Marshall-Tufflex, a multi national building products company were looking to secure potential sales meetings for its rainwater goods division, with a list of purchased contacts. The desired method of initiating contact was through targeted direct mail.
I came up with the concept of incentivising that direct mail, themed around the companies products and the sport of golf, which was very popular within the industry.
I came up with the concept of incentivising that direct mail, themed around the companies products and the sport of golf, which was very popular within the industry.
The die cut direct mail featured information on the products and upon returning the prepaid reply card, some Marshall-Tufflex branded golf balls and tees would be delivered, along with a product brochure. This delivery would be performed by the sales rep, giving them a foot in the door and thus gifting them the opportunity for an appointment,
The direct mail was the most successful in the companies history, producing a 22.5% reply rate, based against the industry standard at the time of 0.5-1.5%.
