Objective
To introduce managing directors and senior decision-makers to XX business and personal products and the deals that came along with them.
Idea
Add a little fun to business.
Results
This direct mailer was sent out to 6,500 businesses as part of a campaign that spanned across press ads placed in SME sections and online banners.
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This is a marketing campaign used by a MNC to promote their products.
Usually, when I read about marketing campaigns, the first section I'll zoom..... in is the result column.
That's how you measure how successful is your marketing campaign, isn't it?
Whatever you want to do with your advertising and marketing campaign, be it to create awareness or rebranding, you only got one ultimate objective. That is to increase SALES.
Isn't it true?
So what if people has a favorable impression of your brand if it does not lead to sales? So what if people know about your products or services if they are not buying your products?
So when I saw the article in a marketing magazine, I was flabbergasted.
How could they claim that the result of the marketing campaign resulted in 6,500 direct mailers being sent? Shouldn't it be a measure of how many responded to the direct mailer, and how many responses lead to sales? One could easily mail to 10,000 and even 20,000 companies without any problem if money is not a problem.
And if you look at the objective, it mentioned the objective is to introduce the products to companies directors and decision-makers. Why not target companies that have need for such products? Why not companies that have need for such products and are ready to make purchasing decisions? Why not companies that have need for such products, are ready to make purchasing decisions and able to afford the price?
If it were your money, would you spend it this way?