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- 3. Market overview of franking machine market •Market leader/key competitor (58%) - Neopost (40%) - Other (2%) •Anecdotal feedback on main competitor from prospect – Issues in a number of areas – Backed up by internal feedback from sales team •But needed anecdotal to become scientific – Internal workshops – Scientific research
- 5. Devise compelling campaign that would: •Drive the benefits of doing things differently with Neopost •Get stand out by ensuring creative impact/doing it ‘differently’ •Get it to right person - identify/qualify competitors customers •Be remembered as some competitors tied to long terms contracts •Tailor creative based on fact (ask don’t tell) •Generate a response •Positively predispose recipient to take a follow up call
- 6. • Quantitative – Campaign target of 2.2% response target – Projected sales of €24K (over the 6 months) • Qualitative – Highlighting the key pain points (from research) – Demonstrate Neopost understands their issues – Has a solution that will address and rectify them – Position Neopost for potential future sales
- 8. • Analysed and profiled existing Neopost database • Identified 3,500 direct competitors in franking machine space • After internal workshop competitor customers emailed survey – Key issues with current supplier – Non-responders called and surveyed directly • Information uploaded directly to Neopost CRM system • Enriched database • Leveraged in to the DM piece in a creative way
- 10. • Many interesting competitor insights identified • Issues with customer service on a number of levels • These insights drove the campaign proposition • Resulting in development of an umbrella creative theme
- 17. • Direct mail only – Identified exactly who we needed to target – Spending budget on other channels represented wastage • Results bear this out as does the medium – Showed creativity/innovation DM can bring to their marketing – Doesn’t always have to be a DL or C5 envelope! • Supported by landing page – Integrated in to the Neopost.ie web site – neopost.ie/mailroomemergency
- 19. Quantitative •Response rate of 3.3% (50% up on objective) •Initial immediate sales of €37K were generated – > 50% ahead of projections •ROI €151,364 overall from targeted sales of €24K! Qualitative •Highlighted the key pain points •Demonstrate Neopost understands and has solution •Position Neopost for potential future sales
- 20. • Data strategy built on solid foundations of • Scientific research on the target audience • Leveraging it to build up knowledge of the competition (CRM) • Creative proposition addressed known issues in fun way • Offer and competition incorporated • Testimonials work • Timing in manageable waves • Immediately impactful creative/different was engaging/interesting • Call to action with limited deadline
Notes de l'éditeur
- While competitive machines appeared cheaper on face of it! Then presented a solution in the form of a Mailroom DM dye cut to the shape of medical kit in order to give the best possible 2D representation of a real Medical Kit!
- While competitive machines appeared cheaper on face of it! Then presented a solution in the form of a Mailroom DM dye cut to the shape of medical kit in order to give the best possible 2D representation of a real Medical Kit!
- While competitive machines appeared cheaper on face of it! Hidden charges on overdue payments Poor handling of account queries Meter reset fees Old franking machine technology (undersold machines) Misplaced payments Consumable costs (e.g. ink)
- - Clear envelope for attention and immediate impact - Without opening envelope compelled to want to know more - Analogy of an Emergency Medical Kit - Create sense of urgency - Different to position Neopost as credible alternative –physical piece not just email
- - Inside top contained a clear concise message - Proposition - Offer - Competition - Call to action (options) - Kit addressed/highlighted the issues ‘Sweeter’ service, ‘No more headaches’ - Spot glued inside was ‘Emergency Medical Guide’
- Strong warning message Incorporating Neopost logo as warning symbol Left hand side - Addressed key issues specifically - Highlighted that there is an alternative! - Reinforecd offer and landing page - From .99c / day - Signed by Marketing Director (personl touch) - PS – 28 days
- In Medical Guide Neopost offered to ‘ diagnose ’ the problems Offer built in a free mailroom ‘ examination ’ - Identify ‘ condition ’ of the mailroom - Details the ‘ symptoms ’ that become evident - Issue ‘ prescription ’ to improve process and save money/time Neopost offering proposed solutions as ‘ treatments ’ Right hand side - Competition - Luxury item- free iPad - Deadline & strong call to action (options) - Quotes and testimonials incorporated Timing - Campaign was sent out in ongoing weekly waves - Respondents were passed on to sales - Non respondents followed up by phone Overall highlighted that Neopost understand key issues faced by competitors customers Proposition based on research on competitors & highlighted that Neopost offered a better option in these areas
- Note: We knew going in to the campaign that the sales cycle is quite long and that some prospects would be tied in to existing contracts beyond 2011 so even with the results above there are a further 69 warm prospects many of which we expect to convert at some point in the future. Initial sales generated from just 11 of the 115 leads 104 leads negotiating contracts after initial sales 35 converted (based on current conversion statistics) Additional revenue of €114,364