Attention-getting 3-D mailer receives 48.9% response
CDMG developed a 3-D package that effectively met 3 main objectives—grabbing attention, overcoming objections and generating interest. This helped attract more than enough attendees to make the conference successful.
Marketing Challenge
South American Gold Corp. (SAGD) had just begun a new mining project near Medellín, Colombia. Everything was going well and it had even formed a new partnership with Explore Colombia, a local
team of 20+ experts in geology, environmental engineering and project management. All it needed was investors, so it had to make its existence known—to high-profile institutional investors and prestigious investment newsletter writers.
But SAGD executives knew this wasn’t going to be an easy task for one very important reason: Colombia has a negative reputation—known for drugs, violence and kidnapping. Even though modern-day Colombia is a far cry from its shadowy past, investors have not exactly been flocking to Colombian businesses.
SAGD wanted to show the investing professionals that Colombia today is a safe, profitable place for the mining business. They needed to get these key prospects to agree to travel to Colombia for a 4-day conference—all expenses paid.
To accomplish this mission, the company turned to Creative Direct Marketing Group, Inc. (CDMG) for its long track record of investment marketing success.
Creative Solution
The CDMG team immediately went to work developing an engaging conference plan and an invitation that would attract, educate and inform SAGD’s prospects.
The team focused on accomplishing 3 goals:
1. Grab the attention of an audience that is already bombarded with a multitude of investment solicitations.
2. Convince these prospects to travel to an international city while overcoming the region’s reputation for violence and kidnapping.
3. Create interest in a little-known small cap mining company and the investment potential it offers.
This type of marketing problem needed a particularly fresh solution. Given the highly targeted audience and the many obstacles to overcome, the teamrecommended a 3-D mailing package.
The irresistible offer This once-in-a-lifetime trip included airfare, luxury accommodations, gourmet meals on-site, transportation, a personal tour of the South American Gold Corp. property, as well as evening events and world-class live entertainment.
The passport-style itinerary and brochure used direct response techniques to engage prospects and reinforce the exclusive nature of this personal invitation.
The attention-getting creative strategy
The creative team put together a high-impact, 3-dimensional
piece that focused on travel, adventure and luxury in an exotic
international location…and, of course, a chance to explore firsthand a
gold investment opportunity with high profit potential.
Opening the package revealed a real wooden treasure chest,
complete with gilded hardware and a metal latch.
Components within the treasure chest included:
• A formal letter of invitation
• An itinerary of the 4-day event designed to resemble an international passport
• A map of the location styled as a travel brochure
• A formal RSVP card with contact information
• Chocolate gold coins, to tie in the theme of the conference
• Colombian coffee, to tie in the location of the conference
All invitees had to do to accept the offer was RSVP by phone or email.
Response-Boosting Results
Of the select prospects invited, 48.9% accepted the offer and attended the conference. That’s a very profitable response rate. In this case, even if just one prospect decided to become an advocate for South American Gold Corp., they would make back their marketing costs—and then some.
When working with a list of carefully targeted, qualified prospects with a high-margin product or service, 3-D packages pull in dynamite results. But remember, they must be relevant and well-suited to your message and offer.
