We’re versatile. Clients actually look to us to solve “impossible” problems. And we actually enjoy that. Case in point.
One of the nation's biggest telecom companies wanted to grow its fiber optic-based home entertainment business with a new trial offer – a free DVR and HBO service for one month. With a relatively small budget, little to no major advertising support and the need to build traffic quickly, the brand had its work cut out for it.
After a quick survey of conditions in the market and the competitive strategies and promotions, USFI was able to discover strong equities in the brand's “Big”-themed messaging deployed with many of their service offerings.
So we played up those “Big” equities with a physically oversized four-color poster mailer that opened to 20 by 30 inches. The piece was developed around the idea that recipients would be irresistibly compelled to open the “big-sized” mailer to check out the "big" offer – a free DVR and HBO for a month. When fully open, the oversized poster presented a call to action: "Fall for Our Big Offer – BIG TIME," in 164-point type. The double meaning of the word "Fall" evoked the season of the offer. Details were then spelled out in the copy that followed.
The results of the mailing, tallied just two weeks later, showed staggering results:
With industry sources routinely citing a 0.5 to 2% average response rate, results like these are extraordinary. Think about it – easily one-third of all respondents actually made the move to the client's new service! Final tally: actual sales resulting from the mailing were nine times the average direct mail response rate.