How to get reader's attention before
they have a chance to turn away!
The Marketing Challenge:
EPM Communications is a publisher of research data for marketing professionals. The company does not conduct research, but compiles it from various reliable sources. Their directories are very expensive, averaging near $1,000.
The objective of this project was to introduce a new product, the “Marketing to Teens & Tweens” directory. Data gathering to aid decision making until then had been performed by searching the Internet and magazines, buying narrow-focus research reports, and just “winging it.” The challenge, then, was to convince marketing professionals that this one source was both more thorough and more cost-effective than any other data-gathering method. A secondary objective was to convince those who did no research at all that this research was a valuable tool.
The Creative Solution:
Craig Huey recommended an attention-getting 8-1/2 x 11” six-panel self-mailer with perforated BRC. The piece would feature all of the important benefits on the two outside panels. This would attract the marketing manager or assistant before they had a chance to just toss it in the trash.
The self-mailer was copy-intensive, with “mouth-watering” selections taken from the Directory and listed with their page numbers so that readers would want more information—and know where to find it. Also, a page of the table of contents was shown, with call-outs explaining some of the features, to show just how thorough the report was.
The Results:
Despite the anthrax scare and a recession, the directory was proven to be a valuable product.
Call Craig Huey at Creative Direct Marketing Group NOW and ask him to show you how CDMG can help you increase your response and your profits. There is no cost or obligation for your first consultation. |
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