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Creative Messaging, Lead Generation
Build awareness, drive leads
The Client
Worldwide leader in digital office products
The Challenge
Create awareness of the client’s Short-Term Rental Services in the graphic communications industry. Create new sales leads for the program.
Requirements:
- Develop highly-creative, low-quantity direct mail package that costs no more than $1.00 per piece and that positions the client as the company to turn to for short-term rental services.
- Use variable printing to accommodate a variety of audience segments and messages.
- Provide a leave-behind element in the piece for future reference.
- Use the client’s digital printing equipment for production of the piece.
- Reinforce corporate branding throughout the piece.
The Breakthrough
Because the graphic communications industry is highly creative by nature, we needed to develop a piece that was unlike anything that this audience had seen before. A leaping goldfish theme was created to illustrate how graphic communications companies can sometimes feel that they are “left hanging” when a new opportunity comes along and resources are stretched to the limit. Inside the piece, an unusual, laminated door hanger was included that functioned as a BRC device and a leave-behind reference piece. The piece was highly personalized throughout and used variable messaging in the body copy to address the needs of a variety of audience segments. The piece was delivered in a unique clear envelope to allow the recipient to immediately see the message. A premium offer of a free flash drive was also included as an incentive to respond. The piece was printed on the digital equipment manufactured by the client.
The Win
- The lead rate per establishment contacted was 3.9%.
- The Short Term Rental Service program had the highest lead revenue per contacted establishment at $767 per establishment. That is almost 40% more than the other nearest campaign.