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Mailing Package and Direct Mail Program Review
This is a true story. An agency for a Fortune 100 client asked us to comment on their most recent Direct Marketing strategy.
In an effort to reach "C" level executives whose companies are prospects for investment banking services, they created a direct mail campaign where they sent a popular, well-chosen management book as a gift. The book was packed in an attractive mailing container and was accompanied by a friendly, to-the-point, well-written letter sent from one "C" level executive to another. The packaged was mailed to a carefully selected list of recipients.
After several weeks, the client received just one letter of "Thank you for the book." The campaign failed.
When asked to analyze their mailing, we explained that what they did was send a book to a list of people. There was no offer made. The package did not provide a response vehicle. This mailing effort did not "close the loop."
Even the most highly regarded agencies must be checked. It's your money. We examine every aspect of a campaign to assure it has the greatest opportunity for success.
Areas of expertise and services offered:
Consumer and Business to Business:
* Analysis of current programs, recommendations
* Budgeting
* Forecasting
* New Business Development
o Business Conceptualization
o Business Plan writing and development
o Implementation
o Staffing Supervision
* Planning
* Segment Specific programs
* Strategic development
Business Specific Experience:
* Banking/Financial Services
* Brand Marketing
* Card Marketing
* Catalog - Business to Business
* Catalog - Consumer
* Circulation
* Club/Continuity
* Direct Sales - Solo Offer, 2-Step
* Fund Raising
* Insurance Sales
* Loyalty/Frequent Flyer
* Packaged Goods
* Permission Based/Opt-In/Opt-Out
Creative, production, placement/distribution:
* Catalogs
* Collateral materials
* Direct Mail packages
* Insert programs/Alternate Media
* Integrated Media programs
* Print promotions
