Pet nutrition company Josera combined print and online communications to attract new customers and get them to visit their retail locations.
The company worked with leading direct mail and digital printer Grunewald GmbH to build a location-based direct marketing campaign.
When a prospect makes an inquiry on the JOSERA website, they receive pet food sample packages that include marketing collateral. This collateral provides information on the product and retail locations. The collateral also includes a map that has been personalized to the recipient. These maps show retail outlet locations where the vouchers can be redeemed and other useful travel information.
The program has been ongoing since 2014, and in that time, pet food purchases have increased by three percent.
But Stefan Seitz, Head of Marketing at JOSERA, believes that the personalized maps are responsible for the increased conversion rate, saying: “The ability to guide our customers through individual geographical coordinates to the nearest dealers in our campaign brings significant added value.”
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