Direct Marketing Customer Stories Case Studies Direct Marketing Customer Stories

Case Studies in Direct Marketing Manufacturing Case Studies in Direct Marketing

Manufacturing Global reach Primarily B2B communications Most consumers search the web for health information… but they are inundated with resources, and want help in finding the relevant information. Personalized direct marketing can do so 86% of US physicians use the Internet to gather health, medical or prescription drug information, and 1/3 of physicians changed a patient’s medication or started new treatment as a result of a search1. Personalized direct marketing can get actionable, reliable information into physicians’ hands! Consumers are becoming less loyal as insurance and other purchases move online. This creates a need to focus on customer retention; ongoing personalized communications can be used to recommend suitable policies and products, and to increase retention rates Primarily B2B communications Understand how patients decide which treatments are right for them and how you can get information to them when and where they are making decisions. Information must be credible and easy to understand Do not "sell" - educate and talk each patient as an individual, not as a segment There are great opportunities for personalized educational and preventative newsletters

Nestle Personalized Baseball Cards Program objectives Use a sports theme to launch the new Drumstick ice cream sundae cone food product Target audience Consumers who like ice cream and have kids laying baseball Key messages Nestle ice cream is as all -American as baseball Your kids will love our ice cream and personalized baseball cards

Nestle Personalized Baseball Cards Implementation The campaign included print and online elements Personalized baseball card promotion Bar-coded product packaging Automated web ordering and fulfillment Have consumers visit a web site where they can: Upload an image, Enter a youth’s team name and player statistics, View a PDF proof and then order a pack of 16 cards. Offer a toll-free line to assist consumers in cards creation Personalization Print collateral personalized by: Child’s image Child’s name Team name Child’s baseball statistics

Nestle Personalized Baseball Cards Results The campaign resulted in successful promotion at a reaosnable cost 1,000 custom baseball cards ordered daily via the web portal Over 2 million orders received during the promotion period No extra production shifts or resources required Increased product brand awareness for Nestle Automated system worked so well that less than one percent of orders require telephone assistance.

Hewlett Packard Technology Solutions Group HP Technology Solutions Group sells servers, software, and solutions Situation and program objectives Maximize qualified customers and prospects attending a regional roadshow event sponsored by the company Improve quality of event attendee in terms of prospect qualifications Increase program’s ROI Reduce costs Target Audience and List House list of 21,765 IT professionals Segmentation and Key Messages Key message: “Invest some time today, save much more tomorrow” Audience was segmented by gender and geographical location

Hewlett Packard Technology Solutions Group Images change by gender Images change by geography

Hewlett Packard Technology Solutions Group Personalized direct mail piece invited IT professionals to a free seminar Genderized, localized invitation with variable images, made the invites appear as if they were mailed them locally After the seminar, telemarketing was used to follow up with attendees to identify qualified sales leads

Hewlett Packard Technology Solutions Group Results: ROI increased by 352% over the previous year, where personalization was not used Response rates had quadrupled No-show rates reduced by 50% Previous year’s event Event organized using personalized campaign Attendees 441 422 Invitations mailed 80,148 21,765 Estimated cost per attendee $182 $52 Response rate .55% 1.94% No-show rate 62% 37%

NewPage Corporation Situation and program objectives NewPage, the largest coated paper manufacturer in North America, sought recognition for its digital paper line among designers. Situation and program objectives Drive attendees of an industry conference to visit the NewPage booth Gather important details from conference attendees to help NewPage better understand this audience and enable post-conference communications Target audience and list The target audience for this campaign was 2,700 graphic design professionals attending a design Conference Key Messages Key message was that NewPage offers great solutions to meet any design challenge Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

NewPage Corporation PURL Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Personalized Survey request NewPage Corporation T-shirt offer Personalized Survey request PURL Personalized self mailer (10”x10” folded in half), with a pURL, was sent to conference attendees four weeks before the event After answering a brief survey on the pURL, responders were emailed a voucher to claim a t-shirt at the NewPage booth at the conference Thirty days later, a follow-up email was sent. Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

NewPage Corporation Results 47% response rate - pURL visitors 35% click through rate – recipients who completed the pURL survey and requested a t-shirt 100% pick-up of t-shirts Almost 50% of the conference attendees stopped by the NewPage booth Hundreds of email addresses were captured for future communications Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Simek Custom Homes Situation and program objectives Simek Custom Homes has been building custom homes in Texas for thirty years Situation and program objectives Generate leads by targeting owners of unimproved lots Increase business during typically slow months Grow awareness of Simek Custom Homes Target audience and list A list of 3,375 people with unimproved lots was purchased Segmentation and key messages Segmentation was geographic, by neighborhood Recipients were encouraged to visit a pURL and enter to win a “Simek Build Bag.” The messaging focused on Jim Simek’s experience and the fact that clients deal directly with him Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Typical unfinished lot (varies by neighborhood) Simek Custom Homes Typical unfinished lot (varies by neighborhood) PURL Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Simek Custom Homes A personalized, customized mailing directed recipients to a pURL , where recipients could enter a contest Recipients could provide information about their current stage of planning, the preferred style and price range. The site suggested next steps based on the respondent's planning status Thank-you emails were versioned based on neighborhood A follow-up email was sent announcing the contest winner giving Simek another opportunity to communicate with prospects PURL Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Simek Custom Homes Results 2.5% response rate – recipients visited pURL 1.3% of recipients complete the survey on their pURL 355% increase in website hits 68% increase in average time on website New customers and prospects: Four new customers resulted directly from this campaign 13 prospects were identified who planned to build within 12 months 18 prospects were identified who planned to build in the next 13-24 months 13 additional prospects were identified from a generic URL accessed via the Simek website 100% acquisition of respondent emails for future marketing Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

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