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Objective |
This company had flirted with fax broadcasting in the past, and had had some decent results from it. The problem was that they simply did not trust the companies who were doing the faxing for them. Response rates would vary dramatically, leading to the suspicion that the orders were not often being followed to the letter.
They had not used fax broadcasting for a couple of years, but tried us
after they saw our website and became enlightened about how the industry worked.
This company had worked successfully for a number of years by offering industry-specific bundles, for example with their Estate Agent Pack (including folder, pen and
keyrings). They had developed a range of different products and were keen to promote it as widely as possible. |
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Who were they
targeting?
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Our customer had three specific targets in mind - the products offered was very similar but they needed us to sell directly and specifically to each of the business types they were targeting.
First, estate agencies across the length and breadth of the United Kingdom. They were the primary targets, and the first design showed the Estate Agents' Pack - including a folder for holding paper and a personalised pen and
keyring..
Second, car dealerships. They were selling a special promotional bundle to car dealers, comprising the same elements as the Estate Agents' Pack.
Third was financial institutions, including banks, building societies, independent financial advisors, brokers and so on. For this they offered a special Finance Pack comprised a folder, pair of pens and a personalised calculator. |
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What were the
results? |
The results were superb. All three strands of the campaign showed profit, and plenty of enquiries for future chase-up was produced.
Unsurprisingly, the best result came from the car dealers where a 1% response rate was reported (this is very high, considering the average for fax broadcasting is around
0.1-0.2%). Using fax marketing with an average response rate of
0.3%, each lead cost a few pounds in call charges. |
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CURRENT MARKET
UPDATE |
Again, unlike car and van leasing
and many of the other products and services
associated with fax, printing and promotional
goods remain relatively unchanged in terms of
volume.
According to most of our customers, your type of
business has always been pretty much high volume
and low margin. The main difference with the
current economic climate is an acceptance that
customer acquisition costs will be
two-to-three-times higher. Our printing
and promotional customers are taking a very
sensible and pragmatic approach to the current
economic impasse. |
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| All figures given are based on customer correspondence
with us. Fax marketing is a form of advertising, and as
with all advertising it can be successful as well as
unsuccessful. We do not guarantee any level of response.
Stories covered on this website range from 2001 to the
present day and were written at various points during
this time. All stories and accounts may not be currently
active. |
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