04 Apr How an innovative B2B DM campaign contributed 22% to annual revenue
How an innovative B2B DM campaign contributed 22% to annual revenue
93% DM pack open rate
Campaign targets exceeded by average of 50%
7% conversion rate
Tekpak is an innovation-led manufacturer of robotic packaging lines for manufacturers of high volume retail packed goods, infant nutrition and life science/pharmaceutical products. With limited marketing budget, the company faced competition from large German concerns.
A cost-effective marketing solution was needed to introduce the brand, identify opportunities and increase B2B sales.
How it was achieved
Direct Mail was deemed to be the most cost-effective channel to achieve these aims.
The targeted companies varied in size from large-scale multi-nationals to traditional family owned businesses. Key decision makers and influencers were identified and profiled. Through customer research the agency identified the Tekpak USP, namely, delivering superior results through its unique design approach. A memorable creative concept, that would show the professionalism and expertise of Tekpak, was required to communicate the message.
To achieve this, the agency developed the ‘Made to Measure’ campaign. Presented in a replica Saville Row style shirt box, each piece contained a personalised direct mail letter, case studies and a pair of USB cufflinks – integrated within the design of the shirt.
The initial phase of the campaign was aimed at 43 priority companies.
Five measurable campaign objectives were also defined.
The results were impressive:
Forty out of the 43 mailers sent were confirmed as having been received, opened and read by the targeted prospect and facilitated a successful telesales follow-up.
Campaign targets for new tender requests were exceeded by 60%, appointments by 40%, revenues by 52%.
Three new clients were acquired, all of which were leading brand name manufacturers.
Campaign revenues contributed to an overall increase in annual revenues by 22%.
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