Direct > Product/Service
NEW BUSINESS MAILING
PUBLICIS DIALOG GROUP, London / PUBLICIS / 2003
Overview
Credits
OVERVIEW
BriefExplanation
To open dialogue with the marketing directors of companies in the financial services sector. The aim being to bring in a new financial account interested in Publicis' holisitic approach. This would replace The Woolwich which had recently changed agency in the wake of the Barclay's takeover.
CampaignDescription
As our relationship with The Woolwich had been extremely successful we decided to use this as an endorsement of our experience in the sector. Our challenge was to do this in an impactful and involving way that would illustrate our expertise and enthusiasm.
A three stage direct mail campaign was decided on as this would allow us to develop a rapport with prospects before getting down to hard facts.
Outcome
A total of 37 prospects were mailed, these being the relevant contacts in nine companies. When a follow-up call was made at the end of the campaign we learnt that 100% had been achieved. We now have a positive relationship with 66.6% of the companies mailed. We have an 11% chance of converting one of the companies mailed in the very near future.The cost of each positive response was £295.
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