The direct mail brief
BCMS are the leaders in the sale of privately owned businesses. Among the services they deliver to their clients is a series of seminars aimed at business owners advising them of their options and opportunities to maximise the value of their businesses.
Having used direct mail to promote seminars with some success, BCMS wanted to refine their approach and challenged us to improve the response rates to their direct marketing by targeting clients geographically.
The Geo-targeting solution
We began by working with BCMS to understand the seminar programme, the venues where seminars would take place and the catchment areas for each of them based on proximity and drive times. Using this knowledge we developed a series of mailers, each featuring a different seminar venue. We then developed a programme to assign individual contact records to each venue based on the type of seminar and the location where it was taking place. We also made provision for clients outside of the agreed catchment areas. Once the data was correctly set up we used it to produce personalised invitations signposting clients to a venue and seminar that would be highly relevant to them.
The processes we used to achieve campaign success:
- Marketing consultancy and account management
- Data management
- Direct mail design
- Litho printing
- Personalised digital printing
- Knife folding
- Barcoding and direct mail weight measurement
- Royal Mail Mailmark reporting
- Response-handling, opening, and scanning
- Campaign Reporting and Insight
The changes we made to the seminar promotion mailings produced results straight away. BCMS saw enquiries and attendance rise and feedback from clients confirmed that geo-targeting invitations had been influential in their decision to contact BCMS.
Need more information?
As a leading UK mailing company, we’re proud of our experience in design, personalised digital printing, litho printing and direct mail marketing management.
So, if you would like to have a chat about managing your direct mail or hybrid mail overheads, increasing your response rates, and achieving your communication objectives…
Get in touch with us. We’d love to help you.
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Telephone: 0191 487 5148
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