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Big Props to Personalized Direct Marketing
By Jamie Klemcke | June 19, 2009
So I guess when you’re featured in a “brag room” it’s considered OK to brag right? Leave it to the Marketing Director to brag about her team being featured for creating a best-in-class multi-touch, personalized direct mail campaign. The team may shake their heads at me, but I just can’t help myself.
There is quite a bit of chatter in the marketing space regarding the value prop or lack thereof, when it comes to direct mail. In my last blog I mentioned that direct mail has definetely changed. Technology has allowed us to create personalized, targeted mail pieces that speak directly to the prospects we are targeting. This has proven to increase response and ROI. One example is a recent campaign we conducted to target top real estate prospects.
Deliver Magazine featured the QuantumDigital Real Estate Love Campaign this week in their brag room. The campaign was implemented this year and has proven to be a great success for the Vice President of Real Estate Sales, Debbie Gurley.
The challenge was to compel high-level decision makers in the real estate industry to contact QuantumDigital and learn more about the innovative products and services available to them. The objective was to reintroduce QuantumDigital as a unique service provider, describe the 22-year history and commitment QuantumDigital has to the real estate industry, and to secure a call, discovery session or on-site visit.
The campaign comprised several elements including direct mail, triggered emails and personalized landing pages. “The campaign easily opened up doors in the sales process. The contacts I have spoken with found the campaign fun and compelling, even giving them ideas on how to better position their own companies,” said Gurley.
This is what it is all about. When you can spend the time creating personalized pieces, the message resonates with the recipient and ultimately opens up the conversation to begin relationship building.
Let me know if we can help you develop your own multi-touch campaign.
Jamie
Multi-Touch Direct Marketing Campaign