PROFILE:
The client is a wireless service provider with over 1,200 stores and kiosks
nationwide.
MARKETING OBJECTIVE:
Create awareness of new high speed Internet service.
Attract new customer to use their services.
MARKETING INITIATIVE:
Communifax® developed a direct mail and email campaign, which introduced
recipients to the new fast, wireless Internet service.The new service
provides mobile professionals with high speed Internet access on their
laptops and PDAs, resulting in faster emails, file transfers and remote access.
The self-mailer provided the recipient with information about the new
services as well as an affixed game piece. Additionally, an email was sent
to current and prospective customers.To learn more about the services and
products, recipients could visit an interactive Web site that Communifax
created, call a toll-free number or visit any of the stores that were listed on
the self-mailer to activate.The promotional Web site was the preferred
method and it was the only place they could play the interactive game using
the game piece to see if they were an instant winner of a prize, such as a
laptop or PDA.
RESULTS:
Over 500,000 self-mailers and 28,000 emails were sent out.
Over 14,000 players visited the promotional Web site, resulting in a
response rate of 2.65%. Additionally, of those players, over 3,000
(or 22%) opted in for future email communications from the wireless
service provider.
The activation rate from the direct mail piece was 2.5% (nearly 13,000
activations).
