; The Work: PRIVATE VIEW
Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out
Your Federal Quarterly Tax Payments are due April 15th Get Help Now >>

The Work: PRIVATE VIEW

VIEWS: 4 PAGES: 2

Meanwhile, Bella Jules 2 created a crisp, eye-catching graphic approach to a holiday retail promotion. The work stood out during the holiday season, with its simple design - bold, not-red-and-green colors and clever copy - driving sales up 10% from the previous year. Not a bad feat in any economy. With a graphic consistency across all points of contact, it made a brand connection with consumers that left a good impression, even after the last Salvation Army bell was rung.

More Info
  • pg 1
									: Pewter goods company Holland Boone wanted
to test the effectiveness of e-mail vs. direct mail in                                                            : There is much in the pho-
order to determine future campaigns. The traditionally                                                            tograph on the mail piece for
direct mail-oriented company chose similar coupon                                                                                        and nothing
offers to test.                                                                                                   that stands out. The e-mail that
                                                                                                                  comes to my computer, presum-
                                                                                                                  ably, with offers that spell out
                                                                                                                  the actual math of saving 30%,
                                                                                                                  as if this is the first time anyone
                                                                                                                  has ever heard of 30% off. I’d
                                                                                                                  like to send a message to the
Holland Boone had been                  The postcards and the e-mail        The postcard campaign drove           committee that demanded this
sending five direct mailings          campaign included two coupons,         less than 1% of customers to          design — simplify, folks. Plus,
each year to 250,000 house-          which offered discounts on both        purchase. Based on reporting          there’s no link to a Web site or
holds. That campaign had a           Web purchases and in-store             from VerticalResponse analytics       online store. It’s only available
total cost of $5,000. Beginning      items. The e-mail campaign also        tools, the e-mail campaign had        in stores or by phone. Seems
in late 2008, marketing services     included an “item of the month.”       over a 40% open rate and drove        like a missed opportunity.
firm Beyond Implementation,              “The benefit of e-mail market-       both online and offline sales,         Meanwhile,
using Web-based marketing            ing is that it’s self-evangelizing,”   and had a wider and deeper            created a crisp, eye-catching
tools from VerticalResponse,         says Lisa Von Bargen, owner of         impact than direct mail. Direct       graphic approach to a holiday
launched monthly e-mail blasts       Beyond Implementation. “We put         mail pieces will be sent just three   retail promotion. The work
to a total of 15,000 names on        a link on [Holland Boone’s] Web        times in 2009.                        stood out during the holiday
Holland Boone’s permission-          site to sign up for e-mail promo-                         -Kevin McKeefery   season, with its simple design —
based e-mail list.                                                                                                bold, not-red-and-green colors
                                                                                                                  and clever copy — driving sales
                                                                                                                  up 10% from the previous year.
                                                                                                                  Not a bad feat in any economy.
                                                                                                                  With a graphic consistency
                                                                                                                  across all points of contact, it
                                            
								
To top