Business/direct Mail - High Volume (Special Section: The British Direct Marketing Association Royal Mail Direct Marketing Awards 1991)

Article excerpt

An incentive worth about 60 pounds helped induce 111 individual to spend 2122 pounds each on the upper class return fare from the UK to Boston.

This was an initial result of a 10,000 mailing on the launch of Virgin Atlantic's new route.

The incentive was employed to encourage trial of the service. Other objectives were to highlight the service's benefits and to reflect an above-the-line campaign on Virgin's values.

Described as a combination of creativity with sound business sense, NWS Bank's mailing was aimed at raising levels of car contract hire business. It targeted three segments: customers, prospects and a bought-in list and followed research indicating that 20% of companies had changed from buying to leasing company cars. A follow-up pack was produced for appointments arising from the mailing, elaborating on the initial brochure.

There are about 3800 petshops in the UK. These are often neglected because manufacturers' sales staff are more interested in going after, or are directed towards, the potentially much larger orders from supermarkets and other large retail outlets. …