Doing something difficult…
Doing something your competitors aren’t doing…
Doing something that shakes up the order…
That’s what Surf Control did with their 28-page magalog.
Surf Control is a global provider of corporate security software.
One of their products is SuperScout, an internet filter that competes in a tough market that includes such deep-pocket giants as Norton, who bombarded their target audience (MIS and IT managers) with print, direct mail and personal sales calls.
The Creative Solution:
I recognized the problem as not only one of budget, but of targeting as well.
Although the MIS and IT managers are normally the ones who solve the problem and recommend the solution, they are not usually the ultimate decision makers.
So I suggested bypassing the MIS and IT managers and going directly to the purchase influencers and ultimate decision makers.
Strategically that would require both education and finesse.
Though these corporate directors were the decision makers, they did not necessarily know the potential problems their own companies were facing in internet security.
My solution? A magalog. This direct mail strategy is a tool that is used successfully to get to a more sophisticated target audience that often has one or more mail screeners filtering out “junk” mail.
By replicating the importance and slickness of a magazine, the magalog is much more likely to make it to its ultimate target audience – and to get read!
It’s an infomercial in print.
The SurfControl magalog was designed to educate and activate decision makers on the perils of lax security, and on the best solutions, which, of course, point to SurfControl.
At 28 pages, with direct responsive copy and graphics professionally produced by my creative staff, the magalog was a high-quality piece that begged to be read by CEOs and other executive managers of companies with 500+ employees – our target audience.
Our post-campaign analysis matched back product trials and purchases to those receiving the magalog from over 50 mailing lists.
Results demonstrated a phenomenal 1%+ response rate on selected lists and segments.
Call me at (310)212-5727 or email Caleb at firstname.lastname@example.org to learn how you can use a powerful magalog to sell your product or service.
Here are the rest of this week’s articles: