Case Study: Make a Statement with Mail

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Case Study: Make a Statement with Mail

03-Dec-2009 10:49 AM

Issue

The first Open Up To Mail campaign, ‘It’s not as cool but it works’, was a great success in getting people to think about direct mail again. We were able to engage with a new audience and introduce them to the many applications and strategic benefits of using mail as an effective marketing medium. For the development of phase two, we were faced with a different scenario; having to target an audience described as ‘dabblers in direct mail’.

Insight

In the current economic environment, many marketers are under pressure. They want to create effective marketing campaigns with strong ROI from less spend, but don’t want to take any risks on anything unfamiliar. Although they are aware of mail, some aren’t sure how to use it effectively.

We had to demonstrate the power of direct mail as a marketing channel – a channel that is often under-utilised. Plus, we also had to show how it offers a unique combination of benefits that no other medium can compete with.

Mail is the only medium that can engage all five senses, so its tangibility is a great benefit. And it’s effective too. Mail can prompt consumer action as people usually always open it and spend time reading it.

To initially raise awareness amongst the audience and engage them with the idea of using mail, we targeted them through a series of press ads in trade publications. Our message was clear - in order to be heard and stand out in a cluttered media environment, you need to consider using mail.

Idea

Considering our target market, this new phase of Open Up To Mail showed that you can really ‘Make a Statement’ for your brand or product simply by using mail.

Mail stands out because people don’t receive many direct mail pieces each week, so it’s got great cut through.

Implementation

The four press executions focus on one of the key benefits of mail. This includes:

1.   Cut through – Make it Different (PDF 170KB)
2.   Tangibility – Make it Tactile (PDF 127KB)
3.   Effectiveness – Make it Count (PDF 114KB)
4.    Readership – Make it Irresistible (PDF 184KB)

To kick off the campaign and set some awareness within the marketplace we developed four executions for press that are running in B&T, AdNews and marketing magazines. This will be followed in the New Year by DM as the core to drive participation in the Open Up To Mail campaign. We are also developing a number of events materials, plus a range of other pieces that will be part of the wider campaign.

Impact

The client has had great feedback on the creative at events and within Australia Post. We expect to know more about the results for the campaign towards the middle of 2010.