Advertising Agency Celebrates Anniversary with an Effective Direct Mail Marketing Campaign

CHALLENGE: Greenlight Advertising was looking for an innovative way to market the one-year anniversary of their client, MGHerring Group’s Uptown Village at Cedar Hill. Greenlight wanted to incorporate marketing the 5 restaurants in the premier shopping center and use an effective direct mailing approach. They wanted a design that would catch the eye of the recipient and an offer that would motivate customers to redeem the card.

SOLUTION: Greenlight chose to mail 10,000 Triadex Card Mailers for their direct mail campaign and sent the card mailers to potential customers within 5 surrounding zip codes of Uptown Village with Household Incomes of $100,000+. The card mailer is designed with a removable credit card sized card. Greenlight chose to use this removable card as a dining gift card. The offer they selected was $25 toward any meal at the restaurants located in the shopping center. The cards were valid for approximately six weeks: from February 19th to March 31, 2009. On the back of the card, Greenlight included an invitation to register online to receive additional special offers in order to further build a marketing list.

RESULTS:

• Within the six weeks that the customers had these cards, 27.05% of the cards were redeemed, (Greenlight previously used other direct mail pieces that have seen 12% redemption rates, so their bar was set high) proving it was an effective direct mail campaign.
• Customers reported the card easy to use as they could simply detach the card from the mailer and place it in their wallets or purses.