This simple but bold message backed up by a limited-time introductory offer to the RightMove service saw the company gain 502 new customers worth £2,576,280 per year a sign-up rate of 15.37%. The key message? A cut-out in the middle of the picture with the text: “How much of the property market are you missing out on?” Despite this, some estate agents remained unconvinced of RightMove’s selling power…Ī direct mail pack was sent to agents who had yet to subscribe with each pack personalised to the agent’s particular city or town by featuring a map of their area. RightMove is, well, rightly the most successful property portal in Britain – its class-leading service delivered via the web or its range of mobile apps offers invaluable information to prospective house buyers.
The company ended up with four meetings… RightMove Out of the seven energy retailers targeted by the campaign, SAP hoped to arrange meetings with two because of the campaign.
INNOVATIVE DIRECT MAIL PLUS
Backing this direct mail message were websites personalised to each energy retailer that featured more information on the company’s product range plus regularly updated content. Teaming up with DNX, 17 decision-makers at the big energy retailers including EON, Npower and EDF were targeted with a personalised video mailer explaining the SAP’s skill set plus a message from SAP’s industry principal for utilities, Mike Lewis. And SAP knew that it could help energy retailers roll out the tech across the board from back office planning to data management, the company’s expertise was never in question but it knew it needed to get its message out there. Maker of smart meters, the company is in an enviable position – every home in Britain must have one installed by 2020. The gnome’s exploits garnered Kern an audience of over 355 million in 152 countries while the company experienced a 1042% ROI and a 21% increase in sales of its products after four weeks. The campaign captured the scientific community’s imagination and more importantly the global media’s attention as the gnome ended up in some extraordinary locations including NASA’s special zero gravity plane ‘the Vomit Comet’ and even the South Pole.
Each customer would weigh the gnome using the scales and post their results plus photographic evidence to the gnome’s website before sending the wee chap on. With only a small budget, the company in conjunction with OgilvyOne UK sent out a set of its scientific scales plus a gnome to selected Kern customers, challenging them to prove that the Earth’s gravity varies on where you are in the world. The trouble for the specialist was engaging fully with the millions of institutions that make up the laboratory and education sector there was no real data about their needs or their spend. The German company makes some of the world’s most sensitive sets of scales. To inspire you, we profile three award-winning campaigns that have shown innovation and impressive ROIs: While data can be bought in from reputable third parties, innovation in messaging is vital to standing out from the crowd. But like any form of marketing, successful direct mail deployment boils down to two key elements – your direct mail data and your message.
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