Written by Bert Salter, Business Development Manager at EU Services.
For the past three years, EU Services has been privileged to participate in DMA’s major conference for direct marketing professionals as a Premier Partner of Xerox Corporation. This year DMA10 is in San Francisco and we’re headed there this weekend to Xerox Booth 2012.
To drive traffic to our booth, we developed a really fun pre-show integrated campaign using direct mail, email, QR codes, and personalized URLs. We offered a 15-month personalized calendar utilizing variable imaging. The post card mailed on September 30th and gave all recipients up until October 5th to place their order. At close of business on October 5th, we had generated 78 visitors to the personalized landing page – a 4% response rate, and had 65 orders placed – an 83% conversion rate. And for the first time, 6 people used the QR codes to place their order. We’re excited about this response and cannot wait to meet everyone when they come to pick up their calendars at our booth next week.
We’ll let you know our thoughts on the show itself and the fabulous Xerox representation.
See you there!
EU Services provides Direct marketing services for customer acquisition, customer loyalty and customer engagement programs and is based in Rockville, MD. You can find them on the web at www.euservices.com and their blog at blog.euservices.com
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3 Comments
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Bert,
Its awesome to see someone with a biz dev title talk about personalized marketing. I think you could’ve pushed your numbers up by 4x or 5x with something a little more intriguing in the mail. For example, put your postcard in a handwritten, hand stamped envelope and I bet you’d get 10% not 4%.
Regardless, it looks like it was a success. Good luck!
Michael Simmons
President, VLG Advertising
Really good example of combining technology and print. Response rates impressive. Given me some ideas for similar project we are just about to run for major company in Scotland. If anyone out there has examples in leisure industry please be sure to e mail examples.
Just sorry I can’t make trip to San Fransisco !!!!
Thanks Bill Scouller
Thank you for the comments. We are big into envelopes at EU Services (Envelopes Unlimited in another life). We used a 6 x 9 envelope with a full view window on the face. We personalize on the back, although we didnt think to use a handwritten font, that idea will be kept for next time.
We pushed up to about 6.5% response and a 55% conversion on actual booth traffic. Those that did stop by and didnt order were intrigued and information was collected to include them in a post show campaign.
Overall we are very pleased with the campaign, in addition the show went very well in all other aspects. Great job by Xerox again in making all of its customers feel right at home in the booth. Already looking forward to next year in Boston.