The Challenge
FACTS Management Company offers six different product lines sold by fourteen different sales executives. The sales executives needed to do their own marketing, resulting in over 80 different possible variations! Not to mention the fact that the quantities for each of these mailings can be as low as 60-150 pieces. So how do you accomplish this in a cost-effective manner?
Before MailDifferent™
Using conventional printing methods to produce small quantities of all of these different marketing materials was cost prohibitive. Instead, most of their marketing was produced in-house with laser printed letters and envelopes. Actual costs were high, but not always obvious. They were spending a lot on ink and toner cartridges and their internal effort was using a significant amount of administrative resources.
After MailDifferent™
In 2006, Jacob North's MailDifferent™ created full-color marketing concepts for FACTS Management's different product lines. It also created 14 different branding images for the individual sales executives. Now whenever they need to do a mailing, they simply:
• Select a marketing concept
• Write their message
• Send MailDifferent™ their mailing list
MailDifferent™ utilizes this list to create custom marketing postcards for each recipient. Individualized Content™ allows clients to address recipients by name and print different creative relative to the audience. In the example above, MailDifferent™ printed different images for male and female recipients, with unique messages from the sales executives that included specific content about the recipients throughout the message. MailDifferent™ also printed the sales executive's branding image, signature and mailing address. Everything just mentioned was done with a single print run within 24 hours.
The Results
The MailDifferent™ marketing concepts combined with Individualized Content™ helped FACTS Management strengthen their client relationships and expand their market penetration. In fact, 2006 was a record sales year for FACTS! They attribute that success to using MailDifferent™. Not only that, MailDifferent™ helped reduce their direct mail costs by 35%!