November 30, 2020

Award winning Romax

This year a new distinction, The Clutch 100 Award was created and Romax was a success applicant. This award, part of Clutch’s Global Leader Awards Program highlights the recipients of this award on a global scale, as exceptional suppliers.

The announcement made on november 30th 2020, meant a lot to all of the team at Romax and we would like to thank our customers for their support and praises that helped boost our chance of winning.

We are exceptionally proud of the work that we produce for our clients and many of these projects are highlighted on our case study page.

At Romax, we are an ambitious and nimble business confidently selling our expertise, forging ahead in our sector and enjoying growing together. We are inquisitive, open, progressive people who value honesty and want to build mutually beneficial and respectful relationships. We take time to recognise what each other brings and we know we are strong together.

Our annual customer survey consistently gives us a client rating of 4 or higher out of 5 for over 90% of our services. Working with blue chip clients across the automotive, retail, finance and membership sectors, we will shortly be celebrating 25 years of service. We hope to continue to be seen as the award winning Romax for many years to come!

September 15, 2020

Do you have a Brand Champion?

What is a brand champion? Larger organisations often have one – and it is an important role that has the responsibility for promoting and protecting your organisation’s image.

A brand champion has responsibilities both inside your organisation and externally.

They may be part of the team who creates and develops the brand, which also ensures they have 100% buy-in to ensuring that everyone in the organisation ‘gets it’. Even if your brand champion is picking up the baton for an existing brand, they will need to be a manager, often one of your senior team, who have the authority and understanding to carry out this critical role.

It’s all about education

The brand champion’s first role is to encourage brand loyalty internally. The brand ethos and values need to be bought into by everyone who works in the organisation. It’s more than just a mission statement framed on the manager’s wall, it’s a way of working and it’s important that every employee feels that their organisation is worth working for.

Outside the organisation it’s about creating a strong personality for your brand, so customers, suppliers and competitors recognise it and respect it.

The brand champion is responsible for ensuring the senior team (and the Board) act in line with brand values in all the decisions that are made.  That means that the designated brand champion may need to have considerable diplomatic and persuasive skills!

The devil is in the detail

When the brand is designed it’s good practice to have a brand guidelines document drawn up – and to ensure everyone in the organisation not only knows it exists, but has a working knowledge of what it says.

Brand guidelines cover:

  • The logo design and the way in which it can be used
  • Your brand colours
  • The fonts that represent your look and feel
  • Your ethos and values you want to convey
  • The words and phrases associated with your brand

In fact, anything that is used to represent the organisation.  This is all developed to include the way your website looks, the kind of information you present and the language you use.  It sounds picky – but it all contributes to an image that is one everyone can stand behind proudly.

The brand guidelines should be a document that everyone knows where to find and actively uses to ensure every time the company brand is used it presents the right message, not just an approximation.  It says ‘This is who we are’.  

Any external agency that you work with, marketing agency, social media managers, printers, PR experts – anyone who represents your brand – should all be familiar with your brand guidelines.

Why is this important? Because it sends a subtle, but powerful, message and everything your company produces tells the same story – that your brand is professional, consistent and valuable – and stands out from your competitors.

July 23, 2020

Direct mail provides an opportunity for brands to cut through the noise

The continuing spread of Covid-19 and its tragic effects has left very little of the print world untouched. The combination of an economic lockdown and staff either furloughed, laid off or working from home has completely transformed the industry landscape, with the majority of print companies reporting a significant decrease in order levels.

There are however, glimmers of light in the darkness. A number of areas within the print industry, such as food and pharma packaging, as well as suppliers for the NHS and other public service sectors, are as busy or busier than ever. And with the rapid decline of experiential marketing, many commentators are seeing an opportunity for direct mail.

Brand in the hand

With most people spending the vast majority of their days at home, being able to get a piece of mail or a door drop directly into the hand is a big advantage for any brand, particularly at a time when marketing is dominated by TV and online. Offering something physical that communicates an appropriate message can be a powerful way to build a brand or ensure loyalty once this is all over. And for charities whose donation levels have been hit hard by the virus, direct mail offers valuable levels of engagement and ROI.

The Opportunity for Direct Mail

Brands should understand the power and effectiveness of print. While TV has the reach, it remains a highly expensive option for many companies and organisations, plus it lacks the targeting power of DM and partially addressed mail. Of course, right now many people are living their lives online, but the constant bombardment of online ads and content makes it difficult for any company to really cut-though and engage a consumer.

