Theory is all very well, but the proof is in the perm. Here are some recent real-world examples of Direct Marketing in action. These case studies feature successful New Zealand companies you’ll recognise, using Direct Marketing’s best features to achieve a range of business outcomes.
Sector: Automobile
Audience: Sellers of Dunlop tyres
Campaign: Direct mail pack
Key service: Launch of Dunlop Direzza tyre
Details: Competition encouraged reading of benefits brochure
0800 phone backup to make information/ordering easy.
Results: 100% recall of Direzza's ability to grip the road
Initial Direzza stocks sold out.
Dunlop was launching the new Direzza DZ101 - a high performance tyre to replace the popular Formula FM901. But while the Direzza is very technologically advanced, it does not have the 'looks' of the Dunlop Formula FM901. Dunlop had to make sure wholesalers understood the new tyre's outstanding road grip - and were keen to stock and sell them.
The challenge
The Dunlop Formula FM901 had been an enormously popular tyre, asked for by name, providing good margin for retailers. The challenge was to communicate that the new Direzza gripped better, was more advanced technology - and offered the same profitability. By making the benefits clear, Dunlop would help make the sellers' job easier - and encourage them to recommend Direzza to customers.
The Thinking
- A direct mail pack was sent to retailers selling Dunlop tyres throughout New Zealand. Retailers receive little mail and do most ordering online - direct mail offered outstanding cut-through.
- The pack delivered a desktop 'road test' to demonstrate the road-holding power of the Dunlop Direzza. The pack featured a rolled-up piece of 'road' using special adhesive to grip to the tyre: an easily understood, tactile demonstration of what makes the Direzza a winner.
- The sales force had the chance to enter a competition by answering questions about the Direzza. There were five prizes of a scale model of a V8 Supercar. This encouraged staff to read an enclosed brochure detailing the performance benefits of the tyre.
- An 0800 number provided further information and made ordering easy.
The Results
The direct mail pack proved an outstanding way to arm the sales force with information and encourage them to order stock. It helped make their job easy. Results included:
- 35% of sellers entered the competition.
- Telemarketing showed 100% recall that the Direzza DZ101 gripped better than the Formula FM901.
- Initial Direzza stocks sold out through the 0800 number.
"Vast amounts of engineering, physics and chemistry have gone into the Direzza's development. One key selling point is grip. Direct mail allowed us to demonstrate that in a hugely compelling way."
Andrew Wellgreen, Marketing Manager Beaurepaires & Dunlop.
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