In a world where the volume of digital communication is saturating the market, a medium was needed that would perform strongly both in terms of the cut through and the tangible results it can deliver.
The answer to the problem was a piece of direct mail. The key however is not the mass market approach of the 90’s but highly targeted, well researched, low run DM with clear messaging. Most importantly ensuring ‘buy in’ with the sales team to follow it up.
For Safesite, the fall protection specialists, we created a campaign with the inclusion of a delicious edible gingerbread man. The campaign targeted Facilities and Estates Managers, Safety Managers, and Works Managers within local authorities, higher education and food and drink manufacturers mainly multi-site. Three different versions were created to address the distinct needs of each sector – the call to action was the simple offer of a free site survey where Safesite would offer advice on how to ensure a safer working environment and to tuck into a gingerbread man.
Just 150 (50 manufacturing, 50 higher education, 50 local authorities) were sent out over a 2 month period allowing for proper concerted follow up. The results have been exceptional especially in the manufacturing and education sectors with a enough new projects secured as a direct result of the campaign to deliver a twenty-fold return on the marketing investment (not including further outstanding quoted work).
Testament to the success of the campaign and its creativity is that the concept is being adopted across different territories within Kee Safety Group (well at least where gingerbread men have a Health & Safety status!)