Done well, direct mail has the power to stop people in their tracks, grab their attention and compel them to take action. The physical nature of the medium also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study ‘The Private Life of Mail’.

What’s more, direct mail has a perceived value and importance that virtual media simply doesn’t, which is why the Government and the NHS have been using it to communicate key messages and health advice to the population throughout this crisis.

Ahead of the curve

In any crisis, marketing is usually the first budget to be slashed. But marketing experts agree that continuing to communicate with customers during a crisis is vital for brands, keeping them front-of-mind for consumers that will want normal life to return as quickly as possible once this situation is over.

“The best time to market to people is when others are not,” said Robin Sumner, Managing Director of Romax. “After the initial panic subsides and the society accepts the ‘new normal’, then the trade will return swiftly – those that have continued to promote during that time will be ahead of the curve.”

The article was created by Two Sides.

February 11, 2020

5 ways to give your direct marketing a boost

The pendulum has swung back to make direct marketing very effective. For a long time email has muscled in on the act and, as it’s free and instant, it’s been a very popular marketing tool. It still is, but direct marketing also works very well.

Give your direct marketing a makeover and get a much higher success rate.  Here are our top 5 tips:

1:  Start with a clear focus

What is the purpose of the campaign? In other words, what do you want people to think, feel and do as a result of receiving your direct mail? 

This may seem obvious, but it’s surprising how many pieces of direct mail go straight into the recycling bin, simply because the recipient can’t see the point of them.

2:  Less is more

OK, this is a cliché, but it’s true. Don’t clutter your direct mail material with lots of information all jammed together. 

You need an attention-grabbing headline and the essential information to persuade people to take action. When you’ve done your first draft, revisit it and see what can be deleted without diminishing your message. Your designer will find it much easier to create a compelling visual if your message is clear and not cluttered.

3:  Make your call to action stand out

If you want people to take action when they’ve read your direct mail, make it clear what that is. Do you want them to phone, email, visit a website, visit a store?

Pick ONE call to action, make it clear and make it easy for people to do. If you want people to phone, tell them to do that, e.g. Phone us now on 01234 678910. Or if you want to add your website, make sure it’s in a much smaller font and not muddying the water.

If you do want people to visit your website consider how easy it is to type your web address into the browser. If your web address is long or one that has confusing spellings, it might be worthwhile investing in a domain name that is much shorter and easy to type and pointing this at your main website or the page where your offer is.

4:  Improve your mailing list

The cleaner your list the better and the more you know about the people in your list, the more targeted your mail campaigns will be.

This can be a time-consuming job, but worthwhile. It can actually save you money on sending duplicate mailings to the same address or sending mail to people who are now deceased.    

Fortunately, there are automated systems that can help with both cleaning and enhancing your list, which will save even more of your time, making your marketing more cost-effective. (We do this for many of our clients; get in touch if you’d like to know more about this service).

5: Personalise your direct mail items

If you send a personalised piece of direct marketing, the response will be much better.

This can be as simple as including a ‘hand-written’ envelope, including the recipient’s name or, if you have information on their buying patterns, it can be completely personalised to feature their favourite purchases.

This is a specialist process that requires complex software that links the data with the printing process – but it’s definitely possible – and it’s one of the services we offer.

Find out more about how your direct mail campaigns can give a boost. Call us on 020 8293 8550.

October 16, 2018

How to Integrate Digital with Direct Mail

It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures?

Let’s Start with the Basics

Mail is hard to ignore. According to the 2018 JIC Mail Report, the average UK householder receives 1.3 addressed mail and 3 unaddressed mail items per day, compared to 281 emails per day. So, including a piece of Direct Mail in a campaign will help your brand to stand out from the crowd.

If you want to know more about how Direct Mail works, you can find useful tips in our blog posts listed below:

There are different ways to integrate Direct Mail with your digital campaign. Here is some advice on how to do it. How to tailor them to obtain a higher response and increase the ROI of the overall campaign:

Use Direct Mail as part of the Whole Campaign

You can use Direct Mail as another channel of your campaign. Or take a step further and use it as a channel that stands alone. The first option reinforces the other channels and helps the user to take an action on your website or store. The second one gives your mail an opportunity to present your brand or product/service in a way that it lasts for a while. The JIC Mail report also shows that 57% of householders open an addressed mail item and keep them for 28 days on average. So, you can create a printed communication that you know will have longevity.

For example, product catalogues help customers get to know your brand. It helps them to get a better understanding of your products and  to make an informed decision. It can be either impulsive if you have a short promo or a meditated if they want to buy out of season.

