| A developer of automation controls and software was looking for a way to promote its products to design engineers within the medical, semiconductor and other industries. Unfortunately, these target groups proved to be too small and too geographically scattered for advertising, tradeshows and other larger promotions to be effective. Direct mail was the best solution.
Instead of sending out one large mailing to the entire group, I developed micro direct mail campaigns for each industry. With the help of a broker, we developed extremely qualified lists of usually less than 5,000 engineers and sent them five to seven mailings with messages focused specifically to their needs. Within a year of implementation, the campaigns helped develop more than $3M of new business.
|
