Folding open the mailer reveals four panels. The top panel features three sketched images, the first two of a man lifting a barbell and the last lifting a digital press. The second panel shows a picture of the Canon ImagePress C7000VP alongside informational copy, and then it spotlights the webinar about "Understanding the True Cost of Ownership of a Digital Color Press" and gives a personalized URL. The third panel again discusses the webinar and repeats the pURL. The fourth and last panel repeats the pURL and gives a cutaway reply card.
The webinar piece, along with the plastic sleeve and so much variable data, made it a more expensive effort than previous campaigns. "The response rates is one way to measure, but the other is if the right people are responding. You want the right people to put their hand up," describes Leighton, who adds that the people who have registered for the webinar are truly qualified.
Leighton hopes for a 3 percent to 4 percent response rate, and he expects that most registers will occur on the landing page. In previous campaigns, he says the BRC used to be the No. 1 response mechanism, but now more people are using the pURL. The mailing literally dropped a week before the webinar. "We probably would have liked to be a few days in front of that, but it did go out and was timely. People responded right away, and then the webinar was right there. There's some value in that," relates Leighton, who mentions that round two of this piece dropped Feb. 2 for a follow-up Feb. 18 webinar. The design on the piece changed slightly, and the webinar topic also was different.