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DIRECT MAIL

Below are a few examples of Direct mail. The pieces vary from Solution promotion to Awareness. All have some form of response mechanism so their success can be measured. Direct Mail works best with a targeted audience and a topic which is of interest to them. Direct mail management involves design and content with an agency, mailhouse management, response management and database sourcing. Finally, as with all lead generating tools, dissemination of leads to the appropriate sales teams.

			This is one of two direct mail pieces for Telindus with the objective of lead generation. The Solution being promoted in both mailers was the same, the message was changed to suit two different audiences. The mailer was designed to reflect the change in branding for K-Net as they rebrand to become part of the large European Integrator - Telindus.
			The mailer was sent to a target list and followed up by the internal sales team - crucial components for direct mail success. Over 30 face to face meetings were booked for External sales, with over 60 requests for further information - a real Lead Generating Project!

	This was a mailer for Chernikeeff. Research had shown that Network Managers were receiving more than 40 pieces of direct mail per week. The theme of the mailer was created to empathise with this fact and was short and sharp - taking only 60 seconds to read.		Two mailers were posted. The best response was from the "hot topic" at the time - Voice & Data Integration with over 2% response. Proving that choosing topics that are of interest to your audience increases response rates!

	Some people would argue that TradeShow invitations are not Direct mail. However, I would beg to differ. The pieces should reflect the image of the company and the main messages being promoted at the particular tradeshow. Tradeshow attendance alone is not enough. Attendance at a show should be supported by pre and post show communications.		The mailers above were prepared and mailed for Extreme Networks at ISPCON Europe and Networks Telecom 2001. They both had response mechanisms and the ISPCON mailer (left) had an invitation to a booth party and prize draw to attract more visitors.

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