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Marketing Services Direct Mail Case Studies



Marketing Services Case Studies
REACT Studios: Spoon Benders!
Ignition-integrated ideas people: Plan B Positive+
An Post: Trainspotting Direct Mail
An Post: Touch Wood for Growth
Verve Marketing: Sweet Talk
Javelin Direct: Secrets of My Success
Direct Marketing Campaign Management: A Tough Nut to Crack
Ogilvy: Ogilvy Xmas
An Post: Open Your Mind to the Power of Direct Mail
An Post: Early Bird Club

 

REACT Studios: Spoon Benders!


Agency:
REACT Studios:
This 'mind-bending' direct mail campaign promised not just to bend people's minds but demonstrated how bending the rules creatively could work wonders for brands. The box direct mail contained a brochure with a spoon attached (bent with the power of our minds) - to convey the message that the agency, together with their client's, can do great things when we put our minds to it. There has seldom been a direct mail campaign that has required so much mental (ok, physical) effort by the agency! They did try their minds but yes, in the end, every single spoon was bent by hand! This campaign cost less than €500, delivered a 20% response rate and resulted in a return on investment of 12,000%.


Ignition-integrated ideas people: Plan B Positive+


Agency:
Ignition-integrated ideas people
'Getting cut-through when things are cut throat is tough right now...'. The opening line of Plan B Positive+ encapsulated the negative experience of many brands and companies, as recession forced them into survival mode. Everything from budgets to brand strategies went into free-fall. Price became the unweildy weapon of choice for many marketers, in place of positive creative ideas that connected with consumers. Highlighting ideas was the agency's opportunity with engaging, with thought-provoking copywriting and personalised data being their weapons of choice. Ignition realised negative perceptions might be clouding the potential for brands and companies to connect positively with audiences to create a bump in the road, generate responses, close sales, build loyalty or increase brand awareness. All of these being the Vital Signs of Success. To showcase Ignition's integrated ideas and demonstrate understanding of data, copy, personalisation, design and innovative thinking, they turned to a cost-effective, targeted and measurable mechanic and marketing's ultimate stealth weapon - Direct Mail.



An Post: Trainspotting Direct Mail


Agency:
Javelin Direct
As a media provider, An Post's Mail Media Unit (MMU) have, naturally, products and services to sell. From unaddressed mail to a postage stamp with your brand on it, these products are the bread and butter of the An Post MMU revenues. It is important that the target audience of Direct Marketing agencies, brand managers, marketing managers and all potential clients know the value of including Direct Mail as part of their mix when planning a campaign. The target audience for this campaign was 2,531 marketing and agency people. The insight was that many of these people genuinely don't realise that creating successful direct mail can help them get a step ahead in their career. The Agency created a direct mail & social media campaign that highlighted how valuable the information about how best to use Direct Mail was. Called the 'Little book of numbers', it contained everything a marketer needs to succeed. This little book was so valuable the Agency concealed it inside a fake book cover entitled 'Trainspotting - a beginners guide'. The recipients were asked to engage on Facebook and create their own boring book title for a prize. This campaign saw a volume increase in mail of +7%, and showed a return on investment of 1:51.


An Post: Touch Wood for Growth


Agency:
Javelin Direct
Media spends in Ireland, by and large, are down from a Celtic Boom of almost €1.6bn in 2007 to approx €790m in 2011. It is into this highly competitive market that the Mail Media Unit team at An Post operate to deliver strategies to grow the medium of Direct Mail in Ireland. The target audience for this campaign was Board Director level in Irish agencies, above and below the line. The data was segmented into 'already warm/use DM' and 'have not embraced yet/don't see the value'. This audience is cynical and hard to impress. The final quantity was 200. This has been a tough time for agencies in Ireland. Every agency head is looking for the right ways to serve their clients better, to maintain and grow their business and improve revenues. The campaign needed to secure face-to-face meetings for the An Post MMU team to present very compelling statistics in support of their medium. And, in doing so, encourage agencies to add or increase Direct Mail in their agency skillset. The creative idea came from the thought that good direct mail is such a certainty in terms of results, that if you embrace it, you won't need to 'touch wood' for growth. And so landed the idea of the wood letter. An Post pre-screened the targets and learned who the agency clients were so the mailing was personalised exclusively for them, and followed up with a personal call to secure a meeting. The campaign secured 30 sales meetings as a direct result of this piece - a 15% response rate.


Verve Marketing: Sweet Talk


Agency: Verve
Verve’s objective was to charm prospective clients with jars of old school sweets packaged with witty branding that talked about their business approach. They literally ‘Sweet Talked’ them! The target audience, made up of senior level marketing and communications professionals in blue chip companies received this eye-catching Direct Mail piece. The campaign over-achieved upon outlined objectives including 3 client presentations secured with new prospects, 3 new pieces of business secured with new clients for separate departments and a 90% response rate was achieved.


Javelin Direct: Secrets of My Success


Agency: Javelin Direct
It is hard to quantify the effect of the recession - some reductions in above the line budgets have meant a corresponding increase in below the line activities as clients move to more measurable, quantifiable ways of marketing services and products. However, like all sectors in Ireland, all agencies have been affected by the downturn in the Irish economy. Noting this, the Directors of Javelin felt that it was time to reintroduce Javelin Direct and our qualities to existing and prospect clients in an engaging way designed to charm, create an emotional connect and, above all, demonstrate the potential of a simple direct mail campaign. The piece was designed as a door opener which was in some cases delivered by hand, others by post and in all cases followed up with a same day phone call. The ROI to date has been a 57 fold ROI over investment.


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!

Ogilvy: Ogilvy Xmas



Agency: Ogilvy
For Christmas 2010 Ogilvy wanted to demonstrate innovative creative with digital media at the heart of the idea. They also wanted to spread a little cheer amongst their clients, suppliers and friends of the agency. To do this, they created an anaglyphic Christmas greeting to evoke the spirit of Christmas - this could be viewed using the 3D glasses sent to all via direct mail. The campaign generated lots of interest and was still being viewed months later!


An Post: Open Your Mind to the Power of Direct Mail


Agency: RMG Target
An Post’s Mail Media Unit's “Open your Mind (to the power of Direct Mail)” campaign featuring Ireland’s best known mentalist Keith Barry scooped many awards including Gold at the 2010 An Post Direct Marketing Awards, Best Use of Digital Media at the 2010 APMC (Association of Promotional Marketing Consultants) Star Awards and an International ECHO Leader Award.

The campaign targeted 30,000 business people with an eye-catching, personalised envelope with a large window showing a 5 cent coin attached to a scratch panel.  Scratching revealed a personalised URL where Barry greeted users by name before leading them through an entertaining mind-reading exercise and wrap-up emphasising the simplicity, cost effectiveness and measurability of Direct Mail.


An Post: Early Bird Club


 


Agency: Javelin Direct
This campaign uses Direct Mail to promote Direct Mail. It was designed to demonstrate the Value and Power of Mail as a modern media tool for agencies and marketers alike. The objectives of the campaign included promoting Direct Mail as a medium, ensuring attendance of the Early Bird Club and ensuring An Post’s ownership of this strategic area of their business. Above all the objective was to create a campaign that demonstrates best in class and speaks to board level directors at their level.

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