The challenge for many marketers is that they don’t always have access to a lot of customer data, which can make incorporating personalization difficult. However, there is a lot of personalization that can be done with simply the name and address of your potential customer. The following marketing campaign was successfully created without having a lot of customer details.
The Campaign
Telekom Shop wanted to demonstrate their value in a marketing campaign that targeted small businesses. The campaign objective was driving traffic to a nearby Telekom Shop for a consultation about their business telecommunications needs.
Using only the recipient’s name and address, they created a personalized direct mail campaign. This marketing campaign included a high quality, digitally printed brochure. In this brochure a large map highlighted the driving route from the recipient’s business address to the nearest Telekom Shop. Each shop was identified with the Telekom “T” logo and the route itself was highlighted in Telekom Shop’s corporate magenta brand color.
Other parts of the brochure also used the recipient’s address as the basis for personalization. These personalized elements included the contact details of the shop that was closest to the recipient and a personalized letter that accompanied the brochure.
The Results
The response rates for the campaign were not disclosed, but the creative agency that developed the campaign said the client was “very pleased” with the results.
