Although Inside Track boasted an established and award-winning educational product to help consumers achieve success in property investment, it decided to embark on a new creative campaign to attract new customer attention to the company.
Inside Track wanted to develop an integrated campaign using a mix of marketing methods. It should offer customers a truly personalised message, encourage people to sign up for workshops and go to the company for property investment advice.
The Proctors response
We began to audit Inside Track’s current direct marketing and email approach, looking where improvements might be made to increase customer response rate.
Inside Track was at the time using a traditional long copy direct mail pack and trialling a simple email execution. Instead, we suggested an integrated marketing programme to reach Inside Track’s customers. This involved transferring traditional long copy to a dedicated microsite and using succinct direct marketing and email marketing to increase traffic to the website.
Proctors also set up the Intimis campaign management system to create personalised messaging. This included a personalised URL for response and emotive Direct Smile imagery within Inside Track’s email, direct mailing and microsite content to coordinate the integration of the campaign. Communications were delivered in waves – two emails and a DM postcard – and tracked the responses.
Recipients who visited personalised microsites but didn’t book for a workshop were fed through to telesales for conversion. All reporting and telesales leads management was delivered in real time through web-based dashboards.
The campaign achieved an increase in response of 300% on previous campaigns, reducing the cost per response by 50%.
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