INDUSTRY:

Direct, Interactive andPromotional Marketing Agency

PROFILE:
The agency designs programs that build excitement, capture valuable
marketing data, encourage brand loyalty, acquire new clients and drive
incremental sales.

MARKETING OBJECTIVES:

• Generate excitement about agency’s marketing capabilities
• Demonstrate an off-to-online marketing strategy
• Attract potential clients
• Educate prospects and current clients about agency services

MARKETING INITIATIVE:
Communifax designed and developed The Mad Scientist of SMART
Marketing Instant Win Game as part of its ongoing efforts to promote the
company and its capabilities. The target audience consisted of potential
clients who played previous promotional games, as well as those who had
not received any previous promotions.

The Mad Scientist Instant Win Game was an integrated promotional
marketing campaign that incorporated a three-dimensional direct mail
piece and an online game. Current and potential Communifax clients from
various industries received the direct mail piece that encouraged them to
visit the promotional site. When they first entered the site, they were
treated to a short, fun instructional video featuring the Communifax
“Mad Scientist,” who instructed them to enter their prize codes and
contact information on the subsequent pages for the chance to win
prizes. Respondents waited a short period of time for their prize codes
to be processed, during which they were served a video describing
Communifax’s marketing capabilities.

To receive additional incentives, respondents were asked to take an
optional survey to describe their current marketing efforts. Respondents
also had the opportunity to visit the company’s Web site to receive
additional information, view demos and refer an associate whom they
felt would be interested in an off-to-online marketing promotion.

RESULTS:

• 90% of games were completed
• Promotion response was 11%
• Of those respondents, over 40% opted in to receive future
  communications from the marketing agency
• Over 35% of the respondents completed the optional survey