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Neopost<br />The Gift of Time<br />anpost.ie/mailmedia<br />
The Gift of Time<br />The Challenge<br />The market for folder inserters is extremely competitive with just three key players, however brand awareness for the provision of folder inserts is very low. <br />Folder inserts provide economic and time saving benefits, are available for businesses of all sizes and are beneficial for carrying out direct mailing campaigns. <br />The key challenge was the lack of product awareness combined with the difficulty to convey the benefits of these machines to a non user.<br />
The Gift of Time<br />The Target Market<br />Neopost segmented and profiled their customer database to identify customers who would qualify for a folder inserter. <br />This was achieved by taking into account their current mail volumes and the other Neopost equipment they had in operation. <br />They also wanted to specifically target the financial controller contact.<br />
The Gift of Time<br />The Thinking<br />As the mailing database was small, direct mail allowed Neopost to send the message directly to the target audience. It also allowed the sales team to follow-up with a call, once the direct mailing landed, to set up a meeting.<br />
The Gift of Time<br />The Mailing<br />It’s been a tradition to communicate the Neopost message in a fun and engaging manner and Neopost wanted to continue that trend with this direct mail piece. <br />An innovative ‘Maltese’ fold direct mail piece was created that allowed for tease and reveal messaging.<br />The campaign led with the line, ‘What’s the best gift you can give your company’, this was coupled with a striking image of a clock with a bow attached to it. When the direct mail piece is opened it revealed the answer, ‘The Gift of Time’.<br />
The Gift of Time<br />The Results<br />This campaign generated a 12:1 return on investment, and converted 16 leads to folder inserter customers with an ASP of €4,800.<br />
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