For a jump on the competition, there’s nothing like a tailored end-to-end direct marketing campaign
Smart businesses have been onto it for a while, and now others are waking up to the power of specialised customer intelligence in acquiring new clients, growing and retaining an existing customer base, and reactivating lapsed customers.
It’s an area in which PMP NZ specialises, and the company recently applied its expertise to helping familyowned business Dawson’s Furniture raise its profile and promote its range of locally made furniture.
The need: customer retention and acquisition
In a highly competitive market, its 30-year-old reputation was one of Dawson’s Furniture’s most valuable assets. In addition to capitalising on this, the company wanted to increase public awareness of its brand, understand its existing client base and promote its latest offerings, while also identifying, targeting and acquiring new customers.
PMP offered Dawson’s Furniture an integrated campaign approach through its various divisions: Pacific Micromarketing, PMP Print, PMP Maxum, Gordon & Gotch, and the Media Measure tool. This custom-made end-toend solution was designed to achieve targeted distribution and tracking.
Pacific Micromarketing used its analytics tools to help Dawson’s identify and understand its customer base. The division’s sophisticated householdlevel, geo-demographic classification system, called Mosaic™, identifies New Zealand neighborhoods by dividing 1.6 million residential households into 42 types and 11 over-arching groups. This profiling helped to build a picture of the client’s key customer types and to identify and target similar individuals using Pacific Micromarketing’s Prospects Universe Database.
The in-house mapping services of Pacific Micromarketing were used to identify the high concentration areas of current Dawson’s customers and to find similar prospects. Pacific Micromarketing’s analysis and modeling exercises allowed Dawson’s Furniture to implement strategies to both increase its customers’ satisfaction and improve the effectiveness of its marketing.
Production components: print, distribution and micro-sites
PMP also implemented the physical production side of the campaign, harnessing the expertise of four of its divisions. The first of these, PMP Print, printed the client’s catalogue and managed the storage and distribution of bulk copies, including those supplied for the direct mail campaign.
The flysheet/call-to-action letter was printed by PMP Maxum. Doubling as the personalised address carrier, it reduced the number of items to be printed and added to the pack. The variable letter details with the Personalised URL (PURL) and password were printed on the back of the address carrier to ensure this information remained confidential once the pack was assembled.
The Gordon & Gotch mail house was also involved in the mail pack conceptualisation and design. It provided input throughout the process, including details around the physical design features of the pack. This ensured all materials were machineprocess compliant and within NZ Post’s specifications.
The PMP Media Measure tool was incorporated into the campaign via direct mail pieces, to help track and measure responses from both existing and new customers. An incentive (in the form of a competition) in the DM piece directed prospects to their own unique, personalised URL or micro-site. There, they answered a few simple questions, entered their contact details, and received a personalised, automated email confirming their entry into the competition. A detailed, live ‘lead response’ email was also sent to Dawson’s Furniture confirming that an online survey had been completed. As an extra ‘awareness’ incentive, all respondents received an automated reminder email about the exclusive Dawson’s Furniture Cheese & Wine Evening a day before the event.
This technology gave additional market insights by improving or updating Dawson’s contact database, engaging prospects in a more meaningful dialogue, and monitoring and analysing the marketing campaign.
Having total control of the campaign allowed the PMP Group to pool its expertise and deliver optimal efficiencies at every step of the production. The key benefits included:
- A single point of contact at PMP who managed the project and facilitated communication.
- A flexible production team that reacted quickly and efficiently to changes.
- Effective cost management, which was achieved by pricing the project as a whole and having all facets of the campaign controlled under one roof.
- End-to-end processing of the job streamlined the campaign, ensuring increased efficiency for Dawson’s Furniture.
The campaign was successful in generating new customers, reviving existing relationships and creating a vibrant atmosphere at the showrooms for both customers and staff. Analysis has shown that 44 percent of customers that purchased over the past three months were targeted through the campaign. Increased sales and enquiries have been directly attributed to the catalogue distribution, direct leads from the Media Measure site, and a greater understanding of the customer base and their desires through the use of Mosaic™.
Upon completion of the Dawson’s Furniture online survey, the micro-site redirected traffic to the main Dawson’s Furniture website, which showcases all other products and services. This helped to dramatically increase the site’s daily online activity by 500-600 percent.
For more information, contact Grant Buckley, Business Development Manager, PMP Pacific Micromarketing; phone (09) 979-3186 or email firstname.lastname@example.org
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