Drive your users to Digital and other channels using Direct Mail

To integrate Direct Mail into your whole campaign it’s recommended to drive recipients to your key purchasing channels to have a result. The Mail and Digital study by Royal Mail MarketReach confirms that 92% of people move to digital as a direct result of receiving direct mail. Moreover, the study shows that 43% of people download something and 54% engage in social media.

You can drive them to download your app, visit a physical store, attend a live event or visit your website/landing page. Send them a sample, a catalogue, a voucher, or whatever you consider would help you to build a new database and increase sales and brand awareness.

Tailor your Direct Mail to suit your audience

How you present your direct mail will depend on the age and living standard of your audience. There is a series of advice that you can find for every type of customer. However, if you want that target audience to respond in all your channels, you would want to tailor your campaign, both on digital and direct marketing.

Young people have a high rate of response and sharing in communication on social media, so that should be one of the focuses with direct mail. Elderly couples have more time and prefer more detailed texts with proper grammar. Adapting your communication, on length, expected response or language that suits your audience will help you to have a higher global campaign ROI.

Personalised Direct Mail

Your customer will feel that you care about them if you personalise the communication to their needs. You can tailor your message for the group that your customer belongs to. But the personalisation message will grab their attention.

If you are already promoting your campaign on the digital, you can connect more with your audience with a personalised printed communication.

Hello “First name” is a good start, but if you are working with your database, you have a huge amount of information about your clients and their behaviour. You can personalise the content, images and more.

If you want to build your database, you can use a personalised door drop with location or redirect to a specific store or landing page. It can also help you to know the impact of this channel.

Stand out from the crowd

One advantage of incorporating Direct Marketing into your global campaign is that you can use different paper and finishing process to attract a sophisticated audience. Use embossing or foiling. If you want to stand out from competitors, use a thicker stock on your next postcard (we advise to use 530 gsm compared to a standard 350 gsm). There are multiple options in Direct Marketing that you can choose to offer the best user experience for your target group.

Automate your Direct Marketing Communication

To provide the best user experience for your future or returning clients, having personalised, automated communication is crucial. At Romax we work with companies who connect digital with direct marketing to send both, personalised electronic and printed communication. Examples include: welcome packs, including membership cards, welcome letters, periodic communications, the website generated responses and call centre responses. The impact on your customer’s perception of your brand, as a result, is extremely positive. Helping to build trust and confidence for a long-term client relationship.

Romax has more than 20 years of experience in managing customer communication, managing membership, marketing, printing and communication services for organisations including Southbank CentrePlusnet and Mercedes Benz. Contact us for a bespoke Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

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October 9, 2018

Direct Marketing Tips for Age Group and Lifestyle

In a previous blog post, we talked about the relationship between a person’s age and their mail consumption, based on the study “The Life Stages of Mail” by Royal Mail MarketReach. The result shows clearly how every age group reacts to direct marketing, ranging from an ask for more information, to purchasing or other action with brands.

In this article, we review how marketing activity is based on the lifestyle of each age group.

Fledgelings – Adults living in the home of their patents – 3 Million in the UK – 52% age 18-24

It’s easy to assume that as digital natives engrossed in social activities, that Fledglings don’t engage with mail. Fledgelings generally have far fewer responsibilities than other age groups. They have the need for social interaction and digital communication tools – particularly smartphones – which are central to their lives. Not surprisingly, Fledglings spend more time online than all other media combined, however this does create an untapped opportunity for non-digital cut-through.

Some useful tips to incorporate Direct Marketing in a campaign for Fledgelings:

  • Make it clear that this item is for them, not their parents.
  • Personalised Mail and age-appropriate style with correct tone of voice lead to a higher open rate.
  • Clear call to action, help them use it by guiding them through any next steps.
  • Encourage sharing on social media and make it easy to respond to by all channels.

Sharers – Adults living in shared accommodation with other adults – 1.9 Million in the UK – 51% age 18-24

Like Fledglings, Sharers report receiving low levels of addressed mail, however, they are more likely to find mail memorable and to trust printed material more than the Internet.

Sharers are the heaviest users of unaddressed mail with 8.2% of them saying they bought or ordered something as a result of receiving unaddressed mail, 9% tried a new product and 19.8% used a voucher or coupon delivered by this method.

