May 10, 2014September 23, 2019 by Jeff Midgley

Helping CMOs listen to their data with Adobe analytics.

Copywriting, Dimensional, Direct Mail, Email, Lead Nurture, SAAS
Adobe, Fritz and Andre
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Reviewing and deciphering key customer analytics is a critical activity for just about every organization. Adobe wanted to generate awareness of its analytic services to CMOs.

To do that, Adobe selected the Fritz & Andre agency to create an integrated campaign to CMOs promoting the Adobe Marketing Cloud. The agency invited me to join the project and create a number of campaign concepts that would also include a dimensional mailing and a product incentive. Ultimately, Adobe selected the theme of “Listen to What the Data Is Trying to Tell You.”

We wanted CEOs to know just how important it was to listen to and act on their data. The first touch to the targeted list of CMOs was an email teaser that let them know how they could request a small gift.

Responders to the email received a set of Skullcandy headphones in custom Adobe packaging which we created.

The third touch was an iPod digital music player in custom Adobe packaging. The campaign was successful in getting the message through loud and clear, with a significant number of recipients requesting appointments and learning more about Adobe Marketing Cloud.

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May 10, 2014October 14, 2019 by Jeff Midgley

Fulfilling on Reebok Fitness in one smooth motion.

During my time at Studeo, client Icon Health & Fitness requested a fulfillment brochure to send to leads who respond to a direct TV spot. Our goal was to educate the prospect about the low-impact nature of the elliptical motion while playing up the Reebok brand name.

We chose a full-size brochure mailed in a 9 x 12 envelope. Through both headlines and images calling out the low-impact motion, we created a touchpoint that built on the infomercial, walking the customer through the science of low-impact exercise and the benefits of working out at home. The fulfillment piece walked recipients through the sales cycle and asked for the order.

Brochure Spread

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May 10, 2014October 14, 2019 by Jeff Midgley

Personalizing lead nurture communications for Acura and Honda.

We built the Acura and Honda lead generation and lead nurture programs by triggering email or direct mail communications based on customer preferences, personal data and responses to previous communications—like how soon they would be in the market, and if they were looking to buy or lease. Messages were also tailored based on which kinds of features they wanted to know more about (technology, safety, performance).

Once responding to an initial lead generation channel, data from that response was used to identify which “track” the customer was put on. That determined if they would receive a more general communication about the full line of vehicles, or a specific model brochure. The timing of the emails and direct mail was based on the customer’s indicated timeline to purchase.

By creating more of a dialogue between the customer and the brand, the automaker and dealer were able to show the customer that they were listening to their preferences and interests while driving them closer to their next vehicle purchase or lease.

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May 10, 2014October 14, 2019 by Jeff Midgley

Building a customer retention program for people, dogs and cats.

Banfield Animal Hospitals asked our agency to design and implement a database-driven customer retention program as a test with 100 of its locations nationwide. If successful, it was to roll out to nearly 800 locations.

As part of the strategy team, I put together communication flows representing the different customer segments and proposed automation. Segments included New, Rising, High Value, Struggling and Win Back. Pet types of Dog, Puppy, Cat and Kitten were given their own rules as to how they fit into these segments.

The creative team put together templates for direct mail and email, with almost every text box and image being a variable that would call in images, offers, suggested services, suggested products, tips, etc. based on the data. The number of possible combinations of content numbered in the hundreds of thousands.

The calculated lift of hospitals using the retention program proved that the program was effective. Plans were put in place to roll out the program to all hospitals.

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May 10, 2014October 14, 2019 by Jeff Midgley

Telling a family story through personalized Ancestry mail.

Ancestry.com was looking to test new forms of direct mail for its sales letters promoting a subscription to the online family history service. They asked Rastar Digital Marketing to propose a variable-data direct mail campaign. We put together several concepts, with the winning concept being a tie to the Civil War. Using the Civil War records database, we used the last name of the prospect to look up how many of their ancestors fought on each side of the war. Then, based on the result of that search, a unique headline would populate on the letter, which would also show through the envelope window.

For example, the intro line might read:
Montgomery Soldiers in the Civil War: Yankees 221, Rebels 18

In this case, where the Yankee number was higher, the headline read:
Looks Like the Montgomery Family Helped Start the Yankee Win Streak.

If the Rebel number was higher, the headline read:
So This Explains the “Rebellious” Side of the Montgomery Family.

If the number was equal, the headline read:
So That’s Why the Montgomery Family Is Always Taking Sides.

The campaign proved to pull a higher rate than the control (offset printed direct mail). However, the results were not high enough to offset the added cost of producing a digitally printed campaign. The test was valuable in determining which forms of direct mail would continue to increase campaign ROI.