Deliver Magazine

Weyerhaeuser’s Retail Experience Network integrates retail knowledge and turnkey solutions with nationwide printing and packaging expertise to meet customers’ in-store marketing needs. Weyerhaeuser had never implemented a direct marketing strategy in their B-to-B efforts to drive demand for their offering. Our objective was to introduce the Retail Experience Network to key decision makers within the target audience, educate the market on the end-to-end solutions, and generate demand for services. Our strategic approach involved a solution that would grab attention, then educate and engage with a strong offer. We succeeded. The campaign generated a 17-percent lead rate. Company: Weyerhauser, Agency: Catalyst Direct

MLT Creative launched a multi-stage direct mail campaign to attract, engage and convert new clients. Eight inventively interactive mailers were sent to marketing directors to demonstrate our creative and strategic capabilities. The “Need a Lift?” theme alluded to the economy, and our belief that marketers need optimism, perseverance and a plan now, more than ever. From paper airplanes to seltzer rockets, each mailing included something fun and engaging. And to prove our campaign’s effectiveness, we invited recipients to view our response rates at a microsite called “The Idea Launch Lab.” “Lab reports” inside each subsequent mailing contained updates on our progress. Agency: MLT Creative

Carnival Cruise Lines launched a regional direct mail campaign to generate spring and summer cruise bookings. The two test ports, Baltimore and Galveston, focused on promoting to Carnival guests within a 500-mile radius – making the port a viable drive and eliminating the cost of a flight. Two message drivers and four offers were tested: Proximity to port and value of a cruise. The packages included a tipped-on luggage tag that peeked through the window of the outer envelope and served as a functional travel premium. The packages were very successful, raising the booking-response rate by 19.58 percent. Company: Carnival Cruise Lines LLC