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B2BM
April 2009
20
Case study
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Go to www.b2bm.biz/casestudies
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Brand: Scalable Communications right away. The pill-shaped cufflinks served
Agency: Redroute as a tangible reminder of the mailer to add
Objectives: To generate awareness and longevity to the campaign.
warm leads in the healthcare sector, where Description: The mailer consisted of an
Scalable has extensive experience, but are unbranded white box around a small black
not known outside their existing customer box containing a pair of pill/capsule shaped
base. The strategy is to demonstrate that cufflinks. The DM pack also included a
Scalable’s solutions can help healthcare small four page brochure that gave a brief
professionals deliver improved patient care. introduction to Scalable Communications,
Target audience: The healthcare market, what it does, what it can offer and its
consisting primarily of hospitals, NHS contact details; a one page personalised
Scalable
trusts and private hospitals with key insert featuring the recipient’s name (e.g.
Communication’s
recipients and decision-makers being IT ‘Gretchen take two of these and call us in
cufflink mailer
directors/managers followed by network the morning’). delivered 407 per
architects, general managers and The pack was arranged in such a way
cent ROI
clinicians. that until the recipient opened the white box
Solution: Healthcare professionals are there was no indication as to who the sender
focused on delivering improved patient was, so as to create intrigue. Upon opening weeks to produce and was mailed out on
care. Redroute was required to dramatise the box, the recipient would first see the December 1, 2008.
how Scalable’s solutions can do this by personalised insert and then the brochure, Results: Based solely on this initial
implementing the technologies to facilitate which lay on top of the cufflink box. campaign communication, the cufflink
information flow so that the right patient In addition, the inside lid of the cufflink mailer – sent to 200 prospects – delivered
information is accessible anytime and box featured the Scalable logo and contact 407 per cent ROI as a result of a 5.5 per
anywhere – therefore helping healthcare details. cent response rate and three per cent
professionals make the right diagnosis Timescale: The campaign took circa eight conversion rate.
Creative comment
By Inness Mattinson,
Roy
est, media
crea
al Mail’s comment
By Mike W
tive director, Marketecture development manager
Scalable Communication’s DM is a when considering there is no This effective mailpack illustrates with branding – instead, it focuses
relevant and engaging concept, obvious response offer. Also, it is one of the old adages of direct on building intrigue before
without being over-engineered. not clear if the contact number was marketing – sometimes the discovering the surprise gift.
The clean and clear the only call-to-action, and I would simplest ideas are the best for Creative is designed to convey
presentation and blue and white be interested to know if any follow- emphasising the concept and how the services can solve the
colour scheme immediately up was conducted. impact. Redroute and Scalable business needs of the recipient
identifies the piece as being My recommendation would be Communications have worked well rather than conveying pages of
targeted for the healthcare sector to signpost the recipient to a together to create a great little gift extensive details on the ins and
and the unbranded packaging is an microsite and perhaps take the package with universal appeal and outs of Scalable’s business
effective way of creating intrigue. personalisation aspect one step real standout. solutions. The upshot of this
The cufflinks serve their purpose further by setting up personalised This is particularly interesting as approach is that the pack is kept
as a tangible keepsake, but I doubt URLs (PURLs) if the budget allowed. it is intended for a sector where uncluttered and on-message. In
they will be the long-lasting reminder Overall it is an insightful piece of marketing techniques typically terms of a mailing to warm leads,
intended for females. Given the DM and the bottom line is it focus on giving more detail on these packs work very hard, and
relatively small population, I have to worked. Lead generation is a top relevant products and services the campaign’s response rates
question if there was room to priority for clients throughout these – oddly enough in the name of reflect this with an impressive ROI.
segment the messaging more and testing times, and from this clarity – rather than the minimalist This is a great example of a B2B
really hone in on the key drivers for perspective, the campaign was approach adopted in this case. The brand capitalising on the tangibility
the DMU profiled? clearly successful in achieving its DM’s copy is clear, well themed and and cut-through that a personalised
The results do speak for objectives. neatly introduces the gift. piece of mail can provide for a
themselves, however. These figures inness.mattinson@ The pack’s design also doesn’t relationship building campaign.
are pretty impressive – especially marketecturegroup.co.uk beat the recipient over the head mike.west@royalmail.com
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