Tips for a Direct Marketing Campaign for Sharers:

  • Create personalised and visual mail that stands out. Reflect the life they want to live.
  • Creative, well-designed mail that matches these characteristics is more likely to cut through and build brand equity. Mail that offers them value, such as coupons for new products or experiences, is likely to be well-received.
  • Consider door drops. As young adults, Sharers are only beginning to show up on databases. But they respond to unaddressed mail, which you can use effectively for multi-person households and, if they have a response mechanism, to build profiles.

Couples – with no children – 6.4 Million in the UK – 36% age 18-34 – 47% age 35-54

Couples – like Sharers – are more likely than the sample to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving addressed mail, 26% bought or ordered something and 16% requested more information online.

Tips on Direct Marketing Campaigns for Couples:

  • Couples engage with their home and consider new products and services, unaddressed mail can have a significant impact.
  • Mail may take a shorter journey around a couple’s home. Mail imagery needs to be strong to demand attention and digital response mechanisms should be included.
  • Be clear about what the mail is for and what you want Couples to do with it.
  • Door drops by local businesses or localised operations of larger companies are likely to resonate.

Young Families – One or more children – 8.5 Million in the UK– 69% age 25-44

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with companies, retailers, health and local community organisations – and engage with it more. More than 30% of them bought or ordered something because of receiving addressed Direct Mail, over 23% are more likely to have referred to mail whilst online and 24% are more likely to go online to make an enquiry/request for more information as a result of receiving Mail.

Tips on Direct Marketing Campaigns for Young Families:

  • As parents, they want to do the best for their children. They are especially focused on areas like health, nutrition, early years development, as well as finding value for money.
  • Young Families are often busy. Mail that simply and clearly expresses benefits and response mechanisms is likely to be well-regarded.
  • They are practical and focused on their parental roles, so content is likely to be more important than design. Clear digital response mechanisms make it easy for them.
  • Vouchers are appreciated because Young Families are often tight for money and allow immediate redemption.

Older Families – At least one child in secondary school living at home – 3.7 Million in the UK – 63% 35-54

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or Internet, and use the vouchers it provides.

Tips on Direct Marketing Campaigns for Older Families:

  • Mail is more “communal” and often shared or displayed to be actioned or discussed by more than one family member. Content and design should recognise this.
  • Older Families may be financially hard-pressed. Value messages and offers are likely to resonate with this group.
  • Mail is used to evaluate – and evangelise – brands. Designed for parents is also seen and noticed by their children.
  • It informs and drives digital response and action. Older Families over-index on digital response channels, so mail that highlights easy-to-use digital response mechanisms are likely to be considered.

Empty Nesters – No longer have children living at home – 10 Million in the UK – 67% 55-74

Empty Nesters are more likely than previous groups to watch broadcast TV, read newspapers, and spend significantly on DIY. Without the costs and responsibilities of dependent children and relatively unencumbered with age-related health limitations, they have the money, time and energy to reward themselves.

Tips for Direct Marketing Campaigns to Empty Nesters:

  • They like longer form copy and take the time to read it – often more than once.
  • Address mail in a manner that is personal and respectful and doesn’t condescend.
  • Empty Nesters prefer to receive Mail as individuals where it empowers their ability to make choices.
  • Their children may not live at home, but Empty Nesters may feel a sense of responsibility for other adults, including relatives from the previous generation.

Older Retirees – Singles or couples with pensions or investment as an income – 6 Million in the UK

Four out of five Older Retirees agree that post is part of their daily routine, and they are more likely to say that they open mail immediately. They have the highest propensity to buy or order something in response to mail (38%) so, the opportunity to use Direct Mail to increase the campaign impact is high.

Tips for Direct Marketing Campaign to Older Retirees:

  • They appreciate a longer copy – and have the time to read it – and the more traditional rules of grammar.
  • Older Retirees tends to live off a fixed income, so mail that offers value and/or discounts will resonate.
  • Many Older Retirees may live alone, either through bereavement or the ill-health of their partner. It is important to be sensitive to this possibility.
  • Older Retirees are more likely to respond by post, but not exclusively so they use all available channels.

Conclusion

Every group has their own characteristics and responds differently to every type of direct mail and campaign. The common factors for success in a direct mail campaign relate to accurate data processing. It will allow you to reduce cost and increase ROI. A targeted campaign, both to groups and with core messages including personalised content and image will increase your ROI.

To contact the Romax Team for advice on your next Direct Marketing campaign.

September 4, 2018

Advantages of Direct Mail

Direct mail is a great form of communication simply because it provides intimate, person-to-person conversation which commands attention by taking advantage of an individual’s habit of reading and responding to mail.

