How to get a 28% conversion from an integrated direct mail campaign

BLP Lego direct mail integrated campaign

Stephen O'Toole

Posted on April 7, 2015

Integration is a word that must have been written down and underlined in a thousand marketing planning meetings. Marketers know they need to find ways to connect and communicate their campaigns to audiences across a variety of mediums to see real results. But are they getting those results?

As a financial services marketing agency, we’ve noticed a worrying trend of “integrated” being used interchangeably with “uniform”. Agencies often ran campaigns across multiple media, yes, but fall into the trap of communicating the same big idea, in the same way, every time.

Isn’t an approach that restricts how people can engage with an idea exactly what integrated marketing is trying to avoid?

We think so. So that’s why we put together a marketing campaign designed to showcase integration at its best: a big, bold, brilliant idea communicated in lot of different ways, across multiple platforms.

And guess what? It worked.

THE BIG IDEA

Building warranty and latent defects insurer BLP were looking for a specialist financial services sector design agency, so came to Talisman in search of a campaign that would resonate with their existing architect clients. They wanted something that would encourage a strengthening of customer relationships and active engagement with the BLP brand.

Their existing product description was: “a compelling alternative to the traditional 10 year new home warranty solutions” and from this a new tagline and our ‘Freedom to Create’ idea was born.

‘FREEDOM TO CREATE’

Drawing from the fact that BLP would not restrict their architects with a technical manual, we wanted a campaign that encouraged architects to get creative in a fun and compelling way. It was our client’s love of all things Lego that inspired us with how.

Architects would receive a pack of Lego, build a structure and pass it along to their friends and colleagues to do the same. The messaging – the big idea – was consistent, but from it, we designed an integrated direct mail campaign that would be sent out across multiple mediums, each engaging our target audience in a different way. A range of great prizes on offer for the best entries helped maximise the response each time.

THE INTEGRATED CAMPAIGN

  • Direct Mail. 500 DM packs were designed and printed in-house, containing 60 red and white Lego bricks in a variety of sizes. We sent these to 500 hot architect prospects along with an instruction card directing them to build a structure, take a photo and upload it to our competition microsite.
  • Microsite. The microsite we designed and built acted as the entrants’ next touch point. More information on the prizes and terms and conditions were available, and users submitting entries were asked to provide some contact information, helping us to direct future telemarketing activity and keep entrants warm.
  • Email. Emails were scheduled via the Dotmailer broadcasting system to coincide with the opening of the competition, a halfway reminder (including some of the best entrants) and, finally, an announcement of the winners. We saw a spike of entrants after each email broadcast – those who hadn’t entered yet appeared inspired by the early activity which helped keep the conversion rate steady till the end.
  • Social Media. All of the above was supported with regular activity on Facebook and Twitter. The best entrants were shared on a daily basis and followers who received a pack often tweeted a picture, becoming natural brand advocates for BLP.

THE RESULTS

We tracked the integrated direct mail campaign competition daily and realised from an early stage that we’d hit on a success. By the end of the competition, we’d received 141 entries – a 28% conversion on the original 500 mail-outs.

This was a fantastic result for BLP. Done well like this, integration resulted in a cost-effective, attention-grabbing way to boost their brand image and increase engagement, all with a measurable impact.

WHY IT WORKED

The campaign’s success was fuelled by its integration, but, like the tagline that started our creative process, in the end it all came down to freedom.

We need integration to help our big ideas do more, not less. By focusing on creativity and variety rather than a uniform approach, our audiences are drawn to participate on their own terms in excitingly organic ways.

We think the results speak for themselves.

Read more:

DM proved key to this campaign. We’ve discussed the positive impact of direct mail in a variety of blog posts, including Which is the Best? Email vs. Direct Mail for Financial Services Marketing and more recently in Print in Financial Services Marketing: Dead or Alive?

Are you in the planning process or would like to plan a campaign, please feel free to get in touch with us to help you achieve the best results.

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