In a work environment, how many non-descript pieces of direct mail do you receive? You probably can’t answer that as you’ve forgotten most of them, consigned, unopened, to the waste paper bin.
So, how do you get the attention of a busy executive?
It’s a conundrum that we’ve faced over recent months with one of our largest clients, Peninsula Business Services, who offer employment law and health & safety services. What we’ve found flies in the face of all the established DM rules. Consistently.
That’s a hard thing to accept when you’ve spent years in a direct marketing world with rules about how direct mail should work. Whilst cost per response, conversion rates and cost per sale are all relevant, we need to be careful to view these in the context of the product and the end goals of the communication. If we focus solely on these it can narrow your options to a point where you have very limited opportunity to affect response rates and make a difference.
So back to the busy executive… our proposal was to run a wide-ranging test programme for very high end communications to business owners and senior decision makers. An innovative and successful business needs an innovative and successful marketing strategy. So we threw the rule book out of the window.
Paying close attention to data quality and customer insights, and implementing very high quality, personalised, relevant and impactful communications, both offline and online, has consistently generated more cut through and positive responses from senior business decision makers than ever before.
I don’t mind admitting that the unit costs of these pieces are enough to make the traditional direct marketer’s eyes water. I entered into it with an amount of trepidation, but, in a world where a paid search click can cost upwards of £50 surely we can afford to adjust the way we think about unit cost. The fact is that the uplift and quality of response, has far outweighed the initial investment.
The new world is about being bold, innovative and targeted. Application of insights and knowledge that can now be gleaned from data is imperative to ensure that communications do what they’re supposed to – generate profitability. Take a look at our Peninsula case study or get in touch to see how we could help you.