Most direct mail marketers understand the need to be selective in who they target: by age, income, family status, and so on. But HLC went a step further. They decided to target their drops to coincide with report card time, when parental awareness and interest in their instruction to help students improve would be top of mind. The results are detailed in this mini-case study.
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A Michigan direct marketer for furniture stores said one of the best ways to increase frequency and build customer loyalty is with trigger direct mailings. If a customer makes a purchase it is imperative that you provide a reason to get them back into your store as soon as possible. Trigger direct mailings provide a targeted message with a value added incentive to invite the customer back into your store.
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Jeff Rahn has a 50-employee heating and air conditioning business and needs a steady stream of leads to keep his business going. He relies almost exclusively on direct mail to generate new business. The key, he says, is to know exactly who to target, and then to know the offers that will drive the biggest response. In this case study, Jeff shares his strategy, details about the prospects he targets, and ideas for the mail pieces that drive the greatest response and conversion.
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PrimeNet client Sonny’s Bar-B-Quses a simple new-customer acquisition tool—the customized postcard. It’s heating
up their business. They followed classic marketing rules, and their success speaks for itself. Here’s a quick summary
of the "ingredients" to their successful directmail postcard campaign.
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PrimeNet client "Drive Automotive Marketing" acts as the marketing service for 500 auto dealerships across the U.S.
One of their marke&ng programs is a checkbook of discounts for various services that is mailed to customers and
prospects of an auto dealership. The checkbook is created and printed by PrimeNet. The checkbook has separate
checks for cash discounts or specials on dealer services, such as brake inspec&on, radiator flush or oil change. The
dealer is the "official redempion center". The checkbooks drive incredible traffic. Here’s why.
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If you’re a marketer and know anything about poetry, remember this: "Roses are red, but money is green." If
you want to increase response and conversion to sale, but also want to keep your costs down, try a winning
formula used by a national poetry publisher. It’s a combination of direct mail and Interactive.
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For its customers, PrimeNet sets up and executes integrated direct mail and internet campaigns. These campaigns
offer the best of both formats. They begin with a direct mail special offer that includes a personalized URL, directing
the recipient to their own web page, where the offer can be acted upon, and tracked all the way to sales results. Here
is an example taken from one of our hotel chain clients.
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You have helped us fine tune our direct mail campaigns so much that direct mail has become our most effective form of advertising.
Troy L.
One Hour Heating and Air Conditioning
