Business/ Direct Mail - Low Vol

Marketing, December 19, 1991 | Go to article overview

Business/ Direct Mail - Low Vol


The market for a 3D mailing to generate leads for Weight Watchers at-work classes was office sites with more than 800 employees. But commercially available lists did not give information on numbers of employees, personnel practices and catering facilities, needed for accurate targeting.

This was overcome by telephone verification, through which a basic database was screened and ranked. "An excellent method of creating high quality lists to a highly targeted audience," the judges commented.

The campaign's efficacy in focusing attention on the effects of "the obesity issue" on company productivity was demonstrated by responses doubling the original forecast and a conversion rate of 58%.

The attention-getter was a set of eye-catching building blocks. Each block represented an aspect of the working environment. Recipients were invited to set them up to a pattern. When the block representing good health was removed, the whole structure then collapsed.

"They got the message across in a simplistic and graphic way," approved the judges. …

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