Small, niche, skeptical audiences? How do you successfully market to them?
Let’s take a look at one example my team and I worked on: an industry award-winning campaign.
Giltspur is a leading designer of high-end custom trade show exhibits, and 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 in large companies.
This poses a problem: traditional direct mail, email, banner ads, phones … will all be a waste of time and money.
But we had a creative solution.
My staff and I came up with a dynamic three-dimensional, two-part campaign to their targeted audience: trade show managers and marketing directors.
A three dimensional piece is a box sent by Fed Ex. It has a powerful direct response letter and powerful content that has a “wow effect”. It gets by the gatekeepers and is approved.
The first box said on the outside, “Open immediately! Cost-cutting breakthrough inside.” It included scissors and three sample invoices for shipping, and for the setting up and tearing down of a trade show exhibit. The point: how 25% to 40% of typical costs could be saved with GilCor®. A two-page letter 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.
The results were dramatic…and incredibly profitable!
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.
Interested in 3.D. mailings? See it here in this video briefing.
Interested in our new direct marketing tool videologs? Learn more by clicking here.
Call Caleb Huey at Creative Direct Marketing Group now and ask him to show you how CDMG can help you increase your response and your profits. There is no cost or obligation for your first consultation.
Call at 310-212-5727 or email at firstname.lastname@example.org.