SITUATION
The direct mail division of MS had the Visual Internet Development Group (Visual InterDev™ Group) as their inner company client. They hired us to develop a direct mail piece targeted at large data base web developers and designers.
PRODUCT DESCRIPTION
The product allows the developers of large data base websites (such as libraries, large retailers like Sears or Amazon) the ability to design interactive user interfaces to access specific data. The architecture of the program allows a designer to drag and drop visual icons representing the desired site features into position during construction. Once assembled and crafted for desired interface the product writes all the appropriate codes to the designer’s program to allow user interaction with the database.
OBJECTIVE
Design a product introductory and demo CD delivery mailer to the target audience. MS had a detailed profile of the target: intellectual free thinker; age 18-35; counter cultural attitudes; casual dresser; flex work and personal life style; “techie”. Create product awareness and appeal to target to try the demo CD.
SOLUTION
Direct mail was used in combination with a carefully timed campaign of publicity and advertising in trade and consumer publications. MS managed the printing and mailing of over 1 million pieces each of two separate mailings to global markets.
RESULTS
The direct mail portion of the program returned triple the response expected by MS, resulting in greatly heightened product awareness and interest.
