case
study: How we help customers meet their goals
Direct Mail Campaign
Brings in the
‘Green’
for Orange Mud
Business Objective/Marketing Strategy
The combination of the company’s objective to expand
product distribution into new outlets and the lackluster
performance from a current marketing channel led to the
following recommended strategy:
• Launch a direct mail campaign to a targeted list
of retail outlets and distributors, and measure the
effectiveness of the channel against email with a
digital-friendly audience.
Solution
With many direct mail formats available, a postcard
best fit the budget for a test mailing. It would be less
expensive to print and mail than larger formats and a
good way to evaluate the channel. The card included
several response mechanisms: email, QR code,
landing page and Facebook which integrated
digital with mail for multi-channel access.
Target Audience
For the initial test, the company mailed to their house list of
662 running store owners across the United States. This
list had already received at least two emails with the same
marketing message.
Results
The mailing generated a response rate of 4.5%, far superior
to the 0.3% to 0.4% response rates from their previous two
email campaigns to the same prospects. Within two weeks,
Orange Mud received 30 requests for samples and three
product orders totaling $2,500 with an estimated $10,000
to $20,000 in orders pending based on prospect feedback.
The
bottom
line?
Rather than make assumptions
about how your customers want to hear from you, it’s best
to follow a test-measure-refine formula. In this case, a
change in channel to direct mail worked to drive sales far
more effectively.
Background
Orange Mud, a manufacturer of hydration packs for runners,
was looking for new retail outlets and distributors to carry their
newest product. As the company is owned by, and largely aimed
at, digitally savvy consumers, email campaigns were assumed
to be the right approach for expanding their market. Two initial
campaigns did show some modest results but did not generate the
interest needed to reach product outlet goals set for the campaign.
The company was accustomed to using multiple ways to promote
their brand, including promotional products, product hang tags and
brochures, but were they missing something?
WINTER
|
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