If A Good Response to Direct Marketing is 2%, How Did We Help A Client Get 16%?
How many times have you looked at the average response to a direct marketing campaign (about 2%) and thought, "wow. if I could only get 3%... or 5%..."
I was doing the same thing. My objective was to get the word out about a client of bill schick design, llc: Landmark Impressions, a regional high-speed digital printing company. The company was about to move locations, and wanted to further increase awareness of their brand and services, alert existing clients to their new location, and minimize attrition that often follows a move.
To do this, we looked at the audience (existing customers), their location (Woburn/Burlington, MA area), and the message: "we're moving, we want you to notice, and keep doing business with us."
So we thought, "what would get the attention of people in the area, in a way that will also reward them for their business?"
The answer was this: we offered a pair of free tickets to an upcoming game with the Red Sox. The catch was that we provided some key details on the move, and the audience had to locate the information, answer three questions regarding it, and either send the card back with the answers or go the web site and fill out the answers there. If they answered the questions correctly, they were entered into the drawing.
Now there are a couple of things to look at here. First, you're probably thinking, "well who wouldn't want Red Sox tickets, Bill?"
Well, that's the point. If you're going to spend money on a giveaway, GIVE THEM SOMETHING THEY WANT. Don't give Eskimos refrigerators. If Red Sox tickets have become pricey, and your audience likes the Red Sox, and it helps you meet your marketing goals, give away a pair of tickets.
There are a couple of key items here. First, we targeted existing customers. This helped us in that we had a receptive audience who was at least a little interested in what we had to say. Second, one third of people who respond to direct marketing today will do so via the internet. So we provided them with a channel to do so. Third, we gave them something they wanted.
What was the result? Exactly what the company was looking for. Customers now know about the new location, the new services, and they experienced essentially no attrition. In addition, they also received a record amount of traffic on their web site, which showcases other services they provide.
All around, not a bad result.
- Bill
For more information on how Bill Schick Design can help your business achieve higher ROI on direct marketing campaigns, visit http://www.billschickdesign.com, email me at bill@billschickdesign.com, or call me at 617 515 1797.
I was doing the same thing. My objective was to get the word out about a client of bill schick design, llc: Landmark Impressions, a regional high-speed digital printing company. The company was about to move locations, and wanted to further increase awareness of their brand and services, alert existing clients to their new location, and minimize attrition that often follows a move.
To do this, we looked at the audience (existing customers), their location (Woburn/Burlington, MA area), and the message: "we're moving, we want you to notice, and keep doing business with us."
So we thought, "what would get the attention of people in the area, in a way that will also reward them for their business?"
The answer was this: we offered a pair of free tickets to an upcoming game with the Red Sox. The catch was that we provided some key details on the move, and the audience had to locate the information, answer three questions regarding it, and either send the card back with the answers or go the web site and fill out the answers there. If they answered the questions correctly, they were entered into the drawing.
Now there are a couple of things to look at here. First, you're probably thinking, "well who wouldn't want Red Sox tickets, Bill?"
Well, that's the point. If you're going to spend money on a giveaway, GIVE THEM SOMETHING THEY WANT. Don't give Eskimos refrigerators. If Red Sox tickets have become pricey, and your audience likes the Red Sox, and it helps you meet your marketing goals, give away a pair of tickets.
There are a couple of key items here. First, we targeted existing customers. This helped us in that we had a receptive audience who was at least a little interested in what we had to say. Second, one third of people who respond to direct marketing today will do so via the internet. So we provided them with a channel to do so. Third, we gave them something they wanted.
What was the result? Exactly what the company was looking for. Customers now know about the new location, the new services, and they experienced essentially no attrition. In addition, they also received a record amount of traffic on their web site, which showcases other services they provide.
All around, not a bad result.
- Bill
For more information on how Bill Schick Design can help your business achieve higher ROI on direct marketing campaigns, visit http://www.billschickdesign.com, email me at bill@billschickdesign.com, or call me at 617 515 1797.
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posted by bill schick design at 7:46 PM
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