Dramatising the power of adding Direct Mail to Digital. Add a dimension - Proximity London Royal Mail.
Background
Many marketers have been moving budget from Direct Mail into digital media because online is cost-effective, flexible and effective. But exciting research from Royal Mail has shown how much more effective digital can be when it is used in tandem with mail. In fact, ROI can increase by as much as 62%.
Idea
The brief was to dramatise the power of adding Direct Mail to Digital. So, if Digital is one facet of marketing communications and Direct Mail is another, when they come together they create a third, powerful dimension – a significant increase in campaign results.
3,000 marketers were mailed a simple DM pack containing nothing more than a pair of 3D glasses printed with their own personlised URL.
This took them to a website where they were greeted by name before they viewed a beautiful 3D film. Even the soundtrack was engineered with innovative recording technology to provide a 3D audio experience.
(Have a look at http://directory.add-a-dimension.co.uk)
At the end of the film, the website introduced four simple, key ways that using Direct Mail with Digital could help – 1, By driving online purchase. 2, By helping marketers learn more about their customers. 3, By sharing information about their products and services. 4, By creating a better brand experience.
Each area was supported with a vox pop video, a case study and statistic. They were taken to a simple form to make contact with Royal Mail, to find out more.
Along with sales collateral – brochures and presentations that included 3D graphics and support – the target audience was also sent a limited edition 3D print from the film, together with a summary of what they’d found interesting online.
Results
14% response rate within one week
Welcome to the Direct Marketing Network (DMN) a newly formed Special Interest Group from the New Zealand Marketing Association, aiming to inspire business success through best practice in the disciplines of direct marketing.To see more from the Marketing Association go to
Marketing Association
Or to see more from the Direct Marketing Network go to
Direct Marketing Network
Launched at the end of 2008, the DMN’s mission is to lead and grow the understanding, use and value that marketers, agencies and suppliers gain from best practice direct marketing, while protecting the interests of consumers.
The DMN’s objectives are to:
Promote a community where marketers can tap into innovative and successful direct marketing initiatives and the people who created them.
Present direct marketing learning opportunities that enhance marketers’ ability to produce better returns from their marketing spend.
Identify and recognise talented individuals within businesses, who are using direct marketing as a key driver to business success.
Build the trust and confidence of the New Zealand public by promoting regulatory services and marketing advice that encourages best practice, targeted and relevant direct marketing activities.
Over the coming year we will bring you practical examples of some of the best direct marketing activities, ways to improve your ROI, and opportunities to get together and share ideas with other marketers and leading industry experts.
Who is on the Direct Marketing Network Executive?
Hamish Travers, Twenty (Chairman)
Matt Cowie, Datamine
Sheena Ewing-Brown, AMI Insurance
Michael Griffith, Marketing Impact MessageMedia
Richard Penny, Fuji Xerox
Wayne Pick, Rapp
Matt Scott, DraftFCB
Fiona Woolley, New Zealand Post
Paul Sutherland, Kinetic121
This Blog is just one of the ways the DMN connects with the wider industry, highlighting the best work in New Zealand and overseas, essential and events for direct marketing professionals, along with some interesting opinions from the industry's leading practitioners.
