1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Case Studies in Direct Marketing
Business Services
Case Studies in Direct Marketing

3. Business Services Automation is the name of the game
Effective marketing is targeted and personalized automatically to saves time and labor
Multichannel campaigns
Combine print pieces with online activities which yield valuable information about which leads used clicked through, how long they were online, and which pages they viewed.
Pre-populated response forms
targeted communications save customers’ time and make a difference in the response rate.

4. Shell Gas Direct Direct Mail Campaign
Program objectives
Attract and retain small to medium-size business clients
Introduce new customers to the gas supply service
Increase segment brand awareness
Emphasize the benefits of signing on as a customer
Target audience
Small-to-medium size businesses
10 different vertical industries.
Greater London and Manchester areas
Key messages
We provide a solution for your industry specific requirements
Reduce costs by subscribing to our gas supply service

5. Shell Gas Direct Direct Mail Campaign
Implementation
The direct mail campaign included:
3,000 personalized mailers customized for 10 vertical markets
Variable data printing to create 11 different images and text versions customized for each recipient
Purchase database of potential new business customers in the London and Manchester markets.
Feature benefits and savings of signing up for the gas supply program
Personalization
Print collateral personalized by:
Industry segment (x10)
Images (x10)
Messaging (x15)
Signing bonus
Free magazine eligibility
Gender

6. Shell Gas Direct Direct Mail Campaign
Results
The campaign resulted in a high response rate and more business
Far exceeded pervious response rates
12% response compared to 1-2% on previous campaigns
Telemarketing follow-up discovered exceptionally high recall rates

7. Growmark Customized Catalog
Program objectives
Reduce cost of large, cumbersome catalog for regional agricultural cooperative
Communicate with customers on a regular one-to-one basis
Target audience
250,000 farmers in the US and Canada
Key messages
FS/Growmark provides you with the information you want
Our cooperative is environmentally responsible and operates efficiently

8. Growmark Customized Catalog
Implementation
The direct mail campaign included:
15,000 x 20-page catalogs sent to 250,000 farmers
7,000 monthly regional newsletters utilizing personalized relevant information
Personalization
Print collateral personalized by:
33 different customer segments
85 variable fields.
Regional information

9. GlobalCerts Situation and program objectives: Target audience and list
GlobalCerts, located in Bedford, New Hampshire, develops encryption software, which is used by financial institutions, healthcare facilities, and government agencies around the world
Situation and program objectives:
GlobalCerts needed a way to generate stronger leads for its sales force, and obtain market/customer intelligence
Target audience and list
9,249 prospective customers - senior and upper-level IT staff at companies with 100 to 1,000 employees were selected from a rented list
Segmentation and key messages
Prospects were segmented into four customer types – healthcare, finance, government and e-business
Each received a message tailored by their industry – that GlobalCerts can offer expertise to help its users satisfy their industry requirements. GlobalCerts offered a secure USB stick for completing an online survey at the pURL
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

10. GlobalCerts
A direct mail piece was sent - with a different design and message for each segment. The piece drove recipients to a pURL, including a survey. A follow-up stressed the features and benefits most relevant to their segment.
Tailored by segment
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

11. GlobalCerts
Results
Estimated $300,000–500,000 in new business and qualified leads
83 unique visits to the personalized URLs
Represents a1% response rate, compared to their previous static campaign which did not receive a single response
60 of the 83 site visitors completed the survey – 72% click through rate!
Of these, 5 asked for a demo immediately
Increased traffic to GlobalCerts’ corporate website and a higher volume of inbound telemarketing calls
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

12. Henry Schein Practice Solutions
Henry Schein Practice Solutions (HSPS) is the leading provider of practice management software for dental practices
Situation and program objectives:
Provide automated appointment reminder postcards to patients of dental practices, and reduce staff time needed to remind patients of appointments
Target audience and list
Current patients of dental practices – approx. 4,000 reminders are sent each day, for a number of participating practices
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

13. Henry Schein Practice Solutions
Key messages
Postcard reminders include:
Patient’s name
Custom message
Information about what procedures patient is due for, date and time
Contact information for dental practice
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

14. Henry Schein Practice Solutions
Dental practices who subscribe can choose:
Design of postcards, frequency of communication
Media channel: reminders, text messages, printed postcards
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

15. Henry Schein Practice Solutions
Customer response has been overwhelmingly positive.
Dental practices save time and money due to reduced labor for office staff
An average of 15 hours of labor saved at each participating practice
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

16. Prism Business Media Situation and program objectives:
Prism Business Media publishes The Multichannel Merchant magazine and sponsors the annual ACCM tradeshow and conference for catalog, online, and multichannel merchants.
Situation and program objectives:
The company wanted to attract attendees for their annual tradeshow and conference and encourage online enrollment for the event.
Target audience and list
12,500 retailers and marketing professional prospects, sourced from a house list and from external sources
Segmentation and key messages
Prism segmented their audience to four types: retailers, business-to- business marketers, online marketers and others
Recipients were offered a $100 early-bird registration discount and a Free copy of a white paper (directed to a pURL)
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

17. Prism Business Media Campaign Architecture:
The campaign included a postcard and pURL
In parallel Prism ran a control group campaign of 10,000 to which they mailed the event brochures only (their standard method)
Both were followed up with telemarketing
Discount
Free white paper
pURL
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

18. Prism Business Media Results
2.54% response rate (visited personalized URL)
75.38% conversion (personalized URL visitors who registered for event)
Attracted 50% more attendees than their traditional marketing methods
Personalized postcard returned $2.17 in paid registration fees for every dollar invested while the traditional method returned only $0.99 for every dollar spent
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

19. VetCentric, Inc. Situation and program objectives:
VetCentric, Inc. is a national veterinary-focused pharmacy offering home delivery of pet owners’ prescription medication. The service is offered to various veterinary clinics
Situation and program objectives:
Increase response rate to campaigns, reduce labor and postage costs
Target audience and list
Pet-owners that are VetCentric customers. Mailings to pet owners vary from hundreds to thousands per week
Segmentation and key messages
Personalized postcards remind customers to refill their pets’ prescriptions, either online or through a toll-free number to receive a discount
Segmented by cat and dog owners
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

20. Customized photo and offers
VetCentric, Inc.
Customized photo and offers
“Jumbo postcard” including:
Veterinary clinic's name & contact information
Pet's name and species (cat/dog)
Pet owner's name
Prescription due for refill
Prescription discount (custom for each product)
Discount expiration date
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

21. VetCentric, Inc. Results 14% response rate
Labor reduced from 8-10 hours a week to 15 minutes a week
More than $9,000 in postage saved annually
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

22. Thank you