September 2011
Citigroup has a few problems. In terms of U.S. consumer spending on its credit cards, the bank ranks a distant fourth. But with the economy ailing and many consumers still credit-shy, the flagging company's sales growth efforts face substantial challenges.
Citigroup is using direct mail to get its message out
to millions of potential customers.
In an aggressive push to gain new customers, Citigroup is putting most of its promotional weight behind a new direct mail campaign. The bank will end up spending $240 mm on direct mail marketing in 3Q 2011. According to estimates, Citi mailed around 346 million card offers to North American customers in the third quarter - more than one for every man, woman and child in the U.S!
When Citigroup needed a panacea for their sales pains, they turned to the power of print. And they're far from the only ones. Here are two more stories of businesses that have seen success from print-based marketing campaigns.
A/B Testing Proves Print Effectiveness
Background: Marketing agency Fixed Ops simultaneously promoted two similar service clinics for an automotive service center client. One clinic was promoted using exclusively a direct mail campaign, the other exclusively via broadcast e-mail.
Results: Though the promotions reached approximately the same amount of people (4,000), the direct mail campaign gleaned more than twice as many appointments. Once both campaigns had concluded, direct mail had driven more than $120K worth of business. The email campaign? Just $15K. (Source: FixedOps website)
Print Marketing can be Effective and Creative!
Background: Branding agency Mlicki recently received an award from the USPS for its direct mail campaign to launch Blue Octo, a line of industrial waste-water pumps manufactured by one of its clients. The innovative piece was designed to look like a dossier you might see in a spy movie.
Results: The Blue Octo Classified Dossier direct mail piece attained a 10% success rate, generating 300 sales from 3,000 prospects. (Source: USPS website)
Here are a few more compelling facts that suggest print may be on the rise:
But Wait ... There's More!
With print- and direct-mail-based marketing perhaps on the rise, Grow Sales would like to bring you its own tips for creating an effective direct mail marketing campaign. Look out for our next newsletter, which will contain practical tips on putting the time-tested 40/40/20 rule to work for your business.
What Can Grow Sales, Inc. Do for You?
We have 15 years of experience creating and executing successful direct marketing campaigns on behalf of clients. GSI can manage every aspect of your direct marketing campaign, from initial list formulation and development to creative design and distribution. In addition, T.J. Tedesco is the co-author of Direct Mail Pal, a comprehensive guide to direct mail production. A second edition of "Direct Mail Pal" is forthcoming in early 2012. (The DMP is rumored to be PIAPress' third best selling title last decade).
Give us a call at 301-294-9900 to get started on your next integrated direct marketing campaign.
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