Calling Dr. Garmont! To increase awareness of Infinity Direct while emphasizing the company’s ability to build a brand, the marketing firm created a fictional, old-time character, the mysterious Dr. Garmont, who practically invented direct marketing and possesses the knowledge and experience to cure any client’s marketing ills.
• An initial direct mail piece, designed to look like a well-worn doctor’s bag, included a PURL.
• Mailing activated a triggered e-mail campaign and directed recipients to a targeted website containing a movie and an interactive game.
Results: A 17.25 percent response rate, based upon visits to the Infinity Direct microsite
“They Got What They Wanted”
Supporting the successful launch of a new line of John Deere excavating equipment while trying to dispel consumer concerns over new emission standards, McCullough created a telescoping direct mail piece directing recipients to a microsite address or to an enclosed Business Reply Mail® card.
• Once at the microsite, potential customers could access video testimonials, machine specs, a magazine article and a “build sheet” to custom order a new excavator.
• Because direct mail remains the preferred response vehicle with this campaign’s demographic, respondents also could request additional information or a premium item via the Business Reply Mail card tipped into the piece.
Incentive: Choice of a John Deere tape measure or flashlight to recipients requesting more information
Cost: $37,800 ($2.25 per piece)
Results: 2 percent response rate; 42 qualified leads driven to independent John Deere dealerships.
Submissions were judged by Deliver editors Thomas J. Foti and Lori Brown Savage, magazine staff members and marketing experts Jason Mlicki and Ethan Boldt. Mlicki is president and lead
strategist for Mlicki, the eponymous agency that won the first Deliver M.A.I.L. Award last year. Boldt is chief content officer for DirectMarketingIQ and editorin-chief of Inside Direct Mail Weekly, an e-newsletter for the direct mail industry.
And if you think these were great, check out the grand prize winner.
Curious who else made the top-10 cut? Take a look at our finalists.Deliver M.A.I.L. Award, Opinion, Prospecting, ROI, Strategy