Andrew Associates

Fresh-Genius self-promotion invitation - direct mail campaign

In the current climate of careful and often limited spending of marketing dollars, Andrew Associates wanted to share with current and prospective clients’ our newly installed technology and marketing services which could increase their Return On Investment (ROI)

Objective:

The topic of the seminar was titled, “Fresh Genius”.  Our goal was to create an invitation that would stand out and intrigue its recipients to take one or both of the next steps – either tell us more about themselves, or sign up to attend a session.  Our hope, of course, was that everyone would attend a session.  However, if a recipient answered the questions, we considered that a qualified lead.  The lead was contacted by a member of our sales team.

The invitation consisted of 2 mailings, mailed 3 days apart.  The first mailing was a personalized (variable print) mailer which contained a can opener for the invitation scheduled to arrive 2 or 3 days later.  The 2nd mailing, the actual invitation, was a 3-dimensional mail piece with a Personalized URL (PURL). The invitation – 1qt paint can- had a personalized (variable-print) label.  The can was filled with a bag of mint Lifesavers and a personalized invitation, which also included the PURL address.  The PURL allowed prospects to register online for the event, choose which session they would like to attend (breakfast or lunch) and to sign up additional colleagues.  It also asked a few questions regarding their current marketing practices.
209 prospects were invited to the seminar – 36 (17%) registered and attended the event.

44% of the prospects visited their Personalized URL when they received the invitation and, if they did not attend the event, were contacted by a member of the sales team.
Non-quantifiable results: the number of sales appointments made from the seminar and the number of appointments made with prospects that did not register or attend the seminar.