A manufacturing company was looking for new customers within a specific market sector and it was decided that a direct mail campaign would be devised.
As the volume of potential customers within this sector was small it was important to get a high response rate. However, due to the small numbers it also meant a higher unit cost per mailing could be produced without it breaking the bank.
A direct marketing piece was developed that involved mailing empty CD cases to carefully targeted contacts and asking the recipient to supply a few pieces of valuable market research information in return for the CD to go in the case.
A response rate of 32% was achieved and new business in excess of £120,000 was generated. The sales team were also delighted as the prospective clients were happy for them to call to deliver their CD.