3-D Mailings to “Hard-to-Reach” Prospects Doubles Response and Wins Marketing Award!
The Marketing Challenge:
Giltspur, a leading designer of high-end custom trade show exhibits, had a fantastic new product, GilCor®. Because GilCor® is a breakthrough construction material with far-reaching, cost-saving features, Giltspur needed to tell this story to high-level decision makers whose mail was routinely screened by assistants.
In a highly competitive market, Giltspur wanted an edge with their direct mail efforts.
The Creative Solution:
Craig Huey and his staff came up with a dynamic three-dimensional, two-part mailing to trade show managers and marketing directors.
The first box said, “Open immediately! Cost-cutting breakthrough inside.” It included scissors and three sample invoices for shipping, set up and tear down of a trade show exhibit. The point: how 25% to 40% of typical costs could be saved with GilCor®. A two-page letter with a free video offer was included.
This was followed three days later by Box #2 which was “A special gift: a dollar saved.” It included one-dollar and two-dollar bills with the headline: “Make every dollar in your trade show budget work like two with GilCor®.” This also included a two-page letter and a strong offer.
Client Richard Murphy says: “Craig, you and your staff are to be commended for a remarkable campaign…the best ever for Giltspur.
“Our goal was to generate appointments from 10% of the target audience. Your very creative direct mail program helped us garner over 20% response. Fantastic!
“Even better, the appointments have resulted in sales of custom exhibits.
“Your 3-D mailing was attention-getting, powerful and very fitting for the image we want to portray in the industry.
“I am ecstatic with the results and with your staff. I’d be glad to give you a recommendation.”
This promotion was so successful it won the Business Marketing Association award for professional excellence.