When do you use direct mail? It can be used for various purposes, such as:

  • soliciting new orders,
  • generating leads,
  • create a positive brand image that will help future sales,
  • cross-selling to existing customers,
  • building brand loyalty,
  • increasing repeat orders,
  • reactivating dormant accounts or increasing sales coverage.

Even though nowadays online channels of communication are widely used, direct mail stands out for its great open rate which can easily reach up to 80%. Moreover, this channel of communication is not limited in time or space or format. Direct mail has a wide range of advantages, let us guide you through the most important ones.

Highly targeted

Every direct mail campaign has great targeting options. You can adjust messages for a specific audience, from loyal customers to new prospects. Thus, customers receive only offers that meet their individual needs or buying habits.

Personalised

Each letter can contain personalised information. Using the database it is easy to find out customers’ needs by analysing their previous history of purchases. This way we alter the message and it can certainly appeal to each person individually.

Tangible format

Above all, mail is tangible. Since customers are getting mail directly the chances to receive the message is higher. Moreover, when customers receive a physical copy they are more likely to view its content as reliable.

Range of formats

Such a form of communication provides a wide variety of formats, from postcards to leaflets, to catalogues and magazines. We can customise your mail. Therefore, there is no limitation of colour use, paper quality or mail format.

Easily measured

We can easily measure the direct mail. Each mail can contain the traceable code that customers will redeem upon the purchase. Furthermore, the results will be collected and will reveal the success of the campaign.

Cost-effective

Direct mail can be cost-effective. The creation of the campaign can be effortless and inexpensive. Moreover, mass mail makes execution of such campaign affordable.

Proven track records

Over time direct mail has proven its efficiency. Because this technique has been used widely and over a long time, the data of successful campaigns prove its potential. According to the DMA, the response rate of direct mail on average is 4.4%, compared to the email response rate of 0.12%. As a result, direct mail offers a negligible cost with a reliable return.

Finally, despite the attention to other marketing channels, direct mail takes an important place in executions of competitive marketing campaigns. And we will be happy to help you create strong mailing campaign for any business purpose.


Romax Marketing & Distribution has more than 20 years of experience managing Direct Marketing campaigns. Don’t hesitate to contact the Romax Team to receive advice on your next campaign.: hello@romax.co.uk, +44 (0) 20 8293 8550

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February 20, 2018

The value of membership marketing

Membership marketing

Membership marketing is when an organisation starts a membership programme with the aim of generating additional income, generating leads, and/or achieving other organisational goals. In other words, a membership programme is designed to offer clear benefits to the members over a specified time period in exchange for something of value to the business i.e. subscription fees, engagement, sales opportunities, etc.

The membership process generally comprises three basic stages: acquisition of new members,  providing value to the members and renewing their memberships plan. Each stage is usually broken down into sub-stages, and each one of those is aligned to specific types of communication.

Membership marketing impact on businesses

Membership marketing offers businesses some very powerful benefits. One of the biggest is that it helps you secure a regular, predictable income, which is key to creating stability and growth. Another major benefit is that, since people love to be part of something, it earns loyalty; and having a base of loyal members is a great starting point for launching and marketing other profitable goods or services – essentially it gives you a database of warm leads. It can also lead to wider brand exposure since many members will spread the word for you.

How to get it right

Firstly, you need a clear idea of how it fits into your general marketing strategy. What do you want to achieve? More revenue? More engagement? More sales or bookings? Once you know what your objectives are you can then design your membership programme around them.

The next stage is understanding your target audience. Who are they? What makes them tick? What problems do they need to solve? This knowledge is essential for making decisions about what to include in the membership.

Then you need to design the membership communication cycle. At Romax we suggest there are five stages in the cycle:

  1. Welcome pack
  2. Activities
  3. Newsletter, Catalogue or Magazine
  4. Unexpected Content
  5. Renewal letter.

Each stage should have well-crafted communications that help you bond with members, deliver value and encourage continued membership. This can mean a lot of specialist work, which is why many businesses partner with marketing firms like Romax who first help you plan the cycle, and then use their specialist resources to produce high-quality content both in print and digital media.

This type of service also helps you measure results and then use the data to improve the programme.

It’s worth noting that some firms choose to focus on digital communication because it’s cheaper and easier to analyse. However, the online market is heavily saturated and many people are suffering from email fatigue which lessens the impact of digital communications. So, to get ahead, many businesses are opting for traditional print media because its tangibility offers something real, that is, something tactile for the member and that in turn strengthens the brand perception.

