How One Company Used Direct Mail to Earn a 56% Positive Response Rate
Macromark has acknowledged companies, both large and small, that have utilized direct mail in some unique form to incredible benefits. From financial consultants to individuals creating cosmetic lines out of their homes, we’ve shown how direct mail marketing can span several industries and have a positive impact on converting potential consumers.
When Agreeko, a global leader in temporary power supply, needed to raise the awareness of their brand among mining companies in South Africa, they turned to Boomtown, a creative agency based in the same country.
Boomtown set to work by first researching the top 500 mining companies in the country, and then determining the one specific contact within each of those companies that the direct mail campaign would be geared towards.
Boomtown then designed a black box with an on/off switch as the mail piece. There was a small twist to the box, as every time the switch was turned off, an orange hand would pop up and flip the switch back to on. According to Boomtown creative director Andrew Mackenzie, “the message behind the piece was to make sure that your mine or plant is always on.”
Delivering the direct mail piece in that fashion was memorable and created talking points that would stick with the recipient. Paired with the time Boomtown took to not only research the top companies within the relevant industry, but to also find the precise contact to address the package, this direct mail campaign resulted in a 56% positive response rate.
We have certainly been part of some incredibly successful direct mail campaigns at Macromark. Although this response rate was much higher than typically expected in any marketing campaign, Boomtown followed the principles that we know to be conducive of success. They were diligent in the research and narrowing down a target, they designed an ultra-creative piece that left an impression on the consumer, and lastly, they incorporated other forms of media, which drove consumers to a dedicated campaign website and central phone number, allowing for effective tracking of the campaign’s reach.
While we can’t guarantee clients any specific number as far as response rates, Macromark can assure that we know exactly what it takes to get the absolute best results from your direct marketing campaign, beginning with brokering the best lists for targeting consumers.
There is no magic when it comes to executing a successful direct mail marketing campaign. Targeting a specific demographic and having lists to support those targets are essential to any campaign, and Macromark is able to see direct mail campaigns through from start to finish, with the expertise and experience to ensure positive results.
“The Power of Direct Mail,” BizCommunity.com, August 22, 2014; http://www.bizcommunity.com/Article/196/14/117911.html.