After many years of successfully managing a client’s customer database we, recommended a creative solution that was a major departure from their normal presentation and the results were fantastic.
Retailers aren’t unique in this regard, but they can get caught up with going to market using their same old look with tried and proven promotions and not challenging their approaches. It’s safer to be safe. We proposed a device and a look that was a substantial departure from what they normally use. Their public offer was free financing until 2011 and they planned to offer their customers a private sale where they could choose financing or $500 cash back. We recommended using a $500 "Rewards Card" tipped into a sophisticated looking self mailer that was more upscale than anything they had ever used. The piece delivered a 60% increase in sales that came from both a higher response rate and an increase in average ticket.
Was this a fluke? Well we used a very similar piece with several other clients at the same time with good results. Clients that were already doing well with our direct marketing solutions did even better.
What conclusions can we draw? Successful direct marketing is a function of choosing the most responsive customers to receive an offer, but the offer and the presentation of it are key as well. In other words creative has a significant impact on results.
Michael Morin
Executive Vice President
The Yaffe Group
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It sounds like you’re making a science out of junk mail. Brilliant!