As we discussed yesterday, personalized URLs and Quick Response codes are incredibly helpful marketing tools when trying to expand or create your database. Today, we are going to share with you a case study about a firm that used personalized direct mail, personalized URLs, and multiple touch points to increase their return on investments, grow their database and ultimately gain more leads.
This campaign generated an almost 200 percent return on investments, a 46 percent response rate and a 50 percent lead conversion rate; leading this firm to more clients, more consumer information and ultimately higher profits because of their personalized cross media marketing efforts.
The organization started with a coconut. They wanted to mail something to their clients and potential clients that would be hard to ignore and they decided a coconut would do the trick. Keeping the coconut as their focal point, they created a campaign theme name titled “Use your Coconut.” The first mailer that was sent was a real coconut with a tag hanging off of it. The tag included a pURL that led the user to a survey and a chance to win a $150 gift card to a high-scale restaurant in the area. Using the data the firm collected from the survey they sent the second phase of their cross media campaign – the follow up mailer.
The second mailing was a large, see through envelope that included the coconut logo very big on the front so the recipient would make the connection between the real coconut and the second mailer. Depending on whether or not the recipient responded to the pURL from the first mailing it would either read “Thank you for responding” or “There is still time to win a $50 Gift Card if you complete the survey.”
Finally their mailing list was invited to a “Power Lunch.” The user had to RSVP via their pURL – giving the firm another opportunity to collect more information about their clients/potential clients. With over 40 attendees (a 46 percent response rate) the firm was able to use the information collected to build relationships in person at the luncheon and follow up with a personalized thank you direct mail piece.
This campaign’s touch points surpassed just the printed direct mail piece and pURLs. They also posted teasers, facts and coconut stories on their Facebook page and website and invited their clients to join in on the social media conversation. Overall this firm was able to see a large ROI and collect more information for their future campaigns, which is really what personalized marketing is all about!
For more information on personalized and cross media marketing, click here.