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.

February 8, 2018

5 Successful Valentine’s Day Direct Mail Campaigns – Results included

Despite that people think Valentine’s Day is becoming too commercial, in the UK consumers spent £987 Million on gifts and cards in 2017, according to GlobalData retail.

Anish Dosani, Retail Analyst for GlobalData, remarks:“While we expect there to be an increase in consumer spending on Valentine’s Day this year, the more general lack of interest in the occasion means that retailers are going to have to work even harder to drive sales and win this spend.”

Think outside the box

To stand out from the crowd on Valentine’s Day, marketers must use innovative communications and explore new marketing channels. With the rebirth of Direct Mail and the significant neurologic impact mail has on the recipient, which beats email in multiple aspects incorporate a piece of physical mail in your campaign increase is a must.

If you think that Valentine’s Day is for retailers only, let us show you five successful direct mail campaigns in Charity, Telemarketing services, food and Postal services, which combine different direct marketing approach to increase brand awareness, donor’s registration and sales.

1. The Organ Donor Foundation.  21.3% increase registrations. Postcard.

The campaign aimed to raise awareness for the foundation through a cost-effective registration drive.

Pictures by Gary Steele.

“Valentine’s Cards” were sent to music artist and celebrities, placed on display stands at leading newsagents and flowers shops.

Pictures by Gary Steele.

Campaign Result

The Organ Donor Foundation receive a massive 21.3% increase in registrations, in two days with a cost of less than £450. The campaign was created by Gary Steele and received multiple awards, such as 1 Media Lion at Cannes Advertising Festival and 1 Silver at Sunday Times Awards.

2. PostNL. A kiss for a stamp. 100% increase in paid Valentines mail. Postcard.

PostNL, the Dutch postal company, wanted people to reconnect with real mail, to activate people to send more postcards.

The day before Valentine’s Day all Dutch people could send their Valentine cards with a kiss instead of a stamp! The campaign was promoted four days before Valentine’s Day by one PR and a few tweets and a video explainer.

Campaign Result

The campaign caused an online tsunami with a huge response:

– Almost four times as much Valentines mail was sent
– An increase of 100% in paid Valentines mail (with stamp)
– The brand values of PostNL showed the highest increase ever.

3. CATSA. A false valentine’s day. 27% appointments. Direct Mail.

CATSA, a telemarketing services company that generates interviews for its sales force. So, during February, they sent a natural rose in a box with a card explaining the fact that on Valentine’s Day Graham Bell made his invention official: the telephone. To generate surprise, no one received it on Valentine’s Day.

Image source: Coloribus.

Campaign Result

The result was impressive for a very competitive sector. 56% remembered the campaign and 27% arranged appointments.

4. Hellmann’s: 1,0561 unique store visit (56% engagement.) Cross Media.

Source: Coloribus

Hellmann’s is an iconic brand, but mayo is not a top of mind category.  Hellmann’s needed to attract a new younger base. They want it to remind them why Hellmann’s has been and always will be No.1.  The creative agency in charge of the campaign also knew women were in desperate search of a clever, relevant way to show their affection on Valentine’s Day.

The solution was to position the sandwich made with real, authentic Hellmann’s as an object of desire that is the sure way to your man’s heart.  The company created a sandwich delivery service, 1800sandwich and launched it for Valentine’s Day. Hellmann’s used street teams, direct postcards, and posters to drive consumers to the 1800sandwich website. Users could then choose between 3 signature mouthwatering Hellmann’s sandwiches to be delivered to unsuspecting men for lunch on Valentine’s Day.

Campaign Result

With a small budget and only flyers and posters, they reached approximately 1,800 people. Effectiveness exceeded expectations, they engaged 59%of the audience with 1,061 unique visits.

Furthermore, the campaign had an amplified exposure due to the unsuspecting male receiver, it caused a spectacle in every office. The prediction of the amplified the exposure of every sandwich by at least 5 people. Sandwiches sold out within 6 hours of the site going live.

5.  Ford Spain. Leaflet – Door Drops

The night before St Valentine’s day, we left 12,000 breakup letters on cars that were 10 years old or more. In these letters, we encouraged owner-drivers to break off their stale and decaying relationships with their old cars and to fall in love with a Ford.

Results:

By means of social media and telephone response and other digital media, we reached 40,000 people and made them aware of this action.

Blog post written by Nilda Cerna, Marketing Manager.

Sources: Verdict, Statista, lbbonline, Coloribus.

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Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Marketing Consultancy.

 Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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