Promo Close-Up - Selfies & Social Media
Distributor Sends Some Love To Its Clients
Who says Valentine’s Day is just for couples? The romantic holiday also gives businesses a chance to shower some love upon their clients – and maybe earn some sales in return. That’s exactly what PostcardMania (asi/297390) – a company that focuses mainly on direct mail marketing – had in mind during a recent self-promotional campaign.
The Florida-based company mailed packages that included red wax lips and a holiday-themed postcard to its top 500 customers. The postcard encouraged clients to put on the lips, take a photograph and post it on the PostcardMania Facebook page. Those who did received a complimentary copy of the book The Ultimate Postcard Marketing Success Manual.
“The campaign was highly relevant in two perspectives,” says Deb Collins, co-founder of C Squared Company, a marketing and customer engagement firm. “The company used a simple and fun item – large red wax lips – that aligned well with the upcoming Valentine’s Day holiday. Second, the campaign was sent to their top customers – people who were already very familiar with the company and more receptive to any communication from PostcardMania.”
The brain behind the campaign idea was Sarah Kicinski, PostcardMania’s CMO. Kicinski’s goal was to develop an inexpensive way to target customers who may have been overlooking direct mail as a marketing tool. The campaign was basically a reminder for loyal clients to place their next postcard order. It was not only a fun way to celebrate the holiday, but it also proved to be a huge success.
“Out of the 500 customers, 68 new orders were placed on or within the same week as Valentine’s Day,” says Amanda Rice, director of public relations at PostcardMania. “Those 68 orders resulted in $102,637.”
Along with the financial success of the promo, the company also received a hearty amount of social media attention. Eighteen customers posted wax lips photos onto the PostcardMania Facebook page, and three of those customers sent e-mails thanking the staff for the book. Although the campaign targeted returning customers, it also seemed to catch the eye of prospective clients. The company’s Facebook page received 20 new “likes” within the week of the promotion.
“PostcardMania demonstrated that an effective campaign does not need to use a purchase-offer call-to-action to drive revenue,” says Collins. “This campaign demonstrated unique ways to engage existing or potential customers.”
Collins also points out that the campaign was successful because it was interactive without asking too much of the recipient. “The calls-to-action were not self-serving and one-dimensionally driven to a purchase,” she says. “Rather, they were multi-faceted and focused on the individual interacting with the gift.”
Finally, Collins encourages other companies to emulate a similar small-volume campaign. “By focusing a campaign on top clients, costs can be kept low with a greater likelihood of incremental purchase,” she says. “In PostcardMania’s case, the initiative cost only $6 per client, yet returned $40 in revenue for each $1 spent on the campaign.”