Our habits as a society are constantly evolving, it’s no longer enough to rely solely on one channel to reach your customers. In fact, brands with consistent, effective multi-channel marketing have customer retention rates around 91% higher than those that don’t (Gitnux). We’ve compiled a list of examples to take inspiration from when planning your next marketing campaign, including some very creative direct mail.
S&D Coffee wanted to drive high-value decision makers to their booth at their upcoming trade show. They opted for a targeted pre-show campaign, centred around the theme of “We’ll Help You Grow”, with the concept that S&D would help them grow their beverage business through becoming a trusted partner. Prior to the show 150 delegates were sent mailers containing a 2 foot high Arabica bean plant. The mailer included a booklet with care instructions and QR code CTA to register online for a VIP demonstration and exclusive gifts. Reminder emails with the same concept included links to registration and links to charitable donations to support indigenous coffee growers.
Contec is a manufacturer of industrial cleaning products. They had a trade show coming up and wanted to target Nurse Infection Preventionists by encouraging them to question if their hospitals were truly clean. They did this by sending out 3D mailers with invitations to visit them at their booth. The mailer was created to look like a crime case file with fake confessions and polaroid-style photos. They continued this concept at the booth with delegates given the opportunity to add their confessions.
Royal Mail wanted to open the door of communication to three retailers, Primark, Missguided and Levi’s to consider their mail services. They knew that emails wouldn’t cut it, so they decided to hand deliver personalised mailers to each of the decision makers at each of the companies. The mailers were personalised to each of the brands and included objects that were relevant to Royal Mail’s offering to each of them. Items included a sustainable pencil case made of Levi's denim to support Royal Mail's ‘greenest carrier’ claim, a biscuit high-street for Primark to demonstrate Royal Mail's place in local communities, and an espresso cup for MissGuided to sum up customers’ thirst for a Sunday delivery service. A magazine was also created for each brand to showcase the customer views and the Royal Mail response, and an integral video screen showcased an edit of the live customer focus group.
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