6. Direct mail case studies
The benefits of direct mail aren’t limited to B2C brands. B2B brands can also utilise direct mail in their marketing efforts.
Package systems manufacturer Tekpak needed to make the most of their marketing budget which was comparatively small. Tekpak used direct mail to improve sales in an highly competitive market. In order to ensure their budget was being spent in the most efficient way, it was essential to target only the highest potential prospects. Once these prospects were found, decision makers within these businesses were identified. The target audience received a unique package which included a personalised direct mail letter, case studies and a pair of USB cufflinks – integrated within the design of a shirt 12 . These packages were sent out to 43 high priority brands, with the following results: • 40 out of the 43 mailers sent were confirmed as having been received, opened and read by the targeted prospect and facilitated a successful telesales follow-up. • Campaign targets for new tender requests were exceeded by 60%, appointments by 40%, revenues by 52%. • 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%. This case study shows the power of direct mail as a marketing tool within the B2B industry. Not only that, it shows that direct mail can be extremely effective on its own, not just when used within a wider marketing campaign.
12 Anpost.ie. ‘B2B New Business Campaigns’. N.p., 2015. Web. 23 Mar. 2015.
8
Made with FlippingBook HTML5