Direct Response Marketing Case Studies

Agency: Forza Direct Tekpak is a Wexford based innovation-led manufacturer of robotic packaging lines for manufacturers of high volume retail packed goods, infant nutrition and life science/pharmaceutical products.With limited marketing resources, the company faced competition from large German competitors for market share.

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Presented in a replica Saville Row style shirt box, each piece contained a personalised direct mail letter, case studies and a pair of USB cufflinks - integrated within the design of the shirt.

The initial phase of the campaign was aimed at 43 priority companies.

A cost-effective marketing solution was called for to introduce the Tekpak brand, identify opportunities and increase its sales pipeline.

Direct Mail was deemed to be the most cost-effective medium to achieve these aims.

Data Ireland wanted to meet them, but have always found it difficult to get meetings - they're generally not interested in meeting with a 'data house'.

To immediately grab the recipient's attention and open the door for a meeting, a very modern and highly personalised direct mail campaign was created.And, at the same time, highlighted other services that Data Ireland could provide to their organisation.The USB key was held in a personalised box and accompanied by a very personalised letter. A 31% meeting response was achieved, securing successive meetings to discuss products and services.Three new clients were acquired, all of which were leading brand name manufacturers.Campaign revenues contributed to an overall increase in annual revenues by 22%.Secondly, to initiate discussions on the use of this prospect list in a highly regulated and compliance-heavy industry.A carefully selected group of key marketing decision makers in each of the top insurance companies in Ireland was chosen to receive the mailing.The campaign generated a 20-fold return on investment and surpassed targeted revenue ten times over.Mood Media's 'Unwrap Your Brand's Potential' was the most successful direct marketing campaign in the company's 30 year history.The concept also needed to reflect other brand values such as quality, flexibility and expertise.To achieve this, the agency developed the 'Made to Measure' campaign.


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