent out in weekly waves to ensure efficient management of response (non-respondents were followed up to ensuring the best possible result). A response of 52.5% rose to 97.5% with a follow-up call. Crucially the campaign delivered revenues of over €53,000 on a spend of just €939.80!