prospects they got so much more.

Transcription

1 SAFETY FIRST An awareness campaign for The Database Group nominated for the Direct Marketing Association award for best low volume business-to-business direct marketing campaign.

2 BACKGROUND The Database Group was failing to make an impression despite their track record and undisputed expertise with data. Competitive research clearly illustrated why. Everyone in their marketplace looked the same, ULTIMEDIA ROI TOUCHPOINT NTEGRATED sounded the same and frankly it was all a little tired. Technical differences between competing companies were marginal, but The Database Group s experience, work ethic and ability to innovate with data positioned them way ahead. It was time to create awareness of who they were and not just what they did; a real voyage into the unknown in such a serious and often academically driven market. We tested and developed an integrated program to promote analytical services a notoriously difficult service to sell. We weaved a strong service message into what was a very light hearted presentation research indicated that humour was key in reaching the audience (busy marketing professionals). The budget was low but integration allowed us to supplement the programme with s leaving enough budget to produce a mailer that packed a punch. Precisely targeted and creatively pitched, we succeeded in carving a new position for The Database Group. Virtually every prospect contacted recalled the mailer; they laughed, they listened. We exceeded our awareness goals, generated serious leads and converted sales as a result of the campaign. The campaign rolled out over a 12 month period, opening doors and generating income for The Database Group. CAMPAIGN OBJECTIVES With no set sales cycle, awareness is everything in the database market place. The overriding objective was to engage the audience with a simple cultural message that would immediately differentiate The Database Group as a confident leader in their field. They were only looking to start a conversation with their STRATEGY prospects they got so much more. Differentiate or be damned. The research was clear; they needed to know who The Database Group was, not just what they did. We integrated for punch, we made them laugh IT WORKED!

3 CREATIVITY Time to ditch the cheesy corporate images and a make NNOVATION VISION ORIGINALITY a real statement. Without a big budget to play with, it was all about a simple idea and classy delivery. We produced a full size 6 page, A4 landscape mailer with a blow up hammer fixed onto the center spread. In addition, a simple fax-back was enclosed which included an offer for a free technical white paper. The execution was simple and inexpensive, but the overall impact when combined with the campaign was extremely powerful. The hammer is irresistible and proved very popular; many marketing managers ordered enough for their entire team. The mind boggles as to what use they were put to Monday briefing sessions would never be the same!

4 RESULTS Awareness was the name of the game any leads or sales would be a bonus. Here s how the score card reads. 97% recall. 11% lead generation. The most successful campaign in their history. They had previously never made it above 0.5% lead generation and certainly had not sold as a direct result of a campaign. Ultimately the campaign generated an ROI of over 75 x campaign spend; definitely worth a bash on the head. CAMPAIGN

5 ENVELOPE I FRONT COVER FIRST REVEAL INSIDE SPREAD BACK COVER FAX BACK REPLY CARD

6 ENVELOPE FRONT COVER CREATIVITY Time to ditch the cheesy corporate images and a make INNOVATION VISION ORIGINALITY a real statement. Without a big budget to play with, it was all about a simple idea and classy delivery. We produced a full size 6 page, A4 landscape mailer with a blow up hammer fixed onto the center spread. In addition, a simple fax-back was enclosed which included an offer for a free technical white paper. The execution was simple and inexpensive, but the overall impact when combined with the campaign was extremely powerful. The hammer is irresistible and proved very popular; many marketing managers ordered enough for their entire team. The mind boggles as to what use they were put to Monday briefing sessions would never be the same! CAMPAIGN RESULTS Awareness was the name of the game any leads or sales would be a bonus. Here s how the score card reads. 97% recall. 11% lead generation. The most successful campaign in their history. They had previously never made it above 0.5% lead generation and certainly had not sold as a direct result of a campaign. Ultimately the campaign generated an ROI of over 75 x campaign spend; definitely worth a bash on the head. FIRST REVEAL INSIDE SPREAD BACK COVER FAX BACK REPLY CARD

7 bloomfieldmarketing.com Tel: Fax: NEW YORK TORONTO