XMPie
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The XMPie challenge was to effectively market their new software in a Business to Business arena. To do so, we created a cross media communication that showcased XMPie's new product to two distinct categories of business professionals: Decision Makers and Influencers. In the world of business, we have found if a collective decision is made regarding a product or service, the likelihood of implementation is considerably higher. Following that vein of thought, we created personalized messaging which targeted the influencers specifically, and encouraged those influencers to discuss the new software within their organization. The decision makers were contacted using a different messaging strategy that was more robust and arrived a few days later. This way the buzz had been created within the organization and the decision makers were wondering what all the fuss was about. When the mail piece arrived, many were literally waiting for it and jumped at the opportunity to respond.
As a secondary response mechanism to the standard 1-800# included on virtually all mail pieces, was our personalized targeted URL. Here, both influencers and decision makers found even more information and were asked to complete a survey. Once the survey was completed, an e-mail was sent to the visitors who specifically reinforced the target's response to one of the questions. This level of interaction proved to the customer that they were indeed being listened to, and that XMPie was interested in the concerns of the end user.
A tremendous response was generated by creating a buzz within an organization by producing a direct marketing piece that went to multiple targets, and then keying in on the individual concerns via the Personalized URL. Following up with a thank you e-mail that keyed on the specific answers created the home run.
By incorporating traditional mail with web into a cross media program, we enabled our hand raisers to effectively sign up for more information without any commitment to buy. In doing so, we create a dialog and trust that led to sales. That is relationship marketing at its best and a B2B model we have built many a successful campaign on.
ACRP
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The Association of Research Professionals (ACRP) renewal campaign utilized a multi touch cross media campaign. To make the campaign stand out from the crowd, we put the subscriber's name in lights on the postcard. This 'wow' factor not only impressed the subscribers, it produced a tremendous response. From the mail piece we had a 4.74% response to the Personal URL and a 9.2% renewal rate.
In fact, within 1 week of dropping 4,368 previous members a 6x11 postcard to remind them to renew their membership, we received 77 visits to the Personal URL.
One week after the mail went out, we delivered an email blast that mirrored the look of the direct mail piece to the previous members for whom we had email addresses. From these members, we received an additional 130 visits to the PURL.
Over the span of the campaign, an additional 195 people renewed their membership to either ACRP or APPI.
American Heart Association
To help the American Heart Association save money and to pinpoint specific target audiences, we created a personalized 8 page Membership Brochure. This replaced a vanilla kit folder that included numerous inserts promoting conferences, publications, benefits, etc. The original brochure was a one size fits all approach and could not address the individual needs of each member.
By utilizing our On-Demand variable technology we were able to personalize each page specific to the needs of the member without increasing the overall cost. Ultimately we provided the American Heart Association the flexibility to change the strategy of this program in less time without incurring cost due to wasted preprinted materials. The brochure we produced saved money, and was specific to the needs of each member.
Movie Tavern
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