Print proves its place in the marketing mix

Print's place in the marketing mix is as strong and relevant as ever. Read the case study below about a direct mail campaign and how it brought about results for the client.

Client Nick Cooper, General Manager of Carevets, had this to say of the campaign; "Personalization was key to the campaign and its instant ‘feel good' appeal got immediate buy-in by staff and customers. It ticked all our objective boxes with a great return on investment, increased store purchases and largely increased product penetration. It was our first such campaign and we now plan to roll it out nationwide." Client: Carevets

Product: Bayer's® topical allwormer - Profender®

Creative: Actionmail, with in-house design team Nova Creative

The primary aim of the campaign was to increase product sales and secondly to collect and confirm customer details including email addresses and phone details for future contact with Carevets' customers.

The VDP direct mail pack Actionmail devised was a fully personalised letter including personalised vouchers. Images were dynamically changed out based on the owner's cat breed, and product offers changed depending on the number of cats per household. Each mail piece and voucher was addressed to the individual and their pets, including the pet name where this data was provided.

The outer envelope emphasised the products benefits for the cat, being "scratch-free, stress-free and worm-free" with scratch marks for visual effect. The appropriate cat image was shown in a suitcase backing up the travel theme as customers were invited to provide their details to enter a draw to win a deluxe mystery weekend for two.

The customer data of 2500 recipients was drawn from three Carevets branches in Auckland, Hamilton and Wellington. The campaign results were in excess of a 5% response rate, delivering good ROI with the campaign strategy to be used again. In addition there was strong evidence the targeted pet owners purchased additional products when in store.

Brenden Rolston of Actionmail said "being able to offer a multi-media approach is the modern consumer's preference. Clients now have even more scope to use and manage these platforms to remain competitive and the online environment may easily be incorporated into a campaign such as this.

The success of this campaign saw a traditional approach worked well for this market. VDP platforms now provide greater connectivity to your customer based on the quality of the data. This coupled with the emotive value of print, shows more than ever that good quality digital print still has a valuable place in the marketing mix."

For more information on Actionmails campaigns visit http://www.actionmail.co.nz/